In recent years, the internet shopping development is quite developed, what every shopping website developed is quite ripe too, and 3C products occupy sizable rates in the internet shopping. So I want to study that 3C shopping website influences factor that influencing consumers¡¦ will to use the internet shopping. This research base on demography and knowledge about 3C products to create the cause-effect model of electronic service convenient, electronic service quality, customer satisfaction, and purchase intention. Through statistics software, probe into the relationship, electronic service convenient, electronic service quality, customer satisfaction, and purchase intention in the internet. In order to have close look to on customer needs is essential. Overall, the entire model fit is acceptable. It is pointed that the whole theory model of this study completes the standard of the fit test. To sum up, the results shows the indeed influential relationship among the four concepts.The customer satisfaction is the most important factor that negative effect purchase intention in the entire model. The second factor is electronic service quality. And electronic service convenient only leads a positive effect on purchase intention via electronic service quality and customer satisfaction. However, the effect is very small.

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在全球化的競爭下，電子商務日益蓬勃發展的同時，國內外各大企業紛紛投入各類型之網路交易的建置，但如何營造一個讓使用者方便使用且安心參與的環境，是未來網路交易成功的關鍵。 目前的網路購物機制不勝楣舉，但大多是站在企業的角度加以思考，而未思索網路交易的啟動者─網路客戶的需求。雖然，一個完整的網路購物交易需要網路公司、物流業及扮演金流的銀行業者三者共同合作才算完整，但是，消費者希望感受到的不是受到「三個個別的服務」而是「一個完整的服務」，所以在規劃網路交易整體作業的流程設計時，不再只是要吻合內部管理的需要，而且必須以外部客戶的需求為導向，才不會造成網路購物速度的延宕及消費者的抱怨。 本研究首先採取 AHP 研究分析方法，找出影響便捷網路購物交易的顯著因素，並透過對各業界專家的深入訪談來加以驗證後，就目前的網路購物交易機制，加強網路公司、物流公司、銀行之間的資訊流串聯，以加速整體網路交易流程；並導入實體憑證之動態密碼以提高網路交易安全，建構一個方便、安全、即時的 BtoBtoC 網路購物機制，供日後業界及學術界的參考，並讓網路無空間的理想更有實現的可能。 / Under the global competition, while e-commerce grows vigorously day by day. Most of big enterprises build all kinds of internet-shopping platform. But how to build an environment that offers more conveniences to the users? It is the key for the internet-shopping succeeds in the future. So far, there are many types of online transactional modes. These modes stand for the enterprises' inside procedure but the customers' demand. Although an intact trade of internet-shopping needs network company, logistics industry and bank to cooperate together, the consumers hope for 「an intact service」 but a 「three specific services」. That is to say, when we plan an internet transactional procedure, we must put emphasis on the customer' demand rather than the need of inside management, which will accelerate the speed of the internet-shopping and the reduction of the customers' complaint. This research takes AHP method to find out the factors that influence "The convenient internet-shopping mode", and establish the convenient internet-shopping mode, which contact the information flow among the network company, logistics company and bank in order to accelerate the internet transactional speed, and use the One-Time-Password of entity's evidence so as to raise the security of the network trading. After visiting the industry experts to verify this mechanism's practicability, this research will build a more convenient, safer and faster BtoBtoC mode, to let business and academia for reference, and let the ideal without space of the network can be realized.

