線上購物意願之實證研究：科技接受模式之延伸

蔡依靜

指導教授 ： 沈慶龍

國立屏東科技大學/管理學院/企業管理系所/碩士(2011年)

https://doi.org/10.6346/NPUST.2011.00114

摘要

由於全球網際網路的蓬勃發展與上網人口的不斷增加，使用網路購物已成為一種趨勢。然而，網路商店購物的遠距特性，使消費者無法實地接觸或看到產品，因此提高了顧客的知覺風險。有鑑於此，了解影響消費者使用線上購物的因素，以及如何提高線上購物意願，成為了探討線上購物的重要議題；本研究將以科技接受模型為理論基礎，透過科技接受因子、網站互動性、知覺風險及信任，藉以探討影響線上購物態度與行為意向之前因因子，及其對線上購物態度與線上購物意願之影響。

本研究以高屏地區之大專院校之大學生為樣本，其抽樣方法使用配額抽樣方式，其共計採用450 份有效問卷。本研究以線性結構方程模式驗證各項研究假設，分析結果發現：(1) 科技接受因子、網站互動性及信任對線上購物態度有正向影響、(2)網站互動性對信任有正向影響、(3)知覺風險對信任及線上購物態度有負向影響、(4)信任對線上購物態度有正向影響、(5) 線上購物態度對網線上購物意願有正向影響。

關鍵字

線上購物 ； 接受科技模式 ； 網站互動性 ； 信任 ； 知覺風險

並列摘要

Online shopping has become a trend, due to global internet development and a growing number of using the internet. However, the remote nature of online shopping lacks realistic touch, so consumer’s perceived risk is higher than physical store. Thus, a need to understand the determinants of consumer’s intentions to use online shopping and how to improve intention toward online shopping is emerged. This study based on technology acceptance model and goes through the factor of technology acceptance, web site interactivity, perceived risk, and trust to construct a model that explains the usage of online shopping.

The samples of this study are drawn from the students of colleges and institutes in Kao-Ping area. The method of stratified quota sampling was employed. A total of 450 valid questionnaires having online shopping experience were collected. Afterward, SEM is used as the major statistical method, and the conclusions include as followings: (1) The factor of technology acceptance ,web site interactivity,and trust has a positive effect on attitude toward online shopping. (2) Web site interactivity has a positive effect on trust. (3) Perceived risk has a negative effect on trust and attitude toward online shopping. (4) Trust has a positive effect on attitude toward online shopping. (5) Attitude toward online shopping has a positive effect on intention toward online shopping.

並列關鍵字

Online shopping ； Technology acceptance model ； Web site interactivity ； Trust ； Perceived risk

參考文獻

To, P. L. & Li, T. Y. (2005). An Integrated Model for Customer Relationship Maintenance on the Internet. Management Review, 24(2), 31-51.

紀姿吟,李世華,皮世明(2006).交友網站社群經營模式之研究，TBI2006台

陳瑋玲,陳玫真(2010).購物網站之內容分析－網站互動性觀點，電子商務

黃思明,耿慶瑞(2003).互動行銷技術對顧客服務再工程之影響，電子商務

Keat, T. K., & Mohan, A. (2004). Integration of TAM based electronic commerce models for trust. Journal of American Academy of Business, 5(1), 404-410.