探討跨境網購購買意圖之決定因素 - 政大學術集成

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(1)୯ҥࡹ‫ݯ‬εᏢၗૻᆅ౛ࣴ‫܌ز‬ ᅺγᏢՏፕЎ. ௖૸ၠნᆛᖼᖼວཀკϐ،‫ۓ‬Ӣન. ‫ݽ‬ ࢇ Exploring the deterministic factors of purchase intention of σ ҳ Ȇ. Ȇ ୽. Ᏸ. cross-border online shopping. ů. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. Ţŭ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. ࡰᏤ௲௤Ǻ‫ ׵‬Ԗ Ϙ റγ ࣴ‫ز‬ғǺ໳ ᜻ ⣼ ኗ. ύ ๮ ҇ ୯ 105 ԃ 7 Д.

(2) ᄔा җ‫ܭ‬ᆛሞᆛၡคᜐࣚǵคਔ໔ज़‫ڋ‬฻੝ᗺǴႝη୘୍౜ςၠຫΑ୯ࣚǴҾ཰ ‫ޔ‬ௗӛੇѦ‫ܗ‬৖ཥ‫ޑ‬ѱ൑ǴၸѐፓࢗᡉҢ຾Չၠნጕ΢ᖼ‫ނ‬Ȑၠნᆛᖼȑ‫੃ޑ‬຤ ᖿ༈೴ԃ΢ϲǴిᝊᆛᚈΜ΋ᖼ‫ނ‬࿯ࢲ୏௪ଆ୯ϣ੃຤‫ੇډޣ‬Ѧᆛઠᖼ‫ޑނ‬ዊ ࢬǴӵԜၠຫ୯ࣚ‫ޑ‬ၠნᆛᖼБԄςᅌᅌࣁ҇౲‫܌‬ዕ஼Ǵၠნᆛᖼ‫ޑ‬ጲࠁว৖ᡉ Ң੃຤‫ޣ‬ᆛᖼՉࣁ‫ޑ‬ཥᖿ༈ǴԶӵՖ֎Ї੃຤‫ុ࡭ޣ‬٬ҔߡࢂҾ཰‫ޑ‬΋εԵᡍǴ ӢԜҁࣴ‫ز‬ట൨‫פ‬ቹៜ੃຤‫ޣ‬٬Ҕၠნᆛᖼϐ،‫ۓ‬ӢનǶ. ‫ݽ‬ ࢇ ҁࣴ‫ز‬а᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄբࣁ୷ᘵǴ٠่ӝ‫ځ‬дႝη୘୍᝼ᚒǴᘉ৖٬ σ ҳ Ҕཀკ،‫ۓ‬Ӣનϐय़ӛǴӅ᏾౛ԋȨວৎӢનȩǵȨ፤ৎӢનȩǵȨ‫ޗ‬ဂӢનȩǵ Ȇ ୽. Ᏸ. ȨᕉნӢનȩѤεဂಔǴ٠௖૸Ȩ‫܄‬ձȩǵȨԃសȩȨԏΕȩǵȨౢࠔᜪձȩᆶ. Ȇ. Ȩু኷ࠠʏҞ኱ࠠᖼ‫ނ‬Ꮴӛȩϐ‫ܭ‬Ӛᄬ‫ۺ‬ჹᖼວཀკ‫ޑ‬ቹៜࢂց‫ڀ‬Ԗፓ࿯ਏ݀Ƕ ҁࣴ‫ز‬௦Ҕୢ‫ڔ‬ፓࢗБԄ຾Չჴቻࣴ‫ز‬Ǵట௖૸٬Ҕၸၠნᆛᖼϐ੃຤‫ޣ‬Ǵ‫ځ‬ᡏ. ź. ŏŢŵ. ŪŰ. ŴŪŵ. ౜‫ޑ‬ၠნᆛᖼሽॶᆶ‫ځ‬дቹៜᖼວཀკϐӢનǶҁࣴ‫ز‬௦Ҕ SmartPLSȐpartial. ů. Ţŭ. Ŧų. least squaresȑࣁϩ‫݋‬π‫ڀ‬Ƕࣴ‫่݀ز‬ᡉҢӧວৎӢનύ‫ޑ‬Ȩሽ਱௵གࡋȩǵȨߞ. ġń. Ū ů Ŗ. ŷ. ҺȩᆶȨԾ‫ך‬ਏૈȩǴ፤ৎӢનύ‫ޑ‬Ȩᖼ‫ނ‬Бߡ‫܄‬ȩᆶȨ୘ࠔሽ਱ȩǴჹၠნᆛ. ũŦůŨŤũŪ. ᖼᖼວཀკ‫ڀ‬Ԗᡉ๱ቹៜǴፓ࿯ᡂኧ߾ჹ೽ϩᄬ‫ۺ‬ჹၠნᆛᖼᖼວཀკ‫ޑ‬ቹៜϐ ύ‫ڀ‬Ԗፓ࿯ਏ݀Ƕ. ᜢᗖӷ ၠნጕ΢ᖼ‫ ނ‬ၠნᆛᖼ ᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄ ᖼວཀკ ੃຤‫ޣ‬Ꮴӛ. i.

(3) Abstract E-commerce is now crossing national borders, and business is seeking new opportunities directly into overseas markets. Recent survey shows that the trend of cross-border online shopping is increasing year by year. How to retain oversea consumers is challenging to enterprises. To solve the problem, this study is looking for factors which will affect the purchase intention of consumers in cross-border online shopping.. ࢇ ‫ ݽ‬σ consumers have experienced ҳby empirical research. The unified theory of acceptance This study tried to examine the values of cross-border online shopping which. Ȇ ୽. Ᏸ. and use of technology (UTAUT) is taken as the basis of this study, and it was largely transformed to a new model combing other issues about e-commerce. Divided into. Ȇ. four domains, “buyer factors”, ”seller factors”, “social factors” and “environmental. ŴŪŵ. ź. ŏŢŵ. factors” are examined in this study. “Gender”, “age”, “income” and “product type”. Ţŭ. Ŧų. ŪŰ. are considered to cause moderating effects on the influence between those factors and. ŷ. ů. purchase intention. The result indicates that consumers with high hedonic shopping. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. orientation or high economic orientation show high purchase intention of cross-border online shopping. Consumers are proved to focus on shopping convenience and making good deals. Finally, moderators do have moderating effects on the relationship between purchase intention and some specific constructs.. Keywords Cross-border Online Shopping, Unified Theory Of Acceptance And Use Of Technology, Purchase Intention, Determinants Of Purchase Intention. ii.

(4) Ҟԛ ᄔा.................................................................................................................................i Abstract ..........................................................................................................................ii Ҟԛ.............................................................................................................................. iii ߄ԛ................................................................................................................................v კԛ.................................................................................................................................i ಃ΋ക ᆣፕ..................................................................................................................1 ಃ΋࿯ ࣴ‫ز‬ङඳᆶҞ‫ޑ‬......................................................................................1 ಃΒ࿯ ࣴ‫ز‬ୢᚒ..................................................................................................4 ಃΒക Ў᝘௖૸..........................................................................................................5 ಃ΋࿯ ၠნႝη୘୍..........................................................................................5 ΋ǵႝη୘୍ᜪࠠ........................................................................................5. ࢇ ‫ ݽ‬σ Βǵၠნႝη୘୍ϐ౜‫ݩ‬ᆶ֚ნ................................................................6 ҳ Οǵ੃຤‫ޣ‬ၠნᆛᖼኳԄ............................................................................8. Ȇ. Ȇ ୽. Ᏸ. ಃΒ࿯ ᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄȐthe unified theory of acceptance and use of technology; UTAUTȑ ........................................................................................10 ಃΟ࿯ ੃຤‫ޣ‬੝ቻ............................................................................................14. ź. ŏŢŵ. ಃѤ࿯ ᖼ‫ނ‬Ꮴӛ................................................................................................15 ಃϖ࿯ ߞҺ౛ፕ................................................................................................17. ŴŪŵ. ů. Ţŭ. Ŧų. ŪŰ. ಃϤ࿯ ౢࠔᅿᜪᆶ੃຤‫ޣ‬ճ੻........................................................................19 ಃΎ࿯ ᆛઠࠔ፦................................................................................................22 ಃΖ࿯ ‫཮ޗ‬ᇡӕ................................................................................................23 ಃΐ࿯ Ў᝘લα................................................................................................24 ಃΟക ࣴ‫ز‬Б‫ݤ‬........................................................................................................25 ಃ΋࿯ ࣴ‫ࢎز‬ᄬᆶଷᇥ....................................................................................25 ΋ǵວৎӢન..............................................................................................26. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. Βǵ፤ৎӢન..............................................................................................27 Οǵ‫ޗ‬ဂӢન..............................................................................................29 ѤǵᕉნӢન..............................................................................................30 ϖǵᖼວཀკᆶፓ࿯ᡂኧ..........................................................................31 ಃΒ࿯ ୢ‫ڔ‬೛ी................................................................................................34 ΋ǵວৎӢન..............................................................................................34 Βǵ፤ৎӢન..............................................................................................37 Οǵ‫ޗ‬ဂӢન..............................................................................................39 ѤǵᕉნӢન..............................................................................................40 ϖǵၠნᆛᖼᖼວཀკ..............................................................................42 ಃѤക ၗ਑ϩ‫݋‬ᆶࣴ‫่݀ز‬....................................................................................43 iii.

(5) ಃ΋࿯ ၗ਑ԏ໣ᆶϩ‫݋‬π‫ڀ‬............................................................................43 ಃΒ࿯ ௶ॊϩ‫݋‬................................................................................................43 ಃΟ࿯ ߞਏࡋϩ‫݋‬............................................................................................47 ΋ǵਏࡋϩ‫݋‬..............................................................................................47 Βǵߞࡋϩ‫݋‬..............................................................................................50 ಃѤ࿯ ଷᇥᔠ‫ۓ‬................................................................................................50 ΋ǵວৎӢન..............................................................................................50 Βǵ፤ৎӢન..............................................................................................51 Οǵ‫ޗ‬ဂӢન..............................................................................................52 ѤǵᕉნӢન..............................................................................................52 ϖǵፓ࿯ਏ݀..............................................................................................53 ಃϖക ࣴ‫่ز‬ፕᆶࡌ᝼............................................................................................58 ಃ΋࿯ ࣴ‫่ز‬ፕ................................................................................................58 ΋ǵ੃຤‫ޑޣ‬ሽ਱௵གࡋǵߞҺᆶԾ‫ך‬ਏૈჹၠნᆛᖼᖼວཀკ‫ڀ‬ᡉ๱ ቹៜ..............................................................................................................58 Βǵᖼ‫ނ‬Бߡ‫܄‬ᆶ୘ࠔሽ਱ჹၠნᆛᖼᖼວཀკ‫ڀ‬ᡉ๱ቹៜ..............58. ҳ. ࢇ ‫ ݽ‬σ. Ȇ. Ȇ ୽. Ᏸ. Οǵ‫ޗ‬ဂӢનჹၠნᆛᖼᖼວཀკคᡉ๱ቹៜ......................................58 ѤǵᕉნӢનჹၠნᆛᖼᖼວཀკคᡉ๱ቹៜ......................................59 ϖǵፓ࿯ᡂኧӧ੝‫ۓ‬ᄬ‫ۺ‬ჹᖼວཀკ‫ޑ‬ቹៜύ‫ڀ‬Ԗፓ࿯բҔ..............59. ů. Ţŭ. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. ಃΒ࿯ ࣴ‫ز‬ཀ఼ᆶଅ᝘....................................................................................60 ΋ǵᏢೌଅ᝘..............................................................................................60 Βǵᆅ౛ཀ఼..............................................................................................60 ಃΟ࿯ ࣴ‫ز‬ज़‫ڋ‬ᆶ҂ٰࣴ‫ࡌز‬᝼....................................................................61 ΋ǵኬҁж߄‫܄‬..........................................................................................61 Βǵౢࠔᜪࠠ‫ޑ‬ж߄‫܄‬..............................................................................61. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. Οǵୢ‫ڔ‬ᚒཀ߄ၲ......................................................................................62 ಃѤ࿯ ҂ٰࣴ‫ࡌز‬᝼........................................................................................62 ΋ǵᕵೣ‫زࣴ܄‬..........................................................................................62 Βǵౢࠔᜪࠠᆶ୏ᐒ..................................................................................62 ಃϤക ୖԵЎ᝘........................................................................................................63 ߕᒵ΋ ୢ‫ڔ‬ӄЎ........................................................................................................72 ߕᒵΒ Ӛᄬ‫࣬ۺ‬ᜢ߯ኧંତᆶѳ֡ᡂ౦๧‫ڗ‬ໆϐ୔ձਏࡋϩ‫߄݋‬....................81 ߕᒵΟ Ӛᄬ‫ۺ‬Ӣનॄ಻ໆᆶҬΰॄ಻่ᄬંତ....................................................82. iv.

(6) ߄ԛ ߄ 1 UTAUT Ьाᄬय़ᆶ‫ۓ‬က ..................................................................................12 ߄ 2 PayPalȐ2014ȑၠნႝ୘੃຤‫ޣ‬ᜪࠠ .............................................................15 ߄ 3 ౢࠔϩᜪ٩ᏵǵᜪձᆶୖԵЎ᝘....................................................................20 ߄ 4 ᆛઠࠔ፦ᄬय़Ϸϣ৒........................................................................................22 ߄ 5 ᖼ‫ނ‬Ꮴӛୢ໨ᆶୖԵЎ᝘................................................................................34 ߄ 6 ߞҺୢ໨ᆶୖԵЎ᝘.........................................................................................35 ߄ 7 ঁΓബཥ‫܄‬ୢ໨ᆶୖԵЎ᝘............................................................................36. ࢇ ‫ ݽ‬σ ߄ 9 ୘ࠔёள‫܄‬ୢ໨ᆶୖԵЎ᝘............................................................................37 ҳ. ߄ 8 Ծ‫ך‬ਏૈୢ໨ᆶୖԵЎ᝘................................................................................36. Ȇ ୽. Ᏸ. ߄ 10 ᖼ‫ނ‬Бߡ‫܄‬ୢ໨ᆶୖԵЎ᝘..........................................................................37 ߄ 11 ᆛઠࠔ፦ୢ໨ᆶୖԵЎ᝘..............................................................................38. Ȇ. ߄ 12 ୘ࠔሽ਱ୢ໨ᆶୖԵЎ᝘..............................................................................38. ŴŪŵ. ź. ŏŢŵ. ߄ 13 ‫׎‬ຝୢ໨ᆶୖԵЎ᝘......................................................................................39. Ţŭ. Ŧų. ŪŰ. ߄ 14 ೕጄߞ‫ۺ‬ୢ໨ᆶୖԵЎ᝘..............................................................................39. ŷ. ů. ߄ 15 ‫཮ޗ‬ᇡӕୢ໨ᆶୖԵЎ᝘..............................................................................40. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ߄ 16 ่ᄬ‫܄‬ዴߥୢ໨ᆶୖԵЎ᝘..........................................................................40 ߄ 17 ಃΟБЍбୢ໨ᆶୖԵЎ᝘..........................................................................41 ߄ 18 ᇟ‫ྍٰق‬୯ਏᔈୢ໨ᆶୖԵЎ᝘..................................................................41 ߄ 19 ၠნᆛᖼᖼວཀკୢ໨ᆶୖԵЎ᝘..............................................................42 ߄ 20 ௶ॊϩ‫߄݋‬......................................................................................................43 ߄ 21 ኬҁϐၠნᆛᖼᖼວᓎ౗ϩ‫߄݋‬..................................................................44 ߄ 22 ༤เ‫܌ޣ‬٬Ҕၸ‫ޑ‬ၠნᆛᖼѳѠᆶ٬ҔΓኧ..............................................44 ߄ 23 ༤เ‫܌ޣ‬ᖼວၸ‫ޑ‬୘ࠔᅿᜪᆶΓኧ..............................................................45 ߄ 24 ౢࠔᅿᜪ..........................................................................................................46 v.

(7) ߄ 25 ᚒ໨մ෧߻‫ ޑ‬AVE ҂ၲ኱Ӛᄬ‫ۺ‬ϐӢનॄ಻ໆ........................................47 ߄ 26 Ӛᄬ‫ۺ‬ਏࡋǵߞࡋϩ‫߄݋‬..............................................................................49 ߄ 27 ວৎӢન೽ϩଷᇥᔠ‫่݀ۓ‬..........................................................................51 ߄ 28 ፤ৎӢન೽ϩଷᇥᔠ‫่݀ۓ‬..........................................................................51 ߄ 29 ‫ޗ‬ဂӢન೽ϩଷᇥᔠ‫่݀ۓ‬..........................................................................52 ߄ 30 ᕉნӢન೽ϩଷᇥᔠ‫่݀ۓ‬..........................................................................53. ҳ. ࢇ ‫ ݽ‬σ. Ȇ. Ȇ ୽. Ᏸ. ů. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. Ţŭ. ġń. ũŦůŨŤũŪ. vi. Ū ů Ŗ. ŷ.

(8) კԛ კ 1 UTAUT ࢎᄬ ......................................................................................................13 კ 2 ੃຤‫ޣ‬຾Չၠნᆛᖼਔᖼວ‫ޑ‬୘ࠔᅿᜪ........................................................19 კ 3 ҁࣴ‫ࢎز‬ᄬკ....................................................................................................25 კ 4 ວৎӢનӚᄬ‫ۺ‬ၡ৩߯ኧϩ‫݋‬Ȑᙁϯኳࠠȑ................................................50 კ 5 ፤ৎӢનӚᄬ‫ۺ‬ၡ৩߯ኧϩ‫݋‬Ȑᙁϯኳࠠȑ................................................51 კ 6 ‫ޗ‬ဂӢનӚᄬ‫ۺ‬ၡ৩߯ኧϩ‫݋‬Ȑᙁϯኳࠠȑ................................................52 კ 7 ᕉნӢનӚᄬ‫ۺ‬ၡ৩߯ኧϩ‫݋‬Ȑᙁϯኳࠠȑ................................................52. ҳ. ࢇ ‫ ݽ‬σ. Ȇ. Ȇ ୽. Ᏸ. ů. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. Ţŭ. ġń. ũŦůŨŤũŪ. i. Ū ů Ŗ. ŷ.

