影響採用網路購物因素之研究－以網路書店為例

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黃智強(Jr-Chiang Huang) 查詢紙本館藏

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論文名稱

影響採用網路購物因素之研究－以網路書店為例

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摘要(中)

研究設計以「學生」為便利樣本，「網路書店」為目標系統，採用「問卷調查法」進行。實徵研究結果證實，當消費者具有愈正向的「態度」或是受到愈高的「主觀規範」，對其採用網路購物的「行為意圖」愈高。同時當消費者知覺到愈高的「相對優勢」、愈高的「相容性」或是愈高的「知覺易用性」程度，對其採用網路購物的「態度」愈正向。
本研究並且依據實徵研究結果推論，「娛樂性」對於採用網路購物「態度」的影響，會受其「行為目的」的中介影響而有不同。當購物情境是屬於「目標導向」，則娛樂性負向影響態度；當購物情境是屬於「遊歷導向」，則娛樂性正向影響態度。「知覺風險」對消費者採用網路購物「態度」的影響，可能受到「風險成本」和採用所提供的「相對利益」相互衡量所決定。當消費者知覺到「風險成本」低於採用所提供的「相對利益」，則雖具有高的「知覺風險」，但並不影響其採用的「態度」。

關鍵字(中)

★ 網路購物
★ 計劃行為理論
★ 創新擴散
★ 資訊科技採用
★ 知覺風險

關鍵字(英)

論文目次

目錄
第一章緒論1
第一節研究背景1
第二節研究動機與目的2
第三節研究範圍3
第四節研究程序3
第二章文獻探討5
第一節電子商務5
第二節互動媒體與行銷通路7
一. 互動媒體7
二. 行銷通路10
第三節影響採用網路購物的因素11
一. 產品特徵11
二. 消費者特徵16
第四節計劃行為理論19
第五節創新擴散24
第六節資訊科技採用26
第七節知覺風險28
第三章研究模型與方法31
第一節研究模型31
第二節研究假說33
一. 行為意圖34
二. 態度38
第三節變數定義與操作化44
第四節問卷設計49
一. 初稿設計49
二. 前測49
三. 試測50
第五節研究過程設計51
一. 研究樣本51
二. 目標系統52
三. 資料蒐集程序52
第六節資料分析方法54
一. 樣本基本資料分析54
二. 效度與信度檢定54
三. 實質性關係檢定54
第四章資料分析56
第一節樣本基本資料分析56
第二節構念測量模型的效度與信度58
一. 內容效度與表面效度58
二. 構念效度58
三. 信度61
第三節假說檢定62
一. 行為意圖62
二. 態度64
第四節研究分析70
一. 行為意圖70
二. 態度71
第五章結論與建議73
第一節研究結果73
第二節管理涵意74
第三節研究限制76
一. 理論假設76
二. 研究設計76
第四節未來研究建議77
一. 分析推論的後續實徵研究77
二. 研究設計的改進78
參考文獻79
一. 英文文獻79
二. 中文文獻87
附錄一前測問卷88
附錄二試測問卷92
附錄三正式問卷96
附錄四學生作業101

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指導教授

范錚強(Cheng-Kiang Farn)

審核日期

2000-7-2

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