碩士 / 國立虎尾科技大學 / 資訊管理研究所 / 100 / As times change, women on the job have gradually become valued, because women are financially autarkic and lead to considerable increase in purchasing power. How to attract their attention and touch their hearts, are important issues for many enterprises. The rise of the Internet strongly pushes shopping business opportunities. Particularly women are regarded as the main group of consumption, and thus many shopping websites are built up only for female customers. In the past, there were only few research papers exploring on foreign shopping website. So this study takes Taobao for example, and applies theory of planned behavior with trust to build the research framework. Word of mouth, product characteristics, service attitude, perceived risks and website characteristics are combined as antecedent factors to affect subjective norm, attitude, perceived behavior control and trust. These factors are investigated to discuss effect on purchase intention. Hopefully this study will provide a reference in customers retention and marketing strategies for future female-oriented shopping website.
| Identifer | oai:union.ndltd.org:TW/100NYPI5396031 |
| Date | January 2012 |
| Creators | Sin-Pei Yan, 顏心珮 |
| Contributors | Chang-Shiann Wu, 吳昌憲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 82 |
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