臺灣博碩士論文加值系統

隨著時代的進步，科技不斷蓬勃發展，智慧型手機的出現讓科技更上一層樓，而行動商務的應用也愈來愈發達。因此，本論文探討網站設計（版面設計、資訊結構設計及視覺設計）與信任度、享受度、滿意度、以及M-忠誠度的關聯性並探討兩個不同國家使用者的觀點。使用PLS-SEM來測試結構模型而使用SmartPLS3來進行分析，對問卷進行效度的檢驗。本論文共訪問了177位印尼及台灣人對樂天購物網行動版的經驗，並發現與以往的研究有所不同，而版面設計為該模式最薄弱的關聯性。雖然享受度與M-忠誠度沒有直接的關連但是其他關連性都可以被驗證。未來的研究，可朝不同性別對於網站設計、信任度、享受度、滿意度、以及M-忠誠度之關聯性的觀點來發展。

The growth of mobile telecommunication device is inevitable and so is mobile commerce. The purpose of this study is to test if there is any relationship between website design elements (Navigation Design, Information Design, and Visual Design) and Trust, Enjoyment, Satisfaction, also M-Loyalty. User’s perception of website design element was examined for two different countries. PLS-SEM was used to test the structural model in this research. SmartPLS3 is used to process the primer data from questionnaires. There are 177 participants from Indonesia and Taiwan who were asked about their experience regarding the Rakuten website through mobile device. This study finds that there are some important relationships between variables which have shown different results from previous studies. In addition, Navigation Design is the weakest variable among the others in the proposed model. Even the website Enjoyment can not influence the M-Loyalty, most of the proposed hypotheses are supported. For the future works, it will be more interesting to explore the difference between genders on their perception of website design, Trust, Enjoyment, Satisfaction, and M-Loyalty across culture.

Table of Contents
Chinese Abstract………………………………………….…………………………………….i
English Abstract…………………………………………………………….....………….........ii
Table of Contents…………………………………….…………………………….………….iii
List of Tables…………………………………………………………………………………..v
List of Figures………………………………………………………………………….……...vi
I Introduction…………………………………………………………….………1
1.1 Research Background………………………………………..………….……...1
1.1.1 E-Commerce in Indonesia and Taiwan.…………………………….….………2
1.1.2 Mobile Commerce in Indonesia and Taiwan………………………….……….4
1.1.3 Website Design Across Culture……………………………………….……….4
1.2 Research Questions………..……………………………………………….…..5
1.3 Purpose of the Research……...……………………………...……….……..….5
1.4 Limitation of the Research………………………...……………………..…….6
1.3 Research Overview………...….…………………...………………….……….6
II Theory and Literature Reviews…………….…………………………………..9
2.1 Theoritical Frameworks…..……………………………………………….…...9
2.1.1 Culture……………………………………………………………………….....9
2.2 Literature Reviews…………...…………………………………………….....12
2.2.1 Culture and Website Design……………………………………………….…12
2.3 The Proposed Model…………………………………………………..……...13
2.3.1 Information Design……………………………………..………………….…14
2.3.2 Navigation Design……………………..……………………………………...15
2.3.3 Visual Design……………………………….………………………………...17
2.3.2 Trust and M-Loyalty………………………………………………………….19
2.3.3 Satisfaction and M-Loyalty………………………………………….…….….20
2.3.4 Enjoyment and M-Loyalty……………………………………….…………...21
iv
III Research Methodology………………………….……………………………23
3.1 Research Approach…...…………………………………………..…………..23
3.2 Participant…………….…………………..…………………………………..23
3.3 Experiment Tasks……………………………….…………………………….24
3.4 Instrument of Validity and Reliability………………………..………………25
3.5 Data Analysis……………………………………………………………...….26
3.6 Research Flow Chart…………………………….…………………..……..…26
IV Results and Discussion………..……...…………………………….…….…...28
4.1 Demographic of the Participants…..…………………………………….…....28
4.2 The Results of Reliability and Validity Test……..………………….…….….29
4.3 The Results of Hypothesis Testing for Overall Model……………….......…..31
4.4 Indonesia and Taiwan Individually……………………………………….…..34
4.4.1 The Results Based on Indonesia Structural Model………..…………..……...34
4.4.2 The Results Based on Taiwan Structural Model……………………..……….35
4.5 Analysis of Effect size of Trust, Enjoyment and Satisfaction on M-Loyalty……………………………………………………………….…...…38
4.6 Discussion and Summary of the Findings…………………………….……....39
V Conclusion and Future Works…………………………………………...…....42
5.1 Summary………………………………………………..……………….……42
5.2 Theoretical and Practical Contributions……………………..………...……...43
5.4 Future Works………………………..…………………………………..…….45
Reference……………...……………………………………………………………...……....46
Appendix 1…………………………………………………………………………….……...52

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