(9) ಃ΋ക ᆣፕ ಃ΋࿯ ࣴ‫ز‬ङඳᆶҞ‫ޑ‬ ጕ΢ᖼ‫ނ‬όՠѺઇΑၸѐӦୱ‫ޑ‬႖ሖǴᆛၡҭ࡭ុ໽ғཥᑫ‫ޑ‬୘཰ኳԄǶҗ ‫ܭ‬ᆛሞᆛၡค୯ࣚǵคਔ໔ज़‫ڋ‬฻੝ᗺǴၠნᖼ‫੃ޑނ‬຤ᖿ༈೴ԃ΢ϲǶਥᏵ European CommissionȐ2013ȑϐൔᏤǴኻ࿉ၠნᆛᖼ 2006 ԃԿ 2013 ԃ‫ޑ‬Γኧ ԋߏΑ‫ٿ‬७Ƕၗ฼཮ౢ཰௃ൔࣴ‫܌ز‬Ȑ2013ȑ‫܌‬բ‫ޑ‬ȨѠ᡼ᆛ϶ᖼ‫ނ‬Չࣁፓࢗϩ ‫݋‬ȩҭᡉҢǴѠ᡼Ӧ୔ᆛၡᖼ‫ޣނ‬ύǴӧၸѐ΋ԃ‫ੇڀ‬Ѧᖼ‫ނ‬࿶ᡍ‫ ࣁޣ‬36.3%Ǵ. ࢇ ‫ ݽ‬σ. ၨ 2012 ԃԋߏ 5.3%Ǵև౜ӛ΢ԋߏ‫ޑ‬ᖿ༈ǹԶిᝊᆛᚈΜ΋ᖼ‫ނ‬࿯ࢲ୏Ǵ‫ࢂ׳‬. ҳ. ௪ଆΑ୯ϣ੃຤‫ੇډޣ‬Ѧᆛઠᖼ‫ޑނ‬ዊࢬǴਥᏵၗ฼཮ FINDȐ2015ȑፓࢗǴӧ. Ȇ ୽. Ᏸ. 11 Д 11 Вࢲ୏྽ϺǴऊԖΟԋ‫ޑ‬Ѡ᡼ᆛၡᖼ‫ޣނ‬ӧੇѦѳѠ੃຤Ǵ՞྽Ϻ᏾ᡏ ᆛၡᖼ‫ނ‬ೕኳ‫ޑ‬Οϩϐ΋ǶҗԜёႣ‫ـ‬҂ٰ཮Ԗຫٰຫӭ੃຤‫ੇډޣ‬Ѧ‫ޑ‬ᆛઠᖼ. Ȇ. ‫ނ‬຾Չᖼ‫ނ‬Ǵᅿၠຫ୯ࣚ‫ޑ‬ȨၠნᆛᖼȩΨςᅌᅌԋࣁ҇౲‫܌‬ዕ஼‫ޑ‬ᖼ‫ނ‬БԄϐ. Ţŭ. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. ΋Ƕ. ਥᏵၗ฼཮ FINDȐ2015ȑၗ਑ᡉҢǴϞԃаٰම࿶ӧੇѦᆛၡᖼ‫ނ‬ѳѠᖼ. ů. Ūŷ ů ວ‫੃ޑ‬຤‫ޣ‬നதᖼ‫߻ޑނ‬ΟӜѳѠϩձࢂǺిᝊᆛȐ83 ũ Ŧ ů Ũ Ť ũ Ū Ŗ Γ/‫؂‬ԭΓȑǵϺᒗȐ25. ġń. Γ/‫؂‬ԭΓȑǵAMAZONȐ15 Γ/‫؂‬ԭΓȑȐᎄϘ൤ᆶશຽ‫ ۂ‬2015ȑǶፓࢗќᡉ ҢԖ 23.4%‫੃ޑ‬຤‫ޣ‬ම‫ੇډ‬Ѧᖼ‫ނ‬ѳѠᖼ‫ނ‬ǴԶ୯ϣᆛᖼ੃຤‫ޣ‬ύѳ֡‫؂‬ΜΓ൩ Ԗ‫ঁٿ‬Γම‫ిډ‬ᝊᆛᖼ‫ނ‬ǶନΑ੃຤‫ੇޣ‬Ѧᆛᖼ‫ޑ‬ՉࣁཇٰཇᓎᕷǴጕ΢ᖼ‫཰ނ‬ ‫ޣ‬Ψᑈཱུ‫׫‬Εၠნᆛᖼ୍ܺǴਥᏵၗ฼཮ MICȐ2009ȑϩ‫݋‬Ѡ᡼ጕ΢ᖼ‫ނ‬ᖿ༈Ǵ 18.2%Ѡ᡼ႝη୘۫ς໒‫ۈ‬வ٣ၠ୯࿶ᔼǴԶ 28.1%‫ޣ཰ޑ‬ीჄ҂ٰ‫׫‬ΕǴ‫ځ‬ύ ीჄ‫ܗ‬৖ύ୯εഌѱ൑‫ޑ‬ႝη୘ৎ՞ 60.4%ǹӢύ୯εഌᆛᖼΓαԋߏ‫ז‬ೲǴႣ ՗‫ ډ‬2018 ԃύ୯ၠნᖼ‫ނ‬Γαஒၲ‫ ډ‬3,560 ࿤ΓȐၗ฼཮ 2015ȑǴё‫ـ‬ၠნᆛ ᖼࣁጕ΢ᖼ‫ނ‬ሦୱ҂ٰว৖‫ޑ‬ख़ाᖿ༈Ƕ 1.

(10) ၠნᆛᖼࢂࡰόӕ୯ৎ‫ک‬Ӧ୔໔‫ޑ‬Ҿ཰‫ঁ܈‬Γ೯ၸጕ΢ᖼ‫ނ‬ѳѠၲԋҬ ܰǵ຾ՉЍбǴ٠೯ၸၠნ‫ࢬނ‬ଌၲ୘ࠔǵֹԋ຾рαҬܰ‫ޑ‬୯ሞຩܰࢲ୏ǶӢ ‫ځ‬ᏱԖ୯ሞຩܰ‫ޑ‬ҁ፦Ǵӕኬ‫ڀ‬Ԗᇟ‫ق‬ό೯ǵ‫֚ࢬނ‬ᜤǵ‫ݤ‬ೕज़‫ڋ‬฻ӢનǴӢԜ ջ٬೸ၸᆛၡૻ৲Ҭඤ‫ז‬ೲϐߡǴၠნᆛᖼ‫ޑ‬ว৖΋‫ޔ‬Ӹӧ೚ӭԵᡍǶࣁှ،੃ ຤‫ޑޣ‬ᜤᚒǴȨжᖼȩ཰‫ޣ‬ӢᔈԶғǴᙖҗ੃຤‫ૼہޣ‬ᖼວ‫ޑ‬୘ࠔύ‫ܜ‬ԋаᕇճǴ ‫܈‬ᔅշǵග‫ٮ‬ᆶੇѦ፤ৎྎ೯‫ޑ‬ᆅၰǴࡎѳᇟ‫ޑق‬႖ሖǴ‫܈‬ග‫ٮ‬Ȩ໣೤ȩӆᙯଌ Կ੃຤‫ޣ‬ৎύ‫୍ܺޑ‬ǶฅԶǴӵϞ೚ӭҾ཰‫ܗ‬৖ੇѦ཰୍Ǵ໒‫ۈ‬ග‫ޔٮ‬ௗஒ୘ࠔ ଌၲՐೀ‫ޑ‬ၠნᆛᖼ୍ܺǴӢᔈᇟ‫ق‬ምᛖǴҾ཰ග‫ٮ‬྽Ӧᇟ‫ޑق‬ᆛઠϟय़аຠ߈. ‫ݽ‬ ࢇ σ Ҿ཰Ψёග‫ٮ‬ၮ຤ᓬඁа֎Ї੃຤‫ޣ‬Ƕၗ฼཮ౢ཰௃ൔࣴ‫܌ز‬Ȑ2013ȑ‫ޑ‬ፓࢗҭ ҳ. ੃຤‫ޣ‬ǹࣁΑ‫ޔ‬ௗஒ୘ࠔሀଌ๏੃຤‫ޣ‬ǴନΑ൨‫פ‬྽Ӧ‫܈‬ӄౚ‫ࢬނ܄‬ϦљӝբǴ. ࡰрǴ੃຤‫ੇޣ‬Ѧᆛᖼ‫ޑ‬ᖼວᆅၰϐύǴаੇѦᆛઠ‫ޔ‬ௗुᖼȐ39%ȑϷж኱ǵ. Ȇ ୽. Ᏸ. жᖼ፤ৎȐ33%ȑǵ୯ϣж኱ǵжᖼᆛઠȐ28%ȑࣁനЬा‫ޑ‬БԄǴё‫ੇـ‬Ѧ‫ޔ‬. Ȇ. ௗଌၲ୍ܺౣଯ‫ܭ‬жᖼ୍ܺǴҾ཰ᔈ‫ݙ׳‬ཀԜᖿ༈Ƕ. ŏŢŵ. ŴŪŵ. ź. җ‫ܭ‬ၠნᆛᖼ‫ޑ‬ፄᚇ‫܄‬ᇻଯ‫ܭ‬໺಍‫ޑ‬ნϣጕ΢ᖼ‫ނ‬ǴӢԜΑှၠნᆛᖼග‫ٮ‬. ů. Ţŭ. Ŧų. ŪŰ. ੃຤‫ޣ‬ϐሽॶǴࢂനख़ा‫ޑ‬ԋфӢનǶ཰‫ޣ‬ట໒วੇѦཥѱ൑ǴѸ໪Αှ၀Ӧ੃. Ū ů Ŗ. ŷ. ຤‫ޣ‬Չࣁᆶ‫ځ‬،฼ၸำࡕ‫ۓڋ‬рӳ‫ޑ‬୘཰฼ౣǴωૈᕇள੃຤‫ߙޣ‬࿍Ƕၸѐ‫ޑ‬ၠ. ġń. ũŦůŨŤũŪ. ნᆛᖼᖼວཀკࣴ‫ز‬Ǵӭ๱ख़‫ܡܭ‬፤ᆛઠϷжᖼᆛઠǴ‫ٯ‬ӵ݅৥ӵȐ2012ȑ௖૸ ጕ΢ၠნӝᖼ‫ޑ‬ᖼວ،฼ၸำਔǴҭ೸ၸೖፋԶள‫੃ޕ‬຤‫ޣ‬௦Ҕၠნжᖼ‫ޑ‬౛ җǹ໳߭ૠȐ2012ȑଞჹ੃຤‫ޣ‬ჹ‫ܭ‬жᖼ‫ޑ‬ᄊࡋ຾Չࣴ‫ز‬Ƕҁࣴ‫ز‬Ҟ኱ߚ೸ၸж ᖼᆛઠ‫܌‬௢ᙚԶᖼວ୘ࠔǵ‫܈‬຾Չࢌ୘ࠔ‫ޑ‬იᖼՉࣁǴԶࢂ஑‫੃ܭݙ‬຤‫ޣ‬ԾՉֹ ԋၠნᆛᖼϐՉࣁǶ ߈ԃٰǴၠნᆛᖼև౜рጲࠁ‫ޑ‬ว৖ᄊ༈Ǵςԋࣁ࿶ᔮࢲ୏ᆶ୯ሞຩܰ‫ޑ‬ཥ ЇᔏǴၠნᆛᖼว৖‫ޑז‬୯ৎǴ‫ځ‬୯ሞຩܰ‫ޑ‬ቚೲΨஒ‫ځܭז‬д୯ৎǶၠნᆛᖼ. 2.

(11) В੻ԋࣁ੃຤‫܌ޣ‬ዕ஼‫ޑ‬ኳԄǴҭࢂҾ཰ख़ा‫ޑ‬ว৖БӛǴӵՖ֎Ї੃຤‫ޣ‬٬Ҕ ߡࢂ΋εԵᡍǶ ၠნᆛᖼ᝼ᚒϐख़ा‫܄‬ǴёҗΠӈ൳ᗺᕴ่Ǻ ΋ǵၠნᆛᖼࢂႝη୘୍‫ޑ‬ཥᖿ༈Ǻжᖼ཰ςᑫ౰೚ΦǴࣗԿவঁΓ࿶ᔼ೴ ᅌว৖ԋ‫ڀ‬ೕኳ‫ޑ‬஑཰жᖼᆛઠǴԶӧӄౚϯੁዊΠǴ୯ሞຩܰ‫ࣁ׳‬ᄣ೯Ǵ੃຤ ‫ޣ‬ཇٰཇዕ஼ၠნᆛᖼᆅၰǴନΑ੃຤‫ૼہޣ‬жᖼ཰‫ޣ‬຾ՉၠნᆛᖼǴႝη୘୍ ᓪᓐҾ཰ӵ AmazonǵeBay ઱઱ၠ‫ى‬ၠნሦୱǴঁΓ۫ৎ‫܈‬ύλҾ཰Ψཟ՞୘. ࢇ ‫ ݽ‬σ Βǵၠნᆛᖼ‫ޑ‬ፄᚇ‫܄‬٬ϐԋࣁख़ा᝼ᚒǺҗ‫ܭ‬ၸѐጕ΢ᖼ‫ނ‬Ьा‫ܭ‬ნϣ຾ ҳ. ᐒǴ୘཰ࢲ୏‫ޑ‬዗๎ӧӧᡉҢၠნᆛᖼࣁႝη୘୍‫ޑ‬ཥᖿ༈Ƕ. ՉǴଞჹႝη୘୍‫زࣴޑ‬᝼ᚒࣣӸ‫ܭ‬ნϣᖼ‫ޑނ‬௃ნύǴటว৖ၠნႝη୘୍Ǵ. Ȇ ୽. Ᏸ. Ҿ཰໪ӕਔय़ჹߎࢬǵ‫ࢬނ‬ǵၗૻࢬ‫ޑ‬ཥࡷᏯǴၸѐว৖р‫ޑ‬ԋфኳԄҭό‫ى‬а. Ȇ. ఼ᇂၠნ௃ნ೷ԋ‫ޑ‬ཥୢᚒǶ. ŴŪŵ. ź. ŏŢŵ. Οǵ੃຤‫ޣ‬຾Չၠნᆛᖼ‫୏ޑ‬ᐒǺӧႝη୘୍ሦୱύ‫زࣴޑ‬ୢᚒǴ჋၂аό. ŪŰ. Ŧų. ӕᢀᗺٰও‫੃݋‬຤‫ޣ‬௦Ҕཥᖼ‫ނ‬ᆅၰङࡕ‫ޑ‬চӢǴϷӵՖᆢ࡭੃຤‫ុ࡭ޣ‬຾Չጕ ΢ᖼ‫ނ‬Ƕၠნᆛᖼว৖ӵԜ‫ז‬ೲԶᑫ౰Ǵ‫ځ‬ङࡕቹៜ੃຤‫ࢂޣ‬ց௦Ҕ‫ޑ‬ӢનǴ஥. ů. Ţŭ. ٰࣴ‫ز‬ཥ‫ޑ‬ёૈ‫܄‬Ƕ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. ӢԜǴҁࣴ‫ز‬ϐ୏ᐒջࣁ൨‫੃פ‬຤‫ޣ‬٬Ҕၠნᆛᖼ୍ܺਔǴቹៜ‫ځ‬ᖼວཀკ ᆶՉࣁϐ،‫ۓ‬ӢનǶ. 3.

(12) ಃΒ࿯ ࣴ‫ز‬ୢᚒ ୷‫߻ܭ‬ॊࣴ‫୏ز‬ᐒǴҁࣴ‫ز‬టᙖҗჴቻࣴ‫ز‬Ȑempirical researchȑϐБ‫ݤ‬Ǵ ೸ၸፓࢗۘ҂٬Ҕၸၠნᆛᖼ୍ܺϐ੃຤‫ޣ‬Ǵ௖઩੃຤‫܌ޣ‬ག‫ޑޕ‬ၠნᆛᖼ୍ܺ ሽॶᆶ‫ځ‬дቹៜᖼວ୏ᐒϐӢનǶࣴ‫ز‬ԋ݀ନΑයఈᘉ৖ᆶΑှ੃຤‫ޣ‬຾Չၠნ ᆛᖼ‫୏ޑ‬ᐒǴ‫׆׳‬ఈૈှញጕ΢ᖼ‫ܭނ‬ၠຫ୯ნ୍ܺϐࣴ‫ز‬᝼ᚒǴ٠ග‫ࣁٮ‬྽Ϟ Ҿ཰ӧග‫ٮ‬ၠნᆛᖼ୍ܺਔϐჴ୍‫ୖ܄‬ԵǶ ӧၠნጕ΢Ҭܰ‫ޑ‬ၸำύǴё‫ـ‬Ѥᅿ࣬ϕቹៜ‫فޑ‬ՅǺ੃຤‫ޣ‬ǵ୍ܺග‫ޣٮ‬ǵ. ࢇ ‫ ݽ‬σ ᏷ϐᜢ߯Ǵࣴ‫ز‬ୢᚒ२ाଞჹԜѤᅿӢનٰྍ຾Չ௖૸Ƕ ҳ. ‫ځ‬дϕ࣬ቹៜ‫੃ޑ‬຤‫ޣ‬аϷᕉნᆶ‫ࡋڋ‬Ǵࣁ‫׳‬మཱ౛ှԜѤᅿΚໆѰѓ੃຤‫ޣ‬ᒧ. Ȇ ୽. Ᏸ. ҁࣴ‫ز‬ᇡࣁၠნᆛᖼёຎࣁཥᑫϐ୍ܺǴӢԜ௦Ҕࣽ‫מ‬ௗ‫ڙ‬ϐᢀᗺ௖૸੃຤. Ȇ. ‫ޣ‬ᖼວཀკ‫ޑ‬،‫ۓ‬ӢનǴԜѦࣁΑӢᔈၠნᆛᖼϐፄᚇ‫܄‬Ǵሡा‫ֻࣁ׳‬ᢀ‫ࢎޑ‬ᄬ ຾Չࣴ‫ز‬ǶၸѐᏢ‫ޣ‬ගрϐ᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄȐVenkatesh et al. 2003ȑ่ӝኧ. ź. ŏŢŵ. ŪŰ. ŴŪŵ. ᅿࣽ‫מ‬ௗ‫ڙ‬ՉࣁኳԄᆶ౛ፕǴࢂࣁၠᏢࣽ‫מࣽޑ‬ௗ‫ڙ‬ኳࠠǴࣁΑჹ،‫ۓ‬Ӣન଺ӄ. Ţŭ. ů. य़ӛǶ. Ŧų. य़ԵໆǴҁࣴ‫ز‬௦ҔԜኳԄࣁ୷ۭǴᑼӝ‫ځ‬дႝη୘୍᝼ᚒǴаᘉ৖،‫ۓ‬Ӣનϐ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. ૟ஒҁࣴ‫ز‬ϐࣴ‫ز‬ୢᚒӈᖐ‫ܭ‬ΠǺ ΋ǵġ ௖૸ᜢ‫੃ܭ‬຤‫ޣ‬ҁ‫ޑي‬ӢનǴࢂցቹៜ੃຤‫ޣ‬ϐၠნᆛᖼᖼວཀკ Βǵġ ௖૸ᜢ‫ܭ‬ၠნᆛᖼѳѠ‫ޑ‬ӢનǴࢂցቹៜ੃຤‫ޣ‬ϐၠნᆛᖼᖼວཀკ Οǵġ ௖૸੃຤‫ޣ‬ϐΓሞϕ୏࣬ᜢӢનǴࢂցቹៜ੃຤‫ޣ‬ϐၠნᆛᖼᖼວཀკ Ѥǵġ ௖૸ᜢ‫ܭ‬ᕉნ‫ࡋڋ‬ቫय़‫ޑ‬ӢનǴࢂցቹៜ੃຤‫ޣ‬ϐၠნᆛᖼᖼວཀკ ϖǵġ ٬Ҕၸၠნᆛᖼϐ੃຤‫ޣ‬Ǵ‫ځ‬ՉࣁᆶၠნᆛᖼᖼວཀკࢂցԖ‫܌‬ᜢᖄ. 4.

