論使用易用性，知覺風險與網購行為意圖之關係－以日本服飾為例

ON RELATIONSHIP AMOMG E-SHOPPING EHAVIORAL INTENTION, EASE TO USE, PERCEIRED RISK － AN EXAMPLE OF JAPAN CLOTHING BUSINESS MODEL

葉芃彣(Peng-Wen Yeh)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

摘要
科技日新月異，由於網路的發達，網路購物使消費者擺脫了時間與地點的限制，讓每個人都能夠隨時隨地的獲得他想要且最新的流行服飾；而近年來的哈日風潮及日貨賣家的崛起，更是讓消費者能夠以較便宜的價格買到日本的流行服飾，之前研究多為探討一般網購，較少探討新興的日貨商業模式；因此，本研究以科技接受模式(Technology Acceptance Model, TAM)為架構基礎，由知覺風險來探討消費者對於使用日貨商業模式的持續使用意圖，也就是日貨商業模式的顧客忠誠度。
受試樣本為使用過日貨商業模式的消費者，本研究利用AMOS 7.0跟SPSS 12.0分析問卷結果並歸納出結論。
研究結果支持研究假設：知覺易用性對知覺風險有顯著負向影響；知覺風險對顧客滿意度有顯著負向影響；知覺風險對顧客忠誠度有顯著負向影響；顧客滿意度對顧客忠誠度有顯著正向影響；而知覺易用性對顧客忠誠度則有正向影響。研究限制為樣本大多為20至30歲的女性消費者，之後的研究可以拓展至男性及各年齡層，使更多人開始使用此服務。

關鍵字

易用性 ； 網路購物 ； 知覺風險 ； 顧客忠誠度

並列摘要

Abstract
Science and technology are making change with each passing day. Thanks to the internet, E-shopping maximizes flexible buying without distance and time limits. It makes everybody get the latest fashion clothing he wants. So, in this research we use the Technology Acceptance Model to discuss the users’ continuance intention of using e-shopping in Japan merchandise via technology acceptance model.
Subjects of the study are sampling from consumers used the Japanese products business model. This study uses AMOS 7.0 and SPSS 12.0 to do statistical analysis.
The results support research hypotheses: “perceived ease of use” has a significant negative effect on perceived risk, “perceived risk” has a significant negative effect on customer satisfaction, “perceived risk” has a significant negative effect on customer loyalty, “customer satisfaction” has a positive effect on customer loyalty, and “perceived ease of use” has a positive effect on customer loyalty. Limitations of the study are that the samples are mostly 20 to 30-year-old female consumers. Future study can be extended to include men and all age groups.

並列關鍵字

Perceived Risk ； E-shopping ； Ease to use ； Customer Loyalty

參考文獻

吳肇銘（1997）， 「影響網站使用者態度與購物意願之因素探討-以書籍網站為例」，資訊管理研究第二卷第一期, 7 月, 第1-22 頁。

周文玲、謝茵如、王幸珍(2008)，「理財人員可信度、顧客滿意度與知覺風險關係之研究」，第六屆新世紀優質企業理念與價值創造研討會。

English Reference

Adams, D. A., R. R. Nelson, and P. A. Todd. “Perceived Usefulness, Ease to use, and Usage of Information Technology: A Replication.” MIS Quarterly 16, no.2 (1992): 227-247.

Agarwal, R. and J. Prasad. “The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies.” Decision Science 28, no.3 (1997): 557-582.