| 研究生: |
陳譽升 Yu-Sheng Chen |
|---|---|
| 論文名稱: |
臺灣民眾上網行為之研究 A Study of Internet Behavior in Taiwan |
| 指導教授: |
鄒孟文
Meng-Wen Tsou |
| 口試委員: | |
| 學位類別: |
碩士 Master |
| 系所名稱: |
管理學院 - 產業經濟研究所在職專班 Executive Master of Industrial Economics |
| 論文出版年: | 2020 |
| 畢業學年度: | 108 |
| 語文別: | 中文 |
| 論文頁數: | 65 |
| 中文關鍵詞: | 網路 、網路購物 、網路創新商業服務 、行動支付 、網路化學習 、數位化金融科技 、電子化政府 |
| 外文關鍵詞: | internet, online shopping, online booking platform, mobile payment, mobile payment, online banking, electronic government |
| 相關次數: | 點閱:19 下載:0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
隨著網路技術的迅速發展,臺灣民眾的生活與網路及其相關技術已密不可分。網路使用的普及化,將越來越多的網路服務帶入臺灣民眾的生活之中,並進一步推動臺灣朝著數位化、行動化的社會發展。在此背景下,本研究使用了國家發展委員會於2019年所發布的「107年個人/家戶數位機會調查」,針對網路購物、網路創新商業服務、行動支付、網路化學習、數位化金融科技及電子化政府六個方面進行了更進一步地探討。
實證結果顯示,1.女性使用網路的頻率明顯高於男性,並發現在網路購物、網路創新商業服務、網路化學習以及數位化金融科技這四種網路行為上,女性採用的機率均高於男性。2. 50歲以上年齡層在採用網路購物、網路創新商業服務、行動支付及網路化學習這四種網路行為方面均較參考組(12歲至19歲族群)低,且年齡愈高、使用的機率愈低。3.專科以上教育程度者,採用網路購物、網路創新商業服務、行動支付、網路化學習、數位化金融科技及電子化政府這六種網路行為的可能性較參考組(國中以下學歷者)高。4.除行動支付之外,工作狀態在其他五項網路行為中均無顯著相關性。5.收入越高,採用網路購物及行動支付的可能性則越大。但在網路化學習的部分,則呈現出與收入並無太直接的相關性。
Owing to the rapid development of internet, it has brought people more and more convenience in the life nowadays, and pushed Taiwan moving forward to a new digital era. This study used 2018 Digital Opportunity Survey for Individuals and Households from National Development Council's survey, and analyzed the difference of gender, age, education level, employed situation and income on online shopping, online booking platform, mobile payment, E-learning, online banking and electronic government.
The results demonstrated that 1. Female uses internet more frequently than male, especially on online shopping, online booking platform, E-learning and online banking. 2. People who are over 50 years old would less use online shopping, online booking platform, mobile payment and E-learning than the reference group,12 to 19 years old. 3. Compare to the reference group, the level under junior high school, the person whose education level at college or above would has more possibility to do online shopping, online booking platform, mobile payment, E-learning, online banking and electronic government. 4. The result showed the employed person would be more likely to adopt mobile payment than the unemployed person. 5. The one who has more income would be more possible to do online shopping and use mobile payment. On the other hands, there is no too much significant correlation between income and E-learning, so adopting E-learning may not be influenced directly by one’s income.
Alreck, P. and Settle, R. B. (2002), "Gender Effects on Internet, Catalogue and Store Shopping," Journal of Database Marketing, 9(2), 150-162.
Bagchi, K. and Mahmood, M. A. (2004), "a Longitudinal Study of Business Model of On-Line Shopping Behavior Using a Latent Growth Curve Approach." Proceedings of the Tenth Americas Conference on Information Systems, https://aisel.aisnet.org/amcis2004/297/.
Bank for International Settlements (2012), “Innovations in retail payments”, https://www.bis.org/cpmi/publ/d102.htm
Bellman, S., Lohse, G. L. and Johnson, E. J. (1999), "Predictors of Online Buying Behavior," Communications of the ACM, 42(12), 32-38.
Bhatnagar, A., Misra, S. and Rao, H. R. (2000), "on Risk, Convenience, and Internet Shopping Behavior," Communications of the ACM, 43(11), 98-105.
Citrin, A. V., Stem Jr., D. E., Spangenberg, E. R. and Clark, M. J. (2003), "Consumer Need for Tactile Input: An Internet Retailing Challenge," Journal of Business Research, 56(11), 915-923.
Donthu, N. and Garcia, A. (1999), "The Internet Shopper," Journal of Advertising Research, 39(3), 52-58.
Internet World Stats (2020), “Internet Usage in Asia”, https://www.internetworldstats.com/stats3.htm.
