購物網站之線上消費者接受模式 劉正偉 著、陳建文 ; 蕭志同
E-mail: 9510660@mail.dyu.edu.tw
摘 要
隨著資訊科技的進步與電子商務市場日趨成熟，各國使用線上購物的人口比率逐年增加，國內的網路購物市場亦擁有可觀 的成長潛力，而購物網站發展成功的關鍵在於網站品質與使用者的接受度。自資訊系統成功模型發展以來，已成為現行資 訊系統基礎，為符合電子商務商業型態，以網站品質探討使用者滿意度與藉由使用者滿意度探究實際使用之電子商務資訊 系統成功模型，已受許多專家學者支持。然而，這些研究皆忽略了使用者行為意圖，而直接以使用者滿意度預測使用者實 際使用行為，造成衡量的偏誤與經營成效不彰。 有鑑於此，本研究嘗試以電子商務成功模型為基礎，加入理性行為理論，
建構購物網站之線上消費者接受模式。以國內使用過購物網站之線上消費者為對象，以結構方程模式探討網站品質與線上 消費者行為模式之關聯，以及線上消費者使用購物網站後獲取的價值。本研究經實證分析後得到以下發現：第一、購物網 站之網站品質會影響線上消費者態度/滿意度，第二、購物網站之網站品質會影響線上消費者獲取的價值，第三、線上消 費者態度/滿意度會透過行為意圖有效預測實際使用，最後、線上消費者獲取的價值會對態度/滿意度產生影響。
關鍵詞 : 資訊系統成功模型 ; 滿意度 ; 行為意圖 ; 理性行為理論 目錄
授權書 iii 中文摘要 iv 英文摘要 v 誌謝 vi 目錄 vii 圖目錄 xi 表目錄 xiii 第一章 緒論 1.1 背景與動機 1 1.2 研究目的 4 1.3 研究 範圍與限制 4 1.4 研究流程 6 第二章 文獻探討 2.1 電子商務與線上購物 7 2.1.1 電子商務 7 2.1.2 線上購物 8 2.1.3 國內與國外 線上購物發展現況 8 2.2 理性行為理論 11 2.2.1 行為意圖模式 11 2.2.2 理性型為理論定義 13 2.2.3 理性行為理論應用限制 15 2.2.4 理性行為理論於消費行為之相關研究 17 2.2.5 態度/滿意度 19 2.3資訊系統成功模型 19 2.3.1 資訊系統成功模型定義 19 2.3.2 資訊系統成功模型修正 21 2.3.3 電子商務資訊系統成功模型 22 2.3.4 實際使用 24 2.3.5 價值 25 2.4 網站品質 27 2.4.1 資 訊品質 27 2.4.2 系統品質 28 2.4.3 服務品質 30 第三章 研究方法 3.1 研究假說 32 3.1.1 網站品質、態度/滿意度與行為意圖之 關係 32 3.1.2 態度/滿意度、行為意圖、實際使用與價值之關係 33 3.2 變數定義與問卷題項發展 34 3.3 研究對象 37 3.4統計 與分析方法 38 3.4.1 敘述性統計分析 38 3.4.2 效度分析 38 3.4.3 信度分析 39 3.4.4 線性結構關係模型理論 40 3.5 結構方程模 式分析步驟 41 3.5.1 發展理論模式 42 3.5.2 建立因果關係徑路圖及細列估計參數分析 42 3.5.3 評估模式的辨認 42 3.5.4 選擇 測量變數及測量 43 3.5.5 模式估計 44 3.5.6 配適度標準 44 3.5.7 模式修正 46 3.5.8 解釋與討論 47 第四章 研究結果 4.1 研究 對象 48 4.1.1 樣本基本結構 48 4.1.2 樣本特徵 48 4.2 驗證性因素分析 50 4.2.1 測量模式修正 50 4.2.2 資訊品質構面 52 4.2.3 系統品質構面 53 4.2.4 服務品質構面 55 4.2.5 態度/滿意度構面 56 4.2.6 行為意圖 57 4.2.7 實際使用 58 4.2.8 價值 59 4.3 研究 模式檢驗 60 4.3.1 測量模式 60 4.3.2 結構模式適合度 63 4.4 假設驗證 64 4.5 效果分析 66 第五章 結論 5.1 結論 72 5.2 建議 73 5.3 後續研究 75 參考文獻 76 附錄 84
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