A Study of Online Shopping Behavior By Fuzzy Integral Method
| Autor: | Chien-Jen Lin, 林健仁 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Technology has kept advancing in recent years, which urged the fast development of Smart phone, tablet and other mobile technology industry. Accompanying with the progress and prevalence of mobile network, the users of mobile network increased dramatically. Take online shopping for example, people used to shop merely through their desktop computer or laptop computer (“computer shopping” in short). However, as the mobile network and mobile gadgets growing popularity, an increasing number of people begin to use these new technologies and products to shop online (“mobile shopping” in short). Though “mobile shopping” has gained acceptance by mass, it still could not fully replace “computer shopping”. The main purpose of this study is to explore the impact of these two types of shopping behavior. In this study, by using literature to explore Davis’s “ Technology acceptance model, TAM ”, which we take as basis to construct the five facets, such as " Behavioral intention ", " Perceived usefulness ", " Perceived ease of use ", " Perceived risk "and" Perceived convenience ", and then extends to constructed 21 norms. Using Fuzzy integral facet to calculate performance values in the online shopping behavior and guidelines, and analysis of the key facets and guidelines by Fuzzy measures. The results showed that the two groups of facets —" Perceived convenience " as the most important attribute, followed by the " Perceived usefulness " of computers and mobile shopping cart " Perceived risk ", and each criterion in each grouping key facets are different, which means that each group of users has its own relative important criteria. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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