Jamie L. G., Robert R., NaRita A., Sara B. and Cliff A. R. (2014), “Adoption of Mobile Payment Technology by Consumers”, Family and Consumer Sciences Research Journal, 42(4), 358-368.
Joines, J., Scherer, C. and Scheufele, D. (2003), "Exploring Motivations for Consumer Web Use and Their Implications for E-Commerce," Journal of Consumer Marketing, 20(2), 90-109.
Korgaonkar, P. K. and Wolin, L. D. (1999), "A Multivariate Analysis of Web Usage," Journal of Advertising Research, 39(2), 53-68.
Li, B., Hanna, S. D., & Kim, K.T. (2019), “Who Uses Mobile Payments: Fintech Potential in Users and Non-users,” Journal of Financial Counseling and Planning, forthcoming, 31(1), DOI: 10.1891/JFCP-18-00083
https://ssrn.com/abstract=3490340
Liao, Z. and Cheung, M. T. (2001), "Internet-Based E-Shopping and Consumer Attitudes an Empirical Study," Information & Management, 38(5),299-306.
Li, H., Kuo, C. and Russell, M. G. (1999), "The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior," Journal of Computer-Mediated Communication, 5(2). https://doi.org/10.1111/j.1083-6101.1999.tb00336.x
Mahmood, M. A., Bagchi, K. and Ford, T. C. (2004), "On-Line Shopping Behavior: Cross-Country Empirical Research," International Journal of Electronic Commerce, 9(1), 9-30.
Muhammad Y. R. and Hafiz M. U. J. (2018), “Impact of Gender Difference on Online Shopping attitude of University Students” http://dx.doi.org/10.2139/ssrn.3170212
Richa, D. (2012), “Impact of demographic factors of consumers on online shopping behavior”, Indian Journal of Engineering and Materials Sciences, 3(1), 43-52.
Rodgers, S. and Harris, M. (2003), "Gender and E-Commerce: An Exploratory Study," Journal of Advertising Research, 43(3), 322-330.
Rohm, A. J. and Swaminathan, V. (2004), "A Typology of Online Shoppers Based on Shopping Motivations," Journal of Business Research, 57(7), 748-758.
Slyke, C. V., Comunale, C. L. and Belanger, F. (2002), "Gender Differences in Perceptions of Web-Based Shopping," Communications of the ACM, 45(7), 82-86.
Stafford, T. F., Turan, A. and Raisinghani, M. S. (2004), "International and Cross-Cultural Influences on Online Shopping Behavior," Journal of Global Information Management, 7(2), 70-87.
Sultan, F.and Henrichs, R. B. (2000), “Consumer Preferences for Internet Services Overtime: Initial Explorations,” The Journal of Consumer Marketing, 17(5), 386-402.
Susskind A. M. (2004), "Electronic Commerce and World Wide Web Apprehensiveness: An Examination of Consumers' Perceptions of the World Wide Web," Journal of Computer-Mediated Communication, 9(3) https://doi.org/10.1111/j.1083-6101.2004.tb00287.x
Swaminathan, V., Lepkowska-White, E. and Rao, B. P. (1999), "Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange," Journal of Computer-Mediated Communication, 5(2), https://doi.org/10.1111/j.1083-6101.1999.tb00335.x
Transaction Network Services (2019), “Consumer Differences Shape Alternative Payments and Cashless Systems Adoption”, https://tnsi.com/wp-content/uploads/2019/05/PSD_CashlessSystemSurveyReport_GBL_JUN19.pdf.
Zhou, L., Dai, L., Zhang, D. (2007), “Online Shopping Acceptance Model: A Critical Survey of Consumer Factors in Online Shopping,” Journal of Electronic Commerce Research, 8(1), 41-63.
臺灣網路中心: 2019臺灣網路報告。2019年12月26日,取自https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf
財團法人聯合信用卡處理中心:宅經濟當道!美食外賣送不停~餐飲外送平台信用卡消費大數據分析。2020年1月7日,取自 www.nccc.com.tw/wps/wcm/connect/zh/home/openinformation/CaseAnalysisIntroduce/CNT_05_998_20200106172749
國家發展委員會:數位發展規劃。2017年3月30日,取自https://www.ndc.gov.tw/Content_List.aspx?n=228F1362E45E0B89
國家發展委員會(2019):107年個人/家戶數位機會調查(AE010016)【原始數據】取自中央研究院人文社會科學研究中心調查研究專題中心學術調查研究資料庫。doi:10.6141/TW-SRDA-AE010016-1
許淑梅:打造不遺漏任何人的世界—數位政府的挑戰與策略。2019年8月14日,取自:https://portal.stpi.narl.org.tw/index/article/10516;jsessionid=C8C551CC5EBB724B1E41BF635B82C650
經濟部統計處:零售業網路銷售額統計。取自:https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA05.aspx