以科技接受模式探討青少年之線上購買行為

The study of adolescent's online purchase behavior in technology acceptance model

黃于珊(Yu-Shan Huang)

指導教授 ： 牛涵錚

淡江大學/管理學院/管理科學研究所碩士班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.01035

摘要

由於科技的進步與生活型態的改變，任何娛樂與消費活動都能透過電腦與網路的操作，讓消費者立即獲得滿足，使線上購物成為現代消費的主流。網路資訊與價格透明化，更改變人們的購買習慣，養成在購物前必須先上網搜尋商品相關訊息的習慣。「少子化」現象促使父母過於溺愛孩子，且願意滿足青少年任何需求，除了衝擊青少年的金錢觀念外，更導致青少年發生負面購買的情形。
本研究之研究目的是以科技接受理論模式為主要架構，驗證線上購物在此架構的適用性，然後延伸架構至計畫購買與非計畫購買，進一步剖析消費者的購買行為。最後加入消費者創新性，探討消費者的創新特質與購買行為之關連性。
本研究以台灣16-30歲之青少年為抽樣對象，以網路問卷收集樣本資料，總計回收有效樣本為2419份。研究發現如下：
一、科技接受理論模式適合探討影響青少年使用線上購買的因素。
二、行為意圖對計畫性購買產生正向影響，實際購買對非計畫性購買
產生正向影響，顯示青少年購物前偏理性思考，但購買時是呈現
非理性的結果。
三、消費者創新性對線上購買有顯著差異，而性別、年齡與可支配零
用金與收入對購買行為也有顯著差異。

關鍵字

線上購物 ； 科技接受模型 ； 購買行為 ； 消費者創新性

並列摘要

Because of the progress of technology and the change of lifestyle, any kind of entertainment and consumption activities can be satisfied immediately by using computer and the Internet. It leads online purchase has already become main comsumption in modern times. Furthermore, nowadays product information and market prices have become transparent, so it’s also changing people’s consumption habit. People get used to search information before buying. What’s more, the trend of low birhth rate leads parents to spoil their children and to spend lots of money sartisfing their child’s all demands. Needless to say, the decline rate of children not only impacts greatly on value of money but also results in common phenomenon of impulsive buying.
The main purpose of this study is appling the technology acceptance model as the main theories to explore whether the model is suitable to vestify the affects of online purchase or not and to extend the original model to planned and unplanned purchase. In additon, the consumer innovativeness has been added to explore the relationship between consumer innovation and purchase behavior.
Reserch population of this study is the younger through 16 to 18 year olds and the network questionnaire method, totaling the valid questionnaire of the recovery as 2419s. The result of study is as fallows:
1.The technology acceptance model is useful to explore the affects of the adolescent’s online purchase.
2.Behavior intention positively influences on planned purchase, and actual purchase positively influences on unplanned purchase. It means that the younger has more rational thinking before purchase but causes more irrational purchase as the result.
3.Consumer innovativeness has moderating effect on online
purchase. Gender, age, disposable petty cash and disposable
income also affect the purchase behavior.

並列關鍵字

Online Purchase ； TAM ； Purchase Behavior ； Consumer Innovativeness

參考文獻

曾仁和(2009)，影響消費者對LED產品採用因素之研究，淡江大學企業管理學系碩士在職專班論文。

蕭銘雄與鄭曉平(2008)，以延伸式科技接受模型探討消費者線上投保人壽保險之意願，電子商務學報，10(1)，1-26。

陳美燕、謝立文與葉允棋(2007) ，青少年在運動鞋探索性購買行為傾向量表之跨國研究，行銷評論，4(4)，401-420。

張威龍，鄭如珍與蕭君華(2007)，樂透購買行為、金錢態度和其它強迫性行為之關係，行銷評論，4(2)，243-262。

胡銘傳與夏一新(2008)，強迫性購買：文獻回顧，臺灣家庭醫學雜誌，18(2)，124-136。