「網路購物」為電腦網路科技所興起的一種新興商業。它改變了消費者 購物的習慣；相對的，消費者購買動機、需求及使用行為也不斷影響網站型態的發展，並且衍生出更多新的網路購物商業模式與議題。 在網路購物相關研究中，過去較少針對教師族群消費行為進行分析。本研究乃在探討國中小教師族群對網路購物的經驗與行為，藉由個案公司進行該族群網路購物的偏好、態度及購買行為分析，以及其消費需求與企業既有的購物網站整合的效益評估，並探討各種市場刺激因素及網路購物環境特性對該族群購買傾向與行為的影響性。 本研究藉由消費者行為及市場區隔、認知風險、市場刺激因素、網路購物環境等文獻的探討，採取問卷調查方式，收集了692份有效樣本，再利用統計分析方法得知該族群網路購物消費者行為模式中不同變項的相互關係。研究發現將近有七成的國中小教師族群具有網路購物的經驗，而且未因居住地區不同而有顯著的差異。但是，無網購經驗的族群中則會因居住地區、年齡層、教師身分及任教領域的不同，對於未選擇網路購物的原因呈現顯著的差異；年齡超過40歲以上的群體網路購物的比例逐漸降低，對於網路購物的網站訊息疑慮、產品信譽、交易安全、保證及退貨制度等認知風險亦越高。 該族群會受到個案公司企業形象與品牌聯想，對所販售產品類別仍以與個案公司企業形象相符的產品類型比較受到該族群的認同。但不同消費特性的族群對於產品類型的需求，則會因性別、年齡層、教師身分、收入而呈現明顯差異。市場刺激因素及購物網站環境特性對於不同特性族群的影響並無顯著的差異。 本研究結果期能增進學術界對國中小教師族群網路消費行為的認識，以及提供個案公司作為訂定市場區隔及行銷策略的基礎資料，以及視本研究對象為主要目標顧客群的購物網站經營者參考。 / The internet shopping is a new business style while the computer network technology was popular and rising tremendously. It changed the consumer’s shopping behavior totally. On the other hand, the buying motivation, user requirement and buyer’s behavior were influenced the developing of web site module and style continuously. And more and more issues of new business model and discussion topics were derive repeatedly. There was much less research and analysis for the teachers’ consuming behavior in the scope of internet shopping apparently. This study was focused on the experimental and behavioral analysis of internet shopping for the teacher who was in the secondary school and elementary school. We tried to figure out an evaluation of a beneficial result of a web site integration on a specific case through the analysis of users’ favorite, attitude and buying behavior, etc. It also probes the influence of the tendency and comportment to the particular group people into the stimulate incident of marketing and the environment characteristic of internet shopping simultaneously. After referenced those published in the area of the consumer’s behavior, the marketing isolation, the, the stimulate incident of marketing and the environment characteristic of internet shopping. We proposed a questionnaire survey to express the capability of variety of correlations between different user models of internet shopping behavior by the statistics analysis method eventually. There were 692 copies of effective samples from the teachers in whole Taiwan. We also found that only 70% of them would have the experiment of internet shopping, and it did not appear the discrepancy with resident area conspicuously. But the group of internet shopping users would be variable with different resident area, ages, teacher’s status and its teaching domain, especially it reflected on the reason of ‘not shopping on the internet’. Also, we found the lower ration of internet shopping with older teacher such as above 40 years old. It would be higher anxiety with more cognitive risks of web site’s messages, product credibility, transaction security, certificate of guarantee and refund policy eventually. There was more identified for this specific case with the enterprise representation and brand imagine from its sale production. But we also found that the requirement of different characteristic group were appeared diversity obviously with different factors, such as gender, age, identity and income. Furthermore, there was no eminent remarkable difference for the different user scopes with the stimulate incident of marketing and the environment characteristic of internet shopping contrarily. This study would provide a reorganization of the internet consuming behavior on a specific teacher family expectedly. And we would like to provide some basic information for the marketing isolation and the marketing strategies for the business target ultimately.

