認知有用性、認知易用性與衝動性購買對LINE購買意圖之影響 －涉入程度的干擾效果

The Impact of Perceived Usefulness, Perceived Ease of Use and Impulsive Purchase on Intention toward LINE shopping – The Moderating Effect of Involvement Level

沈家吉(Chia-Chi Shen)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2018年)

摘要

隨著臺灣電信業大力推展4G以來，國人對電子產品的使用習慣從電腦轉換到手機和平板的行動通訊裝置。對於社群網站和電商平台購物也日趨熱絡，消費習慣的重心從實體通路轉移到虛擬電商通路。本研究以LINE社群通訊軟體使用者的角度探討LINE購物之購買意願影響，希望研究結果提供電商平台業者參考。

本研究以Davis（1989）所提出的科技接受模式（Technology Acceptance Model, TAM）作為理論基礎，加入衝動性購買與涉入程度干擾效果對LINE購買意圖之影響因素進行探討與驗證。在抽樣方面，本研究以國內行動通訊軟體LINE使用者為研究對象，透過便利抽樣法共回收電子問卷301份，有效問卷293份，有效回收率為97.3%。

本研究透過敘述性統計、信度分析、效度分析及迴歸分析針對研究假設進行驗證。研究顯示：認知有用性、認知易用性、衝動性購買與使用態度對LINE購買意願產生顯著正向影響；同時，使用態度與涉入程度所產生之交互作用對購買意願具有一定程度正向影響。

關鍵字

科技接受模式 ； LINE購物 ； 衝動性購買 ； 涉入程度 ； 購買意願

並列摘要

As 4G has been vigorously promoted in the telecommunications industry in Taiwan, people’s habits of using electronic products have switched from computers to mobile communication devices such as mobile phones and tablets. Shopping on social network and e-commerce platforms has also become increasingly popular. The focus of consumption habits has transferred from entity channel to virtual e-commerce channel. This research explored the impact on the purchase intention of LINE shopping from the perspective of users of LINE community communication software. It is expected the findings can be provided to e-commerce platform practitioners for reference.

This research investigated and verified the influencing factors of LINE shopping intention using the theoretical basis of Technology Acceptance Model (TAM) proposed by Davis (1989), as well as the impulsive purchase and the interference effects of the degree of involvement. In terms of sampling, this research took LINE users of Taiwan mobile communication software as the research object. By convenience sampling method, a total of 301 online questionnaires were recovered, of which there were 293 valid samples, with a valid return of 97.3%.

This research validated the hypothesis through narrative statistics, reliability analysis, validity analysis and regression analysis. The results showed that perceived usefulness, perceived ease of use, impulsive purchase and use attitude have a significant positive effect on LINE shopping intention. The interaction between the use attitude and the degree of involvement has a certain degree of positive impact on the purchase intention.

並列關鍵字

TAM ； LINE shopping, ； Impulsive purchase ； Degree of involvement, ； Purchase intention

參考文獻

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