(13) ಃΒക Ў᝘௖૸ ಃ΋࿯ ၠნႝη୘୍. ΋ǵႝη୘୍ᜪࠠ ႝη୘୍‫ࡰݱ‬೸ၸᆛၡ຾ՉҬܰϐኳԄǴਥᏵύ๮҇୯ႝη୘୍ԃ᠘Ȑ2013ȑ ග‫ډ‬Ǵ߃ය‫ޑ‬ႝη୘୍‫ޔ‬ௗஒ໺಍Ҭܰύ‫ޑ‬୘ࠔҞᒵཚԿጕ΢଺ҬܰǴջࣁႝη ୘୍ǶԶࡕ Web2.0 ᑫଆǵᆛၡ‫ޑೌמ‬ว৖Ǵႝη୘୍Ψ໩ᔈᙯᡂԋа٬Ҕ‫ࣁޣ‬. ࢇ ‫ ݽ‬σ. ᏤӛǶਥᏵ Laudon ᆶ TraverȐ2007ȑǴႝη୘୍ёϩࣁΠӈ൳ᅿǺ. ҳ. Ȇ ୽. Ᏸ. (΋) Ҿ཰ᆶ੃຤‫ޣ‬໔Ȑbusiness to customerǴB2Cȑႝη୘୍ Ҿ཰ࢎ೛ᆛઠǴӧጕ΢ௗԏ੃຤‫ൂुޑޣ‬Ǵ೸ၸጕ΢Ѝбԏ‫ڗ‬೤ීǴӆஒ୘. Ȇ. ࠔ஌ଌԿ੃຤‫ޣ‬ৎύǶҗ‫ܭ‬લϿჴᡏௗ᝻ǴҾ཰໪٬Ӛၗૻ೸ܴǵϦ໒Ǵ੃຤‫ޣ‬. ź. ŏŢŵ. ŴŪŵ. ᖼ‫ނ‬ᒧ᏷‫ޑ‬ཛྷ൨ԋҁε൯Πफ़ǹԜѦǴᆛၡ‫ܰޑ‬ௗ߈‫܄‬ȐaccessibilityȑΨ٬੃຤. ů. Ţŭ. Ŧų. ŪŰ. ‫ޣ‬ёаᙁൂֹԋुᖼࢬำǴჹ‫ܭ‬Ҿ཰‫੃ک‬຤‫ٰޣ‬ᇥࣣ࿯࣪Αਔ‫ޜ‬ԋҁǴගଯҬܰ ‫ޑ‬ਏ౗ǴB2C ኳԄႝη୘୍ӢԶጲࠁว৖Ƕ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. (Β) Ҿ཰ϐ໔Ȑbusiness to businessǴB2Bȑႝη୘୍ Ϧљϐ໔۶Ԝаᆛၡೱ่ᆶྎ೯Ǵஒख़ा୘཰ࢲ୏ՍᖄǴ‫׎‬ԋ‫׳‬εࠠ‫ޑ‬຀ᔕ Ҿ཰ǴᔈҔ‫ࠠޑ‬ᄊхࡴႝηၗ਑Ҭඤǵႝη߄ൂᆶ‫ז‬ೲӣᔈȐ஭ಏᏌᆶ෯‫੻ے‬ 2001ȑǶ (Ο) ੃຤‫ޣ‬ϐ໔Ȑcustomer to customerǴC2Cȑႝη୘୍ ԜኳԄϐύӸӧ΋ঁ൞ӝວ፤Б‫ޑ‬ҬܰѳѠǴ፤Б‫ܭ‬ѳѠ΢วѲట୧р‫ޑ‬୘ ࠔၗૻǴᡣວБᒧ᏷ᖼວ୘ࠔ‫ୖ܈‬ᆶᝡሽ‫ܡ‬፤ǴeBayǵYahoo!‫ڻ‬ነ‫ܡ‬፤ջឦ‫ܭ‬Ԝ 5.

(14) ᜪѳѠᆛઠǶѳѠҁ‫ي‬όϟΕҬܰǴՠբࣁಃΟБ‫ޑ‬ᅱ࿎‫ޣ‬Ǵග‫ٮ‬ຑሽ‫܈‬ᇡ᛾ᐒ ‫ڋ‬Ǵаߥም‫ߦ܈‬຾Ҭܰ‫ޑ‬໩ᄣǶ ନа΢‫׎‬ԄǴጕ΢ԿጕΠȐonline to offlineǴO2OȑኳԄǵՉ୏ႝη୘୍ҭ ‫߈ܭ‬ԃጲࠁว৖Ƕഩࡋ੃຤‫ࡰޣ‬ኧȐ2015ȑ‫܌‬วѲ‫ޑ‬Ȩуೲႝη୘୍ӧ҇ғ੃຤ ࠔѱ൑‫ޑ‬ԋߏɡ2015 ԃȩࣴ‫ࡰز‬рǴӄౚ҇ғ੃຤ࠔӧᆛၡᖼ‫ނ‬ϐѱэ౗ഌុ ᚹϲǴЀ‫ځ‬Ѡ᡼Ӧ୔ϐৎЊදϷ౗௨ӜӄౚಃΒǴаϷѳ֡੃຤ߎᚐҭԖ‫܌‬ቚ уǴᡉ౜ B2C ႝη୘୍ϐԋߏǴΨӢԜҁࣴ‫ز‬ᒧ᏷๱ख़‫ ܭ‬B2C ኳԄϐၠნႝη ୘୍Ƕ. ࢇ ‫ ݽ‬σ Βǵၠნႝη୘୍ϐ౜‫ݩ‬ᆶ֚ნ ҳ. Ȇ ୽. Ᏸ. ၠნႝ୘ࣁ୘ࠔࢬӛऀຫ΋ঁ‫܈‬ӭঁ୯ࣚϐጕ΢ҬܰȐGomez-Herrera et al.. Ȇ. 2014ȑǴό໻ࢂҗ‫ܭ‬೯ૻ‫ೌמ‬ว৖‫܌‬໽ғǴ‫੃ࢂ׳‬຤ኳԄ‫ޑ‬ᙯᡂȐဠ᜻ 2014ȑǶ ၸѐςԖᏢ‫ޣ‬ȐChakrabarti & Scholnick 2002; Gomez-Herrera et al.2014; ླྀയҦ. ź. ŏŢŵ. ŪŰ. ŴŪŵ. 2014ȑࣴ‫ز‬ቹៜၠნጕ΢ҬܰϐӢનǴGomez-Herrera ฻Ȑ2014ȑճҔЇΚኳࠠ. ů. Ţŭ. Ŧų. Ȑgravity modelȑ௖૸ӧኻ࿉ϣၠნႝη୘୍‫୏ޑ‬ΚᆶምᛖǴླྀയҦȐ2014ȑ߾. ġń. Ū ů Ŗ. ŷ. а‫ࢬނ‬ǵߎࢬǵၗૻࢬ‫੃زࣴࡋف‬຤‫ޣ‬ௗ‫ڙ‬ၠნႝη୘୍‫ޑ‬ՉࣁཀკϐӢનǶ. ũŦůŨŤũŪ. ၠნႝη୘୍‫ޑ‬዗ߐό໻ࢂᏢೌట૸ፕ‫ޑ‬ሦୱϐ΋ǴΨߦԋΑҾ཰ϐ໔ϕշ ӝբ‫ࠨޑ‬ᐒǴӄౚၠნႝη୘୍‫୔ޗ‬ȐCross-border Ecommerce Community; CBECȑ‫ ܭ‬2013 ԃวଆǴԑӧԋࣁၠნႝη୘୍‫ޕޑ‬᛽ύЈǴᆶ‫ځ‬дҾ཰аߚᝡ ‫ޑݾ‬БԄӝբ٠Ӆ٦‫ޕ‬᛽ǶନΑҾ཰ठΚ‫ܭ‬ၠნႝη୘୍‫ޑ‬ว৖Ǵࡹ‫ݯ‬࿶ᔮᡏҭ Ԗᷤ‫ݙ‬ЈΚ‫ܭ‬Ԝ‫ޣ‬ǴҞ኱ჴ౜ൂ΋ѱ൑‫ޑ‬ኻ࿉ջࢂ΋‫ٯ‬Ǵࣁߦ຾ႝη୘୍ᆶၠნ ҬܰǴኻ࿉ஒᜢ‫੃ܭ‬຤‫ޣ‬ჹႝη୘୍ǵၠნҬܰᆶߞҺ฻฻Ьᚒયࣁख़ᗺǴᇙբ ಍ीൔ֋Ƕύ๮҇୯ჹѦຩܰว৖‫཮ڐ‬ҭጓᑓȨၠნႝ୘௲ᏯЋнȩႝηਜǴ‫ڐ‬ շ୯ϣቷ୘ճҔӚεႝη୘୍ѳѠǴаჴ୍ࣁᏤӛᇶշҾ཰۳ၠნႝη୘୍ว 6.

(15) ৖ǶᆕӝӃ߻Ꮲ‫ޣ‬ϐࣴ‫ز‬Ǵ٠ਥᏵ CBECȐ2015ȑǴҾ཰ӧᘉ৖ၠნႝη୘୍Ȑၠ ნႝ୘ȑਔय़ᖏ‫ࡷޑ‬ᏯԖаΠ൳໨Ǻ (΋) Ӧ౛ӢનǺ Ӧ౛Ӣન‫܌‬ቹៜ‫ޑ‬Бय़х֖ਔ໔ǵၮᒡ຤ҔǶ྽ᆛሞᆛၡǵЍб‫ೌמ‬ှ،Α ၗૻҬඤ‫ޑࢬߎک‬ୢᚒǴႝη୘୍ϝᙑࣁ຀ᔕ‫ޑ‬ၗૻࢬᆶჴᡏ୘ࠔၮଌ‫่ޑ‬ӝǴ ӢԜჴሞஒ୘ࠔଌԿ੃຤‫ޣ‬ύ‫؁ޑ‬ᡯϝࢂ‫ޔ‬ௗ‫ޑ‬ምᛖǶᖐ‫ٯ‬Զ‫ق‬ǴChakrabarti ᆶ ScholnickȐ2002ȑࣴ‫ز‬ऍ୯ Amazon ᆶу৾ε྽Ӧ Chapters ਜ۫Ǵӧႝη୘. ࢇ ‫ ݽ‬σ ୍ܺǴԶᒧ᏷Αӛ྽ӦҾ཰຾ՉᖼວǴᕵ٬྽Ӧ཰‫ޑޣ‬ёҔ‫܄‬ၨեǶҗԜё‫੃ـ‬ ҳ ୍‫ޑ‬ёҔ‫܄‬аϷሀଌਔ໔‫ڗޑ‬௭΢Ǵу৾ε‫੃ޑ‬຤‫ޣ‬๱ख़‫ܭ‬ၨߡ‫ە‬Ъِೲ‫ޑ‬஌ଌ. ຤‫ޣ‬ό΋‫ۓ‬Ӣࣁ୍ܺࠔ፦ၨଯԶᒧ᏷ၠნႝ୘Ҿ཰ǶќѦǴ೸ၸၠნᆛᖼǴ࿤΋. Ȇ ୽. Ᏸ. ੃຤‫ޣ‬ሡाଏǵඤ೤ǴନΑ‫ز‬ೢόܰǴଏӣ୘ࠔϐ஌ଌၸำΨሡाᚐѦၮ຤Ǵ೯. Ȇ. தࢂ੃຤‫ޑޣ‬ᚐѦॄᏼǶ. ŏŢŵ. ŴŪŵ. ź. ԜѦǴ୯ࣚ႖ሖ೷ԋ‫ޑ‬Ўϯৡ౦ҭࣁၠნႝ୘ว৖‫ޑ‬ምᛖϐ΋ǴᏢ‫ॺޣ‬ճҔ. ů. Ţŭ. Ŧų. ŪŰ. HofstedeȐ2001ȑϐϖε୯ৎЎϯࡰ኱ٰࣴ‫ز‬Ўϯჹ‫ܭ‬ႝη୘୍ว৖ϐቹៜǴࢫ. Ū ů Ŗ. ŷ. ✎࣓Ȑ2011ȑࡰр੃຤‫཮ޣ‬Ӣࣁ୯ձǴቹៜၠნᆛᖼཀკǴаϷჹ‫ډܭ‬၀୯຾Չ ၠნᆛᖼ‫ޑ‬ຑሽǶ. ġń. ũŦůŨŤũŪ. (Β) ᇟ‫ق‬ӢનǺ Gomez-Herrera ฻Ȑ2014ȑᇡࣁǴӅ٦‫ޑ‬ᇟ‫ق‬Ȑshared languageȑӧ B2C ႝ η୘୍௃ნύࢂѸ໪‫ޑ‬Ǵՠᇟ‫ق‬ӢનёૈӢࣁ୘ࠔᅿᜪԶख़ा‫܈܄‬Ԗቚ෧ǴԶӧ ၠ୯ጕ΢ҬܰύǴҗ‫ܭ‬લЮӄౚ಍΋‫ޑ‬୘ࠔ኱ྗǴᇟ‫ق‬Ӣન‫ࣁ׳‬ख़ाǹ‫ځ‬ӧኻ࿉ ‫زࣴޑ‬ΨࡰрǴӧ٬Ҕᇟ‫ق‬ፄᚇӭኬ‫ޑ‬ኻ࿉྽ύǴᇟ‫ޑق‬ዴ‫ת‬ᄽख़ा‫ف‬ՅǴ೚ӭ ႝη୘୍ᆛઠග‫ٮ‬ӭᅿᇟ‫ހق‬ҁаှ،ᇟ‫ޑق‬႖ሖǶၗ฼཮ౢ཰௃ൔࣴ‫܌ز‬. 7.

(16) Ȑ2013ȑፓࢗҭࡰрǴύ୯ᖼ‫ނ‬ᆛઠ‫ڀ‬ഢᕷᡏ‫ހ‬ҁǴВҁᖼ‫ނ‬ᆛઠஒᆛ।ᙌ᝿ԋ ύЎаՉᎍǴၠຫΑᇟ‫ق‬ምᛖǴԜΒ୯ΨԋࣁѠ᡼Ӧ୔ੇѦᖼ‫੃ނ‬຤‫ޑޣ‬२ᒧǶ (Ο) ӄౚЍбǺ ࣁߦԋၠნ‫܄‬፦‫ࢬߎޑ‬ǴѸ໪һᒘᛙ‫ڰ‬ё᎞‫ޑ‬бී‫س‬಍ǵЍбѳѠǴЍбѳ Ѡ‫ྍٰޑ‬ёૈࣁሌՉǴ‫ࢂ܈‬ಃΟБЍб཰‫ޣ‬Ƕҗ‫ܭ‬೸ၸሌՉԏ‫ߞڙ‬Ҕь‫ޑ‬БԄԖ ‫ߐځ‬ᘖǴၗҁᚐό‫ޑى‬ύλҾ཰‫ঁ܈‬Γ࿶ᔼ‫ޑ‬ጕ΢୘۫ค‫ݤ‬٬ҔߞҔьЍбǴಃ ΟБЍбӢԶᑫଆȐጰ‫ے‬ᓄ 2009ȑǴ݅෩ܵȐ2014ȑࡰрಃΟБЍбߎࢬࢂࡹ. ࢇ ‫ ݽ‬σ. ۬‫ޣ཰ک‬Ѹ໪Ӆӕ୘૸ೕჄ‫ޑ‬ୢᚒǶ. ҳ. Οǵ੃຤‫ޣ‬ၠნᆛᖼኳԄ. Ȇ ୽. Ᏸ. ୖԵၗ฼཮ౢ཰௃ൔࣴ‫܌ز‬Ȑ2013ȑаϷֈഓනȐ2015ȑǴёஒ੃຤‫ޣ‬຾Չ. Ȇ. (΋) ੇѦి೤ȐნѦᆛઠ‫ޔ‬ௗुᖼȑǺ. ů. Ţŭ. ġń. ũŦůŨŤũŪ. Ŧų. ŪŰ. ŴŪŵ. ŏŢŵ. ΠϩॊΟᅿၠნᆛᖼኳԄ‫ۓޑ‬ကǵ੝‫܄‬ᆶ࣬ᜢЎ᝘௖૸Ǻ. ź. ၠნᆛᖼ‫ޑ‬БԄϩࣁΟᅿǺੇѦి೤ǵੇѦжᖼᆶნѦႝη୘୍ҁβϯᆛઠǶа. Ū ů Ŗ. ŷ. ੃຤‫ޔޣ‬ௗฦᒵნѦᆛઠǴጕ΢Ѝб೤ීǴ೸ၸ୯ሞ‫ޔ‬ௗ஌ଌஒ୘ࠔଌԿ੃ ຤‫ޣ‬Ƕऍ୯ AmazonǵeBayǵम୯ ASOSǵВҁ Rakuten Ϸቶࣁᆵ᡼Ӧ୔੃຤‫ޣ‬ ‫ిޑޕ܌‬ᝊᆛࣣឦ‫ܭ‬ԜᜪǶ (Β) ੇѦжᖼǺ ੃຤‫ޣ‬ӧ୯ϣ‫ޑ‬жᖼǵж኱཰‫ޣ‬ϐᆛઠᒧᖼ୘ࠔǴጕ΢Ѝб೤ීǴҗ၀཰‫ޣ‬ ຾Չიᡏ௦ᖼ‫܈‬ӝբϐ୘۫р೤Ǵ೸ၸ୯ሞ‫ࢬނ‬ஒ୘ࠔ஌ଌԿ୯ϣǴӆᙯଌԿ੃ ຤‫ޣ‬ЋύǶаວჹᆛȐMy Dayȑࣁ‫ٯ‬Ǵ‫܌ځ‬ග‫୍ܺޑٮ‬ନΑ‫ڐ‬շှ،੃຤‫ޑޣ‬ ߎࢬǵ‫ࢬނ‬ୢᚒϐѦǴ‫ૈࣗ׳‬аᇟ‫ق‬ᙌ᝿‫ޑ‬БԄှ،ၗૻࢬୢᚒǴԜѦǴిᝊᆛ 8.

