大學生網路購物意向之研究-以TAM延伸模式實證

A Study of College Student’s On-Line Shopping Intention-An Extended Model of TAM

郭明憲(Ming-Shien Kuo)

指導教授 ： 莊立民

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2010年)

摘要

網際網路的活絡及寬頻網路技術的改善，讓年輕人能透過以網路購物的方式在最快的時間獲得商品達到滿足與需求。因此，網路購物已深植年輕族群的生活習慣，甚至逐漸取代傳統購物，所以此現象讓產業在實體店面外又創造出新的營業商機，並得以擴展其市場規模。本研究以大學生為研究對象，來探討科技接受模式之延伸模式對於大學生網路購物影響之關係。
本研究透過文獻回顧，參考過去大學生網路購物與科技接受模式議題之相關研究並增加社會臨場感、知覺娛樂及信任三個變數成為科技接受模式之延伸模式。確認研究變數與研究架構後，配合本研究目的，分析相關變數間的關係並提出研究假說，並以問卷調查方式發出問卷500份(回收有效問卷385份，回收率77%)；透過敘述性統計、信效度分析及結構方程模式分析等統計方法，進行資料分析與驗證。經實證研究後，得到的主要結論如下：
一、社會臨場感對知覺有用、知覺易用及信任具有顯著正向影響。
二、信任對知覺易用及意圖具有顯著正向影響。
三、知覺娛樂對知覺有用、知覺易用及意圖有顯著正向影響。
四、知覺易用對知覺有用及態度有顯著正向影響。
五、知覺有用對態度有顯著正向影響。
六、態度對意圖有顯著正向影響。
最後就本研究之結論與管理意涵作深入探討，並呈現具體之研究貢獻與實務建議，以供學術界與企業界參酌。

關鍵字

科技接受模式 ； 社會臨場感 ； 知覺娛樂 ； 信任

並列摘要

The popularization of Internet and improvement of broadband network technology has make it possible for the young people to rapidly acquire what they want to meet their needs and demand through On-line shopping. Therefore, On-line shopping has been embedded in life of young people, and even gradually replaced the traditional shopping behavior. Such phenomenon created new business opportunities out side of brick-and-mortar (B&M), and further expanded the market scale of several industries. This research selected universities students as research subjects to discuss the expanding model of technology acceptance model for the topic of On-line shopping.
This research reviewed the past literatures about university students’ on-line shopping behavior and technology acceptance model, and expanding the model through addition of three variables: social presence, perceived enjoyment and trust. After confirmation of research variables and research structure, according to the purposes, this research analyzed the relationship between related variables and brought up hypotheses. 500 portions of questionnaires were delivered (385 valid portions recycled, with a recycle rate of 77%), and the data analysis and verification was conducted through descriptive statistics, validity analysis, reliability analysis and structural equation modeling. The main conclusions gained from empirical research were:
1.Social presence had significantly positive influences on perceived usefulness, perceived ease of use and trust.
2.Trust had significantly positive influences on perceived ease of use and intention.
3.Perceived enjoyment had significantly positive influences on perceived usefulness, perceived ease of use and intention.
4.Perceived ease of use had significantly positive influences on perceived usefulness and attitude.
5.Perceived usefulness had significantly positive influence on attitude.
6.Attitude had significantly positive influence on intention.
At the last part, this research discussed deeply on conclusions and their managerial insights, and to provide concrete research contributions and practical recommendations for academic circle and industrial practitioners.

並列關鍵字

Technology Acceptance Model ； Social presence ； Perceived enjoyment ； Trust

參考文獻

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