The Study of Customers' Attitude, Intentions and Behaviors from Theory of Planned Behavior on Molibe Online Shopping.
| Autor: | Yu-Hsuan Shih, 史雨萱 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Nowadays, business behaviors have generally turned into E-business. It is very important and worth noticeable issue about how to enhance competitiveness of business behavior in this white-hot e-commerce age. With the change of technology, handheld devices and mobile Internet are both new trend. Almost everyone has a smartphone in this present society. Although still some minorities don not have smartphones, it would be a new trend about “how to promote the development of using mobile devices shopping online”. The object of this study is the potential customer’s online shopping with their handheld devices. Receiving 250 questionnaires with using quantitative analysis and SPSS statistic software to conduct descriptive statistics firstly and run Independent-Sample T Test, One way ANOVA, and Regression Analysis. The structure contains three exogenous variables : the quality of handheld devices online shopping including the quality of system, the quality of information and the quality of service; using experiences including nine independent items; personal background factors including gender, age and monthly income. Using exogenous variables is to realize users’/customers’ different habits of online shopping from their different background and exogenous variables will influence the attitude of handheld devices online shopping, Subjective norm and Perceived Behavior Control. This study shows that the quality factors and the importance of using experiences will influence these three variables. (handheld devices online shopping, Subjective norm and Perceived Behavior Control) These three variables will influence behavior intention and then behavior intention would influence behaviors of customers’ online shopping. These two results are consistent with previous studies.However, handheld devices online shopping is not common as online shopping by computers and the factors are because of instability of connection speed and limited size of screen. If the handheld devices can be focused more on customers’ lifestyle to make them have the habit about browsing shopping website, it can break the limitation of size and increase the using frequency to make handheld devices online shopping become a part of life. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|