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / Internet and online shopping are gaining more attention and momentum, and businesses are moving online, not as a matter of choice, but as a matter of necessity. Online shopping satisfaction, loyalty and repurchase intentions are now at the forefront for most online shops’ strategies. Investigating this phenomenon within a South African context is crucial, considering the fact that online shopping is a recent trend in the country. Most studies have investigated the determinants of satisfaction and loyalty in online shopping. Very few studies examined the factors that entice consumers to repurchase using online channels. Businesses discovered the importance of online shopping as a key success factor. Thus, customer satisfaction, loyalty and repurchase intentions are the topics that have received much attention since the 1990s, as relationship marketing has become a popular marketing scheme. The purpose of this study was to examine online shopping satisfaction, loyalty and repurchase intentions of Generation X consumers to better understand the development of the online shopping sector. There is an absence of research conducted in this direction, resulting in a lack of existing literature. To assist in filling this gap, this study attempted to measure the relationships between these variables. Previous research has shown that consumers’ intent to repurchase online is highly driven by their satisfaction; several articles were reviewed. The target population comprised of Generation X online consumers in southern Gauteng (Vaal region). A snowball sampling method was employed to identify the respondents fitting the predetermined sample criteria. A total number of 326 questionnaires were received. Topical areas, research methods and data acquiring procedures were described. This study develops a model, which aims to describe the degree to which the three variables relate to each other; satisfaction, loyalty and repurchase intentions. The model describes the extent to which online repurchase intention is affected by satisfaction and loyalty, and the degree to which loyalty is influenced by satisfaction. Structural equation modelling (SEM) was used to test the hypotheses and the relationships. A key contribution of the SEM is the incorporation of the variables under analysis. The analysis finds that satisfaction has a positive significant relationship with repurchase intention, satisfaction also affects loyalty, and loyalty has a positive relationship with repurchase intentions. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks

Abstract Key words:E-commerce, women, online purchasing behavior, online shopping, Internet shopping Purpose: The purpose of this thesis is to map out the present behavior of women between 40-55 years concerning Internet shopping. Fur-thermore, the research aims at finding and analyzing factors that might help marketers when persuading the target group to increase their usage of Internet as a purchasing channel for home textile and decorations. Background: Along with the increasing usage of computers, E-commerce has emerged as a sales channel, and grows rapidly in Sweden. Due to the high growth rate many companies start up web sites for E-commerce. Hemtex AB followed this trend and started their web shop in October 2008 (S. Lindström, personal communication, 2008-10-30). Studies have shown younger consumers to be more frequent online shoppers than older consumers (HUI, 2006) and men to make more online purchases than women (Belanger et al, 2002). This might imply some difficulties for Hemtex concerning their start up of a web shop, since their main target group conists of women in the age 40-55 years. This demographic group is however large and has a high purchasing power (SCB, 2008), which mean it is a profitable group to target for marketers in various industries. One major difficulty with online shopping is the inability to touch the product before purchasing it, which can be a difficulty to overcome when selling textiles on the Internet (Forsythe & Shi, 2003). There-fore it is interesting to conduct research of the online purchasing behavior and habits of women age 40-55 years concerning the home textile industry. Method: The purpose of this thesis was achieved by using customers of Hemtex AB as a critical case to take part in a survey as well as in a focus group. Two models concerning consumers‟ intention to make purchases in an online environment were used to analyse the out-come of the survey and the focus group. Conclusion: The thesis determined computer experience and age of women to have an impact on whether they make online purchases or not. The largest obstacle for online shopping was payment discomfort and the largest benefit of shopping online was the conveniece factor. Several factors that could increase the probability for women of making online purchases age 40-55 was discovered, and specific rec-ommendations for marketers which target women in this age group were developed. Furthermore, one of the models concerning con-sumers‟ intention to make purchases‟ in an online environment was modified to focus the intentions of women to shop online. / Sammanfattning Sökord: E-handel, kvinnor, Internet köpbeteende, Internet handel Syfte: Syftet med den här uppsatsen är att kartlägga det nuvarande köpbe-teendet bland kvinnor i åldern 40-55 år beträffande Internet shop-ping. Vidare ämnar forskningen att hitta och analysera faktorer som kan hjälpa marknadsförare att få målgruppen att öka sitt användan-de av Internet som ett medium för att handla hemtextilier och in-redning. Bakgrund: Samtidigt som användandet av datorer ökar så har E-handeln ut-vecklats som säljkanal och ökar snabbt i Sverige. På grund av den höga tillväxten väljer många företag att starta webbsidor för E-handel. Hemtex AB har följt trenden och startade sin Webbutik i Oktober 2008 (S. Lindström, personlig kommunikation, 2008-10-30). Studier har visat att yngre konsumenter tenderar att handla mer på Internet än äldre konsumenter (HUI, 2006) och att män handlar mer än kvinnor (Belanger et al, 2002). Detta skulle kunna innebära svårigheter för Hemtex när de startar upp en Webbutik eftersom deras huvudmålgrupp består av kvinnor i åldern 40-55 år. Denna demografiska grupp är stor och har stark köpkraft (SCB, 2008), vil-ket betyder att det är en lönsam grupp att rikta sig mot för mark-nadsförare i olika branscher. En stor svårighet med E-handel är att man inte kan undersöka varan före köp, detta kan vara en svårighet att överkomma när man ska sälja särskilt textiler över Internet (For-sythe & Shi, 2003). Därför är det intressant att forska i köpbeteen-det på Internet bland kvinnor i åldern 40-55 år beträffande hemtex-tilbranschen. Metod: Syftet med uppsatsen uppfylldes genom att ett urval av Hemtex kunder fick delta i en enkätundersökning samt i en fokusgrupp. Två modeller om konsumenters avsikt att göra köp i på Internet använ-des för att analysera resultatet av enkäten och fokusgruppen. Slutsats: Uppsatsens resultat var att datavana och ålder hade en effekt på om kvinnorna genomförde ett köp på internet eller inte. Det största hindret för köp på Internet var osäkerhet kring betalning och den största fördelen med Internet köp var bekvämlighet. Flera faktorer som kunde öka sannolikheten för kvinnor i åldern 40-55 att göra In-ternet köp var identifierade, och specifika rekommendationer fast-ställdes för marknadsförare som riktar sig till den här åldersgruppen. Vidare utvecklades en av de teoretiska modellerna om 'konsumenters avsikt att göra köp i en Internet miljö' för att fokusera på kvinnors avsikter att handla på Internet.

<h2><strong>Abstract</strong></h2><p><strong>Key words</strong>:E-commerce, women, online purchasing behavior, online shopping, Internet shopping</p><p><strong>Purpose</strong>: The purpose of this thesis is to map out the present behavior of women between 40-55 years concerning Internet shopping. Fur-thermore, the research aims at finding and analyzing factors that might help marketers when persuading the target group to increase their usage of Internet as a purchasing channel for home textile and decorations.</p><p><strong>Background</strong>: Along with the increasing usage of computers, E-commerce has emerged as a sales channel, and grows rapidly in Sweden. Due to the high growth rate many companies start up web sites for E-commerce. Hemtex AB followed this trend and started their web shop in October 2008 (S. Lindström, personal communication, 2008-10-30). Studies have shown younger consumers to be more frequent online shoppers than older consumers (HUI, 2006) and men to make more online purchases than women (Belanger et al, 2002). This might imply some difficulties for Hemtex concerning their start up of a web shop, since their main target group conists of women in the age 40-55 years. This demographic group is however large and has a high purchasing power (SCB, 2008), which mean it is a profitable group to target for marketers in various industries. One major difficulty with online shopping is the inability to touch the product before purchasing it, which can be a difficulty to overcome when selling textiles on the Internet (Forsythe & Shi, 2003). There-fore it is interesting to conduct research of the online purchasing behavior and habits of women age 40-55 years concerning the home textile industry.</p><p><strong>Method</strong>: The purpose of this thesis was achieved by using customers of Hemtex AB as a critical case to take part in a survey as well as in a focus group. Two models concerning consumers‟ intention to make purchases in an online environment were used to analyse the out-come of the survey and the focus group.</p><p><strong>Conclusion</strong>: The thesis determined computer experience and age of women to have an impact on whether they make online purchases or not. The largest obstacle for online shopping was payment discomfort and the largest benefit of shopping online was the conveniece factor. Several factors that could increase the probability for women of making online purchases age 40-55 was discovered, and specific rec-ommendations for marketers which target women in this age group were developed. Furthermore, one of the models concerning con-sumers‟ intention to make purchases‟ in an online environment was modified to focus the intentions of women to shop online.