以科技接受模式探討使用 FB 網路直播系統之購買意願-以線上支付態度為中介變數

摘要在傳統實體購物中消費者實際接觸商品，眼見為憑確定商品的品質才購買，在 2016 年網路直播的崛起，我們熟悉的 Facebook 也在 2016 年 2 月全面開放直播，讓消費者逐漸改變了消費模式，也讓業者看見了網路直播的商機，因消費模式的改變，消費者越來越注重方便，許多業者使用線上支付之選擇讓消費者使用，網路直播購物比起傳統網路購物具有真實性、娛樂性、方便性，讓許多消費者對於安全性提升許多。如今線上支付為網路購物環境帶來許多的付款模式，但對部分的消費者來說，還是有安全性的疑慮。本研究應用科技接受模式主要探討消費者對於網路直播平台購物使用線上支付知覺易用性及知覺有用性越高，是否可以提升網路直播及線上支付使用態度，進而提升購買意願。於本研究採用 AMOS19 為分析的軟體工具，以結構方程模型來探討「知覺有用性」、「知覺易用性」、「線上支付」與「網路直播」之「使用態度」對「購買意願」之影響。藉由問卷調查方式加以探討，發放網路問卷，總共回收 553 份。扣除未使用網路直播及線上支付者，有效問卷為 316 份，則有效問卷率為 57.14%。本研究獲得以下研究結果: 一、網路直播知覺易用性對網路直播知覺有用性有正向影響。二、網路直播知覺易用性及知覺有用性對網路直播使用態度有正向影響。三、線上支付知覺易用性對線上支付知覺有用性有正向影響。四、線上支付知覺易用性對線上支付使用態度有正向影響。五、線上支付使用態度對購買意願有正向影響。六、線上支付知覺有用性與線上支付使用態度具有中介效果。

關鍵字

科技接受模式；線上支付；網路直播；使用態度；購買意願

並列摘要

ABSTRACT In the traditional way of shopping, customers actually could touch the goods, seeing is believing, is the mind that already kept deep inside of our brain. People only purchase base on the quality of the products. In the rise of webcasting in 2016, Facebook, which we are familiar with, was also fully opened in February 2016, making consumers gradually changed. The consumption model also allows businesses to see the opportunities of live webcasting. Due to the changement in consumption patterns, customers are increasingly focusing on conveniences. Many enterprises are using online payment options for customers to pay. Live webcast shopping compares to traditional online shopping, “reliability,” “entertaining,” and “conveniences”, make a great number of clients have improved their beliefs on safety of online shopping. Nowadays, although online payment brings many payment modes to the online shopping environment but for some people, there are still concerns about security. This research application technology acceptance model mainly discusses whether consumers are more aware of the ease of use of online payment on online live streaming platforms and their perceived usefulness, whether they can improve their attitude towards online Live Webcasting and online payment, and thus increase their willingness to buy. In this study, AMOS was used as a software tool for analysis, and the structural equation model was used to explore "perceived usefulness", "perceived ease of utilisation ", "online payment", "webcast", "use attitude" versus "intention to purchase" Relationship. Through questionnaire surveys, the online questionnaires were distributed and a total of 553 copies were recovered. Excluding unused live webcasts and online payers, the effective questionnaire is 316, and the effective questionnaire rate is 57.14%. This study obtained the following research results: 1. The ease of webcast perception has a positive effect on the usefulness of webcast perception. 2. The ease of webcast perception and the usefulness of perception have a positive influence on the attitude of webcast usage. Impact. 3. The ease of online payment perception has a positive effect on the usefulness of online payment perception. 4. The ease of online payment perception has a positive influence on online payment attitude. 5. The attitude of online payment has a positive influence on purchase intention. Influence, Sixth, the usefulness of online payment perception and the attitude of using online payment have an intermediary effect. Keywords: Technology Acceptance Model, Online Payment, Webcast, Usage Attitude, Purchase Intention