消費者線上瀏覽對網路商品購買行爲影響之研究

The Study the Impact of Consumer Online Browsing to Purchase Behavior through E-Taid

陳詩雅(Shih-Ya Chen) ； 楊玉奇(Yu-Chi Yang)

《輔仁管理評論》 18卷3期 (2011/09) Pp. 49-73

https://doi.org/10.29698/FJMR.201109.0003

摘要

消費者在網路電子商店中購買投資理財商品的現象已很普遍，近年來已累積相當高的消費金額。本研究綜合諸多相關文獻和實證結果後，提出「消費者網路商店瀏覽」模式，使用結構方程模式(Structural Equation Model, SEM)對投資理財商品進行實證分析。研究發現消費者的線上購買行爲確實存在瀏覽和採購兩階段模式，且線上瀏覽態度與意向亦會對瀏覽與採購行爲產生影響。其中，個人對線上瀏覽的資訊安全性體認影響效果最小，知覺瀏覽容易對線上瀏覽態度的影響最大。網路商店業者應提供多樣性商品服務，加強對瀏覽者的管理，且注意網頁導覽及功能使用的簡便性，可促進消費者的購買行爲。

關鍵字

線上瀏覽 ； 線上採購 ； 電子商務 ； 投資理財商品 ； TAM

並列摘要

In recent years, it has become very popular that consumers are purchasing investment commodities on E-Tail, while the total spending has accumulated to great amount. This study integrates abundant relevant references and research results, and introduces the ”E-Tail Browsing Model” using SEM to analyze investment online commodity purchase behavior. The results of the study show that consumer behavior online breaks into two stages: browsing and purchasing, while online browsing attitude and intention influence browsing and purchase behavior. Specifically, personal factors has least effect on perceived browsing security, while perceived browsing plays an influential role on online browsing attitude. Hence, E-tail should provide various products for consumers to chose among, intensify the management of browsers, and simplify web navigating functions to encourage consumers' purchasing behavior.

並列關鍵字

online browsing ； online purchasing ； electronic commerce ； investment commodity ； TAM