教師資料查詢 | 類別: 會議論文 | 教師: 牛涵錚 Han-jen Niu (瀏覽個人網頁)

標題: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
語言英文
收錄於
會議性質國際
校內研討會地點
研討會時間20160216~20160216
通訊作者
國別日本
公開徵稿
出版型式
出處61ST THE IIER INTERNATIONAL CONFERENCE, pp.4-11
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