臺灣博碩士論文加值系統

統計數據顯示，一個接受網路購物的消費者不一定會在同一網站上反覆購物。為提升績效，網路零售商不得不關心，如何使消費者持續在其網路商店購物？消費者為何會在同一網路商店持續購物？
傳統行銷理論證實，滿意的顧客會持續與商家往來。然而在網路情境的研究中，多將網路購物視為系統的採用，並著墨於網站的持續使用，這樣可能忽略消費者對購物的認知。當然，網路資訊的外顯供給大增，也衍伸出資訊超載問題。複雜的資訊增加消費者資訊處理的負擔，此時個體的習慣也許就扮演過濾資訊並做出決策的關鍵角色。而自我效能愈高的人，其認知的資訊超載會愈低，反之則愈高。本研究以期望確認理論為基礎，探討是否在網路情境下，滿意是否還是會影響消費者的再購意圖？而習慣與網路購物自我效能對其的關係為何？
實徵研究以書面問卷收集資料，共回收 424 份有效問卷，並利用 PLS 進行模型的測試與假說的驗證。研究結果發現：
1.當消費者認知到愈滿意時，愈有可能持續在同一家網路商店購買。
2.當消費者對特定網站的習慣傾向愈強，愈有可能持續在同一家網路商店購買。
3.習慣會減弱滿意度與再購意圖間的關係，換言之，消費者在同一網站購物已成習慣時，滿意與否對再購意圖的評估力量則會減弱。
4.網路購物自我效能對滿意與再購意圖間的干擾效果不顯著。
本研究結果顯示，習慣是影響再購意圖的因素之一。顯示在網路購物情境下，未來研究有必要針對其他內在的動機與需要加以深究。

The statistics show a consumer who accept shopping at network perhaps will not do shopping repeatedly on the same website. In order to raise the performance, the network retailer has to care how to make consumers sustain and do shopping in their network shops? Why can consumers do shopping continuously in the same network shops?
The traditional marketing theory verifies that the satisfied customers continuously do shopping at virtual stores. However in the researches of the network situation, more of them regarding the shopping at network as systematic adoption and focusing on using websites continuously which may neglect consumer's cognition while shopping in this way. Certainly, the raised supply of information also contributed to overloading information. Complicated information increase the loading to consumers while they tried to deal with these materials, in this case, individual’s habit play a key role on filtering information and making decisions. In addition, people with higher self-efficiency had lower chance to overload the cognitive information. In the contrast, people with lower self-efficiency had higher chance to overload the cognitive information. This research regarded the expecting confirm theory as the foundation, under the situation of the network, if the satisfaction impact on consumers’ re-purchasing intention? Furthermore, this research tried to find the relation between satisfaction with both the habit and network shopping self-efficiency.
Collecting the materials with the questionnaire, retrieve 424 effective questionnaires altogether, and utilize PLS to carry on the test of the model and verification of the hypothesis. The result of study is found:
1. When customers getting more satisfied, they may buy in the same network shops continuously.
2. While consumers’ inclining to specific websites became stronger, they may buy in the same network shops continuously.
3. Habit decline the relation between satisfaction and re-purchasing intentions, in other words, while consumers get used to the same website, satisfaction would lose the evaluation power of re-purchasing.
4. The interfere effect of network shopping self-efficiency between satisfaction and re-purchasing is not remarkable.
The result of this research shows that habit is one of the factors which influenced the re-purchasing intention. It also reveals that there are necessary to have related researches in the future witch are focusing on other inner motivation and intention under the network shopping scenario.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與問題 2
第三節 研究目的 3
第二章 文獻探討 4
第一節 再購行為 4
第二節 滿意度 8
第三節 習慣 15
第四節 網路購物自我效能 20
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 變數定義與操作化 27
第四節 研究對象與資料蒐集 31
第五節 分析方法介紹 32
第四章 資料分析與研究結果 34
第一節 樣本資料分析 34
第二節 問卷之效度與信度分析 36
第三節 測量模型之信度與效度檢定 38
第四節 假設驗證 40
第五章 結論與建議 43
第一節 研究結果與發現 43
第二節 學術與實務意涵 45
第三節 研究限制與未來研究建議 47
參考文獻 49
中文文獻 49
英文文獻 50
附錄 63
附錄一：前測問卷 63
附錄二：正式問卷 65

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