探討Web2.0特性對使用者採用網路購物平台之影響

因應Web2.0概念之蓬勃發展，使用者可在網路上進一步藉由分享資訊，創造出擁有自己獨特風格的網路文化。而在其新一代的相關網路服務之下，電子商務也呈現了新的面貌，原本主要由大企業提供貨品販賣，自行架設電子商務網站，如今已成為企業提供商務平台，讓其他小型企業及個人商家在電子商務環境中大放異彩。因此，網路的消費者可能藉由其他使用者的資訊而影響其消費意圖。本研究描述Web2.0特性，並以計劃行為理論結合科技接受模式，針對台灣大學-BBS的網路使用者進行問卷調查，探討使用者對於購物平台的行為意圖及Web2.0特性對使用者之影響。研究結果顯示，Web2.0對於使用者使用網路平台的知覺易用性有其影響，亦即Web2.0特性將間接影響使用者使用網路平台的態度。這代表當網路上越多人使用網路平台，或是散發其相關資訊，都有助於其他使用者的知覺易用性，以讓使用者更願意使用網路平台。而在管理意涵上，可由平台建置者藉由介面設計營造出一個更為貼近消費者使用模式的平台環境，讓使用者更容易使用網路平台，增進其顧客忠誠度及黏性，進而影響其他消費者，創造新的商業價值。

關鍵字

C-TAM-TPB ； B2B2C ； Web 2.0 ；階層式迴歸

並列摘要

With the advance of Web2.0, the users can create their own network culture of unique style by sharing the information via the web. Under this new web generation, electronic commerce has also presented its new appearance. Originally, the enterprise provides commodity to be traded in the electronic commerce website. Now it has become that enterprise provides the commercial platform for other small business and individual business to run their electronic commerce. Therefore EC consumer’s behavioral intention may be affected by other user's information. This study describes Web2.0 characteristics and adopts C-TAM and TPB (Combined Technology Acceptance Model and Theory of Planned Behavior) to investigate the user’s behavior intention of e-shopping platform and the influence of Web2.0 characteristics on the user by conducting the questionnaire survey on the users of Taiwan University BBS. The results show that Web2.0 has significant effect on the user’s Perceived Ease of Use, namely there is an indirect effect of Web2.0 characteristics on user’s attitude. This indicates that when more people use the platform and share their information, other users’ Perceived Ease of Use will be increased and users are more like to use the platform. The meaning of management of this finding is that the platform provider can build a better interface and environment more close to the consumer’s usage pattern to encourage users to use the platform and promote their customer loyalty and stickiness, so as to affect other customers and create new business value.

並列關鍵字

B2B2C ； Web2.0 ； Hierarchical Regression ； C-TAM-TPB

參考文獻

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探討Web2.0特性對使用者採用網路購物平台之影響

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