消費者線上購物行為關鍵決定因素：一個整合性理論觀點

The Empirical Study on the Crucial Determinants of Consumers' Online Shopping Behavior: An Integrated Theoretical Perspective

李宏仁(Hung-Jen Li) ； 袁劍雲(Chien-Yun Yuan) ； 江佳霖(Jia-Lin Jiang) ； 林韋儒(Wei-Ju Lin)

《顧客滿意學刊》 11卷2期 (2015/09) Pp. 271-303

摘要

隨著資訊科技的進步與網際網路使用的普及化，全球電子商務的應用與發展已經大幅地影響人們的日常生活。雖然先前研究曾經探討線上購物行為的前因，但多數僅是以單一理論觀點解釋消費者行為；然而，這樣的觀點似乎是不足夠的。因此，藉由一個整合性理論觀點（包括修正資訊系統成功模型、期望失驗理論、以及信任基礎科技接受模式），本研究試圖更精確地檢驗與釐清線上購物行為影響因素之間的關係。透過問卷調查，針對在臺灣知名網路商店有購買經驗的消費者進行資料蒐集。研究結果顯示如下：（1）相較於系統品質與資訊品質，服務品質對失驗程度、滿意、以及網站持續購買意圖有較大之影響；（2）同樣地，比起系統品質與資訊品質，服務品質對信任、網站使用態度、以及網站購買行為有較大之影響；（3）透過一些中間因素（信任、網站使用態度、滿意、以及網站持續購買意圖），知覺有用性與知覺易用性兩者會間接而正向地影響網站購買行為。整體而言，這些研究發現可以提供一些重要的管理意涵。

關鍵字

修正資訊系統成功模型 ； 期望失驗理論 ； 信任基礎科技接受模式 ； 網站購買行為

並列摘要

With the advancement of infonnation technology and the popularization of Internet use, application and development of global e-commerce has profoundly affected people's daily lives. Although previous studies have explored the antecedents of online shopping behavior, most only explained consumer behavior from a single theoretical perspective; however, such a viewpoint seemed to be insufficient. Therefore, this study attempted to more precisely examine and clarify the relationships among the influential factors of online shopping behavior through an integrated theoretical perspective (including UISSM, EDT, and Trust-TAM). Data were collected from the consumers having shopping experience in the famous online shop in Taiwan by questionnaire. The results are as follows: (1) Compared to the system quality and information quality, service quality has a greater impact on disconfirm, satisfaction, and continuance to purchase intention. (2) Similarly, service quality has a greater influence on the trust, attitude, and online shopping behavior than the system quality and information quality. (3) Both perceived usefulness and perceived ease of use indirectly and positively affect online shopping behavior through some intermediate factors (trust, attitude, satisfaction, and continuance to purchase intention). Overall, these finding s can provide some important managerial implications.

並列關鍵字

Updated Information Systems Success Model ； Expectation Disconfirmation Theory ； Trust-Based Technology Acceptance Model ； Website Shopping Behavior

參考文獻

台灣電子商務整合服務網，2014，2014年第一季台灣Top 30 購物網站造訪排行榜出爐，http://ecommerce.org.tw/businessData_list.php

創市際市場研究顧問公司，2008，2008年07月創市際網路購物調查，http://www.insightxplorer.com/specialtopic/200807_online_shopping.html

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