题名

虛擬商店品質與購物分析

并列篇名

The Quality and Shopping Behavior Analysis of Virtual Store

DOI

10.6220/joq.2014.21(3).02

作者

池文海(Wen-Hai Chih)；王明展(Ming-Jaan Wang)；林俊彥(Chin-Yen Lin)；林憬(Ching Lin)；蔡鴻玟(Hung-Wen Tsai)

关键词

虛擬商店顧客導向 ； 虛擬商店個性 ； 虛擬商店品質 ； 購買意圖 ； 購買行為 ； virtual store ； customer orientation ； personality ； quality ； purchase intention ； purchasebehavior

期刊名称

品質學報

卷期/出版年月

21卷3期（2014 / 06 / 30）

页次

149 - 171

内容语文

繁體中文
中文摘要

有別於過去對電子商務經營的研究，大都只討論虛擬商店功能層面設計的部分，鮮少將顧客導向的概念融入虛擬商店的經營，經由419位過去六個月曾經瀏覽過虛擬商店的使用者，採用結構方程模式從事驗證，本文發現消費者不論是在實體商店或虛擬商店進行購物時購買意圖仍是引起購買行為的關鍵因素，然而虛擬商店的經營者雖無法與消費者進行面對面的接觸，但是仍可以以虛擬商店顧客導向之角度透過虛擬商店個性、虛擬商店品質進而影響購買意圖及購買行為。本研究試圖提供電子商務經營管理意涵與擬定及對應經營策略之參考依據。
英文摘要

Previous researches only studied the designs of function level for virtual store, seldom integrated the concept of customer orientation into the management of virtual store. This study takes the concept of customer orientation in the e-commerce environment. Four hundred and nineteen valid respondents were studied and structural equation modeling was adopted to verify the proposed model. Just like the physical store, purchase intention is the most crucial factor of purchase behavior for virtual store. The managers of virtual stores can influence both the purchase intention and purchase behavior of consumers through the customer orientation, personality, quality of virtual store.
主题分类 社會科學 > 管理學
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被引用次数
  1. 蔡金倉,湯玲郎,李易軒(2021)。以科技接受模式及沉浸體驗理論探討消費者網路購物行為。品質學報，28(6)，379-412。
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