購物網站品質與購買意圖之比較研究：以行動版本與APP版本為例

A Comparative Study of Shopping Website Quality and Purchase Intention: Mobile Version versus APP Version

古佳禾(Jia-He Gu)

指導教授 ： 粟四維

國立中央大學/管理學院/資訊管理學系/碩士(2015年)

摘要

隨著智慧型手機的出現、3G與Wi-Fi網路的普及，以往使用者利用電腦瀏覽購物網站進行購物，漸漸改為使用智慧型手機上網購物，這種行動購物方式隱藏著無限的可能性，也帶來許多商機。本研究針對購物網站的系統品質、一般內容品質、特定內容品質、服務品質、外觀品質來探討這些因素是否會影響使用者經驗，進而影響使用者的購物意願，並且也對購物網站在行動裝置上的行動版與APP版進行研究，以進一步探討此兩種版本在各方面之品質是否有所差異。
　　本研究分別對購物網站行動版與行動購物APP的使用族群進行網路問卷調查，發現購物網站行動版與行動購物APP，這兩者的各項品質對於使用者經驗與購買意圖皆有正向影響。在品質比較方面，系統品質與特定內容品質兩項購物網站行動版是優於行動購物APP。因此，商家可以透過良好的品質來提升使用者在瀏覽過程中的使用者經驗與購買意圖，而對於有意使用行動購物APP的商家，則需對系統品質與特定內容品質再作加強，以符合使用者的需求。

關鍵字

行動購物APP ； 購物網站行動版 ； 網站品質 ； 使用者經驗 ； 使用意圖

並列摘要

With the emergence of 3G and Wi-Fi network, smart phones become popular now. The users gradually change the use of computer to smart phones for browsing the sites for shopping. Consequently, mobile shopping is of infinite possibilities, and has many commercial opportunities. In this study, we investigate whether the factors, system quality, general content quality, specific content quality, service quality, and appearance quality presented in the shopping websites will affect the user experience and then affect the purchase intention. In addition, this thesis also compare the mobile and APP versions on mobile devices for shopping websites, i.e. comparing the differences of the quality factors between the two versions of websites.
In this thesis, online-survey questions are designed, and two groups of users are invited. One group uses mobile version and the other group uses APP version of shopping websites. According to the returned surveys, we find that every quality factor in both mobile version and APP version has positive impact of user experience and purchase intention. In the comparison between quality factors, it is found that mobile version of shopping websites is better than APP version at the two factors, system quality and specific content quality. Therefore, business shops can enhance the user experience and purchase intention through a websites of good quality factors mentioned above. In addition, the business shops developing shopping APP should enhance the factors, system quality and specific content quality, to meet the needs of the users.

並列關鍵字

mobile shopping ； mobile website ； shopping APP ； website quality ； user experience ； purchase intention

參考文獻

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