以創新抵制理論探討影響消費者採用線上購物的因素： 不同年齡層及產品別之比較研究

Investigating factors that affect consumers' adoption of online shopping based on innovation resistance theory: Comparing among different product types and ages.

劉濠銘(Hao-Ming Liou 劉濠銘)

指導教授 ： 黃秀美

共同指導教授 ： 連俊瑋

國立臺中科技大學/資訊學群/資訊科技與應用研究所/碩士(2010年)

https://doi.org/10.6826/NUTC.2010.00045

摘要

隨著高齡化社會的來臨，年長者市場的重要性將與日俱增，對B2C電子商務而言，其消費族群將再也不會是年輕人的天下。然而，回顧過去相關文獻，本研究發現針對年長者所進行的研究較少，且大多以單一產品類型做為研究標的，缺乏不同年齡層與不同產品類型間的比較，以致於研究成果在應用上有所限制。因此，為了補足上述研究的不足，本論文以創新抵制理論為基礎，針對不同障礙探討長青族群對網路購物使用意圖的影響。並針對不同年齡層與產品類型間的異同進行系統性的比較與探討。
本研究採用問卷調查法，並將年齡層區分為長青及年輕兩大族群，網路產品類型則是區分為有形(實體)產品-網路書局及無形(資訊)產品-網路銀行兩種情境。主要研究結果發現，影響使用者使用線上購物的障礙會因為不同年齡層與購買的產品類型而有所不同，長青族群部分，在有形(實體)產品方面，風險障礙及形象障礙具顯著影響；在無形(資訊)產品方面，價值障礙及風險障礙具顯著影響。年輕族群部分，在有形(實體)產品方面，使用障礙及形象障礙具顯著影響，無形(資訊)產品方面，價值障礙及形象障礙具顯著影響。在調節效果上，研究結果指出，不同產品類別對於使用障礙及價值障礙與使用者使用線上購物意圖間的關係具有調節效果；而不同年齡層對於風險障礙及形象障礙與使用者使用線上購物意圖間的關係同樣具有調節效果。最後，本研究發現不論在何種情境下，傳統障礙皆不具顯著影響，可見不論對年長或年輕的消費族群而言，B2C已成為大眾所接受的購物管道。以本研究的結果為基礎，本論文進一步與過去國內外研究進行比較，相關的結果與討論在本論文中均有詳細的說明。整體而言，本研究的進行，補足過去相關研究的不足，研究成果並得以做為實務上的參考，對學術與實務而言，均具有一定程度的貢獻。

關鍵字

創新抵制理論、線上購物、產品類別、年齡層

並列摘要

With the advent of an aging society, the market for older people will become more and more important; for B2C e-commerce, its consumer group would no longer be just young people. However, after reviewing previous literatures, we found that only few researches were carried out for the elderly people, and moreover most of them took a single type of product as the research object. Due the short of comparison between different age groups and different product types, the past research results were too limited when used for applications. Therefore, in order to complement for the deficiencies in researches, Innovation Resistance Theory is employed in this study. We investigated the impacts on the elders' intension of using online shopping with different barriers. Moreover, the results for different age groups and product types were compared and discussed systematically.
Survey research is employed in this study, and age range was divided into two groups: the elder and the younger. Internet product types were divided into two situations: "tangible and physical products" - online bookstores and "intangible and information products" - Internet banks. The main result discovered that the barriers affecting users' online shopping would differ with the variation of age range and product type. For the elder, risk barrier and image barrier dominate the decisions for tangible and physical products, while value barrier and risk barrier dominate for the intangible and information products. For the younger, usage barrier and image barrier dominate the decisions for tangible and physical products, while value barrier and image barrier dominates for the intangible and information products. As to moderation effect, this study points out that different product types has the moderation effect on the relations between usage barrier / value barrier and users' online shopping intention; while age range similarly has the moderation effect on the relations between risk barrier / image barrier and users' online shopping intention. Finally, this study found that, no matter under what conditions, the traditional barrier have no significant influences, which means that B2C has become a commonly accepted shopping channel for both the elder and the younger. Based on the results of this study, we further make comparison with previous researches; the relevant results and discussion are described in detail in this thesis. Overall, the progression of this study did complement the deficiencies in past researches. This research result can become a practical reference. For both academic and business, this study has a certain contribution.

並列關鍵字

Innovation resistance theory, B2C e-commerce, online shopping, product type, age range

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