臺灣博碩士論文加值系統

隨著電子商務環境的成熟以及線上購物人口的持續上升，許多實體商店紛紛朝向虛實整合的經營模式前進。然而，國內有許多傳統產業的實體店面，如五金產業，其消費者大多數為專業消費者，與一般消費者有許多特性上的差異。故該類商店在擴展虛擬通路之前，亦不能忽略不同消費族群特性上的差異可能對線上購物系統的使用意圖所造成的影響。本研究主要以五金零售產業為例，以科技接受模式做為理論基礎，探討線上購物系統使用環境與個人特徵如何影響專業消費者的線上購物接受度，其中系統使用環境包括電子商務成功模式的系統品質、資訊品質與服務品質；個人特徵則包括電腦自我效能、電腦焦慮、個人創新接受度與產品涉入，做為科技接受模式之外部變數。
研究結果發現，五金專業消費者的系統品質、資訊品質、電腦自我效能、電腦焦慮與個人創新接受程度均影響五金線上購物認知易用性；系統品質、資訊品質、電腦自我效能與電腦焦慮亦均影響五金線上購物認知有用性，且五金線上購物接受意圖亦受到認知有用與易用性的影響。
最後，本研究根據分析結果討論，進一步探究專業消費者與一般消費者於品質認知和個人特徵上之差異性，並針對未來學術研究及五金傳統產業業者欲經營線上購物擬定政策提出建議。

With the maturity of the e-commerce environment and the increase of online shoppers, many physical stores have adopted the clicks-and-mortar business model. However, for many traditional industries, such as the hardware industry, their customers are professional consumers and unlike general consumers in many ways. Therefore, before developing their virtual channels, these industries need to assess the impact of each consumer group’s characteristics on their intention to use the online shopping systems. This study was focused on the hardware retail industry. Based on Technology Acceptance Model (TAM), it aimed to investigate how online shopping environment and individual characteristics affect professional consumers’ acceptance of online shopping. Online shopping environment involved the variables of the E-commerce Systems Success model, including system quality, information quality, and service quality. Individual characteristics included computer self-efficacy, computer anxiety, acceptance of innovation, and product involvement. These were used as external variables of TAM.
Results showed that for professional hardware consumers, system quality, information quality, computer self-efficacy, computer anxiety, and personal acceptance of innovation all influence the perceived ease of use of the online hardware shopping system; system quality, information quality, computer self-efficacy, and computer anxiety all influence the perceived usefulness of the online hardware shopping system; their intention to accept the online hardware shopping is also affected by the perceived usefulness and perceived ease of use of the system.
Finally, based on the analysis result, this study further examined the difference between professional consumers and general consumers in their perception of quality and individual characteristics. Some suggestions for future researchers and traditional hardware companies planning to adopt an online shopping system were also proposed.

目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 6
第四節 研究流程 8
第二章 文獻探討 9
第一節 電腦自我效能 9
第二節 電腦焦慮 10
第三節 個人創新科技接受度 11
第四節 產品涉入 12
第五節 資訊系統成功模式 14
第六節 電子商務成功模式 18
第七節 科技接受模式 23
第三章　研究假說推導 25
第一節 系統品質與認知有用性、認知易用性 26
第二節 資訊品質與認知有用性、認知易用性 26
第三節 服務品質與認知有用性、認知易用性 27
第四節 電腦自我效能與認知有用性、認知易用性 28
第五節 電腦焦慮與認知有用性、認知易用性 29
第六節 個人創新與認知有用性、認知易用性 30
第七節 產品涉入與認知有用性、認知易用性 30
第八節 認知有用性、認知易用性、使用意圖 31
第九節 研究模式與假說彙整 32
第四章　研究方法與資料分析 34
第一節 研究方法 34
第二節 研究對象與資料收集來源 43
第三節 先導研究 43
第五章　正式問卷資料分析 55
第一節 敘述統計 55
第二節 一階正式問卷信效度檢驗 56
第三節 模式驗證 65
第四節 一般消費者基本資料 67
第五節 研究構念比較 68
第六節 一般消費者模式驗證 69
第七節 小結 71
第六章 結論與研究貢獻 73
第一節 結論 73
第二節 分群結果討論 81
第三節 研究貢獻 84
第四節 研究限制 87
第五節 未來研究方向建議 87
參考文獻 89
附錄A 研究正式問卷 96


表目錄
表 1、傳統五金零售產業與一般網路產業比較表(本研究整理) 3
表 2、消費者特性比較表(本研究整理) 3
表 3、相關研究之涉入定義 12
表 4、專業消費者與一般消費者涉入程度比較表(本研究整理) 14
表 5、資訊系統成功模式之定義與衡量項目表 20
表 6、電子商務成功模式之定義與衡量項目表 20
表 7、電子商務成功模式與資訊成功模式比較表 21
表 8、假說與理論基礎彙整 32
表 9、系統品質之衡量問項 35
表 10、資訊品質之衡量問項 36
表 11、服務品質之衡量問項 37
表 12、電腦自我效能之衡量問項 38
表 13、電腦焦慮之衡量問項 39
表 14、個人創新接受程度之衡量問項 39
表 15、產品涉入之衡量問項 40
表 16、認知有用、易用性與接受意圖之衡量問項 41
表 17、研究構念之操作型定義與參考來源 41
表 18、樣本基本資料 44
表 19、一階各構念之Cronbach’s α與各題項之因素負荷量 45
表 20、一階各構念之AVE、CR與相關係數值 48
表 21、一階各構念之交叉負荷表 48
表 22、各構念之Cronbach’s α與各題項之因素負荷量 51
表 23、各構念AVE相關係數值 52
表 24、各構念之交叉負荷表 52
表 25、資料分析流程 54
表 26、正式樣本資料 55
表 27、一階構念之Cronbach’s α與各題項之因素負荷量 57
表 28、一階各構念CR、AVE與相關係數值 59
表 29、一階各構念之交叉負荷表 59
表 30、各構念之Cronbach’s α與各題項之因素負荷量 62
表 31、各構念CR、AVE與相關係數值 63
表 32、各構念交叉負荷量 63
表 33、專業消費者模式驗證假說整理 66
表 34、一般消費者基本資料 67
表 35、樣本研究構念比較 69
表 36、一般消費者模式驗證假說整理 70
表 37、假說整理比較 72


圖目錄
圖 1、研究流程 8
圖 2、資訊系統成功模式 14
圖 3、資訊系統成功之構念提出理論 15
圖 4、因果模式 16
圖 5、流程模式 16
圖 6、Seddon (1997)修正後的D&M 17
圖 7、修正後D&M 資訊系統成功模式 18
圖 8、電子商務成功模式 19
圖 9、理性行為理論 23
圖 10、科技接受模式 24
圖 11、簡化的TAM 24
圖 12、研究模式 25
圖 13、專業消費者模式驗證 66
圖 14、一般消費者模式驗證 70

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