以科技接受模型探討購物網站購買意圖之研究—以女性消費者為例

隨著科技進步，電子商務的發達，女性消費者的購買方式與型態也隨之改變。根據調查顯示，臺灣女性網路族在網路購物、線上查詢價格等經濟活動，參與比例均比男性網路族高。本研究根據資訊系統成功模式中的資訊品質、網路品質、服務品質，研究購物網站如何針對女性消費者的需求，提供良好的網站品質，以提高女性消費者在購物網站的購買意圖。科技接受模型（TAM）理論已被廣泛用來預測與解釋使用者使用資訊科技的接受程度，而女性消費者利用購物網站的購買行為正符合科技接受模型的理論應用。購物網站的資料安全性是大多數消費者在線上購物時，希望網站能改進的地方。本研究根據此議題將信任與知覺風險納入研究架構，並結合網站品質、科技接受模式加以探討。本研究以問卷統計調查來分析結果，問卷對象以曾上網購買經驗的女性消費者為主，共計發放358份問卷，回收300份有效問卷，有效問卷回收率為83.8%。研究結果顯示如下： 1.資訊品質對知覺有用性具有顯著影響關係。 2.服務品質對知覺有用性具有顯著影響關係。 3.知覺易用性對知覺有用性具有顯著影響關係。 4.信任對購買意圖具有顯著影響關係。 5.知覺有用性對購買意圖有顯著影響關係。

關鍵字

資訊系統成功模式、科技接受模型；信任；知覺風險；購買意圖

並列摘要

With the advance of the technology and the development of e-commerce, female consumers’ purchase ways and patterns also have been changed. According to the survey, in Taiwan, women are engaged in more shopping on-line, inquiry, and participating rate than men. This study mainly explores how to provide a good website quality for female consumers’ demand and to enhance their purchase intention. Technology Acceptance Model (TAM) theory has been widely used to predict and explain acceptance of the use of information technology, while female consumers’ purchasing behaviors by using shopping websites in accordance with the technology acceptance theory model. Most consumers hope Data security of shopping websites can be improved. This study based on the issue will explore trust, perceived risk, website quality and technology acceptance model. We use questionnaire to collect data. The major study population is female consumers who purchase products in on-line shopping. We send 358 copies and 320 copies returned. Valid questionnaire returned rate is 83.8%. The result as follow: 1.Information quality influences perceived usefulness. 2.Service quality influences perceived usefulness. 3.Perceived ease of use influences perceived usefulness. 4.Trust influences purchase intension. 5.Perceived usefulness influences purchase intension