博碩士論文 105423047 詳細資訊




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姓名 陳柏翰(Po-Han Chen)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 以使用與滿足理論與科技接受模式探討人機介面對網購意願之影響
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摘要(中) 隨著虛擬實境技術成熟,線上購物人機介面設計已逐漸由網頁轉換成虛擬實境,了解消費者對虛擬實境購物的接受度與使用動機成為重要研究議題,本研究運用「使用與滿足理論」與「科技接受模式」比較不同人機介面(虛擬實境/網頁)如何增強或減弱消費者購物意願。本研究以問卷調查方式進行研究,共分析65份有效問卷。研究結果顯示虛擬實境購物的娛樂性(Entertainment)、資訊性(Informativeness)、知覺易用性(Perceived ease of use)與知覺有用性(Perceived usefulness)對受測者網購意願有顯著正向影響(p<0.05);而網頁購物模式中,資訊性、知覺易用性與知覺有用性對受測者網購意願有顯著正向影響(p<0.05)。本研究結果可提供電子商務管理者營運決策參考。
摘要(英) As the virtual reality technology becomes more and more advanced, human-computer interface design for online shopping has gradually been transformed from webpages to virtual reality. Comprehending consumers’ acceptance and motivation of virtual reality shopping has become an important research issue. In this study, the Uses and Gratification Theory and Technology Acceptance Model were applied to examine how different human-computer interfaces (virtual reality/webpages) enhance or weaken consumers’ online shopping intentions. This study conducted a questionnaire survey and a total of sixty-five valid questionnaires were analyzed. The results show that the features of entertainment, informativeness, perceived ease of use and perceived usefulness of the virtual reality shopping mode have a significant positive effect on participants’ online shopping intentions (p<0.05); in the web shopping mode, however, the feature of informativeness, perceived ease of use and perceived usefulness have a significant positive effect on participants’ online shopping intentions (p<0.05). The results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in online shopping.
關鍵字(中) ★ 電子商務
★ 虛擬實境
★ 網頁購物
★ 人機介面
★ 使用與滿足理論
關鍵字(英)
論文目次 目錄
中文摘要---------------------i
英文摘要---------------------ii
誌謝-------------------------iii
目錄-------------------------iv
圖目錄-----------------------vi
表目錄-----------------------vii
第一章 緒論------------------1
1-1 研究背景和動機----------1
1-2 研究目的----------------3
1-3 研究方法----------------3
1-4 研究貢獻----------------3
1-5 研究架構----------------4
第二章 文獻探討--------------6
2-1 使用與滿足理論-----------6
2-2 科技接受模型-------------6
2-3 虛擬實境購物與網路購物---7
2-4 人機介面 ----------------8
第三章 研究方法---------------10
3-1 研究架構------------------10
3-2 研究假設------------------10
3-3 研究設計------------------12
3-3-1研究對象及抽樣方法------12
3-3-2問卷設計-----------------12
3-3-3問卷調查-----------------13
3-4資料分析方法---------------14
第四章 結果分析----------------15
4-1 敘述性統計-----------------15
4-2 信度分析-------------------16
4-3 常態性檢測-----------------16
4-4不同群組之差異性檢定-------17
4-5 假說檢定-------------------20
4-5-1 虛擬實境購物-------------20
4-5-2 網頁購物-----------------22
第五章 結論與建議---------------25
5-1 研究結論--------------------25
5-1-1使用與滿足理論------------25
5-1-2科技接受模型--------------25
5-1-3不同人機介面之比較--------26
5-2 研究貢獻--------------------26
5-3 研究限制與建議--------------27
5-3-1研究限制-------------------27
5-3-2實務建議-------------------28
5-3-3未來研究建議 --------------28
參考文獻-------------------------30
附錄一、各構面之問項與參考來源--33
附錄二、虛擬實境與網頁購物介面圖--36
附錄三、殘差分析表---------------------37
附錄四、性別對各構面之差異分析摘要--40
附錄五、性別對實驗時間之差異分析摘要--41
附錄六、VR使用經驗對VR購物之差異分析摘要--42
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指導教授 許文錦 林熙禎(Wen-Jin Hsu Shi-Jen Lin) 審核日期 2018-6-28
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