網路購物顧客接受模式之研究

林美玲

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網路購物顧客接受模式之研究

A Customer Acceptance Model for Online Shopping

林美玲 , Masters　　Advisor：吳萬益　　

繁體中文

購買意圖；態度；網路購物；信任；科技接受模型(TAM) ；承諾； Online Shopping ； Trust ； Commitment ； Attitude ； Purchase Intention ； TAM

Abstract │ Reference (121) │ Times Cited (27) │ Altmetrics

Abstract 〈TOP〉

自從網際網路廣泛使用於商業用途以來，發展電子商務已成為企業的競爭策略工具，其目的在配合、滿足、並擴大消費者的需求。本研究的目的即在探討網路消費者對購物網站之信任、承諾、態度及購買意願相互影響之模型。研究對象則選擇「PC-HOME網路購物」與「MIZDA網路購物」等國內具代表性的兩個購物網站，以問卷調查方式成功訪問到 203 位網路使用者之使用觀感，作為網路使用者對於評估購物網站的依據。

本研究之主要研究成果在於驗證出三項關係下所產生之信任、承諾、態度與購買意願等相關因素相互之影響，說明如下：
在認知溝通、體驗溝通、信任與態度之關係方面，本研究結果顯示，當消費者對於該網站購物的「體驗溝通知覺」或「認知溝通知覺」愈高，則對於該網站購物的「信任」皆愈高。而當消費者對於該網站購物的「信任」愈高，則對於該網站購物的「態度」愈高。另外當網頁所傳達之「認知溝通」越是傾向親和性、溝通效能及容易互動時，則與「體驗溝通」之感官式體驗、情感式體驗、思考式體驗、行動式體驗及關聯式體驗愈具關聯性。

在認知溝通、體驗溝通、承諾與態度之關係方面，根據研究結果得知，當認知溝通傾向親和性、溝通效能及容易互動時，則與承諾之內化、外化及認同愈具關聯性。而由典型相關分析得知，當體驗溝通傾向感官式體驗、情感式體驗、思考式體驗、行動式體驗及關聯式體驗，則與承諾之內化、外化及認同愈具關聯性。

在信任、承諾、態度與購買意圖之關係方面，當消費者對於該網站購物的「態度信任」愈高，則對於該網站購物的「購買意圖」愈高。當消費者對於網頁有較高承諾時，會對於該網頁產生正面的態度及購買意圖。而有關信任對承諾之影響，當消費者相信此網站對顧客的關心是真誠的，相信此網站是值得信賴的時候，會提高消費者對於該網站之承諾程度。

而在管理上的意涵方面，本研究顯示網站使用者對於溝通的知覺(體驗溝通、認知溝通)程度愈高，則對於網站所產生的信任愈高。因此一個成功的網站，必須將注意力集中於提高網頁本身所傳達之認知溝通與體驗溝通能力等顯著影響顧客信任與承諾的關鍵因素，這將是網站是否成功的關鍵。

本研究亦透過技術接受模式來探討網路使用者之購買意圖，研究結果指出消費者之認知溝通與體驗溝通會影響其對網頁之信任、承諾、態度與購買意圖。如何從網頁本身與所販售產品特質著手，透過設計使用介面，強化消費者的知覺與體驗，針對目標消費者做好網站架設，強化消費者購買動機，是網站業者必須重視的課題。

Parallel Abstract 〈TOP〉

Ever since the widespread usage of online transaction, e-commerce development has become a competitive strategy for corporations, aiming to synchronize, satisfy, and spread the needs of consumers. This study discusses the interactive model of consumer trust, commitment, attitude, and purchase intention on online shopping websites. “PC-HOME Online Retailer” and "MIZDA Online Retailer” were chosen as the research subject for their national recognition. Two-hundred and three online users were surveyed for their reactions through questionnaires, providing a reference for online users in evaluating online shopping websites.

The main findings of this study demonstrate the relation and effect between trust, commitment, attitude and purchase intention as a product of three types of relations. The discussion is as follows:

In terms of cognitive communication, experiential  communication, trust, and attitude, the findings show that the higher the consumers’"consciousness of cognitive communication” or “consciousness of experiential communication” toward the website, the higher their level of trust. Meanwhile, higher level of trust results in higher level of attitude toward the website. Additionally, the more that the website’s “cognitive communication” displays an affinity toward the visitor, communicative efficiency, and simple interaction,the higher level of relationship in the areas of Sense, Feel, Think, Act, and Relate in “experiential communication”.
　　
　　Regarding the relationship between cognitive communication, experiential communication, commitment, and attitude, the findings demonstrate that when cognitive communication exhibits affinity, communicative efficiency and easy interaction, there is a higher level of relationship with internalization, externalization, and recognition. Through related classical analysis, it is shown that when experiential communication leans toward Sense, Feel, Think, Act, and Relate, there is a level of higher relationship with the internalization, externalization, and recognition of commitment.

For the relationship between trust, commitment, attitude, and purchase intention, when consumers possess higher level of “attitude and trust,” there is a higher level of purchase intention toward the website. Consumers having a high commitment toward the website generate a positive attitude and purchase intention toward it. On the subject of the effects of trust on commitment, when consumers believe that the website genuinely cares for their customers and feels that the website is trustworthy, a higher level of commitment will be generated.

In terms of the meaning of management, this research shows that the higher the users’ level of communicative cognition (experiential communication and cognitive communication), the higher the trust there is toward the website. Thus, a successful website must concentrate its attention toward increasing the key elements in effecting customers’ trust and commitment, such as cognitive and experiential communication capacity. This will be the key to whether the website will succeed.

Additionally, applying TAM as discussion basis on internet users’purchase intention, the results demonstrate that consumers’ cognitive communication and experiential communication will effect their trust, commitment, attitude, and purchase intention toward the website. Beginning with the website and product features through user interface design, how to strengthen consumer cognition and experience, construct websites based on targeted consumers, and bolster consumers’ purchase motivation are essential issues that online businesses must accentuate upon.

Reference ( 121 ) 〈TOP〉

7.吳肇銘(2004)，「以網站體驗觀點探討影響網站忠誠度之因素－以手機網站為例」，資管評論，第十三期，pp.277-247.
連結：
10.洪世章(2001)，「網際空間內創新型態、形成與信任機制之探討」，國立清華大學科技管理研究所碩士論文
連結：
15.陳進成(2003)，「電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例」，中原大學資訊管理研究所碩士論文。
連結：
17.陳惠敏(2004)，「線上財務服務持續採用意向之研究─網站信任之中介效果」，私立中原大學資訊管理研究所碩士論文。
連結：
2.Amoako-Gyampah, K. and Salam, A.F. (2004), “An Extension of The Technology Acceptance Model in an ERP Implementation Environment, ” Information & Management, 41, pp.731-745.
連結：

Times Cited (27) 〈TOP〉

Altmetrics

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