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國軍人員網路購物因素之研究-以航空技術學院為例 = Factors Af...

呂冠瑩

國軍人員網路購物因素之研究-以航空技術學院為例 = Factors Affecting On-Line Shopping Behaviors of Military Personnel: A Case Study on Air Force Institute of Technology

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Factors Affecting On-Line Shopping Behaviors of Military Personnel: A Case Study on Air Force Institute of Technology
作者:	呂冠瑩,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	76面圖，表格 : 30公分;
標題:	網路購物
標題:	On-Line Shopping
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/72128396902318746891
附註:	參考書目：面58-63
附註:	102年10月31日公開
摘要註:	網路購物的便利性讓網購族群快速成長，越來越多民眾熱愛上網買東西，相關之研究也甚多。然而在眾多網路購物人口中，有一特殊之族群-國軍人員，少有其網購行為相關之研究。因其工作性質特殊，網購可說是軍人最好的選擇，而其高消費力，更不容小覷，目前僅有國防部福利總處的福利網提供國軍人員網路購物服務機制，唯該網站知名度與瀏覽使用率卻未能有良好的表現。本研究以方法目的鏈模型（Means-End Chain model, MEC）基礎，透過階梯法訪談60位具代表性有豐富網購經驗的國軍人員，透過訪談了解國軍人員的消費行為、探討使用者對於國軍福利網的觀點為何？並尋求其建議。本研究主要發現有三：（1）建立了國軍人員網路購物9項參與行為屬性、7項參與結果，以及7 項價值之MEC階層要素。（2）國軍人員網路購物的關鍵路徑為便利性、省時省力，以及效率性。（3）國軍福利網使用情況不普及之主要原因在於宣傳不足。期望本研究之結果可提供國防部福利總處改進建議，期許國軍福利網未來在電子商務的潮流中能夠更具優勢。 With the convenience of on-line shopping, the on-line shoppers are growing quickly. More and more people love on-line shopping, and there are many academic studies targeting on this issue. However, among these people one special group - the military personnel are less focused in the field of on-line shopping studies. Because of their jobs, many military personnel consider on-line shopping is a good alternative comparing to traditional purchases. Their purchasing power can not be ignored! Currently, only Military Welfare website from General Welfare Service Ministry offers on-line shopping for military personnel. But with poor performance, it fails to get popularity. This study is based on the Means-End Chain model (MEC) to explore consumer behaviors of military personnel. By using laddering technique, we interview 60 representative military personnel that have abundant net-purchase experiences. Through interview, we explored consumer behaviors of military personnel. We also collected their opinions and suggestions about Military Welfare site. The findings of this study are summarized in three folds: First, we concluded 9 participation behavior attributes、7 participation outcomes, and 7 value elements in MEC hierarchical for the shopping behaviors of military personnel. Second, the critical path elements of the online shopping for military personnel are convenience, time saving, and efficiency. Third, Military Welfare website is not popular because of the lack of publicity. It is hope that with this study, we can offer General Welfare Service Ministry a new look to improve Military Welfare site. We expect the Military Welfare site will have competitive advantage in the future e-Business practices.

國軍人員網路購物因素之研究-以航空技術學院為例 = Factors Affecting On-Line Shopping Behaviors of Military Personnel: A Case Study on Air Force Institute of Technology
呂, 冠瑩

國軍人員網路購物因素之研究-以航空技術學院為例 = Factors Affecting On-Line Shopping Behaviors of Military Personnel: A Case Study on Air Force Institute of Technology / 呂冠瑩撰 - [高雄市] : 撰者, 2013[民102]. - 76面 ; 圖，表格 ; 30公分.
參考書目：面58-63102年10月31日公開.
網路購物On-Line Shopping

國軍人員網路購物因素之研究-以航空技術學院為例 = Factors Affecting On-Line Shopping Behaviors of Military Personnel: A Case Study on Air Force Institute of Technology
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