以交易成本理論探究網路消費者行為

本研究著重於結合交易成本理論，試圖發展整合型研究模式以探究網路消費者行為。過去研究著重於探究影響網路購買意圖的主要成因，且普遍認為網路服務品質為影響網路購買意圖的主要因素。然而本研究旨在結合交易成本理論與其他影響因子 (i.e., 產品品質、知覺風險與知覺價值)，試圖發展整合型研究模式以探究網路消費者行為。整合型研究架構主要區分為四大領域。前三部份分別網路服務品質、產品品質與交易成本所產生的影響效果。其次則分析知覺風險、知覺價值與網路購買意圖之間關聯性。為達隨機抽樣以減少研究誤差的考量，本研究同時運用網路問卷、e-mail 問卷與郵寄紙本問卷以針對具備網路購物經驗的消費者蒐集研究樣本。資料蒐集過程自2008年7 月1 日起歷時4 個月，總計回收253 份有效問卷。實證資料分析所運用的多變量分析方法主要為敘述性統計分析、因素分析、信度分析、多變量變異數分析、典型相關分析與路徑分析。　　實證分析結果顯示網路服務品質、產品品質與交易成本均對於知覺風險與知覺價值存在顯著地影響效果。此外，知覺風險與知覺價值也會對網路購買意圖產生顯著地影響效果。針對網路服務品質的影響效果而言，典型相關分析顯示其與知覺風險、知覺價值與網路購買意圖之間存在顯著的關聯性。路徑分析更進一步顯示網路服務品質會對於知覺風險與知覺價值分別產生負向與正向的顯著影響效果。針對產品品質的影響效果而言，其對於知覺風險與知覺價值分別產生負向與正向的顯著影響效果。針對交易成本的影響效果而言，實證分析結果顯示當消費者在進行網路購物時所付出的交易成本愈高將會提高消費者的知覺風險與知覺價值。針對知覺風險、知覺價值與網路購買意圖之間關聯性而言，知覺風險與知覺價值分別對於網路購買意圖存在負向與正向的顯著影響效果。此外，實證分析結果亦顯示網路服務品質、產品品質與交易成本均可透過知覺風險與知覺價值，對於網路購買意圖產生影響效果。

關鍵字

網路服務品質；產品品質；交易成本；知覺風險；知覺價值；網路購買意圖

並列摘要

This study attempts to develop integrated research model to explore consumer behavior in the online context based on transactional cost theory. The previous studies focus on the determinants of online purchase intention and propose that e-service quality of online sellers is the critical one. Accordingly, this study develops research model by integrating transactional cost theory and other determinants (i.e., product quality, perceived risk, and perceived value) to explore online consumer behavior. Our research model can be divided into four parts, including the influences of e-service quality, product quality, and transactional cost, as well as the associations among perceived risk, perceived value, and online purchase intention. We collect data from consumers who have experiences of online purchases by Internet-based, e-mail-based, and paper-based questionnaires during four months. Finally, 253 valid questionnaires are obtained. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, multivariate analysis of variance (MANOVA), canonical correlation analysis, and structural equation modeling (SEM). The empirical results find that e-service quality, product quality, and transaction cost can significantly affect perceived risk and perceived value. Both perceived risk and perceived value have significant influences on online purchase intention. As to the effect of e-service quality, the result of canonical analysis shows that e-service quality is significantly associated with perceived risk, perceived value, and online purchase intention. SEM further identify that e-service quality and product quality have significantly negative effect on perceived risk and positive effect on perceived value. As to the effect of transactional cost, the result shows that consumer will perceive higher risk and value when they pay higher transactional cost. As to the associations among perceived risk, perceived value, and online purchase intention, perceived risk is negatively related to online purchase intention and perceived value is positively related to online purchase intention. Besides, our result also shows that the e-service quality, product quality, and transactional cost can influence online purchase intention by perceived risk and perceived value.

並列關鍵字

E-service quality ； Product quality ； Transactional cost ； Perceived risk ； Perceived value ； Online purchase intention

參考文獻

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以交易成本理論探究網路消費者行為

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