影響消費者對試用品網店訂購意圖之研究 謝旻甬、包冬意
E-mail: 9800780@mail.dyu.edu.tw
摘 要
隨著網際網路的發展與快速成長，為電子商務帶來龐大的商機，促使企業紛紛積極投入網路購物的行列，創造了新的商業 行為與經濟模式。當消費者在網路上購買即將推出的新商品時，可藉由試用品網站所提供的試用品，以體驗與認識商品特 性，並對商品產生認同，進而有後續訂購商品之行為，便為電子商務快速成長之下所帶來之新興體驗行銷。
本研究針對影響消費者對於試用品網站的訂購意圖進行相關的調查研究，針對瀏覽過試用品網站的使用者進行調查。透過 文獻回顧的結果，本研究援引科技接受模式與計劃行為理論為理論基礎，來建立理論架構，並於網路上發放網路問卷，將 回收所得之使用結構化方程模式，將回收的228份問卷進行分析，用以探討影響消費者對於試用品網站訂購意圖之因素。
研究結果顯示：認知易用性正向影響認知有用性；認知易用性、認知有用性、信任及認知愉悅性正向影響訂購態度；訂購 態度、訂購主觀規範及訂購認知行為控制正向影響訂購意圖。藉由研究結果，本研究亦提供網站經營者建議與實務管理上 之參考。
關鍵詞 : 試用品網站、科技接受模式、計劃行為理論
目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 致謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 8 第三節 研究範圍．．．．．．．．．．．．．．． 9 第四節 論文架構．．．．．．．．．．．．．．． 9 第二章 文獻探討．．．．．．．．．．．．．．．．． 12 第一節 試用品網站．．．．．．．．．．．．．． 12 第二節 網路購物．．．．．．．．．．．．．．． 13 第三節 體驗行銷．．．．．．．．．．．．．．． 16 第四節 信任．．．．．．．．．．．．．．．．． 18 第五節 認知愉悅性．．．．．．．．．．．．．． 21 第六節 商品價值．．．．．．．．．．．．．．． 23 第七節 計劃行為理論與科技接受模式．．．．．． 25 第三章 研究方法．．．．．．．．．．．．．．．．． 33 第一節 研究模式與假說．．．．．．．．．．．． 33 第二節 變數的操作型定義．．．．．．．．．．． 37 第三節 資料蒐集．．．．．．．．．．．．．．． 40 第四節 衡量問項．．．．．．．．．．．．．．． 41 第五節 資料分析方法．．．．．．．．．．．．． 45 第四章 資料分析．．．．．．．．．．．．．．．．． 47 第一節 樣本基本資料分析．．．．．．．．．．． 47 第二節 信效度之檢驗．．．．．．．．．．．．． 52 第三節 結構化方程模式．．．．．．．．．．．． 58 第五章 結論與建議．．．．．．．．．．．．．．．． 65 第一節 研究結論．．．．．．．．．．．．．．． 65
第二節 研究建議．．．．．．．．．．．．．．． 67 第三節 研究限制．．．．．．．．．．．．．．． 69 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 71 附錄 調查問卷．．．．．．．．．．．．．．．．．． 87 參考文獻
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