影響美妝網站使用意圖關鍵因素之實證研究

An Empirical Study of the Critical Factors Influencing Users' Intentions on Online Beauty Store

魏文欽(Wen-Chin Wei) ； 賴佳伶(Jia-Ling Lai)

《International Journal of Lisrel》 4卷2期 (2011/09) Pp. 70-95

https://doi.org/10.30063/IJL.201109.0003

摘要

隨著電子商務的蓬勃發展，加上女性上網族群攀升，具有產品多元化與購物便利的美妝網站，可說商機無窮。本研究是以「科技接受模式理論」融合「資訊系統成功模式」中的系統品質、資訊品質、服務品質作爲外部變數以衡量網站品質，目的在於探討其網站品質對於認知有用性、認知易用性以及使用意圖之影響。本研究對象爲可直接在線上訂購或線上付款的美妝網站，問卷是採取便利抽樣，以網路問卷方式施測，將問卷放置在My3q網站上，將其網址放置於bbs站作連結填答；有效問卷爲271份，透過實證的資料，探討美妝網站使用者對於此網站的使用意圖關鍵因素作分析與研究。本研究方法是採用理論結構方程模式(SEM)，進行本模式分析及研究。研究結果發現使用意圖會受到認知易用性之影響；認知易用性則受到系統品質、資訊品質與服務品質之影響；而認知有用性會受到資訊品質與認知易用性之影響；並從研究結果以提供美妝網站業者實務上之建議，以及改善之策略與方向。

關鍵字

美妝網站 ； 科技接受模式 ； 資訊系統成功模式 ； 使用意圖結構方程模式

並列摘要

With the rapid development of e-commerce, coupled with increased female Internet population, with product diversification to facilitate online beauty store, can be said to endless business opportunities. This study is based on Technology Acceptance Model joined information system success model, and selecting system quality, information quality and service quality as external variables to measure site quality. The purpose is to explore the quality of its Web site for perceived usefulness, perceived ease of use, and the influence of intention to use.This study for directly order online or on-line payment of online beauty store, the questionnaire is to facilitate the sampling, the questionnaire approach to network testing, the questionnaire placed in My3q site and placed on its web site for links bbs respondents Station; for 271 copies of valid questionnaires, through empirical data to explore the users of online beauty store for the intention to use of the key factors for analysis and research.This study is the use of Structural Equation Modeling (SEM) to carry out this mode of analysis and research. The results show that the intention to use is influenced by perceived ease of use; perceived ease of use is influenced by system quality, information quality and the impact of service quality; and perceived usefulness is influenced by information quality and perceived ease of use. The results provide practical proposals as well as improvement in the strategy and direction for online beauty store.

並列關鍵字

Online Beauty Store ； Technology Acceptance Model ； Information System success Model ； Users' Intentions ； SEM