消費者對五金傳統產業線上購物系統接受度之研究

A study of consumers’intention toward online shopping systems of hardware industry

王世華(Shih-Hua Wang)

指導教授 ： 柯秀佳

朝陽科技大學/資訊學院/資訊管理系/碩士(2009年)

摘要

隨著電子商務環境的成熟以及線上購物人口的持續上升，許多實體商店紛紛朝向虛實整合的經營模式前進。然而，國內有許多傳統產業的實體店面，如五金產業，其消費者大多數為專業消費者，與一般消費者有許多特性上的差異。故該類商店在擴展虛擬通路之前，亦不能忽略不同消費族群特性上的差異可能對線上購物系統的使用意圖所造成的影響。本研究主要以五金零售產業為例，以科技接受模式做為理論基礎，探討線上購物系統使用環境與個人特徵如何影響專業消費者的線上購物接受度，其中系統使用環境包括電子商務成功模式的系統品質、資訊品質與服務品質；個人特徵則包括電腦自我效能、電腦焦慮、個人創新接受度與產品涉入，做為科技接受模式之外部變數。
研究結果發現，五金專業消費者的系統品質、資訊品質、電腦自我效能、電腦焦慮與個人創新接受程度均影響五金線上購物認知易用性；系統品質、資訊品質、電腦自我效能與電腦焦慮亦均影響五金線上購物認知有用性，且五金線上購物接受意圖亦受到認知有用與易用性的影響。
最後，本研究根據分析結果討論，進一步探究專業消費者與一般消費者於品質認知和個人特徵上之差異性，並針對未來學術研究及五金傳統產業業者欲經營線上購物擬定政策提出建議。

關鍵字

電子商務成功模式 ； 科技接受模式 ； 五金產業

並列摘要

With the maturity of the e-commerce environment and the increase of online shoppers, many physical stores have adopted the clicks-and-mortar business model. However, for many traditional industries, such as the hardware industry, their customers are professional consumers and unlike general consumers in many ways. Therefore, before developing their virtual channels, these industries need to assess the impact of each consumer group’s characteristics on their intention to use the online shopping systems. This study was focused on the hardware retail industry. Based on Technology Acceptance Model (TAM), it aimed to investigate how online shopping environment and individual characteristics affect professional consumers’ acceptance of online shopping. Online shopping environment involved the variables of the E-commerce Systems Success model, including system quality, information quality, and service quality. Individual characteristics included computer self-efficacy, computer anxiety, acceptance of innovation, and product involvement. These were used as external variables of TAM.
Results showed that for professional hardware consumers, system quality, information quality, computer self-efficacy, computer anxiety, and personal acceptance of innovation all influence the perceived ease of use of the online hardware shopping system; system quality, information quality, computer self-efficacy, and computer anxiety all influence the perceived usefulness of the online hardware shopping system; their intention to accept the online hardware shopping is also affected by the perceived usefulness and perceived ease of use of the system.
Finally, based on the analysis result, this study further examined the difference between professional consumers and general consumers in their perception of quality and individual characteristics. Some suggestions for future researchers and traditional hardware companies planning to adopt an online shopping system were also proposed.

並列關鍵字

hardware industry ； E-commerce Systems Success Model ； Technology Acceptance Model (TAM)

參考文獻

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