消費者衡量網站權益因素之探討-以YAHOO!奇摩網站為例

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羅裕傑(Yu-Chueh Lo) 查詢紙本館藏

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論文名稱

消費者衡量網站權益因素之探討-以YAHOO!奇摩網站為例
(Exploration of the factors that consumer evaluate web equity-an example of YAHOO! website)

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本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著最近幾年網際網路的蓬勃發展，網際網路的使用者日益增加，使得每個企業無不爭相的加入此行列之中，成為企業最重要的議題之一。然而在如此眾多的競爭者中，為何只有少數網站能夠成功，而大多數都失敗？網站能吸引消費者的主要原因為何？什麼原因又使得消費者持續光顧這個網站？過去許多文獻都曾探討哪些因素會影響網站的使用以及怎樣的網站設計才是消費者所偏愛的。而本研究採用Page and Lepkowska-White(2002)所提出的「網站權益」來討論。「網站權益」為兩個構面所構成，一個是網站知名度，另一個則為網站形象。因此本研究希望透過資料分析與驗證去了解影響網站知名度與網站形象的因素，進而提供給實務界在規劃網站上的一種參考指標。
本研究以消費者的觀點來探討影響網站權益之因素，並以YAHOO!奇摩網站為例。經由文獻的整理採用了: 「口碑」、「網站瀏覽」、「下載速度」、「隱私」、「信任」，以及「產品選擇」等六個因素來探討。
本研究以網際網路使用者為研究對象，透過實體問卷與網路問卷為媒介，共回收294份，有效問卷計有202份，使用LISREL來分析路徑關係並進行模型配適度的檢驗，得到的實證結果如下:
1. 口碑對於網站知名度與網站形象有正向影響。
2. 網站瀏覽與下載速度對於網站形象有正向影響。
3. 隱私與信任對於網站形象有正向影響。
4. 產品選擇對於網站形象有正向影響。
5. 在所有影響網站形象的因素中，網站瀏覽是最重要的因素，其次是網站值不值得信任與隱私的保護。
基於上述發現，本研究提出幾點建議供網站業者參考，期望能在管理實務上有所助益，此外也提供未來對於網站權益的研究方向。

關鍵字(中)

★ 信任
★ 隱私
★ 網站瀏覽
★ 網站權益

關鍵字(英)

★ trust
★ privacy
★ navigation
★ web equity

論文目次

第壹章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第貳章文獻探討 5
第一節網站權益 5
第二節口碑 13
第三節網站設計 16
第四節隱私 18
第五節信任 21
第六節產品選擇 24
第參章研究方法 27
第一節研究架構 27
第二節研究假設 27
第三節變數定義與衡量 31
第四節研究設計 34
第五節前測信度分析結果 36
第肆章資料分析與結果 37
第一節樣本結構分析 37
第二節信度與效度 38
第三節線性結構方程式 41
第伍章結論與建議 48
第一節研究結論 48
第二節實務意涵 49
第三節研究限制與未來建議 50
參考文獻 53
附錄一:研究問卷 62

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指導教授

李小梅、蔡明宏
(Shau-Mei Li、Ming-Hung Chua)

審核日期

2005-6-13

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