(17) ௦ҔЍбᝊ‫س‬಍ߥምҬܰӼӄǴՠࢂӧΓ҇ჾۘԖᝄ਱ວ፤ज़‫ڋ‬ਔǴज़‫ڋ‬Α୯Ѧ ੃຤‫ޑޣ‬٬ҔǴວჹᆛӢԜᆶిᝊᆛӝբǴᡣᆵ᡼Ӧ୔੃຤‫ޣ‬ё೸ၸຬѱᓯॶ‫ޑ‬ БԄ٬ҔЍбᝊǴᡣߎࢬ‫ࣁ׳‬ᄣ೯Ȑᒘࡌӹ 2011ȑǶ жᖼ‫ޑ‬р౜ፂᔐ໺಍‫ޑ‬ж౛ኳԄǴჹ೯ၡ཰‫׎ޣ‬ԋࡷᏯǴၸѐ‫ޑ‬୯ϣᏢ‫ޣ‬௖ ૸ၠნႝ୘Ǵҭӭ๱ख़‫ܭ‬ԜኳԄǶ໳‫܃‬๩Ȑ2010ȑаၗૻ‫س‬಍࡭ុ٬ҔኳԄ ȐBhattacherjee 2001ȑ௖૸੃຤‫ុ࡭ޣ‬٬Ҕжᖼ୍ܺ‫ޑ‬ӢનǹഋྷዝȐ2010ȑว ౜୍ܺ‫ߡޑ‬ճ‫܄‬ᆶ‫ޕ‬᝺॥ᓀ‫ޔ‬ௗቹៜ٬Ҕжᖼᆛઠᖼວϐཀᜫǹ໳߭ૠȐ2012ȑ ࣴ‫੃ز‬຤‫ޣ‬ჹ‫ܭ‬жᖼ‫ޑ‬ᄊࡋǴ٠௖૸Γ਱੝፦ჹᄊࡋ‫ޑ‬ቹៜǶ. ࢇ ‫ ݽ‬σ (Ο) ნѦႝη୘୍ҁβϯᆛઠǺ ҳ. Ȇ ୽. Ᏸ. Ԝᜪࠠ‫ޑ‬ᆛઠࢂੇѦ཰‫ޣ‬ග‫ٮ‬၀Ӧᇟ‫ހق‬ҁ‫ޑ‬ѳѠǴ٠ёӧ၀ᆛઠ‫ޔ‬ௗᒧ ᖼǴВҁ኷Ϻ‫ ޑ‬Rakuten Global Market ջࣁ΋‫ٯ‬Ǵග‫ٮ‬मᇟǵВᇟǵᗬᇟϷύЎ. Ȇ. ϟय़Ǵε೽ϩ‫ޑ‬୘۫ё௦Ҕӄౚ੝‫ז‬஑ሀ୍ܺȐEMSȑ஌ଌǶԜᜪᆛઠ‫ޑ‬੝‫ࢂ܄‬. ŏŢŵ. Ŧų. ŪŰ. ŴŪŵ. ź. җ‫ؒܭ‬Ԗᇟ‫ق‬႖ሖǴ٬۫ৎ‫׳‬ຠ߈੃຤‫ޣ‬Ǵྎ೯‫׳‬уคᛖǶ. ୯ሞ΢‫ޕ‬Ӝ‫ޑ‬ၠნႝ୘ѳѠԖ eBayǵAmazonǴаϷѠ᡼Ӧ୔҇౲ቶ‫ݱ‬٬Ҕ. Ţŭ. ů. ŷ Ū ġ ů ńũ ‫ిޑ‬ᝊᆛǴ఼ᇂග‫ޔٮ‬ௗ஌ଌ୍ܺ‫܈‬ග‫ٮ‬྽Ӧᇟ‫ހق‬ҁ‫୍ܺޑ‬Ǵё‫ـ‬٠ؒԖ௦Ҕ ŦůŨŤũŪ Ŗ. ӕኬ‫ޑ‬ว৖฼ౣǶҁࣴ‫ز‬ஒၠნᆛᖼຎࣁ΋ᅿ୍ܺǴၸѐᏢ‫ޣ‬ӵ‫ޱۓ׵‬Ȑ2015ȑ ଞჹύ୯ᆶѠ᡼Ӧ୔‫ޑ‬ၠნᆛᖼ੃຤‫ޣ‬Ǵ೸ၸϩ‫੃݋‬຤ՉࣁǴࣴ‫ز‬ႝη୘୍ѳѠ ୍ܺࠔ፦Ǵᆶ៝࠼ᅈཀࡋǵߞҺᆶ۸၈ࡋϐᜢ߯ǹ݅ࠧ՘Ȑ2015ȑճҔঁਢϩ‫݋‬ БԄ௖૸‫س‬಍೛ीᆶ୍ܺӵՖ‫ׯ‬๓ጕ΢‫ܡ‬፤ѳѠǴаගϲ੃຤‫ޣ‬٬Ҕǵᖼວཀ ᜫǴаϷቹៜ੃຤‫ޣ‬ख़ፄᖼວϐӢનǶ. 9.

(18) ಃΒ࿯ ᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄȐthe unified theory of acceptance and use of technology; UTAUTȑ ጕ΢ᖼ‫੃ޑނ‬຤‫ޣ‬ՉࣁࢂᏢ‫ޣ‬໼‫ݙ‬ЈΚࣴ‫ޑز‬ጄᛑϐ΋Ǵҗ‫ܭ‬ᆛၡᖼ‫ޑނ‬ᑫ ଆһᒘ‫ܭ‬೯ૻࣽ‫ޑמ‬຾‫؁‬Ǵ೚ӭᏢ‫ޣ‬аၗૻࣽ‫מ‬௦ҔȐinformation technology adoptionȑ‫ٰࡋفޑ‬ှញ੃຤‫ޣ‬ᆛၡ΢‫ޑ‬ՉࣁȐGefen & Straub 2000; Pavlou 2003; Koufaris 2002ȑǶVenkatesh ฻Ȑ2003ȑӧӣ៝٠ᡍ᛾ӭᅿՉࣁኳࠠϐࡕǴගр ᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄǶԜኳԄ఼ᇂ‫ޑ‬Չࣁኳࠠхࡴ౛‫܄‬Չࣁ౛ፕȐtheory of. ࢇ ‫ ݽ‬σ Ȑmotivational modelȑǵीฝՉࣁ౛ፕȐtheory of planned behavior; TRAȑǵࣽ ҳ. reasoned actionȑǵࣽ‫מ‬ௗ‫ڙ‬ኳԄȐtechnology acceptance modelȑǵ୏ᐒኳԄ. Ȇ ୽. Ᏸ. ‫מ‬ௗ‫ڙ‬ኳԄᆶीฝՉࣁ౛ፕ᏾ӝኳԄǵঁΓႝတ٬ҔኳࠠȐthe theory of PC utilizationȑǵബཥᘉණ౛ፕȐinnovation diffusion theoryȑᆶ‫཮ޗ‬ᇡ‫ޕ‬౛ፕȐsocial. Ȇ. cognitive theoryȑǶ. ź. ŏŢŵ. ŴŪŵ. Fishbein ᆶ AjzenȐ1975ȑࣁᔠෳঁᡏ‫ޑ‬ཀკϷՉࣁǴ‫܌‬ගр‫ޑ‬౛‫܄‬Չࣁ౛. ů. Ţŭ. Ŧų. ŪŰ. ፕǴଷ೛Γॺε೽ϩ‫ޑ‬ՉࣁёҗԾρ‫ޑ‬ཀ‫ד‬௓‫ڋ‬ǴՉࣁཀკȐbehavioral intentionȑ. ġń. Ū ů Ŗ. ŷ. ‫ޑ‬ம১Ǵ཮ቹៜ୺Չ੝‫ۓ‬Չࣁ‫ޑ‬ჴሞՉࣁǴԶՉࣁཀკҗঁΓჹՉࣁ‫ޑ‬ᄊࡋ. ũŦůŨŤũŪ. Ȑattitude toward behaviorȑᆶЬᢀೕጄȐsubjective normȑ‫܌‬ቹៜǶAjzenȐ1985ȑ ‫ࡕځ‬ගр‫ޑ‬ीฝՉࣁ౛ፕǴ߾຾΋‫؁‬ᘉቚΑ౛‫܄‬Չࣁ౛ፕ‫ࢎޑ‬ᄬǴ౛ፕᇡࣁঁΓ ‫ޑ‬Չࣁ௓‫ڋ‬ΚཇଯǴ‫ځ‬ՉࣁཀკཇଯǴӢԜёႣෳՉࣁǴࡺуΕᇡ‫ޕ‬Չࣁ௓‫ڋ‬Κ Ȑperceived behavior controlȑբࣁՉࣁཀკཥ‫߻ޑ‬࿼ӢનǴीฝՉࣁ౛ፕΨၨ౛ ‫܄‬Չࣁ౛ፕ‫׳‬ຠ߈ঁΓՉࣁ‫ޑ‬ჴሞ‫ݩރ‬Ƕ җ‫ܭ‬౛‫܄‬Չࣁ౛ፕᆶीฝՉࣁ౛ፕલЮѦ೽Ӣનჹ‫ܭ‬٬Ҕ‫ޣ‬ϣ೽ϐߞ‫ۺ‬ Ȑbeliefȑǵᄊࡋᆶཀკ฻Ӣનϐቹៜ௖૸ǴԶԜᜪϣ೽ӢનҭჹঁΓ٬Ҕࣽ‫מ‬ ‫ޑ‬௃‫׎‬Ԗ‫܌‬ቹៜǴDavisȐ1989ȑගрࣽ‫מ‬ௗ‫ڙ‬ኳԄҔаΑှѦ೽Ӣનቹៜϣ೽ 10.

(19) Ӣન‫ޑ‬௃‫׎‬Ǵ‫ځ‬ύԖ‫ঁٿ‬Ьा‫ޑ‬،‫ۓ‬ӢનǴᇡ‫ޕ‬ԖҔ‫܄‬Ȑperceived usefulnessȑ Ϸᇡ‫ܰޕ‬Ҕ‫܄‬Ȑperceived ease of useȑǶ‫ځ‬ύǴᇡ‫ޕ‬ԖҔ‫ࡰࢂ܄‬ಔᙃύ‫ঁޑ‬Γᇡ ࣁᏹբ੝‫ۓ‬ำԄ‫س܈‬಍ёගଯঁΓ‫ޑ‬πբᕮਏǴᇡ‫ܰޕ‬Ҕ‫ۓ߾܄‬ကࣁঁΓᇡ‫ޕ‬Ꮲ ಞᏹբำԄ‫س܈‬಍ϐၸำ‫ޑ‬৒ܰำࡋǶ ୏ᐒኳԄϩࣁѦ೽୏ᐒȐextrinsic motivationȑᆶϣ೽୏ᐒȐintrinsic motivationȑǴDavis ฻Ȑ1993ȑࡰрऩ٬Ҕ‫ޣ‬௦‫ڗ‬Չ୏‫ޑ‬চӢࢂࣁΑՉ୏аѦԖ ሽॶ‫่݀ޑ‬Ǵ‫ٯ‬ӵπբࢂࣁΑቚ຾πբᕮਏǵᖒН‫܈‬ϲᎂǴ߾ᆀࣁѦ೽୏ᐒǹऩ ٬Ҕ‫ޣ‬གྷा௦‫ڗ‬Չ୏ࢂٰԾ‫ঁܭ‬Γ‫୺܈‬Չπբҁ‫ي‬ǴӵঁΓᑫ፪ǵπբࡷᏯ‫܄‬฻. ࢇ ‫ ݽ‬σ. ȐAmabile et al. 1994ȑǴ߾ᆀࣁϣ೽୏ᐒǶ. ҳ. ThompsonǵHiggins ᆶ HowellȐ1991ȑҗΓᜪՉࣁ౛ፕȐTriandis 1997ȑ़. Ȇ ୽. Ᏸ. ғр‫ঁޑ‬Γႝတ٬ҔኳࠠǴӧၗૻ‫س‬಍ᕉნύҔаႣෳঁΓႝတճҔ౗ǶԜኳࠠ. Ȇ. Ҕ‫ܭ‬ႣෳՉࣁԶߚཀკǶ. ŏŢŵ. ŴŪŵ. ź. ബཥ‫ۓ‬ကࣁ΋ᅿ೏ঁΓ‫܈‬ௗ‫܌ޣڙ‬ᇡࣁ‫ޑ‬ཥᢀ‫ۺ‬ǵՉࣁ‫ނ܈‬ҹȐRogers. ů. Ţŭ. Ŧų. ŪŰ. 1995ȑǴӧബཥᘉණ౛ፕύǴRogersȐ1995ȑᙖҗ‫ۓ‬ကബཥᘉණ੝፦Ǵа௖૸΋. Ū ů Ŗ. ŷ. ཥౢࠔ‫܈‬٣‫ࢂނ‬ցૈࣁ੃຤‫ޣ‬ௗ‫ڙ‬Ƕബཥᘉණ౛ፕ٬Ҕ‫ܭ‬ቶ‫ޑݱ‬ሦୱύǴ‫ٯ‬ӵ. ġń. ũŦůŨŤũŪ. Moore ᆶ BenbasatȐ1991ȑஒ Rogers ගрϐബཥ੝፦Ҕ‫ঁܭ‬Γ‫מࣽޑ‬ௗ‫ڙ‬ኳԄ ࣴ‫ز‬ύǶബཥ੝፦х֖࣬ჹӳೀȐrelative advantageȑǵܰҔ‫܄‬Ȑease of useȑǵ ϦӅ‫׎‬ຝȐimageȑǵё‫܄ـ‬Ȑvisibilityȑǵёᘉк‫܄‬Ȑcompatibilityȑǵ่݀৖ ҢȐresults demonstrabilityȑ‫ک‬٬ҔԾᜫ‫܄‬Ȑvoluntariness of useȑǶ ‫཮ޗ‬ᇡ‫ޕ‬౛ፕࢂҗ BanduraȐ1986ȑගрǴЪࣁനԖΚ‫ޑ‬ΓᜪՉࣁ౛ፕϐ΋Ǵ ‫ځ‬ਡЈᄬ‫ۺ‬хࡴԋ݀යఈȐoutcome expectationȑǵԾ‫ך‬ਏૈȐself-efficacyȑǵ ௃གȐaffectȑᆶขቾȐanxietyȑǶ‫ځ‬ύǴԾ‫ך‬ਏૈࡰঁΓղᘐԾρ٬Ҕࢌ໨ࣽ ‫ֹמ‬ԋ੝‫ۓ‬πբϐૈΚำࡋǴKim ᆶ KimȐ2005ȑୖԵԜᄬ‫ۺ‬ǴճҔጕ΢ҬܰԾ 11.

