Perceived Value of Online Purchasing Process: An Exploratory Research of Technology Acceptance

線上購買程序的知覺價值：科技接受的探索性研究

白如玲(Ru-Ling Pai) ； 謝美婷(Mei-Ting Hsieh)

《管理實務與理論研究》 8卷1期 (2014/03) Pp. 1-25

https://doi.org/10.29916/JMPP.201403_8(1).0001

摘要

從消費者、學術及實務上來看，儘管些許研究提及網站服務品質對科技衝擊不免有其影響，但結合科技為基礎的品質來看對消費者感受價值的研究，並未充分與前揭文獻交叉對話的機會。本研究目地在於辨認出究竟有哪些存在要素（網站服務品質、科技為基礎品質）同時影響消費者線上的知覺價值。基於過去文獻及涉及影響知覺價值的研究回顧，本文建構一系列的命題。此外，也提出一個適合解釋消費者在以科技為基礎服務下的概念架構。最後，本文提出為了未來應用到實務上衡量，建議後續研究在朝量化取向的探討。

關鍵字

知覺價值 ； 科技接受模式 ； 知覺使用 ； 知覺易用

並列摘要

Although a few articles which posed web service quality to the impacts of technology by reluctant interacting were discussed from all of the stance of consumer, academic, and practical fields, technology-based service quality and perceived value have never yet received collectively the opportunities of cross-reference they deserved. The purpose of this research is to identify whether factors maybe exist and impact on perceived value simultaneously. Based upon the literatures and inference of significant impact on perceived value in related domains, this study demonstrated a series of propositions. In addition, conceptual framework was leaded for better explaining consumer behavior under technology-based service encounter. Finally, this study suggests that further researches should be achieved by quantitative approach in order to apply to practical fields.

並列關鍵字

Perceived value ； Technology acceptance model (TAM) ； Perceived ease of use ； Perceived usefulness

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