Publication:

消費者信念、情感、態度與行為意圖關係之研究-以棒壘球運動用品網路購物為例

本研究旨在為探討棒壘球運動用品網路消費者之信念、情感、態度與行為意圖之關係，並透過AMOS統計軟體探討本研究之理論是否適配。

本研究採用問卷調查法收集資料，以曾經使用網路購物網站購買棒壘球運動用品的的消費者為研究對象，共回收455份有效問卷，問卷回收後繼以驗證性因素分析與結構方程模式等統計方法進行資料處理分析。並依據資料分析結果，本研究獲致結論如下：1.網路消費者的信念對態度達顯著正向影響。2.網路消費者的情感對態度達顯著正向影響。3.網路消費者的態度對行為意圖達顯著正向影響。4.本研究所建構的模型達到適配程度。最後根據研究的結果，對棒壘球運動用品電子商務店家提出經營上的建議，以及建議未來研究的方向。

The purpose of this study was to explore the relationship among consumer beliefs, feelings, attitudes and behavioral intentions by online shopping for sport goods of baseball and softball. The fit of structural model would be tested with AMOS statistical software.

The research data was obtained by questionnaires and the questionnaires were collected the consumers who have purchased sport goods of baseball and softball through internet. A total of 455 valid questionnaires were collected. The data collected were then analyzed by confirmatory factor analysis and structural equation model. The main result indicate: 1. Consumer beliefs of online consumers have significantly positive effects on consumer attitudes. 2. Consumer feelings of online consumers have significantly positive effects on consumer attitudes. 3. Consumer attitudes of online consumers have significantly positive effects on behavioral intentions. 4. The fit indices of the structural model for the full sample were within an acceptable range. Finally, according the research findings, there are some suggestion of operating management for E-commerce store, and some advice for the direction of future research.