碩士 / 國立嘉義大學 / 管院碩士在職專班 / 105 / Toilet paper is a necessity for people livelihood and is a fast moving consumer goods (FMCG). According to Nielsen’s survey in 2015, toilet paper is the goods that Taiwanese consumers most often buy on the internet among the daily necessities. As my job is in tissue paper industry, the buying habit in tissue paper is selected as my research issue. This study uses four structures to analyze the consumer shopping decision on the e-commerce platform, where the four structrures include the involvement of consumer procurement, online shopping behavior, the brand preference, and the characteristic of e-commence platform. To reach the research goal, we adopt the Likert scale to evaluate the consumer opinions on the 100 survey questionnaires. The main research findings are expressed as follows. The consumer’s online shopping behavior in toilet tissue paper is related to age, gender, salary, and time spent on browsing website. Meanwhile, the impact of tissue paper promotion for female consumers is stronger than male consumers. Additionally, the consumers of higher income prefer the buying in on-line to the real stores. However, the female and the consumers of higher income don’t like the promotion message. The most important findings shows that the consumers spending more time on browsing internet would like to choose the products with higher CP (price-performance ratio) value. Also, younger consumers love spending time on browsing on-line and they don’t think the brand as matter. Again, the consumers with elder age and spending less time on browsing internet think that the product is different with the description of the product on shopping website. Moreover, the consumers with younger age and higher income think that the shopping website platform is easy and friendly to learn. Finally, this study finds the impact of the tissue brand is not significant to promote the shopping decision on the shopping website.
| Identifer | oai:union.ndltd.org:TW/105NCYU5388025 |
| Creators | Wen-Ching Su, 蘇文菁 |
| Contributors | Hung-Hsi Huang, 黃鴻禧 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 0 |
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