探討以智慧型手機為平臺之網路書店電子形象對消費者購買意願的影響

The Impact of Online Bookstores’ E-image on Consumers’ Purchase Intention with Smartphone

高于涵(Yu-Han Kao)

指導教授 ： 吳崇光

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00141

摘要

隨著智慧型手機的普及化，行動網站成為網路業者傳遞產品訊息、接觸現有消費者與吸引潛在消費者的一個重要管道。許多全球知名零售商也陸續提供資訊豐富的行動網站來吸引消費者搜尋產品資訊，而零售商藉由消費者進入行動網站搜尋資訊或是購買產品的過程，增加與消費者接觸的機率與時間。在臺灣，網路書店成為一個消費者購買書籍與其他產品不可或缺的管道，但是目前全臺灣提供行動網站的網路書局卻只有四家，由此可見行動網站尚未普及化。因此對於網路業者而言，如何在行動網站中提供足夠且正確的產品資訊給消費者是本研究主要探討的議題。
過去的研究指出，電子形象與網站中的產品資訊品質對於消費者的購買決策扮演了非常重要的角色。藉由過去探討網站品質與網路消費者行為的研究為基礎，本研究主旨在於定義智慧型手機中的網路書店的電子形象，並探討此電子形象影響消費者購買意願的狀況。
本研究透過使用兩種不同的網路書店模擬示意情境來進行網路問卷調查，而最後總共回收了321份有效問卷來進行統計分析並驗證研究架構與假說。研究結果顯示行動網站中的電子形象對於消費者購買意願是有影響的。因此本研究也建議未來的網路業者在提供行動網站給消費者使用時，應該掌握精簡內容、提供易操作介面與具有互動效果的活動與功能這幾個方向來吸引消費者。

關鍵字

智慧型手機 ； 網路書店 ； 行動網站 ； 電子形象 ； 網站品質 ； 消費者購買意願

並列摘要

The extensive popularity of smartphones has been recently providing online business practitioners with an alternative useful channel to communicate product information with potential and existing customers. Some of famous retailers in the world provide mobile website to keep consumers to stay in their website to search products information. In Taiwan, the online bookstores become an indispensable channel to buy books or other things. But nowadays, only four online bookstores provide their individual mobile site in the setting of Taiwan’s smartphones. Thus, it’s a critical issue for online business practitioners to understand how to offer information in mobile websites and communicate with consumers in the future.
Previous research on Internet shopping suggests that electronic image, the quality of product information within the shopping website, plays a critical role in influencing online shoppers’ purchase decisions substantially. Therefore, by leveraging prior studies on website quality and web customer behavior, this study aims to identify the influential factors that contribute to the electronic image of online bookstores on smartphones, and investigates the effect of users’ perception of the electronic image upon their intended purchases.
The arguments proposed for this study were empirically validated by using the data from a web survey of 321 samples in the context of two online bookstores. The findings suggest that users’ perception of the electronic image on a smartphone website that influence consumers’ purchase intention. The online business needs to provide useful and important information within easy and convenience mobile websites.

並列關鍵字

smartphone ； online bookstore ； mobile website ； electronic image ； website quality ； consumers’ purchase intention

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