臺灣博碩士論文加值系統

從2020年的疫情爆發後，疫情影響著大至全球經濟小至每個人的生活型態，而隨著科技日新月異、網際網路的蓬勃發展及行動支付的崛起，人們的消費方式越來越便利，疫情的爆發則是加速人們使用這些科技及便利功能的催化劑，人們為減少感染風險逐漸減少外出的次數，相對減少實體門市店面的消費，於是促進更多在網路電商平台上進行購物。本研究藉由問卷發放探討不同世代年齡層及性別的消費者，發現不同年齡及性別的消費者個人網路使用習慣影響著他們對電商平台的黏著度；消費者對電商平台有較高的黏著度就會影響消費者購買決策，因此消費者會提高在電商平台購物的頻率及購物金額。

Since the outbreak of the epidemic in 2020, the epidemic has affected the life style of everyone from the global economy to the small. With the rapid development of technology, the booming Internet and the rise of mobile payment, people's consumption methods have become more and more convenient. The outbreak of the epidemic is a catalyst for accelerating people's use of these technologies and convenience functions. In order to reduce the risk of infection, people gradually reduce the number of outings and relatively reduce consumption in physical stores, thus promoting more shopping on online e-commerce platforms. This study used questionnaires to investigate consumers of different generations of age and gender, and found that consumers of different ages and genders’ personal Internet usage habits affect their adherence to e-commerce platforms; consumers have a higher degree of adherence to e-commerce platforms The degree of adhesion will affect consumers' purchasing decisions, so consumers will increase the frequency of shopping on e-commerce platforms and the amount of purchases.

摘要---------------------------------------------i
ABSTRACT----------------------------------------ii
誌謝--------------------------------------------iii
目錄--------------------------------------------iv
表目錄-------------------------------------------v
圖目錄-------------------------------------------vi
第一章 緒論-------------------------------------1
1.1研究背景與動機---------------------------------1
1.2研究目的--------------------------------------2
1.3研究流程--------------------------------------3
第二章 文獻探討---------------------------------4
2.1電子商務--------------------------------------4
2.1.1企業對企業(BUSINESS TO BUSINESS，B2B)--------5
2.1.2企業對消費者(BUSINESS TO CUSTOMER，B2C)------5
2.1.3消費者對企業(CONSUMER TO BUSINESS，C2B)------5
2.1.4消費者對消費者(CONSUMER TO CONSUMER，C2C)----5
2.2黏著度定義------------------------------------6
2.3網路使用--------------------------------------8
2.4消費者購買行為---------------------------------8
2.4.1消費者購買決策行為---------------------------9
第三章 研究方法與問卷設計-----------------------10
3.1研究架構-------------------------------------10
3.2資料分析方法---------------------------------11
3.3樣本數與抽樣方法------------------------------12
第四章 研究結果--------------------------------13
4.1 問卷信度與問卷基本資料分析--------------------13
4.2電商平台黏著與性別相關性分析-------------------16
第五章 結論與建議------------------------------29
5.1研究結論-------------------------------------29
5.2後續研究建議---------------------------------31
參考文獻----------------------------------------32
EXTENDED ABSTRACT------------------------------39

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