(20) ‫ך‬ਏૈȐonline transaction self-efficacyȑᑽໆঁΓ຾Չጕ΢຾Չ୘ࠔ‫ޑ୍ܺ܈‬Ҭ ܰՉࣁǴ‫܌ځ‬ག‫ૈޑޕ‬ΚำࡋǴࣴ‫ز‬ᡉҢጕ΢ҬܰԾ‫ך‬ਏૈ໔ௗቹៜΑጕ΢ᖼ‫ނ‬ ϐཀკǶ ಍᏾Α΢ॊϐᢀᗺᆶ౛ፕǴUTAUT ගрѤঁቹៜՉࣁཀკϐᄬय़Ǵϩձࣁ ᕮਏයఈȐperformance expectancyȑǵܰҔයఈȐeffort expectancyȑǵ‫཮ޗ‬ቹៜ Ȑsocial influenceȑϷߦ຾చҹȐfacilitating conditionsȑǺ ߄ 1 UTAUT Ьाᄬय़ᆶ‫ۓ‬က. ࢇ ‫ ݽ‬σ. ᄬय़. ‫ۓ‬က. ᕮਏයఈ. ঁΓ࣬ߞ٬Ҕ‫س‬಍཮ᔅշԾρᕇளπբᕮ. ҳ. ᇡ‫ޕ‬ԖҔ‫܄‬. Ȇ ୽. Ᏸ. ਏ‫ޑ‬ำࡋ. Ѧ೽୏ᐒ πբ፾ଛ. Ȇ. ࣬ჹᓬ༈. ź. ŏŢŵ. Ţŭ. ġń. ᇡ‫ܰޕ‬Ҕ‫܄‬. Ŧų. ᜢ‫ܭ‬٬Ҕ‫س‬಍‫ޑ‬৒ܰำࡋ. ů. ‫཮ޗ‬ቹៜ. ŴŪŵ. ԋ݀යఈ. ŪŰ. ܰҔයఈ. ϣ৒ᄬԋ. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ ፄᚇࡋ ܰҔ‫܄‬. ঁΓᇡ‫ډޕ‬ख़ाдΓ࣬ߞдᔈ၀٬Ҕཥ‫ޑ‬. Ьᢀೕጄ. ‫س‬಍ϐำࡋ. ‫཮ޗ‬Ӣન ‫׎‬ຝ. ߦ຾చҹ. ঁΓ࣬ߞ౜Ӹ‫ޑ‬ಔᙃϷ‫୷ೌמ‬ᘵࡌ೛ૈЍ. ᇡ‫ޕ‬Չࣁ௓‫ڋ‬. ࡭٬Ҕ‫س‬಍‫ޑ‬ำࡋ. ߦ຾చҹ ࣬৒‫܄‬. ၗ਑ٰྍǺVenkatesh ฻Ȑ2003ȑ 12.

(21) UTAUT ࢎᄬύǴќԖѤঁυᘋᡂኧǴ‫܄‬ձǵԃសǵ࿶ᡍᆶ٬ҔԾᜫ‫܄‬ Ȑvoluntariness of useȑǶ җ‫ ܭ‬UTAUT ‫ڀ‬Ԗӭሦୱ᏾ӝ‫ࢎޑ‬ᄬǴϷၨӳ‫ޑ‬ှញΚǴӢԜҁࣴ‫ز‬٬Ҕ UTAUT բࣁࢎᄬ୷ᘵǴஒၠნᆛᖼຎࣁബཥࣽ‫מ‬ᆶ୍ܺǴа௖૸੃຤‫ޣ‬຾Չၠ ნᆛᖼϐᖼວཀკ‫ޑ‬ቹៜӢનǶ. ࢇ ‫ ݽ‬σ. ҳ. Ȇ. Ȇ ୽. Ᏸ. ů. Ŧų. ŪŰ. Ţŭ. ŴŪŵ. ź. ŏŢŵ. კ 1 UTAUT ࢎᄬ. ŷ. ၗ਑ٰྍǺVenkatesh ฻Ȑ2003ȑ. ġń. ũŦůŨŤũŪ. 13. Ū ů Ŗ.

(22) ಃΟ࿯ ੃຤‫ޣ‬੝ቻ ੃຤‫ޣ‬੝ቻӧᏢೌ΢‫ۓޑ‬ကǴхࡴΓα಍ीᡂኧȐdemographicsȑᆶΓ਱੝ ፦ǴҔаᕕှ੃຤‫ޣ‬຾Չᆛၡᖼ‫ޑނ‬চӢȐPerea y Monsuwé et al. 2004ȑǶ BurkeȐ2002ȑࡰрΓα಍ी΢தҔ‫ޑ‬ѤঁᡂኧǴхࡴԃសǵ‫܄‬ձǵ௲‫ػ‬ำ ࡋᆶԏΕǴჹࣽ‫מ‬ௗ‫ڙ‬ኳԄύ‫ޑ‬ȨܰҔ‫܄‬ȩǵȨԖҔ‫܄‬ȩᆶȨু኷‫܄‬Ȑenjoymentȑȩ ‫ڀ‬Ԗܴᡉ‫ޑ‬ፓ࿯բҔǶၸѐࣴ‫ز‬ᡉҢၨԃᇸϐ੃຤‫ޣ‬ჹཥ‫מࣽޑ‬Ȑጕ΢ᖼ‫ނ‬ȑ‫׳‬ Ԗᑫ፪ǵၨ৒ܰ჋၂٬ҔǴЪ٦‫ڙ‬ጕ΢ᖼ‫ނ‬஥ٰ‫ޑ‬኷፪ȐWood 2002ȑǶ‫੃܄ت‬. ࢇ ‫ ݽ‬σ ࣁᓎᕷӦ੃຤ȐBurke 2002; ҳLi et al. 1999ȑǶӧ௲‫ػ‬ำࡋБय़‫ޑ‬ቹៜǴࣴ‫ࡰز‬р. ຤‫ޣ‬ၨᜫཀӧ຾Չ੃຤ਔ჋၂ӭᅿࣽ‫מ‬Ǵՠӕኬ٬Ҕጕ΢ᖼ‫ނ‬Ǵζ‫੃܄‬຤‫׳߾ޣ‬. Ȇ ୽. Ᏸ. ௲‫ػ‬ำࡋၨଯ‫੃ޑ‬຤‫ޣ‬ёૈၨૈௗ‫ߚڙ‬ჴᡏ୘۫ᆅၰ‫ޑ‬ᖼ‫ނ‬БԄȐBurke 2002ȑǶၨԐය‫ޑ‬ႝη୘୍ࣴ‫ز‬ύǴၨଯԏΕ‫੃ޑ‬຤‫ޑޣ‬ጕ΢ᖼ‫ނ‬ཀკၨଯǴ೏. Ȇ. ᇡࣁᆶ੃຤‫ࢂޣ‬ցᏱԖঁΓႝတǵᆛၡ᝻Ϸᆶ௲‫ػ‬ำࡋࣣԖᜢᖄȐLohse et al.. ŪŰ. ŴŪŵ. ź. ŏŢŵ. 2000ȑǶ. ů. Ţŭ. Ŧų. CattellȐ1943ȑаȨ੝፦Ȑtraitsȑȩ଺ࣁΓ਱ಔԋ‫୷ޑ‬ҁϡનǴ،‫ঁۓ‬ΓՉ. ġń. Ū ů Ŗ. ŷ. ࣁ‫ޑ‬੝‫܄‬ǴࣗԿቹៜঁΓᒧ᏷ǶЈ౛Ꮲࣴ‫ز‬ว౜ᏱԖ࣬ӕΓ਱੝፦‫ޑ‬όӕঁᡏǴ. ũŦůŨŤũŪ. ёૈ཮ჹ٣‫ނ‬ౢғ࣬՟‫ޑ‬ϸᔈǶঁΓബཥ‫܄‬Ȑpersonal innovativenessȑࢂҗ Rogers ᆶ ShoemakerȐ1971ȑගрǴࢂঁΓ௦Ҕബཥ‫ޑ‬ำࡋϷೲࡋǶLimayem ฻Ȑ2000ȑ ࡰр੃຤‫ޣ‬٬Ҕጕ΢ᖼ‫ނ‬ёຎࣁ௦Ҕཥࣽ‫מ‬ǴঁΓബཥ‫ޑ܄‬ำࡋჹ٬Ҕጕ΢ᖼ‫ނ‬ ϐᄊࡋϷཀკԖᡉ๱ᜢᖄǶ. 14.

(23) ಃѤ࿯ ᖼ‫ނ‬Ꮴӛ ੃຤‫ޣ‬ϐᖼ‫ނ‬Ꮴӛࢂࡰࢌᅿᖼ‫ࠠނ‬ᄊ‫ޑ‬Չࣁᒧ᏷ୃӳǶᖼ‫ނ‬Ꮴӛૈаࢲ୏ǵ ᑫ፪ᆶ‫੃ک‬຤࣬ᜢ‫ޑ‬ཀ‫୷ࣁـ‬ᘵٰᏹբϯǴҭૈཷϯࣁ੝‫ޑۓ‬ғࢲࠠᄊȐLi et al. 1999ȑǶၸѐᏢ‫زࣴޣ‬Ӛᅿᖼ‫ނ‬Ꮴӛϐ੃຤‫ޣ‬ჹᆛၡᖼ‫ނ‬௦Ҕำࡋ‫ޑ‬ቹៜǴ٠௢ ፕ੃຤‫ޣ‬ϐᖼ‫ނ‬Ꮴӛ཮ቹៜ٬Ҕᆛၡᖼ‫ޑނ‬ཀᜫȐLi et al. 1999ȑǶ ၸѐԖ೚ӭᏢ‫ޣ‬௖૸੃຤‫ޑޣ‬ᖼ‫ނ‬ᏤӛǴӵ Bellenger ฻Ȑ1977ȑ௖૸੃຤ ‫ޣ‬໺಍рߐᖼ‫ޑނ‬ՉࣁǴஒ੃຤‫ޣ‬ϩࣁߡճࠠ੃຤‫ޣ‬Ȑconvenience shopperȑᆶ. ࢇ ‫ ݽ‬σ ੃຤‫ޣ‬ӧৎ຾Չᖼ‫ޑނ‬БԄǴவࠠᒵᖼ‫ނ‬Ȑcatalog shoppingȑ೴ᅌᄽᡂԿᆛၡ੃ ҳ Ҷ໕ࠠ੃຤‫ޣ‬Ȑrecreational shopperȑǴࡕ‫཮ޣ‬ஒᖼ‫ނ‬ຎࣁҶ໕ࢲ୏‫ޑ‬΋ᅿǹԶ. Ȇ ୽. Ᏸ. ຤ǴLi ฻Ȑ1999ȑஒᖼ‫ނ‬ᏤӛϩࣁߡճᏤӛȐconvenience orientationȑǵ࿶ᡍᏤ ӛȐexperience orientationȑǵু኷ᏤӛȐrecreational orientationȑϷሽ਱ᏤӛȐprice. Ȇ. orientationȑǴߡճᏤӛࣁ੃຤‫ޣ‬ख़ຎᖼ‫ނ‬஥ٰ‫ߡޑ‬ճ‫܄‬Ǵ࿶ᡍᏤӛࢂࡰ੃຤‫ޣ‬. ŴŪŵ. ź. ŏŢŵ. ख़ຎ၂ҔᆶᡏᡍౢࠔǴু኷Ꮴӛϐ੃຤‫ޣ‬மፓᖼ‫ނ‬஥ٰ‫ޑ‬኷፪ǴԶሽ਱Ꮴӛϐ៝. Ţŭ. Ŧų. ŪŰ. ࠼໼ӛ‫ܭ‬൨‫פ‬ሽ਱നե‫ޑ‬୘ࠔǹќԖᏢ‫ޣ‬ගр੃຤‫ޣ‬຾Չᆛၡᖼ‫ނ‬ਔ‫ޑ‬ᖼ‫ނ‬Ꮴӛ. ŷ. ů. ё୔ϩࣁख़ຎҞ኱ࠠȐgoal-focusedȑаϷু኷ࠠȐrecreationalȑᖼ‫ނ‬ᏤӛȐYan et. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. al. 2008ȑǴ߻‫੃ࡰޣ‬຤‫׆ޣ‬ఈаԖਏ౗ǵவ৒‫ޑ‬БԄᖼວ୘ࠔ‫୍ܺ܈‬Ǵӧനλ ‫ޑ‬೏υᘋำࡋΠၲԋҞ኱Ǵু኷‫܄‬ᖼ‫ނ‬Ꮴӛ߾ࡰ੃຤‫ࣁޣ‬Α੃຤‫ޑ‬Չ୏ҁ‫ي‬ёᕇ ள‫ޑ‬኷፪ȐenjoymentȑԶ຾Չ੃຤Ƕ Ҿ཰а຾Չѱ൑ፓࢗϐБԄǴଞჹ੃຤‫ޑޣ‬ᖼ‫ނ‬Ꮴӛٰ‫ۓڋ‬όӕ‫ޑ‬ՉᎍБ ԄǴ‫ٯ‬ӵ PayPalȐ2014ȑ‫ޑ଺܌‬ၠნႝ୘ࣴ‫ز‬Ǵஒ੃຤‫ޣ‬ᘜᜪࣁϖᅿǺ჋ᗲࠠǵ ਏ౗ࠠǵ࿶ᔮࠠǵߥӺࠠᆶ‫ש‬Ԍࠠǹ ߄ 2 PayPalȐ2014ȑၠნႝ୘੃຤‫ޣ‬ᜪࠠ. 15.

(24) ᜪࠠ. К‫ ٯ‬੝ቻඔॊ. ჋ᗲࠠ. 13%. Ь୏൨‫פ‬ཥ‫ޑ‬ၠნᆛᖼᆛઠǴᜫཀб‫׳‬ӭᒲᖼວཥ‫ڻ‬ǵნϣ ค‫ڗݤ‬ள‫ޑ‬ౢࠔ. ਏ౗ࠠ. 16%. ᖱ‫؃‬ਔ໔ਏ౗ᆶߡճ‫܄‬Ǵ٠໼ӛᖼວᇡ᛽‫ߞ܈‬Һ‫ޑ‬ၠნᆛၡ ୘۫. ࿶ᔮࠠ. 25%. ٦‫ڙ‬ᖼ‫ޑނ‬ၸำϷඓඝཥၗૻǴ٠ӧόӕᆛઠ΢Кሽ. ߥӺࠠ. 23%. ഻៿ၠნᆛᖼᆛઠёග‫ޑٮ‬ӭኬ‫܄‬ᆶࠔจǴ٠ӛߞҺ‫܈‬Ԗଏ ೤ᐒ‫ޑڋ‬ᆛၡ୘۫ᖼວ. ࢇ ‫ ݽ‬σ. ໼ӛ‫ܭ‬ნϣᆛၡ୘۫ᖼວǴӧၠნጕ΢୘۫௢рᓬඁਔω຾ Չᖼວ. ҳ. Ᏸ. ၗ਑ٰྍǺPayPalȐ2014ȑ. Ȇ. ŪŰ. ŴŪŵ. ź. ŏŢŵ. ů. Ţŭ. Ŧų. 23%. Ȇ ୽. ‫ש‬Ԍࠠ. ġń. ũŦůŨŤũŪ. 16. Ū ů Ŗ. ŷ.

(25) ಃϖ࿯ ߞҺ౛ፕ ӧႝη୘୍ύǴҗ‫ܭ‬ҬܰՉࣁӧ຀ᔕᕉნύ຾ՉǴ੃຤‫ߞޑޣ‬Һ‫ת‬ᄽख़ा‫ޑ‬ ‫ف‬ՅǴMcKnight ฻Ȑ2002ȑࡰрߞҺᔅշ੃຤‫ޣ‬լܺག‫ޑډޕ‬όዴ‫܄ۓ‬ᆶ॥ᓀǴ ٠‫׫‬Ε‫ک‬ႝη୘ৎ຾ՉߞҺՉࣁȐ‫ٯ‬ӵǺϩ٦ঁΓၗૻǵᖼວ၀۫ৎϐ୘ࠔȑǴ ԶલЮჹጕ΢୘۫‫ߞޑ‬ҺǴ཮ቹៜ੃຤‫ޣ‬௦Ҕႝη୘୍ȐBhattacherjee 2002ȑǶ ߞҺ‫ۓޑ‬ကӧόӕሦୱϐ໔Ԗ‫ݔ܌‬౦ȐMcKnight et al. 2002ȑǴMayer ฻ Ȑ1995ȑຎߞҺࣁ΋БȐߞҺ‫ޣ‬ȑᜫཀೀ‫ܭ‬১༈Ȑvulnerableȑ‫ޑ‬௃‫ݩ‬ΠǴයࡑ. ࢇ ‫ ݽ‬σ. ќ΋БȐ೏ߞҺ‫ޣ‬ȑό‫ڙ‬ᅱᆅ‫ޑ‬௃‫ݩ‬Πֹԋჹ‫ځ‬ख़ा‫ޑ‬੝‫ۓ‬ՉࣁǶ. ҳ. Mayer ฻Ȑ1995ȑᘜયрॶளߞҺ‫ޑ‬ΟεӢનǺૈΚȐabilityȑǵ‫ؼ‬๓. Ȇ ୽. Ᏸ. Ȑbenevolenceȑǵ҅‫ޔ‬ȐintegrityȑǴࡕុ೚ӭᏢ‫زࣴޣ‬ႝη୘୍ύ‫ߞޑ‬ҺΨග. Ȇ. р࣬՟‫ۓޑ‬ကǶၸѐςԖ೚ӭᏢ‫ޣ‬ଞჹႝη୘୍‫ߞޑ‬Һ᝼ᚒ଺рଅ᝘Ǵ‫ٯ‬ӵ Gefen Ȑ2000ȑ᏾ӝࣽ‫מ‬ௗ‫ڙ‬ኳԄගрߞҺ‫ޑ‬᏾ӝኳࠠǹMcKnight ฻Ȑ2002ȑගрႝ. ź. ŏŢŵ. ů. Ŧų. ŪŰ. Ţŭ. ŴŪŵ. η୘୍௃ნύ‫ߞޑ‬ҺࡌҥኳԄǶ. ŷ. ߞҺϐٰྍёϩࣁϖᅿȐGefen et al. 2003ȑǺঁ‫୷܄‬ᘵȐpersonality-basedȑǵ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ᇡ‫୷ޕ‬ᘵȐcognition-basedȑǵᇡ᛽୷ᘵȐknowledge-basedȑǵीᆉ୷ᘵ Ȑcalculative-basedȑᆶᐒ‫୷ڋ‬ᘵȐinstitution-basedȑǶGefen ฻Ȑ2003ȑ٬Ҕዕ ஼ࡋȐfamiliarityȑբࣁᇡ᛽୷ᘵȐ‫܈‬ᆀࣁ࿶ᡍ୷ᘵǴexperience-basedȑߞҺ‫ޑ‬ ᑽໆБԄǴᙖҗ‫׳‬Αှջஒाวғ‫ޑ‬٣‫ނ‬Ǵஉ஼ࡋૈफ़ե‫཮ޗ‬όዴ‫܄ۓ‬Ȑsocial uncertaintyȑǴಕᑈ‫׳‬ӭჹࢌ΋Б‫ޑ‬ᇡ᛽ǴёႣෳ‫ځ‬҂ٰ‫୏ޑ‬ӛǴӢԜዕ஼ࡋૈ ࡌҥߞҺǹDoney ᆶ CannonȐ1997ȑࡰрǴ໺಍‫ޑ‬ວ፤ᜢ߯ύǴ୘۫‫ޑ‬ೕኳȐsizeȑ ϷӜᖂȐreputationȑനத೏ᇡࣁࢂቚ຾ວБჹ፤Б‫ߞޑ‬Һ‫ޑ‬ӢનǴ୘۫ऩᏱԖ‫ؼ‬ ӳ‫ޑ‬ӜᖂǴё٬੃຤‫ޣ‬ᇡ‫ޕ‬၀୘۫ό཮‫׫‬ᐒՉ٣ǵᏤठϦљ‫ޑ‬ᖂ៉ၗౢ‫ڙ‬ཞ ȐChiles & McMackin 1996ȑǴԜࣁᇡ‫୷ޕ‬ᘵٰྍϐߞҺǹᐒ‫୷ڋ‬ᘵߞҺٰԾ‫ܭ‬ 17.

