線上購物意願影響因素之研究

隨著網際網路的基礎建設逐漸完善與教育普及，線上購物逐漸被國人所接受，並且在線上購物市場持續成長之下，業者如何讓消費者提升投入在網站上購買商品，而在整合過去研究後發現，影響線上購買意願的重要因素包括網站服務品質、線上消費者特性、購物價值及知覺風險，並以此建構一更具整合性的架構。本研究是以曾在線上購物網站進行過消費的顧客為主要研究對象，以網路問卷作為問卷發放方式，使用便利抽樣，共回收608份有效問卷，有效問卷回收率是87.83%。另外，本研究使用PLS、T-test 及ANOVA 差異分析來進行實證並驗證本研究所提出之各項假設及人口統計變數在各變數上的差異分析。本研究經過PLS分析後發現：(1) 網路購物的網站服務品質對購物價值有正向影響(路徑係數=0.532)。(2) 網路購物的線上消費者特性對知覺風險有負向影響(路徑係數=-0.318)。(3) 網路購物的消費者購物價值對線上購買意願有正向影響(路徑係數=0.502)。(4) 網路購物的消費者知覺風險對線上購買意願有負向影響(路徑係數=-0.134)。 (5)人人口統計變數對各變數間部分具有顯著差異。本研究除了提供學術的理論驗證外，並提出實務上的建議。

關鍵字

知覺風險；購物價值；線上購買意願； E-服務品質；線上消費者特性

並列摘要

With the gradual improvement of the infrastructure of the Internet and the popularization of education, online shopping has gradually been accepted by the Chinese people, and the online shopping market continues to grow. How can the industry enable consumers to increase their investment in the website to purchase goods? It was later discovered that important factors affecting online purchase intentions include website service quality, online consumer characteristics, shopping value and perceived risk, and thereby constructing a more integrated architecture. This study was conducted on the basis of customers who had previously spent online shopping on the online shopping site. The questionnaire was sent out as an online questionnaire, and convenience sampling was used. A total of 608 valid questionnaires were collected, and the effective questionnaire recovery rate was 87.83%. In addition, the PLS, T-test, and ANOVA discrepancies were used in this study to demonstrate and validate the hypotheses and variances of demographic variables presented in this study. After the PLS analysis, this study found that： (1) The quality of online shopping website services has a positive impact on shopping value(path coefficient=0.532). (2) Online consumer characteristics of online shopping have a negative impact on perceived risk(path coefficient=-0.318). (3) The value of online shopping consumer shopping has a positive effect on online purchase intentions(path coefficient=0.502). (4) Consumer perceived risk of online shopping has a negative impact on online purchase intentions(path coefficient=-0.134). (5) The demographic variables have significant differences among the variables. n this study, in addition to providing academic theory verification outside, and to make recommendations on the practice.