臺灣博碩士論文加值系統

有鑑於網際網路發展之迅速及新興網路行銷時代的來臨，網路購物是被現今大眾所接受之購物模式之一，故本研究將針對網路購物之接受行為做更深入的分析與瞭解。科技接受模式(Technology Acceptance Model, TAM)是目前常被用於探討資訊科技接受的理論模式，而本研究主要在探討網路購物使用者之知覺有用性、知覺易用性、知覺娛樂性及信任對使用態度、使用行為及使用後評價之影響，並以結構方程模式(Structural Equation Modeling)及SPSS統計軟體作為本研究之分析工具。其研究結果顯示，消費者使用網路購物之態度，會受到知覺有用性、知覺易用性、知覺娛樂性及信任所影響，進而影響到使用行為及使用後評價，此發現可作為廠商策略擬定之參考。

In view of the rapid development of the Internet and emerging era of network marketing, internet shopping is one of the shopping models for accepted by the public, this study will focus on more in-depth analysis and understanding of the acceptance of internet shopping behavior. Technology Acceptance Model is often used to explore the theory of information technology acceptance model, and this study was to investigate the influence of internet shopping users perceived usefulness, perceived ease of use, perceived playfulness and Trust on attitudes of use, behavior of use and after use with the evaluation. This study analysis tools is the Structural Equation Modeling and SPSS statistical software. The research results show that the perceived usefulness, perceived ease of use, perceived of playfulness and trust are affects the attitude of consumers to use internet shopping, thereby affecting the behavior of use and after use with the evaluation, The results of this study can be used as a reference for Network Operators.

中文摘要 ………………………………………………………………i
英文摘要 …………………………………………………………… ii
誌謝 ……………………………………………………………… iii
目錄 ………………………………………………………………… iv
表目錄 ……………………………………………………………… vi
圖目錄 ………………………………………………………………vii
第一章 緒論
1.1 研究背景與動機 …………………………………………….1
1.2 研究目的 …………………………………………………….3
1.3 研究流程 …………………………………………………….4
第二章 文獻探討
2.1 理性行為理論 ……………………………………………….5
2.2 科技接受模式 ……………………………………………….6
2.3 科技接受之動機模式 ……………………………………….8
2.4 知覺娛樂性 ………………………………………………….8
2.5 信任 …………………………………………………………10
2.5.1 信任定義 ………………………………………………..11
2.5.2 信任衡量構面 …………………………………………..11
2.5.3 影響隱私權顧慮之因素 ………………………………..13
2.6 網路購物 ……………………………………………………14
2.6.1 網路購物平台與網路購物之定義 ……………………. 14
2.6.2 電子商務之種類與定義 ………………………………..14
2.6.3 電子商務市場發展概況 ………………………………..15
第三章 研究方法
3.1 研究架構 ……………………………………………………16
3.2 變數之操作性定義與衡量 …………………………………16
3.2.1 自變數之操作性定義與衡量 …………………………..17
3.2.2 依變數之操作性定義與衡量 …………………………..20
3.3 研究假設 ……………………………………………………22
3.4 調查方法 ……………………………………………………24
3.5 統計資料分析方法 ………………………………………..24
第四章 研究分析
4.1 敘述性統計分析 ……………………………………………26
4.2 結構方程模式分析 …………………………………………28
4.2.1 模式評估指標 …………………………………………..28
4.2.2 基本適配度指標 ………………………………………..29
4.2.3 整體模式配適度 ………………………………………..29
4.2.4 模式內在結構配適度之評估 …………………………. 30
4.2.5 整體模式估計之結果 …………………………………. 31
4.2.6 研究架構之實證結果 ………………...……………….33
4.2.7 人口統計變項對各構面之差異性分析 ………………. 36
第五章 結論與建議
5.1 研究結論 ……………………………………………………41
5.2 研究建議 ……………………………………………………41
參考文獻 ……………………………………………………… 43
附錄
A 問卷題目 ……….…………………………………………… 49

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