網購App與消費者購買意願關係之影響因素探討

在B2C網購App做一個研究，針對消費者使用行動裝置網路購物的購買意願之影響因素探討。以參考科技延伸接受模型Ⅱ修改部分構面後，提出研究架構為四項，分別在假設中，以消費者回饋、認知有用性及產品形象對購買意願做一個研究架構；在消費者回饋含資訊、交易和商品優惠折扣等，是否對購買意願有所影響？認知有用性包括行動裝置、評價機制、補貼政策、商品處理效率和付款方式多元化，對於網購App是否存在有效益、實在和功用的，進而影響購買意願；此外，產品形象分為象徵性和功能性，象徵性對於消費者是否因有所排他、時尚和品牌的形象，導致提高購買意願；在功能性部分，對於消費者使用網購App時，能否滿足他們的需求，且解決他們的問題，滿足這些條件後，對購買意願應有所增加。在科技接受模型的原意是針對使用科技面的探討，資訊層面對使用者的影響因素，致使好不好用的感受；而本研究是探討已使用過行動網購App（蝦皮24H、PChome 24H、MOMO購物網）的對象，其影響購買意願的層面。並以網路問卷的方式調查，並藉由親朋好友去做問卷的分享；且設定發放數300份，有效問卷達271份。經研究結果得知，行動裝置和商品處理效率構面對購賣意願皆呈現不顯著。而評價機制為此研究架構中的影響性最高，其次為消費者回饋。從消費者回饋層面來看，較少人在此去探討研究，且前人研究是針對於資訊層面；在此，本研究除了在資訊回饋，還增加了對交易回饋、商品回饋及相關優惠折扣的問項，問項中顯示出消費者對於網購App所提供的回饋（優惠）或交易回饋，是近於同意的。故在消費者回饋的部分，網購App能加以琢磨思考，如何能適當的給予回饋（交易回饋、商品回饋、資訊回饋及相關優惠折扣）？

關鍵字

消費者回饋；認知有用性；產品形象；購買意願

並列摘要

In the B2C online shopping App to do a study, A discussion on the influencing factors of consumers’ purchase intentions using mobile devices for online shopping. In the modified portion facets reference Technology acceptance model.Propose the research framework for four items, Respectively in the hypothesis, Make a research framework for buying intentions based on consumer feedback, perceived usefulness, and product image. Does consumer feedback, perceived usefulness, and product image have an impact on purchasing intentions by conducting a research framework that includes information, transactions, and discounts on goods? Perceived usefulness includes mobile devices, evaluation mechanisms, subsidy policies, commodity processing efficiency, and a variety of payment methods, which can affect the willingness to buy by whether online app purchases are effective, real, and useful; In addition, the product image is divided into symbolic and functional, symbolic for consumers due to exclusive, fashion and brand image, leading to increased willingness to buy; In the functional section, consumers should be more willing to buy when using online apps to meet their needs and solve their problems.In science and technology acceptance model is intended for the use of science and technology, information level of the user's influence factors, resulting in good or bad feelings; This study is to explore the use of mobile online shopping apps (Shopee 24H, PChome 24H, MOMO shopping network) objects, which affect the willingness to buy the level. And the network questionnaire way survey, and by friends and relatives to do the questionnaire to share, and set the number of 300 distribution, effective questionnaire up to 271. The results of the study show that the efficiency of mobile devices and commodity processing is not significant in the face of the willingness to buy and sell.The evaluation mechanism has the highest influence in this research structure, followed by consumer feedback. From the perspective of consumer feedback, fewer people here to explore research, and previous research is aimed at the information level; Here, in addition to information feedback, this study also adds questions about transaction feedback, product feedback, and related discounts, which show that consumer feedback (offers) or transaction feedback provided by online shopping apps is nearly agreed. Therefore, in the part of consumer feedback, online shopping app can ponder how to give feedback (transaction feedback, product feedback, information feedback and related preferential discounts)?