消費者涉入與花店購買行為影響之研究

近年來網際網路迅速發展，普及率大幅提升，為電子商務提供良好的發展基礎，網路交易已經成為，不可或缺的銷售管道，也提供消費者更優惠商品價格。其中便利、不受時間、空間、地點等影響的網購行為，在目前興起的宅經濟中，也格外吸引人注目。因此，對於影響網購意圖的各類研究，就顯得格外重要。本研究探討涉入行為，包括購買涉入、產品涉入、廣告涉入，加入科技接受模式的有用性、易用性兩構面，以及網頁外觀，試圖對於網購拍賣的消費者之購買意圖，提出較為完整的解釋模型。本研究透過網路問卷，收集有網購經驗的樣本，使用 SPSS 及 SmartPLS 軟體來進行分析。研究發現，網路的涉入行為會對有用性、易用性與網頁外觀有顯著影響，然而易用性並不會直接影響購買意願，而是會透過有用性與網頁外觀來間接影響購買意願，這原因可能是容易使用也有有用才會購買，同時如果是透過網路購買，容易使用的產品，因為是透過網路所以網頁外觀是否吸引人，或是操作介面的友善程度對購買意圖皆有顯著影響。本研究以涉入行為與網頁外觀修改既有的科技接受模式，對科技接受模式在網路購買行為不足之處，作出更完整的解釋。本研究對網購行為作出解釋，可提供後續研究的之方向，也可對廠商進行網購方案時，做為參考與借鏡。

關鍵字

科技接受模式；涉入行為；網頁外觀； SmartPLS

並列摘要

In recent years, the Internet has developed rapidly and market penetration rate go upquite substantially. It provides a great opportunity for e-commerce development. Today,online transactions have become an indispensable sales channel and also provideconsumers with more favorable merchandise prices. Among them, online shoppingbehaviors that are convenient and not affected by time, space, location, etc., are alsoparticularly attractive growth of the stay-at-home economy. Therefore, researches focuson the factors that affect online consumers' buying intentions are extremely important.This study explores involvement behaviors which including purchase involvement,product involvement, advertising involvement. It also adds the usefulness and ease ofuse of the TAM model, and the appearance of the webpage. This research attempts topropose a more complete explanation model for the purchase intentions in onlineshopping. Samples with online shopping experience were collected through onlinequestionnaires. The collected data analyzed using SPSS and SmartPLS software. This study has found that Internet involvement has a significant impact on usefulness, ease of use, and web page features. However, ease of use does not directly affectpurchase intention, but indirectly affects purchase intention through usefulness and webpage features. However, the ease of use does not directly affect the purchase intention, but through the usefulness and web page features Mediator affects the purchaseintention. The reason may be that easy to use goods also needs to be useful. If easy to use products are purchased online, the appearance of the webpage and the friendliness interface will have a great impact on the purchase intention. This study focuses on involvement behaviors and web page features, and attempts to modified TAM model. It provides more complete explanation of the TAM model in online buying behavior. This study can provide the direction of follow-up researchers, and can also be used for manufacturers when making online shopping plans.