臺灣博碩士論文加值系統

由於網路購物使用人數比例很高，是很有潛力的市場，但相關研究並不多見，因此，本研究主要探討系統整合、系統完備性、流程適合度、線上資訊能力和購買意圖的關係，以建立具備學理基礎之網路購買意圖之架構，探討其影響因素。研究目的有下列三項。
(1)欲建立網路購買意圖之架構，並探討各構面間之影響差異。
(2)找出網路購物之關鍵影響因素，以利購物網站的規劃與決策。
(3)探討線上資訊能力與網路購買意圖之關係，以提供對行銷策略擬定之思考方向。
本研究首先透過文獻回顧以確認重要變數構面及建立研究架構，分析相關變數之間的關係，提出研究假說，再以線性結構模式(SEM)分析進行假說檢定。經實證分析，得到研究發現如下。
(1)本研究建立之網路購物架構，可廣泛應用於各類型的購物網站。
(2)網路消費者很重視購物網站業者所提供之線上資訊能力的強弱，因此業者在規劃購物網站策略應優先考慮此因素。
(3)系統整合、系統完備性、流程適合度以及線上資訊力均對網路購買意圖有顯著之影響。
最後，根據實證分析結果，依購物網站之消費者角度提出策略意涵，以作為策略研擬之參考。

Website shopping possesses a big market potential because people are getting familiar with this kind of purchase behavior. However, few researches have been done with respect to this topic. In this thesis, we focus on the issues related to website shopping, including system integration, electronic business readiness, customer related process, on-line information capability, and purchasing power. Based on these factors, we discuss how they affect the purchasing intention. The objective of this research includes:
1.To build up the framework for studying the purchasing intention for website shopping and discuss the influences of several variables
2.To find out the key factors which affect the on-line shopping so as to establish proper plans and strategies for the shopping websites
3.To discuss the relationship between on-line informational capability and purchasing intention to support the decisions of the marketing strategies
We first review the previous works and choose several important variables and construct the research framework. Then, the relationships between these variables are discusses. Finally, a hypothesis is established, which is also verified by the SEM analysis methodology in this thesis. The result has been confirmed with some case studies and is concluded as follows.
1.The established on-line shopping model can be applied to various shopping websites.
2.The on-line informational capability provided by the content providers will influence the customers’ purchasing intention. Thus, this factor should be seen as the first priority while the content providers are designing the website.
3.The factors system integration, electronic business readiness, customer related process, on-line information capability, and purchasing power have great impacts on the purchasing intentions.
Finally, according to the case studies, designing the marketing strategies from the perspective of the customers is very important.

目次 I
表次 II
圖次 III
第一章 緒論 1
1.1研究背景 1
1.2研究動機 3
1.3研究目的 4
1.4研究範圍 4
1.5章節結構 5
第二章 文獻回顧 6
2.1消費者行為 6
2.2網路購物 7
2.3影響購買意圖之消費者因素 9
2.4相關自變數 13
第三章 研究方法 18
3.1研究架構 18
3.2結構方程模式建立 19
3.3操作性定義 25
3.4研究假說 26
3.5統計分析模式 28
3.6問卷設計 31
3.7抽樣設計 32
第四章 實證分析 34
4.1樣本結構分析 34
4.2 衡量問卷的信度與效度 36
4.3整體模式評估 40
4.4假說檢定 45
第五章 結論與建議 49
5.1研究發現 49
5.2策略涵意 49
5.3研究貢獻 50
5.4研究限制 51
5.5後續研究建議 51
參考文獻 53
中文部份 53
英文部份 53

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