</p> / <h2>Sammanfattning</h2><p><strong>Sökord</strong>: E-handel, kvinnor, Internet köpbeteende, Internet handel</p><p><strong>Syfte</strong>: Syftet med den här uppsatsen är att kartlägga det nuvarande köpbe-teendet bland kvinnor i åldern 40-55 år beträffande Internet shop-ping. Vidare ämnar forskningen att hitta och analysera faktorer som kan hjälpa marknadsförare att få målgruppen att öka sitt användan-de av Internet som ett medium för att handla hemtextilier och in-redning.</p><p><strong>Bakgrund</strong>: Samtidigt som användandet av datorer ökar så har E-handeln ut-vecklats som säljkanal och ökar snabbt i Sverige. På grund av den höga tillväxten väljer många företag att starta webbsidor för E-handel. Hemtex AB har följt trenden och startade sin Webbutik i Oktober 2008 (S. Lindström, personlig kommunikation, 2008-10-30). Studier har visat att yngre konsumenter tenderar att handla mer på Internet än äldre konsumenter (HUI, 2006) och att män handlar mer än kvinnor (Belanger et al, 2002). Detta skulle kunna innebära svårigheter för Hemtex när de startar upp en Webbutik eftersom deras huvudmålgrupp består av kvinnor i åldern 40-55 år. Denna demografiska grupp är stor och har stark köpkraft (SCB, 2008), vil-ket betyder att det är en lönsam grupp att rikta sig mot för mark-nadsförare i olika branscher. En stor svårighet med E-handel är att man inte kan undersöka varan före köp, detta kan vara en svårighet att överkomma när man ska sälja särskilt textiler över Internet (For-sythe & Shi, 2003). Därför är det intressant att forska i köpbeteen-det på Internet bland kvinnor i åldern 40-55 år beträffande hemtex-tilbranschen.</p><p><strong>Metod</strong>: Syftet med uppsatsen uppfylldes genom att ett urval av Hemtex kunder fick delta i en enkätundersökning samt i en fokusgrupp. Två modeller om konsumenters avsikt att göra köp i på Internet använ-des för att analysera resultatet av enkäten och fokusgruppen.</p><p><strong>Slutsats</strong>: Uppsatsens resultat var att datavana och ålder hade en effekt på om kvinnorna genomförde ett köp på internet eller inte. Det största hindret för köp på Internet var osäkerhet kring betalning och den största fördelen med Internet köp var bekvämlighet. Flera faktorer som kunde öka sannolikheten för kvinnor i åldern 40-55 att göra In-ternet köp var identifierade, och specifika rekommendationer fast-ställdes för marknadsförare som riktar sig till den här åldersgruppen. Vidare utvecklades en av de teoretiska modellerna om 'konsumenters avsikt att göra köp i en Internet miljö' för att fokusera på kvinnors avsikter att handla på Internet.</p><p> </p>

Despite predictions of Internet shopping reaching 6.9 trillion dollars by the end of 2004, research is now suggesting many online consumers are still very reluctant to complete the online shopping process. A number of authors have attributed consumers' reluctance to purchase online to apparent barriers, however, such barriers have not been fully examined within a theoretical context. While most studies of consumers' decision to shop on the Internet have focussed on key shopping determinants, this thesis builds a conceptual model grounded in consumer behaviour theory. In particular, this thesis explores the application of the perceived risk theoretical framework, specifically looking at one dimension of perceived risk theory - performance risk and the influence it has on the phenomenon of Internet Abandoned Cart Syndrome (ACS). To explore this phenomenon, a number of extrinsic cues are identified as playing a major role in the performance evaluation process of online purchases. The combination of these elements enabled the researcher to develop a conceptual model from which a series of propositions were drawn. To acquire pertinent data and investigate each proposition, this study used a combination of indirect and direct techniques, namely projective techniques in the form of a third-person vignette, a structured tick-box questionnaire and finally semi-structured interviews. The results suggest that collectively the extrinsic cues of brand, reputation, design and price have an overall impact on the performance evaluation process just prior to an online purchase. Varying these cues either positively or negatively had a strong impact on performance evaluation. The conclusion of this study suggests consumers are often unable to measure the full extent of risk-taking directly. In the majority of cases, consumers are guided by numerous factors, some intrinsic, others extrinsic. E-tailers with an established reputation, a well designed web site with known brands and a balanced pricing strategy reduce the perceived performance risks associated with purchasing online, thus reducing the occurrence of ACS.

This diploma thesis analyses the specialized internet shop (e-shop), it's technical and business preparation, it's market entrance, first marketing activities, corrections and valuates it's economical situation.