網路購物決策支援系統之建構、接受度與使用模式－－以行動電話產品為例

Development, Acceptance, and Use Patterns of Internet Shopping Decision Support System (ISDSS) -- An Example of Cellular Phone

陳哲倫(Che-Lun Chen)

指導教授 ： 詹前隆

元智大學/管理學院/資訊研究所/碩士(1998年)

摘要

本研究主要目的，是希望以消費者決策流程為基礎，以網路購物的方式為消費情境，以行動電話為研究產品，將消費者決策流程從一個連續性的過程，在分離成三個相輔相成的構面與十數個各司其職的功能後，建構出一個結合決策支援功能的電子產品型錄架構，並實際於全球資訊網(WWW)上建立一個輔助消費者進行行動電話選購的決策支援系統，以提升電子產品型錄在消費決策上的效果，並提供消費者購買的決策支援功能。
本研究先針對消費者決策流程進行了解，並根據各決策階段的目標進行決策支援系統功能的設計，透過雛形法建置「網路購物決策支援系統」。接著採用實驗室實驗法，透過元智大學資管系學生(實驗組n=92，對照組n=98)，來評估系統接受度與決策品質，結果發現本系統與對照組在「有用」與「決策品質」上均有顯著差異，但在「易用」上由於界面設計的不良導致兩組間無顯著差異。
另外經由自發性網路使用者(n=102)的使用，透過網路問卷調查結果，在系統效果的評估上，顯示本系統的三個構面的功能均有達成其目標，並發現在決策支援系統中欲呈現它該有的決策品質，「有用」比「易用」來得重要。在使用模式的觀察上，發現不同決策功能之間的使用時間有顯著的落差，且發現不同年齡、性別、電腦與手機的使用經驗、以及線上購物網站的瀏覽經驗等因素，在系統功能的使用時間與頻率上有顯著差異。

關鍵字

決策支援系統 ； 消費者決策流程 ； 電子商務 ； 網路購物 ； 行動電話

並列摘要

The aims of this research is to construct a web-based decision support system for purchasing cellular phone, and to evaluate users’ acceptance, use patterns, system’s support for decision quality and usefulness. To construct the system, theory of consumer decision process was used as the theoretical foundation and Internet shopping was used for setting the consumer situation. Cellular phone was chosen to be the targeted product. Electronic product catalog was combined with ten other functions to form a system framework for supporting the consumer’s cellular phone purchasing. Prototype method was used to construct this Internet shopping decision support system (ISDSS).
To evaluate the users’ acceptance, use patterns, system’s support for decision quality and usefulness, a quasi-experiment by using control group and experimental group was conducted. The sophomore in MIS department participated in both control group (n=98) and experimental group (n=92). Experimental group used ISDSS for 20 minutes, and control group used other electronic product catalog for cellular phone. Both groups responded to pre-tested Internet surveys. The result demonstrated experimental group outperforms control group significantly in “Usefulness” and “Decision Quality”.
Beyond the quasi-experiment setting, the voluntary Internet users’ (n=102) data was also recorded to study the generalization of ISDSS. The result showed that ISDSS do support each step of consumer decision process. Meanwhile, to emphasize DSS’s capability for improving decision quality, “Usefulness” is more important than “Easy of Use”. After analyzing the detailed system usage data, researcher found demographic data such as age, gender, experience of using computer, cellular phone, and Internet Shopping sites browsing, will all influence system use time and use frequency.

並列關鍵字

Decision Support System ； Consumer Decision Process ； Electronic Commerce ； Internet Shopping ； Cellular Phone

參考文獻

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