線上購物者購買行為之實證研究：科技接受模式之權變觀點

An Empirical Study of Online Shoppers' Purchase Behavior: A Contingency Approach of Technology Acceptance Model

彭思舟(Si-Zhou Peng) ； 許立群(Li-Chun Hsu) ； 黃永進(Yung-Chin Huang)

《顧客滿意學刊》 8卷2期 (2012/09) Pp. 183-210

https://doi.org/10.30066/JCS.201209.0002

摘要

本研究遵循兩個相關的理論典範（理性行為理論及科技接受模式）做為基礎，從經驗觀點（知覺易用性與知覺有用性）切入，本研究提出一個權變模式，預測網路購物者的消費心理與購買決策行為。本研究調查顧客於線上B2C情境中購買行為的前因與後果變數，研究對象為近六個月內曾經進行網路購物的413位消費者。本研究採用結構方程模式進行模式檢驗，其模式配適度佳。結果發現9條假說全數獲得支持。同時，本研究發現對網站信任扮演重要影響角色，除了會直接影響購物者滿意與購買意圖，其中亦扮演重要的調節角色；此外，自我效能更是調節顧客購買意圖與行為間的重要因子。最後，提出結論與實務管理上意涵。

關鍵字

科技接受模式 ； 滿意 ； 對網站信任 ； 購買意圖與行為 ； 自我效能

並列摘要

This research is based on two closely related theoretical paradigms (Theory of Reasoned Action, TRA and Technology Acceptance Model, TAM). From experience-based (perceived ease of use and perceived useful), we propose a contingency model to predict the antecedents of shoppers’ psychology and purchase behavior on the Internet. This research investigates the antecedents and consequences of customer purchase behavior in an online business-to-consumer (B2C) context. The research sample consists of 413 respondents who have had online shopping experience within the past six months. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that all research hypotheses were supported. Specifically, trust in Website directly influences satisfaction and purchase intentions and also moderates the effect of satisfaction on purchase intentions. In addition, self-efficacy also moderates the effect of purchase intentions on purchase behavior. This research also provides practical implications to marketers.

並列關鍵字

Technology Acceptance Model ； Satisfaction ； Trust in Website ； Self-efficacy ； Purchase Intentions ； Purchase Behavior

參考文獻

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