網路商店線上購物模式:線上購買經驗調節效果之研究

An Online Shopping Model in E-tail Service: The Moderating Effects of Online Purchasing Experience

邱裕賓(Yu-Bin Chiu)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/博士(2006年)

摘要

電子商務快速地成長帶來新的挑戰，提供企業一個接近顧客的極佳機會。雖然針對網路購物行為調查有相當多的研究成果，但相當欠缺關於網路商店潛在顧客與現有顧間差異之研究。本論文根據使用者接受理論出發，透過調查網際網路消費行為，研究焦點著重於網路商店的相關議題。主要研究目的有下列三項：
一、 提出一個包含先後兩階段線上購物模式，即線上瀏覽模式與線上購買模式。
二、 探討相關文獻並重新定義線上購買經驗；再依此將網路商店的使用者區分為網路商店訪客與購買者，瞭解此兩群樣本在線上瀏覽模式中的差異。
三、 針對線上購買模式進行分析，從許多顧客特性中選出性別變數，進行性別調節作用的檢驗。
本論文採用使用者接受理論如TRA，TPB與TAM等相關構念為立論基礎。在分析的方法上，第一階段採用結構方程模式，針對線上購物模式進行檢驗。在第二與第三階段採用多群體分析，研究各係數在跨樣本時的差異。此論文不僅對於網路商店產業有所幫助，亦對學術上的研究有所貢獻。
研究結果顯示，四個前置因變數(安全性、創新性、易用性與有用性)直接影響使用意圖或透過態度間接影響，而線上購買經驗與性別的調節作用呈現顯著。在網路商店瀏覽模式中，提高網路商店的安全知覺與搜尋商品資訊有用性對現有顧客的影響程度高於潛在顧客，而提升搜尋商品資訊易用性則會吸引潛在顧客的使用意願。另一方面，針對不同性別現有顧客在購買模式中，提高提高網路商店的安全知覺對男性顧客購買態度的影響程度高於女性顧客，而網路購物易用性則對女性的影響程度較大。
在學術貢獻上，本論文與先前的研究不同之處在於：第一，本研究主張線上購物模式應區分為不同的兩個階段的模式。第二，本研究為首先分別調查網路商店不同群體的使用者，尤其是以往文獻中鮮少著墨的潛在顧客之濫觴。第三，本論文提供一個實證研究的結果，解決既有文獻對影響態度和行為意圖的前置因變數，為直接或間接影響的爭議。

關鍵字

網路商店 ； 線上購買經驗 ； 線上購物 ； 調節效果

並列摘要

The dramatic growth in e-commerce introduces new challenges. It is no doubt that Electronic commerce provides an exciting opportunity to connect with customers. Business-to-consumer ecommerce is the activity in which customers get information and purchase products using Internet. E-tailers are retailers selling goods via business-to-consumer websites in which sellers are likely to handle ordering, payment, and shipping as single-order events. Although a great deal of effort has been made on the topics of online shopping. What seems to be quite lacking, however, is the diversity between the potential consumers and existing ones. Base on and follow the user acceptance theories, this dissertation focuses on the issues of E-tailers to investigate the behaviors while shopping online. Three purposes are summarized below:
First, to propose an online shopping model, which is more appropriate for the issues about online shopping in E-tailers and composes of two phases, in turn, online browsing model and online purchasing model. Second, reviewing the definition of prior experience explicitly and then define the online purchasing experience. Based on this, to separate the visitors of E-tailers into two groups, in turn, E-tailer guests (inexperienced in purchasing) and E-tailer purchasers (experienced in purchasing) while analyzing online browsing model. In the third research stage for online purchasing model, from many factors of customers’ traits, we choose the gender to test the moderating effects.
This study use SEM to verify each model. In the second analysis stage for online browsing model, proceeding multi-group analysis across these two groups and comparing the coefficients in order to fill the gap between the potential consumers and existing ones that the previous literatures did not clarify. It is valuable not only for the E-tail industry but also researchers. The analysis method of third stage is the same for testing the moderating effects of gender.
As the result showed, four antecedent constructs indeed influence the intensions directly or indirectly. All models are adequate to the population. The moderating effects of online purchasing experience and gender have showed significant implications.
In a word, this study differs crucially from previous researches. First, this study argues the online shopping model has two phases and points out that the two models differ from each other. Second we investigate various groups of E-tailer visitors separately, especially for the potential consumers of E-tailers that the previous explored rarely. Third, while the previous literature obtained inconclusive results concerning whether the antecedent variables influence online browse/purchase intentions directly or indirectly, this study obtains empirical results pertaining to the dispute, by examining the possibility of both direct and indirect influences. Finally, illustrating the unclear definition of prior experience and propose the online purchasing experience for classifying the E-tailer visitors could explore the diversities between the E-tailer guests and E-tailer purchasers in order to make appropriate strategy for online business.

並列關鍵字

E-tailer ； online purchasing experience ； online shopping ； moderating effects

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