農產品電子商務的網站品質對消費者感知風險和購買意圖的影響

The Effects of Agricultural E-commerce Web Quality on Consumers’ Perceived Risk and Purchase Intention

周雅(Ya Zhou)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2015年)

https://doi.org/10.6342/NTU.2015.00426

摘要

基於Mehrabian和Russell的接受模型，本項研究重點在於探討內部信息源（即網站品質）作為刺激因素，如何影響消費者的反應系統。本研究的目的是測試一個更全面的模型，相關因素包括網站的質量，感知易用性，感知有用性和感知風險，以及購買意願。此外，本文探討網絡質量（其四個構面的網頁設計，私密性/安全性，客戶服務和訂單履行）如何影響感知風險和購買意願。此外，它討論了感知易用性（PEOU）之間的關係，感知有用性（PU）和感知風險。調查結果中提供優質的網絡，網上購物的感知風險，以及在線採購活動的消費者水平的假設關係的證據，也對在線商務和消費者的福利進行了討論。
調查數據以及調查問卷基於結構方程模型（SEM），使用SPSS13.0被用於數據分析。本研究允許檢查對感知風險和行為意圖零售網站的各種部件的不同的影響。這項研究的附加值在於採用相關文獻彌補前人研究的空白，同時也將提供網上零售商設計和維護網站的實用建議，提昇消費者的購買意願。

關鍵字

消費者行為 ； TAM模型 ； 網站品質 ； 感知風險 ； 購買意願 ； 農產品電商

並列摘要

Based on Mehrabian and Russell’s Technology Acceptance Model, this study focuses on internal source of information (i.e. website quality) as stimuli affecting consumers’ response systems. The purpose of this paper is to test a more comprehensive model consisting of website quality, perceived ease of use, perceived usefulness and perceived risk, as well as purchase intention. Further, this paper explores how web quality (4 facets in web design, privacy/security, customer service and fulfillment) influences perceived risk and how these perceptions relate to online purchase intention. Also, it discusses the relationship between perceived ease of use(PEOU),perceived usefulness(PU) and perceived risk. Findings provide evidence of hypothesized relationships among consumers’ levels of web quality, the perceived risks of online shopping, and online purchasing activity. Implications for online commerce and consumer welfare are discussed.
Survey data as well as questionnaires will be obtained and structural equation modeling (SEM) will be employed for data analysis by using SPSS13.0. This study allows for examination of the different effects of various components of retail websites on perceived risk and behavioral intentions. This research will add value to the related literature by filling the void of previous research and also will provide practical implications for online retailers on designing and maintaining positive consumer response.

並列關鍵字

Consumer behavior ； TAM model ； Website quality ； Perceived risk ； Purchase intention ； agricultural e-commerce

參考文獻

1. 蕭銘雄、鄭曉平，2008，以延伸式科技接受模型探討消費者線上投保人壽保險之意願，電子商務學報，第十卷第一期，1-26。

2. Corbitt, B. Thanasankit, T., and Yi, H., 2003, Trust and eCommerce: A Study of Consumer Perceptions, Electronic Commerce Research and Applications, 2(3), 203-215.

3. Davis, F.D., 1989, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), 319-339.

4. Fornell, C. and Larcker, D. F., 1981, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), 39-50.

6. Lerous, Nicole, Max S.Wortman Jr. Erick D.Mathias, 2001, Dominant Factors Impacting the Development of Business-to-business E-commerce in Agriculture, International Food and Agribusiness Management Review,32(1), 205-218.