影響網路購物忠誠因素性別差異之比較研究

Gender Differences in Determinants of Loyalty of Internet Shopping

至2005年12月，全球網路使用者超過10億1千8百萬人，此種網路使用普及的現象隱含著將為電子商務市場拓展龐大商機。其中，線上購物市場規模的高成長率更掀起以網路為媒介的新興商業型態的浪潮，趨使企業競逐以爭取成為箇中翹楚，網路購物忠誠在網站經營上扮演著成功的關鍵因素。雖然兩性在網路使用的行為上逐漸相近，但在線上購物行為還是存有明顯的差異，網路購物忠誠的觀點也是如此。因此，本研究目的乃在瞭解影響網路購物忠誠因素及性別在影響因素之差異。資料收集與分析分為兩個階段，第一階段，以開放式問卷填答進行意見的調查，並以內容分析法歸納影響網路購物忠誠的因素。第二階段，利用層級分析法針對性別在影響網路購物忠誠因素差異上的相對重要性作探討，以期能提供網路相關商家瞭解網路購物忠誠因性別差異而有何不同，以及作為改善服務品質與產品定位的方針。

Global internet access exceeded 1018 million people in December 2005.The phenomenon that this kind of network usage popularizes imply to expand huge business opportunities for the e-commerce market. The high growth rate of the on-line shopping market scale brings about more to take network as the tide of newly arisen business type of the medium, tending to make the enterprise become the best. Loyalty of internet shopping plays an important role in key successful factors in internet activities. Although the network usage behavior of the gender gradually closes by, the online shopping behavior still contains obvious difference, for loyalty of internet shopping standpoint is also the same. Therefore, this study tried to collect data and divided into two stages. First, carry on investigating the opinions by open-ended questionnaires, and to induce the factors of influencing the loyalty of internet shopping by content analysis method. Second, make use of analytical hierarchy process to compare gender differences in influencing loyalty factors. According to the result, the study can provide the internet business to understand loyalty difference caused by gender and improve their service quality and position on policy.