影響智慧型手機使用者於行動購物意願之因素探討

Study of the Factors Affecting the Smartphone Users' Intention towards Mobile Shopping

林孟潔(Meng-Jie Lin)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理研究所在職專班/碩士(2015年)

摘要

本研究主要探討國內曾使用智慧型手機至購物網站實際接觸或有交易經驗的消費者，對於品牌形象、知覺風險與購買意願因素之間的關聯性。本研究透過網路問卷方式進行，採用判斷抽樣法來蒐集研究樣本，預計發放500份問卷，共回收482份，剔除填答不完整的36份無效問卷，共得446份有效問卷，問卷回收率為92.5％。
本研究以IBM SPSS Statistics 20統計分析軟體為資料分析工具，採取的統計分析方法包括敘述性統計、信度分析、效度分析、因素分析、獨立樣本t檢定、單因子變異數分析以及迴歸分析。
歸納本研究各項統計分析結果，主要研究結果如下所示：
1. 行動購物網站之品牌形象對於手機行動購物消費者之知覺風險有顯著的負向影響。
2. 知覺風險對於手機行動購物消費者之購買意願有顯著的負向影響。
3. 行動購物網站之品牌形象對於手機行動購物消費者之購買意願有顯著正向相關之影響。
4. 依消費者購買意願將市場隔出高購買意願、中購買意願、低購買意願3組，分別在品牌形象、知覺風險上存有顯著差異性。
5. 我國使用智慧型手機至購物網站實際接觸或交易經驗的消費者，統計變數在教育程度、平均月收入、平均月消費次數方面，對品牌形象、知覺風險與購買意願有部份顯著差異。

關鍵字

智慧型手機 ； 行動購物 ； 品牌形象 ； 知覺風險 ； 購買意願

並列摘要

This study mainly discusses the correlation among factors of brand image, perceived risk and purchase intention for domestic consumers who had actual contact or trading experience of using smart phone for mobile shopping. This questionnaire is designed via Google online and distributed by judgement sampling method. Among 500 hand-outs, 482 response copies are collected including 36 invalid copies and 446 valid questionnaires. The recovery rate is about 92.5%.
This study adopts IBM SPSS 20 statistical analysis software to analyze data and the methods of statistical analysis include descriptive statistics, reliability analysis, validity analysis, factor analysis, independent sample t-test, One-way ANOVA analysis and regression analysis.
The main results of this study based on statistical analysis are as follows:
1. The brand image of mobile shopping website has a significant negative effect on the perceived risk of mobile shopping consumers.
2. The perceived risk has a significant negative effect on the purchase intention of mobile shopping consumers.
3. The brand image of mobile shopping website has a positive correlation with the purchase intention of mobile shopping consumers.
4. According to the consumer’s purchase intention, the market is sorted into three groups: the high purchase intention, the medium purchase intention and the low purchase intention. There is a significant difference in the brand image and the perceived risk respectively.
5. Among domestic consumers who had actual contact or trading experience of using smart phone for mobile shopping, variables of the education level and average monthly income as well as average monthly consumption rate show partially significant differences in brand image, perceived risk and purchase intention.

並列關鍵字

Smart Phone ； Mobile Shopping ； Brand Image ； Perceived Risk ； Purchase Intention

參考文獻

3. The brand image of mobile shopping website has a positive correlation with the purchase intention of mobile shopping consumers.

This study mainly discusses the correlation among factors of brand image, perceived risk and purchase intention for domestic consumers who had actual contact or trading experience of using smart phone for mobile shopping. This questionnaire is designed via Google online and distributed by judgement sampling method. Among 500 hand-outs, 482 response copies are collected including 36 invalid copies and 446 valid questionnaires. The recovery rate is about 92.5%.

This study adopts IBM SPSS 20 statistical analysis software to analyze data and the methods of statistical analysis include descriptive statistics, reliability analysis, validity analysis, factor analysis, independent sample t-test, One-way ANOVA analysis and regression analysis.

The main results of this study based on statistical analysis are as follows:

1. The brand image of mobile shopping website has a significant negative effect on the perceived risk of mobile shopping consumers.