Adolescents’ Acceptance of Internet Technology and Innovativeness on E-commerce Behavior
學年 104
學期 2
發表日期 2016-02-16
作品名稱 Adolescents’ Acceptance of Internet Technology and Innovativeness on E-commerce Behavior
作品名稱（其他語言）
著者 Niu, H.J.; Lin, S.T.
作品所屬單位
出版者
會議名稱 International Conference on Advances in Business Management and Information Technology (ICABMIT)
會議地點
摘要 In the era of rapid development of the Internet and technologies, buying behavior of adolescents exhibited in the consumer market is growing in a dramatic manner. The adolescent consumers feature brand switching as well as acceptance of innovative products and information. This study aimed at exploring the effect of consumer innovativeness on buying behavior. The technology acceptance model was used as the basic structure while consumer innovativeness as a moderate variable in order to analyze adolescents’ online buying behavior (inclusive of planned and unplanned). In this study, an online questionnaire survey was conducted on 2,419 adolescents and further verified by regression analysis. The results showed that the technology acceptance model was legitimately adequate to explain online buying behavior. Adolescents who were innovative consumers were categorized to rational buyers. For attracting people with innovativeness, it is compulsory for operators of online shopping to be creative enough in designing an online shopping platform so as to effectively strengthen consumers’ understanding of commodities Index.
關鍵字 Adolescent;Buying Behavior ,Consumer Innovativeness;Online Buying;Technology Acceptance Model
語言 en
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20160216~20160216
通訊作者
國別 JPN
公開徵稿
出版型式
出處 61ST THE IIER INTERNATIONAL CONFERENCE, pp.4-11
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/106441 )

SDGS 優質教育,負責任的消費與生產,夥伴關係