臺灣博碩士論文加值系統

現在的科技越來越發達，人們購物的模式也越來越多變，從一開始的實體店面到網路上的電子商務，再到現在是可以透過網路直接和賣家互動的網路直播購物，然而這種非實體店面的購物對顧客來說，仍有一些對賣家的不信任，因此本研究希望透過探討直播這項科技的特性，並結合信任承諾理論，來探討顧客是否會因為藉由網路直播的方式，提高對賣家的信任和建立良好關係，進而提高購買意圖。本研究採用調查法，針對在網路直播購物模式中，曾有過觀看網路直播經驗之閱聽者，對於網路直播賣家信任程度的情況與感受。研究對象為曾有過觀看或購買經驗之閱聽者，針對各項因子設計問卷，並採用PLS及SPSS兩個統計軟體作為分析工具，進行樣本資料分析、測量模型分析與結構模型分析，最後分析結果為關係利益及關係終止成本沒有顯著影響承諾；另他人意見影響沒有顯著影響信任，而其他研究假說皆有顯著支持。

Nowadays, the technology is more and more developed, and people''s shopping patterns are changing more and more. From the physical storefront at the beginning to the e-commerce on the Internet, it is now a live webcast that can interact directly with sellers through the Internet. However, this non-physical storefront shopping still has some distrust of the seller. Therefore, this study hopes to explore whether the customer will use the network by discussing the characteristics of the live broadcast technology and combining the trust commitment theory. The way of live broadcasting, improve the trust of the seller and establish a good relationship, thereby increasing the purchase intention. This study uses the survey method, in the online live shopping mode, there have been readers who have experienced the experience of webcasting, and the feelings and feelings of trust to the webcast sellers. The research subjects are those who have had experience in viewing or purchasing. They designed questionnaires for various factors and used PLS and SPSS statistical software as analysis tools to analyze sample data, measure model analysis and structural model analysis. Finally, analyze As a result, the relationship benefits and relationship termination costs did not significantly affect the commitment; the influence of others'' opinions did not significantly affect trust, while other research hypotheses were significantly supported.

中文摘要 I
Abstract II
目錄 III
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與問題 4
第二章 文獻探討 5
2.1 關係行銷 5
2.2 信任承諾理論 6
2.3 社會臨場感理論 8
第三章 研究方法 10
3.1 研究模型與假說 10
3.2 研究變數與操作型定義 13
3.3 研究對象與資料蒐集 14
3.4 問卷設計 14
第四章 資料分析 19
4.1 樣本資料分析 19
4.2 部分最小平方法分析 27
4.2.1 測量模型分析 27
4.2.2 結構模型分析 32
4.3 研究假說檢定 33
第五章 結論與建議 35
5.1 研究結論 35
5.2 研究貢獻 36
5.2.1 學術貢獻 36
5.2.2 實務貢獻 36
5.3 研究限制與未來方向 37
參考文獻 38
附錄 43

圖 1：研究模型 10
圖 2：結構模型分析圖 32

表 1：研究變數與操作型定義 13
表 2：關係利益之衡量問項 15
表 3：關係終止成本之衡量問項 16
表 4：共享價值之衡量問項 16
表 5：雙向互動性之衡量問項 17
表 6：感受真實性之衡量問項 17
表 7：他人意見影響之衡量問項 17
表 8：承諾之衡量問項 18
表 9：信任之衡量問項 18
表 10：直播購買意圖之衡量問項 18
表 11：性別比例 20
表 12：年齡分布 20
表 13：職業分布 20
表 14：教育程度 21
表 15：網路直播賣家得知管道 21
表 16：曾在直播中「觀看」過何種類型之商品 22
表 17：購買經驗 23
表 18：透過網路直播的購物次數 23
表 19：曾在直播中「購買」過何種類型之商品 23
表 20：沒有透過網路直播購物之原因 25
表 21：各變數敘述性統計資料 25
表 22：信度與效度分析 28
表 23：各變項交叉負荷矩陣 29
表 24：各構念相關係數矩陣 30
表 25：結構模型分析表 33

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