網路書局使用者需求與購買意願之關聯：兼論人口統計干擾效果

The Relationship between User's Needs of Online Bookstores and Purchasing Intentions: Moderating Effect on Demographic Variables

10.29724/TMR.201108.0006

劉仲矩(Chung-Chu Liu)；林鈺璇(Yu-Hsuan Lin)

網路書局 ； 需求理論 ； 購買意願 ； 人口統計變數 ； online bookstore ； demand theory ； purchase intention ； demographics

東海管理評論

13卷1期（2011 / 08 / 01）

189 - 223

繁體中文

近年來網路書局已成為電子商務的一股熱門風潮並成為許多企業轉向虛擬市場的通路。網路書局的使用者購買意願缺乏對需求明確影響的探討。本研究目的是了解網路書局使用者需求與購買意願的關聯性，並考慮人口統計變數所可能帶來的干擾效果。採用立意抽樣法，回收327份有效問卷，研究結果發現網路書局使用者在自我成長與社交需求方面，與其購買意願有顯著正向關聯。另外，有關人口統計變數方面，性別在網路書局使用者的自我成長需求與購買意願扮演干擾的角色。最後本研究將根據研究結果，提供學術與實務上的建議。

In recent year, the rapid development of e-commerce has provided consumers with a new channel to purchase products and services online and also make lots of business moving to online marketplace. However, regarding the online bookstore customers' purchasing intention, there are obvious lack of solid guidelines to show how online bookstore users' demand affect consumer purchase intention. Hence, exploring whether there are some connection between the purchase intention of users and the demands of human to be satisfied or not is valuable. The objective of this study is to understand the relationship between the demand and purchase intention of the online bookstore users. Also, find out the moderating effect caused by demographic variable. A total of 327 copies were returned by using purposive sampling. The consequence surveys that the purchase intention of online bookstore users has positive relationship with their self-growing and socializing demands. Also, the demographic variable such as gender plays a role that moderates the relationship between demands and purchase intention exactly. According to the results, a number of suggestions are given to academics and practitioners.

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