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研究生： 藍大洛
Langlois, Darryl
論文名稱： An Empirical Study of the Impacts of Internet Marketing on Perceived Quality, Value and Purchase Intention of Consumers
An Empirical Study of the Impacts of Internet Marketing on Perceived Quality, Value and Purchase Intention of Consumers
指導教授： 吳萬益
Wu, Wann-Yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2008
畢業學年度： 96
語文別： 英文
論文頁數： 59
外文關鍵詞： Quality, Attitude, Value, Purchase Intention, Evoked Feelings, Perceived Characteristics
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    • The intention of this study is to integrate relevant literature and develop of comprehensive model of marketing in the area of Internet commerce. The study will identify whether this is an interrelationship among the research variables by testing the model through survey research. A 60-item survey questionnaire was developed to conduct a survey using six different mobile phone websites and products.
    It is believed that the study will identify that website content and design for advertising purposes is the key element in Internet marketing.

    ABSTRACT III TABLE OF CONTENTS IV LIST OF TABLES VIII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivations 1 1.2 Research Objectives 2 1.3 Research Project 2 1.4 Research Procedure 3 1.5 The Structure of the Study 3 CHAPTER TWO LITERATURE REVIEW 5 2.1 Definition of Relevant Research Variables 5 2.1.1 Perceived Characteristics of Internet Website 5 2.1.2 Evoked Feelings toward the Website 8 2.1.3 Attitude toward the Website 9 2.1.4 Perceived Quality of the Product 10 2.1.5 Perceived Value of the Product 12 2.1.6 Purchasing Intention 14 2.2 Interrelationship among Research Constructs 14 2.2.1 Interrelationship between Perceived Characteristic of Internet Website and Evoked Feelings toward the Website 14 2.2.2 Interrelationship between Perceived Characteristics of Internet Website and Attitude toward the Website 15 2.2.3 Interrelationship between Perceived Characteristics of Internet Website and Perceived Quality of the product 15 2.2.4 Interrelationship between Evoked Feelings toward the Website and Perceived Quality of the product 16 2.2.5 Interrelationship between Attitude toward the Website and Perceived Quality of the product 17 2.2.6 Interrelationship between Evoked Feelings toward the Website and Perceived Value of the product 17 2.2.7 Interrelationship between Attitude toward the Website and Perceived Value of the Product 18 2.2.8 Interrelationship between Perceived Quality of the Product and Perceived Value of the Product 19 2.2.9 Interrelationship between Perceived Value of the Product and Purchasing Intention 19 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20 3.1 Conceptual Model 21 3.2 Construct Measurement 21 3.2.1 Perceived Characteristics of the Internet Website 21 3.2.2 Evoked Feelings toward the Website 22 3.2.3 Attitude toward the Website 24 3.2.4 Perceived Quality of the Product 24 3.2.5 Perceived Value of the Product 25 3.2.6 Purchasing Intention 25 3.3 Hypotheses to be Tested 26 3.4 Questionnaire Design 27 3.5 Sampling Plan .................. `27 3.6 Data Analysis Procedure 27 3.6.1 Purification and Reliability of the Measurement Variables 28 3.6.2 Differences of Research Variables among Groups 29 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY 31 4.1 Introduction…..... 31 4.2 Descriptive Analysis 31 4.2.1 Data Collection 31 4.2.2 Characteristics of Respondents 32 4.3 Reliability Tests 33 4.3.1 Perceived Characteristics of the Website 35 4.3.2 Evoked Feelings toward the Website 35 4.3.3 Attitude toward the Website 36 4.3.4 Perceived Quality of the Product 37 4.3.5 Perceived Value of the Product 37 4.3.6 Purchasing Intention 38 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 39 5.1 The Roles of Perceived Characteristics on Evoked Feelings toward the Website and Attitude toward the Website 39 5.2 Comparisons among Research Factors among Mobile Phone Brands 41 5.2.1 Perceived Characteristics of the Website 41 5.2.2 Evoked Feelings toward the Website 41 5.2.3 Attitude toward the Website 42 5.2.4 Perceived Quality of the Product 42 5.2.5 Perceived Value of the Product 42 5.2.6 Purchasing Intention 42 5.3 Regression Analysis of Factors Influencing Purchasing Intention 43 5.2.7 Full and Partial Mediating Effects 45 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 47 6.1 Research Conclusions 47 6.2 Research Suggestions and Limitations 49 6.3 Research Contributions 50 REFERENCES 51 APPENDIX 54

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