影響網站使用者態度與購物意願之因素探討－－以書籍網站為例

Factors Affecting the Attitude and Purchase Intention of Book-Web Users

本研究旨在探討網站之便利性、遊歷引導、經濟滿足、娛樂滿足、資訊滿足與網站使用者之網站態度、產品態度、購買意願間的關聯性，以及在網站使用者不同網站購物經驗下，前述關聯性是否會受到影響。主要研究結論如下：1. 在全體受測者方面，除「經濟滿足」無法判定與網站態度、產品態度、購買意願有相關外，其餘各因素－－「便利性」、「遊歷引導」、「娛樂滿足」、「資訊滿足」則分別與網站態度、產品態度、購買意願呈現出相關。2. 「網站購物經驗」之有無，對網站之便利性、遊歷引導、經濟滿足、娛樂滿足、資訊滿足與網站使用者之網站態度、產品態度、購買意願間的關聯性，並無影響。

This study aims at examining the relations between web’s convenience, navigation assistance, monetary satisfaction provision, entertaining satisfaction provision, informative satisfaction provision, and WWW users’ web attitude, production attitude, purchase intention. And examine whether user’s purchase experience on web will affect those relations or not. Following are the resulted important conclusion: 1. Web’s convenience, navigation assistance, entertaining satisfaction provision and informative satisfaction provision are associated with web users’ web attitude, production attitude, purchase intention. 2. Purchase experience on web will not influence the relations between web’s convenience, navigation assistance, monetary satisfaction provision, entertaining satisfaction provision, informative satisfaction provision, and WWW users’ web attitude, production attitude, purchase intention.