(26) ࣬ߞߥៈ‫่܄‬ᄬ‫ۺߞޑ‬Ǵ‫཮ޗ‬Ꮲৎว౜ૈ೸ၸፏӵ‫ࡓݤ‬ǵೕጄǵ‫܍‬ᒍ฻่ᄬٰૈ ᆢ࡭ߞҺȐZucker 1986ȑǴMcKnight ฻Ȑ1998ȑஒᐒ‫୷ڋ‬ᘵߞҺϩࣁ‫ঁٿ‬ηᄬ ‫ۺ‬Ǻ௃ნதᄊ(situational normality)ᆶ่ᄬ‫܄‬ዴߥȐstructural assuranceȑǴ‫ځ‬ύ่ ᄬ‫܄‬ዴߥࢂࡰх֖‫ߥڀ‬ៈ‫ࡓݤޑ܄‬ೕጄǵࠨऊǵࢬำǵ‫܍‬ᒍǵ‫่ೌמ‬ᄬ฻Ǵߥ᛾ ੃຤‫ૈޣ‬Ӽӄ຾Չᆛ΢Ҭܰ‫ߥޑ‬ៈ‫่܄‬ᄬǶၸѐ೚ӭЎ᝘ҭࡰрᆛઠ่ᄬ‫܄‬ዴߥ ‫ׯޑ‬๓ǴԖշ‫੃ܭ‬຤‫ߞࣁ׳ޣ‬Һᆛၡ୘۫ȐPavlou & Gefen 2004; Kim & Benbasat 2006ȑǴ‫ࡓݤ‬ೕጄǵᗦ‫ࡹد‬฼ǵ੃຤‫ߥޣ‬ៈǴࣣឦ‫ܭ‬ᐒ‫୷ڋ‬ᘵϐߞҺǶ. ҳ. ࢇ ‫ ݽ‬σ. Ȇ. Ȇ ୽. Ᏸ. ů. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. Ţŭ. ġń. ũŦůŨŤũŪ. 18. Ū ů Ŗ. ŷ.

(27) ಃϤ࿯ ౢࠔᅿᜪᆶ੃຤‫ޣ‬ճ੻ ਥᏵၗ฼཮Ȑ2013ȑፓࢗǴ੃຤‫ޣ‬዗૱‫ܭ‬຾Չၠნᆛᖼ‫ޑ‬୘ࠔᅿᜪӵΠǺ. ҳ. ࢇ ‫ ݽ‬σ. Ȇ. Ȇ ୽. Ᏸ ŴŪŵ. ź. ŏŢŵ. ů. Ţŭ. Ŧų. ŪŰ. კ 2 ੃຤‫ޣ‬຾Չၠნᆛᖼਔᖼວ‫ޑ‬୘ࠔᅿᜪ ၗ਑ٰྍǺၗ฼཮Ȑ2013ȑ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. җ΢߄ё‫ـ‬ǴՊ๱ǵЎ‫ڀ‬ǵਜᝤ฻ғࢲҔࠔࣁၠნᆛᖼౢࠔᅿᜪϐε‫ے‬Ƕࣁ ‫׳‬ుΕ௖૸ౢࠔᅿᜪᆶ੃຤‫ޣ‬Չࣁ໔‫ޑ‬ᜢ߯ǴၸѐᏢ‫ޣ‬аӚᅿ‫ࡋف‬ஒౢࠔ຾Չϩ ᜪǶKotlerȐ1997ȑ٩Ᏽౢࠔ੝ቻஒౢࠔϩࣁऐΦ଄ǵߚऐΦ଄ᆶ୍ܺǴऐΦ଄ ࡰԖ‫׎‬ǵёख़ፄ٬Ҕ‫ޑ‬ჴᡏౢࠔǹߚऐΦ଄ࣁ೯த੃઻‫ז‬ೲǵ࿶த೏ᖼວ‫ޑ‬Ԗ‫׎‬ ౢࠔǹ୍ܺ߾ࣁค‫ޑ׎‬ౢࠔǴЪ‫ڀ‬Ԗόёϩപǵᡂ౦‫܄‬εǵܰ੃ೳ‫܄ޑ‬፦Ǵёр ୧‫܈୏ࢲޑ‬ճ੻ࣣឦϐǶਥᏵ੃຤‫ޣ‬ᖼ‫ނ‬ಞᄍǴ߾ϩᜪࣁǺߡճࠔǵᒧᖼࠔǵ੝ ਸࠔϷߚཛྷ൨ࠔȐKotler 1997ȑǹќ΋ᅿϩᜪБԄࣁ੃຤ሽॶ‫ޑ‬ᢀᗺǴӵ Babin ฻Ȑ1994ȑගр੃຤‫ޣ‬வᖼ‫ނ‬࿶ᡍύёᕇளфૈ‫܄‬Ȑutilitarianȑᆶু኷‫܄‬Ȑhedonicȑ ‫ޑ‬ճ੻Ǵ੃຤‫ޣ‬ऩૈԖਏ౗Ӧǵᖼວ‫ډ‬നӳ‫ޑ‬ౢࠔǴ߾ࣁфૈ‫܄‬ճ੻Ǵু኷‫ޑ܄‬ 19.

(28) ճ੻߾ࢂࣁ੃຤‫ޣ‬ബ೷኷፪ǵ஥๏੃຤‫ޣ‬࿶ᡍᆶག‫ڙ‬ȐHolbrook & Hirschman 1982ȑǶ٩ᏵԜ‫ٿ‬ᅿሽॶߡёஒౢࠔϩࣁфૈ‫܄‬ౢࠔᆶু኷‫܄‬ౢࠔǴ੃຤‫ޣ‬ᖼວ фૈ‫܄‬ౢࠔਔ‫ݙ‬ख़ౢࠔ‫ޑ‬фૈǵჴᡏ‫ૈ܄ޑ‬Ǵᖼວু኷‫܄‬ౢࠔ߾‫ݙ‬ख़௃ག‫ޑ‬٦‫ڙ‬ ᆶ஥ٰ‫ޑ‬኷፪ǶNelsonȐ1970ȑஒౢࠔϩࣁཛྷ൨‫܄‬ౢࠔᆶ࿶ᡍ‫܄‬ౢࠔǴཛྷ൨‫܄‬ౢ ࠔࡰ੃຤‫ޣ‬ӧᖼວ߻Ǵё࿶җӚᅿѦӧၗૻߡёຑ՗၀ౢࠔ‫ࠔޑ‬፦Ǵ࿶ᡍ‫܄‬ౢࠔ ߾ࣁ੃຤‫ޣ‬ሡ٬Ҕࡕωૈຑ՗၀ౢࠔϐࠔ፦ǶDarby ᆶ KarniȐ1973ȑ߾ӧ Nelson Ȑ1970ȑ‫ޑ‬ϩᜪуΕΑߞҔࠔǴࢂ੃຤‫ޣ‬ջ٬٬ҔࡕΨค‫ݤ‬ղᘐ‫ࠔځ‬፦ϐౢࠔǴ ‫ٯ‬ӵЋೌǶ‫ܭ‬ԜǴౢࠔᅿᜪ‫ޑ‬ϩᜪΞуΕΑ٬Ҕ߻ᆶ٬Ҕࡕ‫ۺཷޑ‬Ƕ. ࢇ ‫ ݽ‬σ. Ӣᔈၠნᆛᖼϐ୯ሞຩܰ‫܄‬፦ǴӵՖஒౢࠔՉᎍԿӄౚǴ༈ѸࣁҾ཰‫ޑ‬΋ε. ҳ. ࡷᏯǴDomzal ᆶ UngerȐ1987ȑஒౢࠔϩࣁȨଯࣽ‫מ‬Ȑhigh-techȑȩᆶȨଯག‫ڙ‬. Ȇ ୽. Ᏸ. Ȑhigh-touchȑȩǴ٠ஒ‫ٿ‬ᅿᜪࠠҔ‫ۓुܭ‬୯ሞࠔจ‫ޑ‬Չᎍ‫ۓ‬Տ฼ౣǶଯࣽ‫מ‬ౢ ࠔ‫ۓޑ‬Տ๱ख़‫ܭ‬மፓౢࠔ੝፦ȐfeaturesȑǴЪ੃຤‫ޣ‬ёૈा‫ޑ୼ى؃‬ౢࠔၗૻ. Ȇ. ٰ،‫ࢂۓ‬ցᖼວଯࣽ‫מ‬ౢࠔǶଯག‫ڙ‬ౢࠔ೯த٬Ҕၨӭ‫ޑ‬௃གນ‫؃‬ǵ੝‫ۓ‬ЎਢǴ. ŏŢŵ. ŴŪŵ. ź. ੃຤‫ޣ‬ᖼວଯག‫ڙ‬ౢࠔਔ‫ࣁ׳‬ख़ຎࠔจ‫׎ޑ‬ຝǶԜΒᅿౢࠔᜪձ٠ߚమཱ‫୔ޑ‬. ů. Ţŭ. Ū ů Ŗ. ଯག‫ڙ‬Ӏ᛼΢‫ޑ‬ՖೀǴࣁ‫ۓ‬Տ฼ౣύ‫ޑ‬ख़ा΋ᕉǶ. ġń. ũŦůŨŤũŪ. Ŧų. ŪŰ. ႖ǴԶࢂࡰౢࠔ‫ࢌޑ‬ᅿୃӛǴDomzal ᆶ UngerȐ1987ȑᇡࣁǴࠔจӧଯࣽ‫מ‬ɡ. ŷ. ஒа΢Ў᝘‫ޑ‬ౢࠔϩᜪБԄ᏾౛ࡕǴӵΠ߄Ǻ ߄ 3 ౢࠔϩᜪ٩ᏵǵᜪձᆶୖԵЎ᝘ ϩᜪ٩Ᏽ. ౢࠔᜪձ. ୖԵЎ᝘. ऐΦ‫܄‬ǵԖ‫܄׎‬. ऐΦ଄ǵߚऐΦ଄ǵ୍ܺ. KotlerȐ1997ȑ. ᖼ‫ނ‬ಞᄍ. ߡճࠔǵᒧᖼࠔǵ੝ਸࠔǵߚཛྷ KotlerȐ1997ȑ ൨ࠔ. ࠔ፦ຑ՗. ཛྷ൨‫܄‬ౢࠔǵ࿶ᡍ‫܄‬ౢࠔǵߞҺ NelsonȐ1970ȑ; Darby ᆶ KarniȐ1973ȑ. ‫܄‬ౢࠔ 20.

(29) ੃຤ሽॶ. фૈౢࠔǵু኷ౢࠔ. Babin ฻Ȑ1994ȑ; Mano ᆶ OliverȐ1993ȑ. Չᎍ฼ౣ. Domzal ᆶ UngerȐ1987ȑ. ଯࣽ‫מ‬ǵଯག‫ڙ‬. ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛ ᖼ‫ނ‬ਏ౗Ȑshopping efficiencyȑࢂ੃຤‫ޔܭޣ‬ௗ႟୧ύനࣁᡉ๱‫ޑ‬ճ੻ȐCho 2004ȑ Ǵӧᖼ‫ނ‬ၸำύǴ੃຤‫ૈޣ‬ள‫ߡډ‬ճ‫܄‬Ȑconvenienceȑ ǵᖼ‫ނ‬ቸ‫܄‬Ȑflexibilityȑ Ϸ࣪ਔ࣪ΚȐreduction of cost and effortȑ‫ޑ‬ӳೀǶջ٬ᆛၡᖼ‫ނ‬஥ٰҬܰ೸ܴϯǵ ෧ϿҬܰԋҁϐӳೀǴJarvenpaa ᆶ ToddȐ1996ȑᇡࣁ੃຤‫཮ޣ‬ᅰΚ෧ϿമΚ. ࢇ ‫ ݽ‬σ. ȐeffortȑбрǴ੃຤‫ޣ‬ག‫ߡޑډڙ‬ճ‫ࢂ܄‬ख़ा‫ޑ‬ճ੻ϐ΋ǴԶᆛၡᖼ‫ޑނ‬ϕ୏. ҳ. ‫܄‬ǵև౜‫׳‬ӭኬ୘ࠔ‫ૈޑ‬ΚǴૈК໺಍႟୧БԄቚуᖼ‫ނ‬ਏ౗ᆶ‫׳‬ଯ‫ޑ‬࿶ᔮሽॶ. Ȇ ୽. Ᏸ. ȐCho 2004ȑǶ. Ȇ. ࣬ၨ‫ܭ‬ᇡ‫ޕ‬ճ੻ૈගϲ੃຤‫ޑޣ‬٬ҔཀᜫǴᇡ‫ޕ‬॥ᓀ߾཮٬੃຤‫ޣ‬ၨόᜫ٬. ŴŪŵ. ź. ŏŢŵ. Ҕጕ΢ᖼ‫ނ‬Ƕջ٬੃຤‫ૈޣ‬٦Ԗᆛၡᖼ‫ނ‬ග‫੻ޑٮ‬ೀǴ੃຤‫ޣ‬Ψག‫ډڙ‬ၨଯ‫ޑ‬॥. ŪŰ. Ŧų. ᓀǴҗ‫ܭ‬ค‫ޔݤ‬ௗᔠࢗ‫܈‬၂Ҕ୘ࠔǴ੃຤‫ޣ‬ёૈ‫ݙ׳‬ཀᆛၡᖼ‫ނ‬୘ࠔࢂցԖӵႣ ය૓‫ޑ‬Ѧᇮ‫܈‬фਏȐCho 2004ȑǶ. ů. Ţŭ. ġń. ũŦůŨŤũŪ. 21. Ū ů Ŗ. ŷ.

(30) ಃΎ࿯ ᆛઠࠔ፦ բࣁጕ΢ᖼ‫ޑ୍ܺނ‬ၩᡏǴᆛઠ‫ࠔޑ‬፦ӧচӃႝη୘୍᝼ᚒ‫زࣴޑ‬ύςࢂख़ ा᝼ᚒǴၠნᆛᖼ‫׳‬һᒘ‫ࠔܭ‬፦‫ؼ‬ӳ‫ޑ‬ᆛઠѳѠǶKolesar ᆶ GalbraithȐ2000ȑ ਥᏵ Parasuraman ฻Ȑ1985ȑࣁ໺಍୍ܺ཰‫ۓڋ‬ϐ SERVQUAL ୍ܺࠔ፦ϖεय़ ӛǴӢᔈᆛၡᖼ‫ޑނ‬௃ნǴҗ‫ܭ‬ᆛၡᖼ‫ނ‬ค‫ޔݤ‬ௗຑ՗୘ࠔӳᚯǴ‫ޕ‬᝺॥ᓀ‫ཷޑ‬ ‫ࣁ׳ۺ‬ख़ाǴӢԶว৖рᆛၡ୘୍۫ܺࠔ፦ᄬय़Ǵхࡴჴᡏ‫܄‬Ȑtangiblesȑǵϸ ᔈ‫܄‬Ȑresponsivenessȑǵߥ᛾‫܄‬Ȑassuranceȑǵё᎞‫܄‬Ȑreliabilityȑᆶӕ౛Ј ȐempathyȑǶDeLone ᆶ McLeanȐ1992ȑගр‫ޑ‬ၗૻ‫س‬಍ԋфኳԄȐIS success. ‫ݽ‬ ࢇ modelȑǴճҔ‫س‬಍ࠔ፦ᆶၗૻࠔ፦բࣁ‫س‬಍٬ҔཀᜫϷ٬Ҕ‫ޣ‬ᅈཀࡋϐ߻࿼Ӣ σ ҳ નǴ‫ࢎܭࡕځ‬ᄬύуΕΑ୍ܺࠔ፦‫ޑ‬ᡂ໨ȐDeLone & McLean 2002ȑǴ٠ஒၗૻ Ȇ ୽. Ᏸ. ‫س‬಍ԋфኳԄҔ‫ܭ‬ႝη୘୍Ǵӈᖐ໺಍‫ޑ‬ၗૻ‫س‬಍٬Ҕᆶႝη୘୍ϐᑽໆा໨Ǵ. Ȇ. ٠ᖐ‫ٯ‬ϩ‫݋‬Ҿ཰‫ڀ‬ഢব٤ा໨٬ϐԋфȐDeLone & McLean 2004ȑǶLiu ᆶ Arnett Ȑ2000ȑϐჴ᛾ࣴ‫ز‬٬Ҕ‫ז‬ೲϸᔈ‫܄‬ǵߥ᛾‫܄‬ǵӕ౛ЈϷࡕុ୍ܺբࣁ୍ܺࠔ፦. ź. ŏŢŵ. ŪŰ. ŴŪŵ. ᑽໆǴDeLone ᆶ McLeanȐ2004ȑ߈΋‫؁‬᏾౛рႝη୘୍ϐԋфࡰ኱ۘх֖ጕ΢. ů. Ţŭ. Ŧų. ЍජૈΚǵᆛઠ୏ᄊϣ৒ǵ࠼ᇙϯϣ৒և౜Ϸၗૻӭኬ‫܄‬฻Ƕ‫س‬಍ࠔ፦ǵၗૻࠔ. ġń. ፦ᆶ୍ܺࠔ፦ϐᄬԋё᏾౛ӵΠǺ. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. ߄ 4 ᆛઠࠔ፦ᄬय़Ϸϣ৒ ᄬय़. ‫ۓ‬ကᆶᄬ‫ۺ‬. ‫س‬಍ࠔ፦. ‫ۓ‬ကǺᆛઠ‫س‬಍‫ޑ‬᏾ᡏ߄౜ ᄬ‫ۺ‬Ǻ፾ᔈ‫܄‬ǵёҔ‫܄‬ǵё᎞‫܄‬ǵϸᔈਔ໔. ၗૻࠔ፦. ‫ۓ‬ကǺ੃຤‫ޣ‬வᆛઠౢрϣ৒ύ‫܌‬ག‫ޑޕ‬ሽॶ ᄬ‫ۺ‬Ǻֹ᏾‫܄‬ǵܰ‫ܭ‬౛ှ‫܄‬ǵঁΓϯǵ࣬ᜢ‫܄‬ǵӼӄ‫܄‬. ୍ܺࠔ፦. ‫ۓ‬ကǺᆛઠ‫܌‬ග‫ޑٮ‬ӄय़‫܄‬Ѝජ୍ܺ ᄬ‫ۺ‬Ǻߥ᛾‫܄‬ǵӕ౛Јǵϸᔈ‫܄‬ ၗ਑ٰྍǺDeLone ᆶ McLeanȐ2004ȑᆶ LinȐ2007ȑ 22.

