應用科技接受模式探討大學生網路購物享樂性與信任對使用意向之影響

The Effect of Enjoyment and Trust on Usage Intention of Internet Shopping for University Students Using Technology Acceptance Model

廖秀玲(Hsiu-Ling Liao)

指導教授 ： 孫德修

朝陽科技大學/理工學院/工業工程與管理系碩士在職專班/碩士(2011年)

摘要

摘 要
根據國際電聯(International Telecommunication Union, ITU)2010年最新統計，在過去五年裡，全球互聯網用戶數量增加一倍。家庭上網總人數從2009年14億人口增加至2010年16億人口，2010年底將超過20億人口。在此網路發展的浪潮中，網路商店成為電子商務中最重要的產物。本研究整合科技接受模式、網路購物品質、享樂性、信任，以了解消費者接受網路購物的使用意向。網路購物品質分為：網站設計、顧客服務、隱私/安全、經驗等四個構面。本研究以結構方程模式驗證網路購物品質、信任以及享樂性對於消費者的態度及使用意向的影響。此外，本研究認為，上述結構之間的關係受到了涉入程度的影響。本研究以中部某科技大學之大學日間部
學生為研究對象，共發放1000份問卷，扣除無效問卷後，回收有效問卷967份，有效回收率為96.7%。統計方法包括：建構效度之驗證性因素分析，使用描述性統計分析以瞭解實際情況，並運用獨立t檢定、變異數分析、皮爾森積差相關分析瞭解其相關影響因素，最後以結構方程模式分析構面之路徑關聯性；為了比較分組的結果，本研究採用聯合t檢定進行差異分析。
本研究發現如下：
1. 不同背景變項之大學日間部學生，在網路購物品質各構面上，有顯著差異。
2. 不同背景變項之大學日間部學生，在信任上，有顯著差異。
3. 不同背景變項之大學日間部學生，在知覺易用性上，有顯著異。
4. 不同背景變項之大學日間部學生，在享樂性上，有顯著差異。
5. 不同背景變項之大學日間部學生，在知覺有用性上，有顯著異。
6. 不同背景變項之大學日間部學生，在態度上，有顯著差異。
7. 不同背景變項之大學日間部學生，在涉入程度上，有顯著差異。
8. 不同背景變項之大學日間部學生，在使用意向上，有顯著差異。
9. 網路購物品質、信任、知覺易用性、享樂性、知覺有用性、態 度、使用意向間有顯著相關。
10. 涉入程度高低會影響網路購物品質、信任、知覺易用性、’享樂性、知覺有用性、態度、使用意向間的關係。

關鍵字

科技接受模式 ； 聯合t 檢定 ； 調節效果 ； 結構方程模式 ； 涉入程度

並列摘要

Abstract

The number of Internet users worldwide doubled in the past five years, according to ITU’s (International Telecommunication Union, ITU) latest statistics published in 2010. The total number of people having access to the Internet at home has increased from 1.4 billion in 2009 to almost 1.6 billion in 2010, and will surpass the 2 billion mark in 2010. In this wave of Internet development, online store has become the most important product of online commerce. This study integrates online shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of online shopping. Online shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that online shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers'' attitudes toward online shopping. Moreover, this study argues that the relationships among these constructs are moderated by involvement. This is a study of university of science and technology of college students, in central Taiwan, 1000 questionnaires issued, 967 valid questionnaires were retrieved and effective retrieved rate of 96.7%, except the invalid ones. Statistical methods are including the confirmatory factor analysis of the construct validity, descriptive unvaried analysis which is used to understand the actual situation. Independent t-test, ANOVA, Pearson correlation analysis are applied to understand the related factors. The last one is structural equation modeling analysis, analyzing the path dimensions relevance. In order to compare more rigorously the results across subgroup, this study calculated t-statistics to evaluate the differences in path coefficients across models.
After analyzing these questionnaires, we came up with the following seven conclusions.
1. Students from different background have different satisfied ratings on the online shopping quality.
2. Students from different background have different satisfied ratings on the trust.
3. Students from different background have different satisfied ratings on the perceived ease of use.
4. Students from different background have different satisfied ratings on the enjoyment.
5. Students from different background have different satisfied ratings on the perceived usefulness.
6. Students from different background have different satisfied ratings on the attitudes.
7. Students from different background have different satisfied ratings on the involvement.
8. Students from different background have different satisfied ratings on the intention.
9. The online shopping quality, trust, perceived ease of use, enjoyment, perceived usefulness, attitudes and intention positive correlation in the online shopping.
10. The level of involvement would to influence the online shopping quality, trust, perceived ease of use, enjoyment, perceived usefulness, attitudes and intention positive correlation in the online shopping.

並列關鍵字

Structural ； Involvement ； Equation Modeling (SEM) ； Technology Acceptance Model (TAM) ； Moderator ； t-Statistics

參考文獻

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