臺灣博碩士論文加值系統

在兩岸網路購物市場由各自發光發熱，走向相互交流的現今，我們可以看到兩岸的網路購物人數高速成長的同時，已有部份台灣業者進軍中國大陸網路購物平台，而台灣消費者於中國大陸網路購物平台的註冊及消費人數亦以迅雷不及掩耳的速率快速增長。有鑒於此，本研究以具網路購物經驗之兩岸大學生與研究生為研究對象，來探討其網路購物行為。本研究以結構方程模型分析消費者對網路購物之「信任」態度、「知覺風險」、「產品知覺」、「購買涉入」及「產品知識」等構面對兩岸年輕族群網路購物意圖之影響，並加入敘述性統計結果，以單因子變異數分析比較兩岸年輕消費者網路購物行為之異同。研究結果顯示:
1. 兩岸年輕族群消費者過去一年使用網路消費次數無顯著差異，而過去一年消費16次以上者不在少數。
2. 兩岸年輕族群網路偏好購買之商品類型相似，唯比例分配有所不同。
3. 台灣年輕族群過去一年使用網路購物消費之金額明顯高於大陸。
4. 兩岸受測者使用網路購物後之滿意程度有顯著差異。
5. 台灣年輕消費族群之網路購物「知覺風險」、「購買涉入」與「產品知識」皆對其「網路購買意圖」具顯著影響；而在大陸模型中，僅有「購買涉入」對於其「網路購買意圖」有顯著影響。
6. 兩岸年輕族群之「產品知覺」在「知覺風險」與「網路購買意圖」間的中介效果皆顯示不支持假設。然而，「產品知覺」對於兩岸年輕族群之「網路購買意圖」呈現顯著的正向影響。
7. 兩岸整體模型影響效果皆顯示「購買涉入」對於整體的影響效果最大，「產品知覺」居次。
本研究依實證結果發展管理意涵，並提出對未來研究方向之建議，望研究結果能提供網路購物平台及業者未來擬定行銷及管理策略之參考。

目 錄 I
表目錄 II
圖目錄 III
中文摘要 4
英文摘要 5
第壹章 緒 論 7
第一節 研究背景與動機 7
第二節 研究目的 8
第三節 研究流程 9
第貳章 文獻回顧 10
第一節 兩岸網路購物之消費行為 10
第二節 信任 12
第三節 知覺風險 19
第四節 產品知覺 23
第五節 購買涉入 23
第六節 產品知識 28
第七節 購買意圖 30
第參章 研究方法 32
第一節 研究架構 32
第二節 研究假設 33
第三節 操作性定義與衡量 36
第四節 問卷設計 43
第五節 研究對象與方法 43
第六節 資料分析方法 43
第肆章 資料分析 44
第一節 前測效度分析 44
第二節 正式問卷之信度與效度分析 48
第三節 台灣樣本分析 52
第四節 中國大陸樣本分析 68
第五節 台灣與中國大陸之比較 83
第伍章 結論與建議 95
第一節 研究結論與發現 95
第二節 管理意涵 98
第三節 研究限制 100
第四節 後續研究建議 101
參考文獻 102
附錄一:台灣問卷 115
附錄二:中國大陸問卷 119

一、 中文文獻
1. 中國互聯網絡信息中心(http://www.cnnic.net.cn/)
2. 台灣工商時報(http://ctee.com.tw/)
3. 台灣網路資訊中心(http://www.twnic.net.tw/)
4. 季怡(2006)，網路購物的跨文化研究-分析中美文化差異對消費者的影響，北京第二外國語學院學報，第138期，P69-P74.
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6. 吳明隆(2007)，SPSS操作與應用變異數分析實務，初版，五南圖書，台北。
7. 陳寬裕、王正華（2010），結構方程模型分析實務AMOS的運用，初版，五南圖書，台北。
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