Human capital is basically knowledge, skill, or expertise embodied in people and acquired through investments in formal or informal education, training, or learning by doing. If one adopts the household production model of consumer behavior in which the household or consumer is viewed as producing goods or services in the household that they sell to themselves, in effect, it is natural to think of labor used in the household. It follows that human capital should be an important input to the process of household production.
Following the prevailing of the internet, on-line shopping is the whole new tendency towards consumption. In the view of human capital, on-line shopping provide more information about goods and prices to consumers, but the point is that consumers build the skill to search information. When consumers have the ability to shop by computer and internet, and are also familiar with the on-line shopping procedure through on-line shopping experience, it may rise the consumption of on-line shopping. This is a kind of accumulated human capital effect.
Many empirical research show that most internet users have higher degree, and on the other hand the percentage of employees from information industries is also increasing. Students and employees from information are the large weight users. Thus it can be seen that shopping on the web or not depends on the degree of eduction and contact with internet.
This study use the concept of human capital to explain the motive of on-line shopping. When consumers have the ability to shop by computer and internet, and are also familiar with the on-line shopping procedure through on-line shopping experience, it would lower the full price of on-line shopping, and then increase the consumption. It involves with the effect of network externality, therefore this external effect lower the full price and rise the consumption of on-line shopping. That is why more and more people are willing to consume on the wed. The purpose of this study is using the generalized human capital model under the network externality to discuss the role of human capital when consumers consume the activities of on-line shopping.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626106-175837 |
| Date | 26 June 2006 |
| Creators | Lin, Pei-chen |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626106-175837 |
| Rights | campus_withheld, Copyright information available at source archive |
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