(31) ಃΖ࿯ ‫཮ޗ‬ᇡӕ ‫཮ޗ‬ᇡӕ౛ፕȐsocial identity theoryȑҗ Tajfel ᆶ TurnerȐ1985ȑගрǴΓ ᜪ໼ӛҔԃសǵ‫ے‬௲ǵ‫܄‬ձ฻ǴஒԾρ‫ک‬дΓᘜΕόӕ‫཮ޗޑ‬ᜪձȐsocial categoriesȑǴ‫཮ޗ‬ᇡ‫ۓ‬วғ‫ܭ‬ԋ঩ჸ᝺Ծρ‫ܭ‬ဂᡏύ‫཮ޑ‬঩‫ي‬ϩȐmembershipȑ ‫܈‬ჹ཮঩‫ي‬ϩ‫ޑ‬௃གϷຑሽȐTajfel 1978ȑǴԜᅿ‫཮ޗ‬ϩᜪȐsocial classificationȑ ‫ޑ‬ՉࣁԖ‫ٿ‬ᅿфૈǴ‫ځ‬΋ࣁঁΓёаճҔচࠠ੝ቻȐprototypical characteristicsȑǴ а‫س‬಍ϯ‫ޑ‬БԄٰ‫ۓ‬ကдΓǹ‫ځ‬ΒࣁᡣঁΓӧ‫཮ޗ‬ᕉნύૈ୼‫ۓ‬ကԾρǶΓ‫ޑ‬Ծ ‫ۺཷך‬Ȑself-conceptȑҗ‫ঁٿ‬य़ӛಔԋǴঁΓᇡӕȐpersonal identityȑҗૈΚǵ. ‫ݽ‬ ࢇ ‫ي‬ᡏ‫܄‬፦ǵЈ౛‫܄‬਱฻‫ۓ‬ကǴ‫཮ޗ‬ᇡӕȐsocial identityȑ߾ൎᙅ‫ܭ‬ᡉ๱‫ޑ‬ဂᡏϩ σ ҳ ᜪǶ‫཮ޗ‬ᇡ‫ۓ‬Ȑsocial identificationȑӢԜࣁঁΓӧ‫ࢌܭ‬٤Γᜪ໣ӝϐԾ‫ي‬ག‫܈ޕ‬ Ȇ ୽. Ᏸ. ᘜឦགǴᘜឦགջঁΓᇡࣁԾρឦ‫ܭ‬იᡏ‫ޗ܈‬ဂύǴόӆࢂᐱҥঁᡏȐAbrams &. Ȇ. Hogg 1990ȑǶ. ŴŪŵ. ź. ŏŢŵ. ঁΓჹдΓᆶԾ‫ۓޑך‬ကࢂΜϩ‫ڀ‬ᜢᖄ‫܄‬ǵКၨ‫ޑ܄‬Ǵཀջ྽ঁΓஒ΋Γϩ. ů. Ţŭ. Ŧų. ŪŰ. ࣁȨԃᇸȩ‫ޑ‬௼ဂǴ༈ѸाԖȨԃԴȩ‫ޑ‬௼ဂӸӧǴȨԃᇸȩω‫ڀ‬ԖཀကǴᕵ٬. ŷ. Ԗ٤‫཮ޗ‬ᜪձጄᛑܴዴȐ‫ٯ‬ӵᗧឦ‫ࢌܭ‬Ϧљǵࢌ୯ৎ฻ȑǴҭѝࢂܴዴำࡋଯե. ġń. ũŦůŨŤũŪ. ‫ޑ‬ୢᚒȐTajfel & Turner 1985ȑǶ. Ū ů Ŗ. ‫཮ޗ‬ᇡӕ౛ፕ‫ޑ‬ЬाҞ‫ࣁޑ‬Γॺᇡ‫ۓ‬΋ঁ੝‫཮ޗޑۓ‬იᡏǴဂᡏ཮঩‫يޑ‬ϩ ཮،‫ۓ‬Չࣁ‫ޑ‬໼ӛǴ‫཮ޗ‬ᇡ‫ڀۓ‬ഢΟाનȐEllemers et al. 1999ȑǺ௃གाન Ȑemotional componentȑǵᇡ‫ޕ‬ाનȐcognitive componentȑǵຑሽाનȐevaluative componentȑǴঁΓჹဂᡏ‫܍ޑ‬ᒍᆶੋΕ௃གࣁ௃གाનǴᇡࣁԾρࢂဂᡏ‫ޑ‬΋ ঩ࣁᇡ‫ޕ‬ाનǴ‫ࣁي‬ဂᡏ΋঩ϣ఼‫ޑ‬ሽॶ߾ࣁຑሽाનǶ. 23.

(32) ‫཮ޗ‬ᇡӕ౛ፕӧၗૻ‫س‬಍ሦୱύǴҔ‫زࣴܭ‬຀ᔕ‫ޗ‬ဂ‫܄཮ޗޑ‬Ǵӵण៼Ў฻ Ȑ2011ȑ၂კа‫཮ޗ‬ᇡ‫ࡋفޑۓ‬௖૸ჹ຀ᔕ‫ޗ‬ဂ࡭ុୖᆶཀკ‫ޑ‬ቹៜǴ݅ৎϖǵ Ֆඁ✎ᆶ஭ਜᇬȐ2010ȑ่ӝ؈੆౛ፕ௖૸೽ပ਱ԋ঩ჹ೽ပ਱‫ޑ‬ᇡӕགǶ. ಃΐ࿯ Ў᝘લα ҁࣴ‫ز‬ӣ៝ၸѐЎ᝘ࡕǴᇡࣁ౜ӸЎ᝘ύۘӸӧό‫ى‬ϐೀӵΠǺ લα΋Ǻӧၠნᆛᖼ௃ნύǴၨલϿа੃຤‫ޣ‬ᢀᗺှញՉࣁཀკϐ೽ϩǺ೚ ӭЎ᝘௦Ҕᅈཀࡋϐ߻࿼Ӣનаᑽໆ੃຤‫ޣ‬ϐӆᖼཀკǴฅԶҁࣴ‫ز‬ᇡࣁ੃຤‫ޣ‬. ‫ݽ‬ ࢇ ჹ୍ܺϐᅈཀࡋ཮ቹៜ٬ҔཀკǴςࢂၸѐ೚ӭࣴ‫ز‬ύϸᙟ೏᛾ჴϐख़ाӢનǴ σ ҳ Ъቹៜ੃຤‫ޣ‬٬ҔၠნᆛᖼϐӢનǴᗋёவᖼ‫ނ‬Ꮴӛǵ੃຤‫ঁޣ‬Γബཥ‫܄‬ϐ‫ࡋف‬ Ȇ ୽. Ᏸ. ௖૸Ǵቚ຾౜Ӹ‫ޑ‬ཀკኳԄǴᡍ᛾ӧၠნᆛᖼ௃ნύ‫ޑ‬ቹៜਏ݀Ƕ. Ȇ. લαΒǺҾ཰ว৖ၠნႝ୘ёૈ࿘‫ޑډ‬Οε֚ნࣁӦ౛ज़‫ڋ‬ǵᇟ‫ق‬ӢનϷӄ. ŴŪŵ. ź. ŏŢŵ. ౚЍбǴ‫ځ‬ύᇟ‫ق‬ӢનБय़࣬ᜢЎ᝘ၨϿǴҭό৒ܰᏹբϯ຾Չࣴ‫ز‬ǴӄౚЍб. ů. Ţŭ. Ŧų. ŪŰ. Бय़ΨԖᜪ՟‫ޑ‬Ў᝘લαǴಃΟБЍбࢂନΑߞҔьаѦၨத᠋ᆪ‫ޑ‬ӄౚЍбБ. ŷ. ‫ݤ‬ǴฅԶ౜ӸЎ᝘ӭаಃΟБЍб‫س‬಍ࣁࣴ‫ز‬ЬᡏǴલϿଞჹಃΟБЍбჹၠნ. ġń. ũŦůŨŤũŪ. ᆛᖼᖼວཀკϐቹៜ‫زࣴޑ଺܌‬Ƕ. 24. Ū ů Ŗ.

(33) ಃΟക ࣴ‫ز‬Б‫ݤ‬ ಃ΋࿯ ࣴ‫ࢎز‬ᄬᆶଷᇥ ਥᏵЎ᝘௖૸Ǵҁࣴ‫ز‬ᇡࣁၸѐଞჹႝ୘ϐࣴ‫ز‬ύǴ௖૸੃຤‫ޣ‬٬Ҕཀკϐ ӢનǴёᘜયࣁȨ੃຤‫ޣ‬ჹᆛၡᖼ‫ޕޑނ‬᝺ȩ ǵ Ȩ੃຤‫ޣ‬ჹᆛၡ୘۫‫ޑ‬ᇡ‫่݀ޕ‬ȩǵ Ȩ੃຤‫ڙޣ‬дΓ‫ޑ‬ቹៜȩаϷȨᕉნӢનߦ຾‫܈‬ज़‫੃ڋ‬຤‫ޑޣ‬ՉࣁȩѤঁय़ӛǶ ᔠ‫ۓ‬Ӛᄬ‫ۺ‬ჹᖼວཀკ‫ޑ‬ቹៜύǴᒧբፓ࿯ᡂኧ‫߾ޑ‬ԖȨ‫܄‬ձȩǵȨԃសȩǵȨԏ ΕȩᆶȨౢࠔᜪࠠȩǶҁࣴ‫ز‬аၠნᆛᖼࣁङඳǴа᏾ӝ‫מࣽ܄‬ௗ‫ڙ‬ኳԄբࣁ୷. ࢇ ‫ ݽ‬σ Ȩ፤ৎӢનȩǵȨ‫ޗ‬ဂӢનȩǵȨᕉნӢનȩǴ૟ஒࣴ‫ࢎز‬ᄬკᆶଷᇥϩॊӵΠǺ ҳ. ᘵǴஒᘜયр‫ޑ‬ѤᜪቹៜཀკϐӢનϩࣁҁࣴ‫ࢎز‬ᄬϐѤεᄬय़ǺȨວৎӢનȩǵ. Ȇ. Ȇ ୽. Ᏸ. ů. Ŧų. ŪŰ. ŴŪŵ. ź. ŏŢŵ. Ţŭ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. კ 3 ҁࣴ‫ࢎز‬ᄬკ 25. ŷ.

(34) ΋ǵວৎӢન UTAUT ࢎᄬύǴᕮਏයఈࢂࣁঁΓ࣬ߞ٬Ҕ‫س‬಍཮ᔅշԾρᕇளπբᕮਏ ‫ޑ‬ำࡋǴӧၠნᖼ‫ނ‬௃ნύǴҁࣴ‫ز‬ᇡࣁᅈ‫ى‬ᖼ‫ނ‬ሡ‫੃ࢂ؃‬຤‫܌ޣ‬යఈ‫ޑ‬ᕮਏǴ ҭࢂ੃຤‫܌ޣ‬ᇡ‫ޑޕ‬ճ੻ǶନΑ੃຤‫ޣ‬ჹ੻ೀ‫ޕޑ‬᝺ǴԜೀஒ‫ځ‬д੃຤‫ޣ‬ჹၠნ ᆛᖼ‫ޕޑ‬᝺ᘜયࣁວৎӢનǶ (΋) ሽ਱௵གࡋǺ੃຤‫ޣ‬ჹᖼ‫ނ‬Չࣁ‫ୃޑ‬ӳᆀࣁᖼ‫ނ‬ᏤӛǴᆕӝЎ᝘௖૸ ϐ่݀Ǵҁࣴ‫ࣁز‬಄ӝၠნᆛᖼ௃ნǴஒᖼ‫ނ‬Ꮴӛ᏾౛ࣁΟᅿǺख़ຎҞ኱ࠠᖼ‫ނ‬. ࢇ ‫ ݽ‬σ ៜᖼວཀკ‫ޑ‬Ӣનϐ΋Ƕሽ਱ࠠᖼ‫ނ‬Ꮴӛࡰ੃຤‫ୃޣ‬ӛ൨‫פ‬ሽ਱നե‫ޑ‬୘ࠔǶਥ ҳ Ꮴӛǵু኷ࠠᖼ‫ނ‬ᏤӛϷሽ਱ࠠᖼ‫ނ‬ᏤӛǴ٠ஒሽ਱ࠠᖼ‫ނ‬ᏤӛբࣁວৎӢનቹ. Ȇ ୽. Ᏸ. Ᏽၗ฼཮Ȑ2013ȑǴ੃຤‫ޣ‬ᒧ᏷ၠნᆛᖼѳѠ߻൳ঁख़ाӢનࣁԵቾ୘ࠔሽ਱ࢂ ց֎ЇǵᚐѦၮ຤‫ޑ‬ଯեǴऩ୘ࠔ୧ሽၨӧნϣᖼວࣁեǴҭࣁ੃຤‫ޣ‬຾Չၠნ. Ȇ. ŪŰ. ŴŪŵ. ŏŢŵ. ຤‫ޣ‬ၠნᆛᖼਔୃӳեሽౢࠔ‫ޑ‬ำࡋȩǴගрଷᇥӵΠǺ. ź. ᆛᖼ‫ޑ‬΋εᇨӢǶԜೀаȨሽ਱௵གࡋȩஒԜᖼ‫ୃނ‬ӳख़ཥ‫ڮ‬ӜǴ٠‫ۓ‬ကࣁȨ੃. ů. Ţŭ. Ŧų. H1aǺሽ਱௵གࡋჹᖼວཀკԖ‫܌‬ቹៜ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. (Β) ߞҺǺߞҺࢂΓॺ୷‫ܭ‬ၸѐ‫ޑ‬ϕ୏࿶ᡍǴԖߞЈᇡࣁдΓ҂ٰՉࣁஒ ཮಄ӝ‫ୃځ‬ӳǵයఈȐGefen 2000ȑǴMcKnight ฻Ȑ2002ȑࡰрߞҺૈᔅշ੃຤ ‫ޣ‬լܺག‫ޑډޕ‬όዴ‫܄ۓ‬ᆶ॥ᓀǴ٠‫׫‬Ε‫ک‬ႝη୘ৎ຾ՉᆶߞҺՉࣁǴхࡴ຾Չ ୘ࠔᖼວǵϩ٦ঁΓၗૻϐՉࣁǶҁࣴ‫ز‬ύஒߞҺ‫ۓ‬ကࣁȨ੃຤‫ޣ‬ᜫཀ٩ᒘ‫࣬܈‬ ߞၠნᆛᖼѳѠȩǴගрଷᇥӵΠǺ H1bǺߞҺჹᖼວཀკԖ‫܌‬ቹៜ (Ο) ঁΓബཥ‫܄‬Ǻҁࣴ‫ز‬ᇡࣁၠნᆛᖼ୍ܺჹۘ҂٬Ҕၸ‫੃ޑ‬຤‫ޣ‬Զ‫ق‬Ǵ ࣁ΋ബཥࣽ‫מ‬ǴаΓ਱੝፦‫ޑ‬ᢀᗺԶ‫ق‬Ǵऩ੃຤‫ঁޑޣ‬Γബཥ‫܄‬ၨଯǴ߾ჹཥ٣ 26.

