通路流透過網際網路執行的探討--從消費者的角度觀之

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羅貫誠(Kuan-Chen Lo) 查詢紙本館藏

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通路流透過網際網路執行的探討--從消費者的角度觀之

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摘要(中)

網路早已被當成行銷通路，但是從通路功能角度來探討消費者，透過網際網路執行通路功能，其背後影響消費者，選用網際網路執行通路功能的知覺因子，卻是還沒有人討論過，因此影響消費者透過網際網路執行通路能的接受程度，其背後的知覺因子，是本研究所欲探討的。而本研究使用科技接受模型(Technology Acceptance Model)是從知覺因子的角度引入了知覺有用性、知覺易用性、知覺娛樂性、知覺風險性等消費者內部的知覺因子來當做變數，去探討這些變數是否會影響消費者實際採用通路功能的行為。
本研究針對台灣大學生為母體，做分層抽樣調查，分別以中央、中原、元智三所學校的學生為樣本，預計三個通路功能各發一百八十份問卷，總共五百四十份問卷，經過三個星期的回收期間，總共回收了四百五十六份問卷。結果發現，消費者知覺到行銷通路的功能，透過網際網路來執行的有用性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，執行該功能的意圖也愈正向。消費者知覺到行銷通路的功能，透過網際網路來執行的易用性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，且其知覺有用性的程度也愈高。消費者知覺到行銷通路的功能，透過網際網路來執行的娛樂性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，且其知覺有用性的程度也愈高。消費者知覺到行銷通路的功能，透過網際網路來執行的風險性程度愈低，則消費者利用網際網路去執行該功能的態度會愈正向，所得到的結論只有在消費者使用付費功能時，支持本假設。而在消費者使用蒐集產品和市場的資訊功能和選擇多樣化產品的功能所得到的結果，並不支持本假設，並且在知覺風險性影響知覺有用性的結果方面，三項通路功能皆不顯著。
消費者透過網際網路來執行行銷通路的功能的態度愈正向，則消費者利用網際網路去執行該功能的意圖愈高。消費者透過網際網路來執行行銷通路的功能的意圖愈高，則消費者利用網際網路去執行該功能的實際使用程度愈高。

關鍵字(中)

★ 通路功能
★ 科技接受模型

關鍵字(英)

論文目次

目錄
第一章緒論
第一節研究背景與動機……………………………………………1
第二節　　研究目的…………………………………..………………3
第三節　　研究流程……………………………..……………………4
第四節　　章節架構……………………………..……………………5
第二章文獻探討
第一節行銷通路……………………………….………………….7
第二節理性行為理論………………………...…………………….8
第三節　　科技接受模型………………………………………,.……10
　　第四節　　創新擴散……………………….…………..……….……17
第三章研究方法
第一節　　研究模型發展….………….……………..……………….19
第二節研究假設………………….……………….…….……….21
第三節各變項的操作型定義……….……………….…………….29
第四節研究設計……………………...………………………….33
第五節資料收集方法…………..………………......…………….33
第六節改善問卷回收的方式.…………………….……………….34
第四章資料分析
第一節資料分析方法………………………..…………….……..35
第二節信度分析………………………….…….………………..38
第三節效度分析………………………….……………………..44
第四節描述性統計……………………….………………………46
第五節整體模式之假說驗證……………………………….……..47
第六節研究假設驗證結果……………………………….………..49
第七節假設驗證結果彙總……………………………….………..62
第五章結論
第一節研究結論…………………….………..………………….63
第二節實務上的建議……………………………………………..65
第三節研究貢獻…………………………….….…………..…....66
第四節研究限制與未來方向…………………..…………….…....68
參考文獻
一、中文資料……………………………………………………70
二、英文資料……………………………………………………70
附錄A:蒐集產品與市場資訊之問卷……………………………..…………77
附錄B: 付費之問卷………………………………………..……….……81
附錄C: 選擇多樣化產品之卷………………………...…………………84
圖目錄
圖1-3-1 本研究流程…………………………………….……….…..4
圖2-3-1 科技接受模型圖………………………………..……….….10
圖3-1-1 本研究之研究架構……………………………..…………...19
圖4-6-1 蒐集產品與市場資訊線性結構關係模型…………..…………49
圖4-6-2 付費線性結構關係模型…………………………..…………54
圖4-6-3 選擇多樣化產品線性結構關係模型………………..………...58
表目錄
表2-3-1 TAM相關文獻整理表……………………..……………..….12
表3-3-1 知覺有用性衡量項目表…………………………………..…29
表3-3-2 知覺易用性衡量項目表………………………..……………29
表3-3-3 知覺娛樂性衡量項目表……………………………….…….30
表3-3-4 知覺風險性衡量項目表…………………………..…………30
表3-3-5 使用態度衡量項目表………………………………………..31
表3-3-6 使用意圖衡量項目表…………………….………………….31
表3-3-7 實際使用衡量項目表……………………….……………….32
表4-1-1 LISREL模式整體配適度常用衡量指標彙整表………………..36
表4-2-1 蒐集產品和市場資訊信度分析表…………………...………..38
表 4-2-2 付費信度分析表…………………..…………………….…40
表 4-2-3 選擇多樣化產品信度分析表…………………………...…...42
表4-3-1 蒐集產品和市場資訊相關係數矩陣………………….…..…..44
表4-3-2 付費相關係數矩陣………………………………….…..…..44
表4-3-3 選擇多樣化產品相關係數矩陣……………..………..…..…..45
表4-4-1 蒐集產品與市場資訊功能敘述統計表…………….….………46
表4-4-2 付費功能敘述統計表………………………..…….….…..…46
表4-4-3 選擇多樣化產品功能敘述統計表…………………...……..…46
表4-5-1 模型整體配適度總指標………………………..….….…..…47
表4-6-1 蒐集產品和市場資訊線性結構關係模型估計結果…….………49
表4-6-2 付費線性結構關係模型估計結果…………………..….…..…54
表4-6-3 選擇多樣化產品結構關係模型估計結果…………….….……58
表4-7-1 研究假說彙總………………………………………………62

參考文獻

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指導教授

鄭明松(Ming-Sung Cheng)

審核日期

2002-7-17

推文