ABSTRACT

This application thesis for the master degree is constructed with an introduction, the research's theoretical foundation, a research model, the hypothesis, positive research results, and conclusions/suggestions. From the consumer's position, belief not only can reduce several efforts of need or in bringing down the expense of transaction but also can remove uncertainty from the transaction and help to provide psychological stability. In the Internet shop's position, belief means to form the possibility of purchase and is very important for earnings (Park Young Jo, 2003). This thesis' research purpose: First, determine which factors of belief relate to online shopping. Second, reconfirm the relationship between belief in online shopping and the purpose of purchase. Third, in compliance with the principle of product pattern (voluptuous product / utilitarian product)determine how the web site's form and elements modify consumers' perception and belief. The theoretical background, according to prior research, describes different kinds of online consumers,the behavior of online consumers, the existing studies of belief, and the relationship between belief,purchase intention, and production patterns. The factors affecting online purchase behavior are the consumers' character, the purposes of information research, the features of the web site, product patterns, the benefits of Internet transactions and the risks of Internet transactions (Lee Hak Sik, An Kwang Ho, Ha Young Won). Fung & Lee first argued that factors forming early belief leading to purchases are information quality, web interface design, and company reputation. In my study, I chose three variables as independent variables (information quality, web design, and use convenience) from 11 variables of the research of Park Young Jo in 2003, which were proven to be the main factors affecting belief. The modulation variable is the production (voluptuous product / utilitarian product), and the dependent variable is the purchase intention. This thesis, which is based on research object who will purchase perfume or cleaning machines in their often visited Internet sites, is going to find out the factors affecting web site belief according to different product patterns. It also studies how belief affects purchase intention, then draws the research model, and establishes a hypothesis with constructional definitions of variables. Questionnaire items including the factors affecting web site belief, early belief in general, purchase intention, product pattern, and population statistics total 31. Beside six abnormal questions, all are measured on a 7-point scale. The research object is those who will purchase perfume or a cleaning machine between the ages of 20 to 50 years old. This study is executed by a verification of over 0.6 of chronbach’s ɑ coefficient for verifying the internal consistency of measuring tools, and verifies the hypothesis by regression analysis. To find out if the questionnaires of product patterns are correctly measured, additional analysis is performed by averaging the perfume and cleaning machine's questionnaire items, and by a t-test between items.

KEYWORD

information quality, web site design, and use convenience are proven to have a positive effect on early belief in internet shopping (accepted). Also, service product patterns (voluptuous product / utilitarian product) affect belief differently (accepted) as do web site design product patterns, information quality product patterns, use convenience product patterns (accepted).And early belief having a positive effect on purchase intension is proven (accepted).

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