(35) ‫܈ނ‬ཥࣽ‫࡭ߥ཮מ‬ၨ҅य़‫ޑ‬ᄊࡋǶҁࣴ‫ز‬ஒঁΓബཥ‫ۓ܄‬ကࣁȨ੃຤‫ޣ‬ᜫཀ‫܍‬ᏼ ॥ᓀٰ௦Ҕബཥϐၠნᆛᖼ୍ܺ‫ޑ‬ำࡋȩǴගрଷᇥӵΠǺ H1cǺঁΓബཥ‫܄‬ჹᖼວཀკԖ‫܌‬ቹៜ (Ѥ) Ծ‫ך‬ਏૈǺKim ᆶ KimȐ2005ȑ୷‫੃ܭ‬຤‫ߞޣ‬Һ‫ޑ‬ᢀᗺǴࡰрጕ΢Ҭ ܰԾ‫ך‬ਏૈё෧եόዴ‫܄ۓ‬Ǵቚ຾ߞҺЪ໔ௗቹៜᖼວཀკǶਥᏵ BanduraȐ1986ȑ Ϸ Kim ᆶ KimȐ2005ȑ Ǵҁࣴ‫ز‬ஒԾ‫ך‬ਏૈ‫ۓ‬ကࣁȨ੃຤‫ޣ‬ղᘐԾρ٬Ҕၠნᆛ ᖼϐૈΚำࡋȩ Ǵଷ೛੃຤‫ޣ‬ղᘐԾρԖ‫ૈ୼ى‬Κ٬Ҕၠნᆛᖼϐ୍ܺǴ཮ගଯ ௦ҔၠნᆛᖼϐཀᜫǺ. ҳ. ࢇ ‫ ݽ‬σ. H1dǺԾ‫ך‬ਏૈჹᖼວཀკԖ‫܌‬ቹៜ. Ȇ ୽. Ᏸ. Βǵ፤ৎӢન. Ȇ. Ԝय़ӛࢂа UTAUT ϐܰҔයఈ़՜ԶٰǴܰҔයఈচࡰ‫س‬಍ϐܰҔำࡋǴ. ź. ŏŢŵ. ŪŰ. ŴŪŵ. ࢂࣁ TAM ϐᇡ‫ܰޕ‬Ҕ‫܄‬ǵMPCU ϐፄᚇࡋᆶ IDT ܰҔ‫܌܄‬ᄬԋǴԶ੃຤‫܌ޣ‬ᇡ. ů. Ţŭ. Ŧų. ‫่݀ޑޕ‬ჹ੃຤‫ޣ‬Զ‫ق‬ωࢂख़ा‫ޑ‬ǴӢԜԜᄬय़ᘜયΑȨ੃຤‫ޣ‬ჹᆛၡ୘۫‫ޑ‬ᇡ. ġń. Ū ů Ŗ. ŷ. ‫่݀ޕ‬ȩϐ࣬ᜢӢનǶନΑᇡ‫ܰޕ‬Ҕ‫܄‬Ǵҗ‫ܭ‬ၠნᆛᖼ୍ܺҗᆛઠ‫܌‬ග‫ٮ‬ǴӢԜ. ũŦůŨŤũŪ. ҭଞჹ੃຤‫ޣ‬ᇡ‫ޑޕ‬ᆛઠࠔ፦຾Չ௖૸ǴԜѦǴ੃຤‫܌ޣ‬ᖼວ‫ޑ‬ౢࠔᜪࠠΨࢂҁ ࣴ‫ز‬གᑫ፪‫ޑ‬ୢᚒϐ΋Ǵӧၠნ௃ნύǴ੃຤‫ޣ‬ᒧᖼ‫ޑ‬ౢࠔࢂցԖ‫܌‬ৡ౦ǴӧԜ ೽ҽஒ຾Չࣴ‫ز‬ᆶ௖૸Ǻ (΋) ୘ࠔёள‫܄‬Ǻၗ฼཮Ȑ2013ȑ‫ޑ‬ፓࢗࡰрȨёаວ‫ډ‬୯ϣؒԖೡ፤‫ޑ‬ ୘ࠔȩࢂ੃຤‫ޣ‬຾ՉੇѦᖼ‫ޑނ‬ЬाӢનǴᖐ‫ٯ‬Զ‫ق‬ǴВҁᇙࢌቷจϐৎႝҔࠔǴ ӧᆵ᡼Ӧ୔ค࿶ᎍ୘Ǵࡺ୯ϣ੃຤‫ޣ‬ค‫ݤ‬ӧ୯ϣ‫ޔ‬ௗᖼວ‫ڗ‬ளǴѸ໪ၠნԿВҁ ᖼ‫ނ‬ᆛઠǴ‫܈‬һᒘжᖼ཰‫ޣ‬Ƕႝη୘୍‫ޑ‬ᑫଆҭߦ຾Αߏ‫׀‬ਏᔈȐAnderson 2006ȑ Ǵߦ٬а۳‫ޑ‬Ȩհߐȩ୘ࠔǴΨૈ೸ၸᆛሞᆛၡ൨ளǶԜೀஒ୘ࠔёள‫܄‬ 27.

(36) ‫ۓ‬ကࣁȨၠნᆛᖼѳѠёග‫ٮ‬εໆ‫ޑ‬ౢࠔᅿᜪǴхࡴ୯ϣค‫ڗݤ‬ளϐౢࠔȩǴ٠ ଷ೛୘ࠔёள‫܄‬ཇଯǴၠნᆛᖼᖼວཀკཇଯǴගрଷᇥӵΠǺ H2aǺ୘ࠔёள‫܄‬ჹᖼວཀკԖ‫܌‬ቹៜ (Β) ᖼ‫ނ‬Бߡ‫܄‬ǺගϷᖼ‫ނ‬ਏ౗Ǵёஒ‫ځ‬ϩࣁΟ໨Ǻߡճ‫܄‬ǵᖼ‫ނ‬ቸ‫܄‬Ϸ ࣪ਔ࣪Κ‫੻ޑ‬ೀǴႝη୘୍‫ޑ‬ว৖ࢂჹჴᡏᎍ୧೯ၡ‫ޑ‬΋εࡷᏯǴ‫ځ‬চӢջᆛၡ ᖼ‫ނ‬ε൯ቚ຾Αᖼ‫ނ‬ਏ౗Ǵၸѐࣴ‫ز‬ҭᡉҢ‫ݙ‬ख़ߡճ‫܄‬ϐ੃຤‫ޣ‬Ǵཇёૈ௦Ҕᆛ ၡᖼ‫ނ‬ȐLi et al. 1999ȑǶԜೀஒᖼ‫ނ‬Бߡ‫ۓ܄‬ကࣁȨ੃຤‫ޣ‬຾Չၠნᆛᖼ‫ޑ‬ᖼ ‫ނ‬ਏ౗ȩǴගрଷᇥӵΠǺ. ҳ. ࢇ ‫ ݽ‬σ. H2bǺᖼ‫ނ‬Бߡ‫܄‬ჹᖼວཀკԖ‫܌‬ቹៜ. Ȇ ୽. Ᏸ. (Ο) ᆛઠࠔ፦Ǻ੃຤‫ޣ‬ჹ‫ܭ‬ᆛઠ᏾ᡏၮբᆶѦᢀǴ‫܈‬ஒᆛઠᆶ‫ځ‬дᆛઠ຾. Ȇ. ՉКၨǴ‫܌‬ག‫ޑډޕ‬ᓬӍำࡋࣁᇡ‫ޕ‬ᆛઠࠔ፦ȐLowry ฻ 2008ȑ ǶਥᏵ DeLone. ŴŪŵ. ź. ŏŢŵ. ᆶ McLeanȐ2002ȑ ǵLinȐ2007ȑ Ǵᆛઠࠔ፦‫ޑ‬ᄬय़ёϩࣁ‫س‬಍ࠔ፦ǵၗૻࠔ፦ᆶ. ŪŰ. Ţŭ. ů. ගрଷᇥӵΠǺ. Ŧų. ୍ܺࠔ፦Ƕҁࣴ‫ز‬ஒᆛઠࠔ፦‫ۓ‬ကࣁȨ੃຤‫ޣ‬ག‫ޑޕ‬ၠნᆛᖼѳѠᆛઠࠔ፦ȩ Ǵ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ŷ. H2cǺᆛઠࠔ፦ჹᖼວཀკԖ‫܌‬ቹៜ (Ѥ) ୘ࠔሽ਱Ǻႝη୘୍ύǴ୘ࠔሽ਱ࢂ੃຤‫ૈ܌ޣ‬ඓඝന‫ޔ‬ௗ‫ޑ‬ၗૻǴ Զջ٬ᖼວӕኬ‫ޑ‬୘ࠔǴ೯ၸόӕᆅၰ‫܌‬бр‫ߎޑ‬ᚐ൩ёૈԖ‫܌‬όӕȐTeo & Yu 2005ȑǶֹԋ΋฽ၠნᆛᖼ‫ޑ‬ҬܰǴ੃຤‫܌ޣ‬б‫ߎޑ‬ᚐх֖୘ࠔ୧ሽϷ‫ࢬނ‬ၮᒡ ຤ҔǴЪ࣬ၨ‫ܭ‬୯ϣᆛᖼǴёૈሡाбрၨଯܳ‫ޑ‬ၮ຤ǴฅԶၗ฼཮Ȑ2013ȑፓ ࢗᡉҢǴ੃຤‫ੇޣ‬Ѧᖼ‫ޑނ‬ЬाӢનύǴхࡴΑȨ୧ሽȐ֖ၮ຤ȑК୯ϣߡ‫ە‬ȩǴ ջ٬೸ၸ୯ሞ‫ࢬނ‬٬ၮ຤ගଯǴሽ਱ჹ੃຤‫ޣ‬ϝԖ֎ЇΚǴᏵԜஒ୘ࠔሽ਱‫ۓ‬က ࣁȨ੃຤‫ޣ‬ᇡࣁၠნᆛᖼ‫܌‬ᖼວ‫ޑ‬୘ࠔሽ਱ࢂӊᆉǵӝ౛‫ޑ‬ȩ Ǵ٠ගрଷᇥӵΠǺ 28.

(37) H2dǺ୘ࠔሽ਱ჹᖼວཀკԖ‫܌‬ቹៜ. Οǵ‫ޗ‬ဂӢન Ԝ೽ϩట௖૸੃຤‫ڬډڙޣ‬ᎁдΓ‫ޑ‬ቹៜำࡋǶUTAUT ύ‫཮ޗޑ‬ቹៜᄬय़ ࡰঁΓᇡ‫ډޕ‬ख़ाдΓ࣬ߞдᔈ၀٬Ҕཥ‫سޑ‬಍ϐำࡋǴԶਥᏵ‫཮ޗ‬ᇡӕ౛ፕǴ բࣁიᡏԋ঩‫يޑ‬ϩǴ཮ቹៜঁΓ‫ޑ‬ሽॶղᘐᆶ௃གǶҁࣴ‫ز‬ᙖҗᑽໆ੃຤‫ޣ‬ག ‫ډޕ‬ख़ाдΓ࣬ߞԾρᔈ၀٬Ҕၠნᆛᖼ୍ܺ‫ޑ‬ำࡋǴٰ௖૸ࢂց཮ቹៜၠნᆛ ᖼϐ٬ҔཀკǴ่ӝ UTAUT ኳԄǵЬᢀೕጄᆶ‫཮ޗ‬ᇡӕ‫ۺཷޑ‬ǴаȨ‫׎‬ຝȩ ǵ Ȩೕ. ࢇ ‫ ݽ‬σ. ጄߞ‫ۺ‬ȩǵ Ȩ‫཮ޗ‬ᇡӕȩᄬԋࣁԜ‫ޗ‬ဂӢનय़ӛǺ. ҳ. (΋) ‫׎‬ຝǺബཥᘉණ౛ፕύǴ Ȩ‫׎‬ຝȐimageȑȩࡰ٬Ҕ‫ޣ‬ᇡ‫ޕ‬٬Ҕࢌബཥࣽ. Ȇ ୽. Ᏸ. ‫ૈמ‬ගϲ‫׎‬ຝ‫܈‬იᡏύ‫ޑ‬ӦՏȐMoore & Benbasat 1991ȑ ǴӢԜਥᏵၸ۳Ў᝘ஒ. Ȇ. ‫׎‬ຝ‫ۓ‬ကࣁȨ੃຤‫ޣ‬ག‫ޕ‬٬Ҕၠნᆛᖼ‫ޑ‬ՉࣁǴёගϲԾ‫׎ޑך‬ຝ‫܈‬იᡏύ‫ޑ‬Ӧ ՏȩǶҁࣴ‫ز‬ଷ೛੃຤‫ޣ‬ऩᇡࣁ٬Ҕၠნᆛᖼ‫ޑ‬ՉࣁёගϲԾ‫ޑך‬ϦӅ‫׎‬ຝǴ߾. ź. ŏŢŵ. ů. Ŧų. ŪŰ. Ţŭ. ŴŪŵ. ཮ቚуᖼວཀკǴගрଷᇥӵΠǺ. ŷ. H3aǺ‫׎‬ຝჹᖼວཀკԖ‫܌‬ቹៜ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. (Β) ೕጄߞ‫ۺ‬Ǻӧ TRA ౛ፕύǴЬᢀೕጄࢂࡰঁΓག‫ځޕ‬ᇡࣁख़ा‫ޑ‬дΓ ᇡࣁԾρࢂց၀຾ՉࢌՉࣁϐำࡋȐFishbein & Azjen 1975ȑ ǴЪჹՉ୏ཀკԖ҅ य़ቹៜǶЬᢀೕጄ‫׳‬ёಒϩٰྍࣁཀ‫ـ‬ሦ೑ȐՉࣁೕጄȑ‫܈‬வдΓௗԏ‫ૻޑ‬৲Ȑঁ ΓೕጄȑǶӧ੃຤‫ޣ‬Չࣁࣴ‫ز‬ύǴҁࣴ‫ز‬ஒȨೕጄߞ‫ۺ‬ȩ‫ۓ‬ကࣁȨ੃຤‫ޣ‬ག‫ډޕ‬ дΓᇡࣁԾρᔈ၀ा٬Ҕၠნᆛᖼϐำࡋȩ ǴගрଷᇥӵΠǺ H3bǺೕጄߞ‫ۺ‬ჹᖼວཀკԖ‫܌‬ቹៜ (Ο) ‫཮ޗ‬ᇡӕǺ‫཮ޗ‬ᇡӕ౛ፕȐsocial identity theoryȑύǴᇡࣁঁΓ཮ஒԾ ρᘜᜪࣁ‫཮ޗ‬ဂᡏύǴ຾Զቹៜ௦‫ޑڗ‬Չ୏Ǵҁࣴ‫ز‬ᇡࣁ྽੃຤‫ޣ‬ᇡࣁԾρ‫܌‬ឦ 29.

(38) ‫ޑ‬ဂᡏύǴऩԖԋ঩ᇡࣁԾρᔈ၀٬Ҕၠნᆛᖼ୍ܺǴ཮ቹៜ੃຤‫ޣ‬ҁ‫ޑي‬٬Ҕ ཀკǶԜೀஒȨ‫཮ޗ‬ᇡӕȩ‫ۓ‬ကࣁȨ੃຤‫ޣ‬ჹ‫܌‬ឦဂᡏ‫ޑ‬Ծ൧ᆶ‫܍‬ᒍǴ٬ϐౢғ ၠნᆛᖼᖼວཀკȩ Ǵ٠ගрଷᇥǺ H3cǺ‫཮ޗ‬ᇡӕჹᖼວཀკԖ‫܌‬ቹៜ. ѤǵᕉნӢન ߻ॊᄬय़‫܌‬ගϷϐӢનǴۘ҂хࡴӸӧ‫ܭ‬ᕉნύ‫࠼ޑ‬ᢀచҹǶUTAUT ϐߦ ຾చҹᄬय़ǴࡰঁΓ࣬ߞ౜Ӹ‫ޑ‬ಔᙃϷ‫୷ೌמ‬ᘵࡌ೛ૈЍ࡭٬Ҕ‫س‬಍‫ޑ‬ำࡋǶҁ. ‫ݽ‬ ࢇ ࣴ‫ۯز‬՜Ԝཷ‫ۺ‬ᙯࣁ௖૸ၠნᆛᖼว৖౜‫܌ݩ‬࿘‫ޑډ‬ୢᚒǴଞჹӦ౛႖ሖౢғ‫ޑ‬ σ ҳ ЎϯӢનǵӄౚߎࢬᐒ‫ڋ‬ᆶߥៈ੃຤‫ޣ‬ᆛᖼࢬำ‫ࡋڋޑ‬Ǵҁࣴ‫ز‬ᇡࣁᕉნӢનх Ȇ ୽. Ᏸ. ֖ΑȨ่ᄬ‫܄‬ዴߥȩ ǵȨಃΟБЍбȩϷȨᇟ‫ྍٰق‬୯ȩǺ. Ȇ. (΋) ่ᄬ‫܄‬ዴߥǺ‫཮ޗ‬Ꮲৎว౜ૈ೸ၸፏӵ‫ࡓݤ‬ǵೕጄǵ‫܍‬ᒍ฻่ᄬٰૈ. ŴŪŵ. ź. ŏŢŵ. ᆢ࡭ߞҺȐZucker 1986ȑǴӧߞҺ౛ፕύǴԜᅿߞҺᆀࣁᐒ‫୷ڋ‬ᘵߞҺǴߡࢂٰ. ů. Ţŭ. Ŧų. ŪŰ. Ծ‫ߥߞ࣬ܭ‬ៈ‫่܄‬ᄬ‫ۺߞޑ‬ǶMcKnight ฻Ȑ1998ȑஒᐒ‫୷ڋ‬ᘵߞҺϩࣁ‫ঁٿ‬η. ŷ. ᄬ‫ۺ‬Ǻ௃ნதᄊȐsituational normalityȑᆶ่ᄬ‫܄‬ዴߥȐstructural assuranceȑǴ. ġń. ũŦůŨŤũŪ. Ū ů Ŗ. ‫ځ‬ύ่ᄬ‫܄‬ዴߥࢂࡰх֖‫ߥڀ‬ៈ‫ࡓݤޑ܄‬ೕጄǵࠨऊǵࢬำǵ‫܍‬ᒍǵ‫่ೌמ‬ᄬ฻Ǵ ҭջߥ᛾੃຤‫ૈޣ‬Ӽӄ຾Չᆛ΢Ҭܰ‫ߥޑ‬ៈ‫่܄‬ᄬǶၸѐ೚ӭЎ᝘ҭࡰрᆛઠ่ ᄬ‫܄‬ዴߥ‫ׯޑ‬๓ǴԖշ‫੃ܭ‬຤‫ߞࣁ׳ޣ‬Һᆛၡ୘۫ȐPavlou & Gefen 2004; Kim & Benbasat 2006ȑǴਥᏵЎ᝘௖૸ᆶၠნᆛᖼϐ௃ნǴҁࣴ‫ز‬ஒ่ᄬ‫܄‬ዴߥ‫ۓ‬ကࣁ Ȩග‫ٮ‬ၠნᆛᖼ୍ܺϐᆛၡ୘۫ǴᏱԖߥ᛾੃຤‫ૈޣ‬Ӽӄ຾Չᆛ΢Ҭܰ‫ߥޑ‬ៈ‫܄‬ ่ᄬȩǴ٠ගрଷᇥӵΠǺ H4aǺ่ᄬ‫܄‬ዴߥჹᖼວཀკԖ‫܌‬ቹៜ (Β) ಃΟБЍбǺਥᏵၸѐЎ᝘Ǵၠ୯Ѝб‫س‬಍཮ࢂၠნᆛᖼว৖‫ޑ‬ᜢᗖǴ 30.