An Integrated Model of the TPB with Shopping Addiction Construct for Predicting Intention to Purchase in Internet Shoppi
陳姝伶、包冬意
E-mail: 9707185@mail.dyu.edu.tw
ABSTRACT
ABSTRACT With the development of internet,E-Commerce is flourishing. Yahoo and Pchome are well-known portal webites in Taiwan.They each provide a shopping center platfrom with the advantage of portal website, and periodically tenew promotion activities similar th that of the marketing strategies of a department store. This research integrator the theory of planned behvior (TPB), technology acceptance model (TAM) and shopping addiction construct as a model for predicting intention to predicting in intertion shopping centers. Data were collected through questionnaives. The research of LISREL analysis is follow: Perceived usefulness are position related flow theory. Perceived ease of use are position related perceived usefulness and attitude toward behavior. Flow theory are position related shopping addiction. Shopping addiction and attitude toward behavior and perceived behavioral control are position related attitude toward using.
Keywords : Technology acceptance model ; Theory of Planned Behavior ; Shopping Addiction Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．
iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．
． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． vii 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．．．．．．．．．．．．．．． 4 第三節 研究範圍．．．．．．．．．．．．
．．． 4 第四節 研究流程．．．．．．．．．．．．．．． 5 第二章 文獻探討．．．．．．．．．．．．．．．．．
6 第一節 網路購物．．．．．．．．．．．．．．． 6 第二節 消費者行為．．．．．．．．．．．．．
． 18 第三節 網路成癮．．．．．．．．．．．．．．． 24 第四節 神迷理論．．．．．．．．．．．．．．． 31 第五節 科技接受模式與計畫行為理論．．．．．． 33 第三章 研究方法．．．．．．．．．．．．．．．．． 40 第一節 研究模式與假說．．．．．．．．．．．． 40 第二節 變數的操作型定義．．．．．．．．．．． 43 第三節 問卷 調查對象與方式．．．．．．．．．． 47 第四節 衡量問項．．．．．．．．．．．．．．． 48 第五節 資料 分析方法．．．．．．．．．．．．． 51 第四章 資料分析．．．．．．．．．．．．．．．．． 53 第一節 樣本 基本資料分析．．．．．．．．．．． 53 第二節 信效度之檢驗．．．．．．．．．．．．．．． 57 第二節 結構化方程模式．．．．．．．．．．．． 63 第五章 結論與建議．．．．．．．．．．．．．．．． 69 第 一節 研究結論．．．．．．．．．．．．．．． 69 第二節 研究建議．．．．．．．．．．．．．．． 71 第 三節 研究限制．．．．．．．．．．．．．．． 73 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 74 附錄 研究問卷．．．．．．．．．．．．．．．．．． 91
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