影響消費者持續使用跨境電商因素之探討

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白慧婷(Hui-Ting Pai) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

影響消費者持續使用跨境電商因素之探討
(Factors Affecting Customers’ Continuous Usage Intention of Cross-Border E-commerce)

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摘要(中)

本研究利用信任為前置因子，探討影響消費者使用跨境電商購物的原因。依此討論台灣消費者選擇境外電商購物的原因，提供國內業者日後營銷方向及外銷策略的參考。本研究依據網路商店信任構面—能力、正直和善意探討消費者知覺利益和知覺不確定性對於持續使用跨境電商購物的影響。本研究採用網路問卷形式進行調查，有效樣本數220份，以結構方程模式（structure equation modeling, SEM）進行驗證分析。研究結果如下：

1.消費者信任網站能力的程度越高，對知覺利益和知覺不確定性的影響越大。
2.消費者信任網站正直的程度越高，對知覺利益無顯著影響，但對知覺不確定性的影響顯著。
3.消費者信任網站善意的程度越高，對知覺利益無顯著影響，但知覺不確定性的影響顯著。
4.消費者知覺利益越大，使用跨境電商的意願越高。
5.消費者知覺不確定性越高，使用跨境電商的意願越低。
6.網站的產品特性在知覺利益與使用意願之間具調節效果。
7.網站的產品特性在知覺不確定性與使用意願之間具調節效果。

摘要(英)

This research studied the influence of consumers using cross-border e-commerce through the antecedent factors (ability, integrity and benevolence) in online trust. As well as to understand whether the consumers′ trust in cross-border shopping will affect their perceived benefits or perceived uncertainties. In addition, try to find the reasons why residents in Taiwan prefer to use e-commerce platform from foreign, and provide domestic businesses a reference for global marketing strategies. This study surveys cross-border shopping consumption behavior by online questionnaire, and verify the effects of perceived benefits, perceived uncertainties and continuous usage intention. The results are as follows:

1.The customers feel more trustworthiness of the ability for cross-border shopping website, which has a significantly effect on perceived benefit and uncertainty.
2.The customers feel more trustworthiness of the integrity for cross-border shopping website, which has no significant effects on perceived benefit; however, the perceived uncertainty has a significantly effect..
3.The customers feel more trustworthiness of the benevolence for cross-border shopping website, that has no significant effects on perceived benefit, however, the perceived uncertainty has a significantly effect.
4.Customers’ perceived benefit has a significantly positive effect on continuous usage intention for cross-border shopping website.
5.Customers’ perceived uncertainty has a significantly negative effect on continuous usage intention for cross-border shopping website.
6.Customers’ perceived product characteristic has a partial moderating effect between perceived benefit and continuous usage intention.
7.Customers’ perceived product characteristic has a partial moderating effect between perceived uncertainty and continuous usage intention.

關鍵字(中)

★ 信任
★ 知覺利益
★ 知覺不確定性
★ 跨境電商
★ 跨境購物

關鍵字(英)

論文目次

摘要 iv
Abstract v
致謝 vi
目錄 vii
圖目錄 viii
表目錄 viii
第一章緒論 1
1-1 研究背景 1
1-2 研究動機 4
1-3 研究目的 7
1-4 研究流程 8
第二章文獻探討 9
2-1 全球跨境零售電子商務 9
2-2 中國大陸與台灣民眾跨境購物傾向 23
2-3 信任與網路信任 27
2-4 知覺利益 31
2-5 知覺不確定性 34
2-6 網站產品特性 36
2-7 再購意願與持續使用意願 37
第三章研究設計 39
3-1 研究架構與假設 39
3-2 研究變數之操作型定義與問卷設計 46
3-3 研究對象與資料來源 48
3-4 資料分析方法與工具 49
第四章實證分析 54
4-1 樣本基本資料分析 54
4-2 研究構面敘述性統計分析 55
4-3 測量模型之信效度分析 57
4-4 結構模型路徑分析 60
第五章結論與建議 64
5-1 研究結論 64
5-2 管理意涵 67
5-3 研究限制與後續研究建議 69
參考文獻 70
附錄與問卷 77

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指導教授

洪秀婉

審核日期

2018-1-18

推文