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研究生:羅尉文
研究生(外文):Wei-wen Lo
論文名稱:影響國軍人員使用網路購物之重要因素
論文名稱(外文):Factors Influencing Military Man Acceptance of On-line Shopping
指導教授:洪新原洪新原引用關係
指導教授(外文):Shin-Yuan Hung
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理所暨醫療資訊管理所
學門:教育學門
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:101
中文關鍵詞:網路購物行為科技接受模式網路經驗電腦經驗系統品質資訊品質國軍人員人格特質
外文關鍵詞:Information System AcceptanceMilitary ManOn-Line ShoppingPersonality Traits
相關次數:
  • 被引用被引用:1
  • 點閱點閱:1074
  • 評分評分:
  • 下載下載:50
  • 收藏至我的研究室書目清單書目收藏:1
隨著網際網路普及化,線上購物人口隨之遽增,線上廣告更成新興媒體寵兒,佔業者廣告總預算比率逐年成長,而網路人口中,還有ㄧ群被忽視的國軍人員,其高消費力,更不容小覷.目前,僅有福利中心提供國軍人員網路購物服務機制,因此,了解國軍人員線上購物行為的影響因素,應是網路業者最重視的商機.
本研究採用科技接受模式(TAM)為理論基礎,並結合人格特質與科技接受模式來探討影響國軍人員網路購物的因素.研究對象以北,中,南,東部之空軍基地為主,總計發放915份問卷,回收777份,有效樣本556份.研究發現國軍人員實際網路購物行為是受具順從性,嚴謹性人格特質傾向所影響,本身並不會因為過去的電腦經驗,網路經驗而對購物網站卻步,網站的品質才是影響國軍人員使用購物的因素.透過本研究之結果,能提供後續研究發展之依據,並給予網路購物的業者經營之參考.
The increasing popularity of the Internet has resulted in the emergence of online shopping in e-commerce. Understanding what motivates military man to accept online shopping is important since it is the vital to the survival of service providers in a competitive environment. Hence, this study aims to examine factors influencing military man acceptance of online shopping.

Perceived usefulness and perceived ease of use are depicted as important drivers of online shopping acceptance. In addition, this study also adopted the FFM’s big five personality factors to understand their effects on online shopping acceptance. The research model was tested using a survey from 556 military men. The results indicated that the user personality factors can be useful predictors of perceived usefulness and perceived ease of use. Furthermore, perceived usefulness, perceived ease of use, information quality, and system quality significantly affect the military man acceptance of on-line shopping. Some implications are also provided.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究範圍 4
第二章 文獻探討 8
第一節 網路購物之相關研究 8
第三節 軍職特性 27
第四節 科技接受模式(TAM) 36
第五節 科技接受模式與網路購物 40
第三章 研究方法 49
第一節 研究架構 49
第二節 研究假說 51
第三節 變數之操作性定義與衡量 56
第四節 問卷設計與寄發 60
第四章 研究分析與結果 62
第一節 樣本基本資料分析 62
第二節 研究變數的敘述與統計分析 67
第三節 信效度分析 67
第四節 結構方程模式所需滿足之假設檢定 74
第五節 結構方程模式 80
第五章結論與建議 87
第一節 研究發現與建議 87
第二節 對學術與實務之啟示 89
第三節 研究限制 90
第四節 未來研究方向 91
參考文獻 92
中文部份 92
英文部份 97
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