台灣網購市場消費行為之研究-整合 TAM 與 TRA Model 之觀點

Integrating TAM and TRA Model to Discuss the on-line Shopping Consumer Behavior in Taiwan.

劉香君(Hsiang-Chun Liu)

指導教授 ： 張俊惠

淡江大學/商學院/國際企業學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.01112

摘要

資策會產業情報所(MIC)指出隨著網路環境的成熟及線上購物行為日趨普及，台灣網購市場規模每年至少呈現20%以上的高度成長，經濟部商業司更預測，台灣網購市場產值在2015年將達1兆台幣，在在顯現網購市場是值得關注的市場。
台灣電子商務網站的經營者若要在網購市場中搶得商機，必需要能夠洞悉提升消費者使用網路購物的關鍵因素，因此，進一步瞭解台灣消費者對網路購物的相關消費行為，將有助於提高業者經營上的競爭優勢。據此，本研究的目的有三，將探討台灣網購市場中：
1.網購的知覺易用性與知覺有用性分別對網購態度的影響。
2.網購態度對網購的行為意圖的影響。
3.社會性規範對台灣消費者網購態度及網購的行為意圖的影響。

經由問卷回收後之資料分析，本研究結果為：
1.在台灣網購市場中，網購態度的知覺易用性及知覺有用性分別對網購態度都有顯著的影響。
2.在台灣網購市場中，網購的態度對行為意圖成正面且顯著的影響。
3.對台灣消費者而言，社會性規範對網購的態度及行為意圖都有正面的影響。

關鍵字

網路購物 ； 網購 ； 科技接受模式 ； 理性行為理論 ； 知覺易用性 ； 知覺有用性 ； 社會性規範

並列摘要

According to Market Intelligence & Consulting Institute (MIC), the gradual popularity of the Internet and on-line shopping causes Taiwan’s online shopping market to grow by 20% annually. Moreover, the Dept. of Commerce, Ministry of Economic Affairs predicts that the yield of Taiwan’s on-line shopping market will be up to NTD 1 trillion in 2015. Apparently, online shopping market is worth studying in every way.
If a manager of e-Commerce website intends to be successful in the market, it is necessary for this individual to comprehend the key factors to increasing consumers’ use of online shopping. In other words, the understanding of consumers’ online shopping behavior will benefit the corporations and improve their competitiveness in the market. Therefore, this study is aimed at discussing the following three issues:
1.How does the perceived ease of use of online shopping and the perceived usefulness affect consumers’ attitude toward online shopping respectively?
2.How does consumers’ attitude toward online shopping affect their behavioral intention of online shopping?
3.How does subjective norms affect consumers’ attitude toward online shopping and their behavioral intention of online shopping?

After analyzing the data collected through questionnaire survey, this study concludes its results as follows:
1.In Taiwan’s online shopping market, both the perceived ease of use and the perceived usefulness of online shopping have a significant impact on consumers’ attitude toward online shopping.
2.In Taiwan’s online shopping market, consumers’ attitude toward online shopping has a positive and significant impact on their behavioral intention.
3.To consumers on the island, subjective norms have a positive impact on consumers’ attitude toward online shopping and their behavioral intention.

並列關鍵字

On line shopping ； TAM ； Perceived Ease of Use ； Perceived Usefulness ； TRA ； Subjective Norms

參考文獻

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