電子商務網站介面對使用者認知程度、使用態度及使用成效影響因素之研究

A Study of Factors Affecting a User Toward the Cognition, Usage Attitudes, and Usage Effectiveness of Using an Electronic Commerce Website’s Interface

梁家國(Chia-Kuo Liang)

指導教授 ： 黃明祥博士

國立屏東科技大學/管理學院/資訊管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00281

摘要

隨著網際網路的科技與應用快速發展，電子商務網站介面的設計已成為實務應用的一項重要課題。目前電子商務的網站功能的設計方式幾乎已大同小異，但是網站的介面卻是琳琅滿目，使用者的認知、態度與使用績效受到學術界與實務界的重視。而在資管領域上，雖然過去已經有許多的電子商務網站介面之研究，然而卻顯少有人去探討使用者對電子商務網站介面的使用過程所產生的影響做深入的研究，因此，如何有效的掌握使用者對不同的網站介面之使用態度、使用過程及使用成效之間的關係是重要的探討議題。有鑒於此，本研究以認知理論與適應性結構化理論為基礎建立研究架構，探討使用者特性及網站介面與認知之間的關係、使用態度透過調適過程後對使用成效之影響，藉以找出影響使用態度、使用過程及使用成效之因素，以期達到改善網站介面品質之目標。
本研究根據研究架構建立一個結構化方程模式，並以國內之電子商務網站之使用者作為研究對象，並採用便利抽樣選取樣本資料。同時，採用SPSS及AMOS統計分析軟體來進行資料分析及處理工作。本研究主要發現如下：(1)性別、年齡及電腦自我效能對認知有用性及認知易用性具有顯著性且正向關聯；(2)認知負載對認知易用性具有顯著性且負向關聯，而認知易用性對認知有用性具有顯著性且負向關聯；(3)認知易用性及認知有用性對正面情感態度具有顯著性且正向關聯，認知易用性及認知有用性對負面情感態度具有顯著性且負向關聯；(4)正面情感態度對使用意向及滿意度具有顯著性影響且正向關聯，負向情感態度對使用意向具有顯著性且負向關聯，而負向情感態度對效率具有顯著性且正向關聯；(5)使用意向對忠誠度及整體的評價具有顯著性且正向關聯；(6)忠誠度及整體的評價對滿意度具有顯著性且正向關聯；與(7)電腦素養對效率具有顯著性的影響且正向關聯。
上述研究發現對於實務界電子商務網站介面的設計與應用具有良好的助益，同時，本研究以認知理論與調適性結構化理論來探討電子商務網站介面的使用過程及認知程度，提供一個嶄新的研究方向。

關鍵字

網站介面 ； 科技接受模式 ； 適應性結構化理論 ； 使用成效

並列摘要

With the rapid developments of technologies and applications on the Internet, design of an e-commerce website interface has become an important topic in practices. In general, design of e-commerce website’s feature is almost similar, but the website’s interface is still diversified. Research on user’s cognitive, attitudes, and usage effectiveness calls the attensions from the academics and practices. Although a lot of papers have been spent on the discussions about the design of e-commerce website in the field of information management research, few of them mention about the design and usages of e-commerce website’s interface. Therefore, how to manage relationships between users and different website’s interfaces about usage attitudes, usage process, and usage effectiveness becomes an important research topic. Based on the above discussions, this study develops a research framework based on the cognitive theory and adaptive structuration theory to explore the relationships between users and website’s interface about user characteristics, website’s interface, cognition, usage attitudes, and usage performance through the adaptive usage process. Factors affecting a user towards the cognition, usage attitudes, and usage effetiveness of using an electronic commerce website’s interface are identified to improve the quality of website’s interfaces.
In this study, we establish a structural equation model based on research framework mentioned above. The sampling respondents of this empirical study are chosen from the users of e-commerce website in domestic by using the convenience sampling. We also use SPSS and AMOS statistical software to conduct data analysis and processing. The major findings of this study are shown as follows: (1) gender, age, and computer self-efficacy has significant and positive influence on the perceived usefulness and perceived ease of use toward the website’s interface, (2) cognitive overhead has significant and negative influence on the perceived usefulness; perceived ease of use has significant and negative influence on the perceived usefulness toward the website’s interface, (3) perceived ease of use and perceived of usefulness toward the website’s interface has significant and positive influence on the positive emotional attitude; perceived ease of use and perceived of usefulness toward the website’s interface has significant and negative influence on the negative emotional attitude, (4) positive emotional attitude has significant and positive influence on the intention and satisfaction toward the website’s interface; negative emotional attitude has significant and negative influence on the intention toward the website’s interface; negative emotional attitude has significant and positive influence on the usage efficiency toward the website’s interface, (5) intension of usage has significant and positive influence on the faithfulness, overall evaluation toward the website’s interface, (6) faithfulness and overall evaluation has significant and positive influence on the satisfaction toward the website’s interface, and (7) computer literacy has significant and positive influence on the usage efficiency toward the website’s interface.
The findings of this study will contribute to the design and application of an e-commerce website’s interface in practice, meanwhile, this study uses cognitive theory and adaptive structuration theory to explore the factors affecting a user toward the cognition, usage attitudes, and usage effectiveness of using an e-commerce website’s interface also provides a new direction for future research.

並列關鍵字

Website’s interface ； Technology Acceptance Model ； Adaptive Structuration Theory ； Usage effectiveness

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