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Student Number 954203015
Author Mei-Chun Ko(柯美君)
Author's Email Address No Public.
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Department Information Management
Year 2007
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title Effect of website sociability on online consumer behavior
Date of Defense 2008-06-12
Page Count 82
Keyword
  • Attitude toward the product
  • Avatar
  • Pleasure
  • Purchase intention
  • Telepresence
  • The website sociability
  • Trust
  • Abstract As technology evolves, so do online shopping channels. Nowadays some online shopping websites provide multimedia presentations and product information present by virtual clerks. In order to enhance consumer's sensations. Online retailers should benefit from interactivity of Internet for placing consumers in vividly virtual reality, according to a research of International Data Corporation in 2000, the rate of consumers cancel a transaction after making a choice to buy is higher than 70%. Consumers tend to withdraw potential purchases due to absence of interactive contacts.
    Thus, the study reviewed literature about online shopping environment. Discussed how high sociability (Environment with avatar and Text-To-Speech voice technology) and low sociability (Environment with pure text and graph display) affect consumer perception and following behaviors. This research have conformed and referred models presented by Baker et al. (2007), Hassanein et al. (2007) and Qiu & Benbasat (2005), and observed relationship among consumer's pleasure, telepresence and website sociability. Meanwhile the study have inducted numerous scholars (Bauer & Neumann, 2005; Holzwarth, Janiszewski & Neumann, 2006; Song & Fiore, 2007) for consumers self reaction which categorized attitude toward the product, purchase intention and trust. Therefore the study has also discussed whether consumers perception and telepresence affect product attitude toward the product, purchase intention and trust.
    This study has selected students as research subject. Through experimental design combined website questionnaire generated total 260 questionnaires which includes 249 effective questionnaires. Resulted a significant hypothesized paths of empirical result by using AMOS conducting a structural estimation model validation.
    The findings are:
    1.Pleasure has positive effects on telepresence.
    2.Pleasure has positive effects on attitude toward the product, purchase intention and trust
    3.Telepresence has positive effects on attitude toward the product, purchase intention and trust
    Table of Content 中文摘要I
    英文摘要II
    目錄III
    圖目錄IV
    表目錄V
    第一章 緒論1
    第一節 研究背景與動機1
    第二節 研究目的2
    第三節 研究流程4
    第二章 文獻探討6
    第一節 社交性6
    第二節 愉悅18
    第三節 消費者態度、購買意圖與信任23
    第三章 研究方法31
    第一節 研究架構31
    第二節 研究假說32
    第三節 變數定義與衡量37
    第四節 研究設計41
    第五節 資料分析44
    第四章 資料分析與結果45
    第一節 前測分析45
    第二節 樣本結構分析49
    第三節 信度與效度分析52
    第四節 結構分程式分析56
    第五節 線性迴歸分析61
    第五章 結論與建議62
    第一節 研究結論62
    第二節 管理意涵63
    第三節 研究限制66
    第四節 後續研究建議67
    參考文獻69
    中文部份69
    英文部份69
    網站部份82
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    台灣IDC (國際數據資訊),http://www.idc.com.tw/default.asp。
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    TWNIC 台灣網路資訊中心,http://www.twnic.net.tw。
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  • Shau-Mei Li(李小梅)
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    Date of Submission 2008-06-27

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