碩士 / 朝陽科技大學 / 企業管理系 / 105 / In the era of the Internet, the life is more convenient with the vigorous development of e-commerce. Especially people nowadays shopping on the Internet platform have become more and more popular. This consumer model has also become an indispensable way in life. However, the most important is to enhance the overall value of the platform for standing out to create a unique brand in more Internet platforms and build a long-term relationship with consumers. How consumers making their purchase decision is also an important key when their risk issues are unpredictable. Therefore, the study selected the popular platform-Shopee as the subject of the research. This study explored the impact of perceived risk, brand image and perceived value on the purchase intention. The sample was collected from the Shopee users in the Taichung area. The questionnaire was collected by convenient sampling survey. A total of 470 interview were collected and 405 valid questionnaires were collected with a recovery rate of about 90%. In this study, narrative statistical analysis, factor analysis and regression analysis were used to test the hypothesis. The results showed that: (1) Perceived risk of Shopee users had a significant negative effect on perceived value. (2) The brand image of the user of the Shopee has a significant positive effect on the perceived value. (3) The perceived value of the user of Shopee has a significant positive impact on the purchase intention. (4) The perceived risk of Shopee users has a negative impact on the purchase intention. (5) The brand image of Shopee users has a significant positive impact on the purchase intention.
| Identifer | oai:union.ndltd.org:TW/105CYUT0121029 |
| Date | January 2017 |
| Creators | CHANG,YU-TING, 張玉庭 |
| Contributors | Meng-Chang Lin, 林孟璋 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 116 |
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