台灣網購市場消費行為之研究-整合 TAM 與 TRA Model 之觀點

Abstract

According to Market Intelligence & Consulting Institute (MIC), the gradual popularity of the Internet and on-line shopping causes Taiwan’s online shopping market to grow by 20% annually. Moreover, the Dept. of Commerce, Ministry of Economic Affairs predicts that the yield of Taiwan’s on-line shopping market will be up to NTD 1 trillion in 2015. Apparently, online shopping market is worth studying in every way. If a manager of e-Commerce website intends to be successful in the market, it is necessary for this individual to comprehend the key factors to increasing consumers’ use of online shopping. In other words, the understanding of consumers’ online shopping behavior will benefit the corporations and improve their competitiveness in the market. Therefore, this study is aimed at discussing the following three issues: 1.How does the perceived ease of use of online shopping and the perceived usefulness affect consumers’ attitude toward online shopping respectively? 2.How does consumers’ attitude toward online shopping affect their behavioral intention of online shopping? 3.How does subjective norms affect consumers’ attitude toward online shopping and their behavioral intention of online shopping? After analyzing the data collected through questionnaire survey, this study concludes its results as follows: 1.In Taiwan’s online shopping market, both the perceived ease of use and the perceived usefulness of online shopping have a significant impact on consumers’ attitude toward online shopping. 2.In Taiwan’s online shopping market, consumers’ attitude toward online shopping has a positive and significant impact on their behavioral intention. 3.To consumers on the island, subjective norms have a positive impact on consumers’ attitude toward online shopping and their behavioral intention.