臺灣博碩士論文加值系統

網路上能夠購買到各式各樣的商品，冷凍生鮮食品也是其中一樣，但在消費者購買冷凍食品的決策過程中，影響其購買意願的因素有很多，本研究將針對有曾經在網路上購買過生鮮食材的消費者做進一步的調查，探討消費者們對於經驗中所購買生鮮食材網路平台的網站服務品質以及消費者本身之食品生活型態對於該生鮮網購品牌態度的影響，最後在經過此次經驗後對於在網路上購買生鮮食材的購買意願。
本研究以網站服務品質之七項構面以及食品生活型態之五項構面設為自變數，以品牌態度設為中介變數，來探討在網站購買生鮮食材的情境下，以上變數對消費者之購買意願是否具有正向顯著影響效果。經過調查224為消費者過後，發現網站服務品質中的效率、隱密性、回應及補償對品牌態度具有顯著的正向影響，而食品生活型態中購物方式、消費情況與購買動機對品牌態度具有顯著正向之影響，最後品牌態度對購買意願也具有顯著正向影響。可見消費者相當重視網購生鮮平台之效率、隱密性、回應及補償，而注重食品的購物方式、消費情況與購買動機之消費者較為願意於網路購買生鮮食材。

There are variety of products you can buy on the internet, fresh porducts is also one of them.There are factors that affect their Purchase Intention, before consumers make their decision buy fresh foods.This research will focus on buying fresh ingredients by the consumers for further investigation.The Web Service Quality which consumer experiences that they have purchased Fresh Products from network platform and the impact of Brand Attitude that is changed from the Food-Related Lifestyle.After having this purchase experience on the web that will cause their Purchase Intention some more changes.
In this study, seven facts or factors of Web Service Quality and f Food-Related Lifestyle facts or factors of five set of independent variables, brand attitude to the intermediary variables, to explore the site to buy fresh ingredients at the situation, above variables on consumer willingness to buy if there is a positive effect significant influence. After an investigation after 224 consumers, we found that the site of efficiency among Web Service Quality, privacy, and complained about having to respond to significant positive impact on brand attitude, and Food-Related Lifestyle in the way of shopping, consumption situation and purchasing motives of having a significant positive impact on Brand Attitude, Brand Attitude purchase that will also have significant positive impact. The consumers pay much attention to purchase fresh platform of efficiency, privacy, respond and complaints, and pay attention to food shopping, consumer consumption and purchase motive is more willing to buy Fresh Produce network.

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
一、緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究流程 5
二、文獻探討 7
2.1 網購生鮮食材相關研究回顧 7
2.2 網站服務品質(Web Service Quality) 8
2.2.1服務品質 8
2.2.2網站服務品質 10
2.2.3網站服務品質衡量購面 10
2.3 食品生活型態(Food-Related Lifestyle) 13
2.3.1 食品生活型態之構面與內容 13
2.3.2 食品生活型態之相關研究 15
2.4 品牌態度(Brand Attitude) 18
2.5購買意願(Purchase Intention) 19
三、研究方法 21
3.1 研究架構 21
3.2研究模型 22
3.3 研究假說 23
3.4研究設計 25
3.4.1問卷設計變數衡量 25
3.4.2 樣本集合之決策 30
3.5 資料分析方法 31
3.5.1 敘述性統計分析 31
3.5.2 信度分析 31
3.5.3 效度分析 31
3.5.4假說驗證 32
3.5.5PLS模型(PartialLeastSquares, PLS) 32
四、資料分析 34
4.1前測 34
4.2 資料蒐集 39
4.3二次測試 39
4.4樣本之敘述性統計 42
4.5 信度與效度分析 49
4.5.1 信度分析 49
4.5.2 效度分析 49
4.6假說檢定 53
4.6.1 變數與組成變數間之影響 54
4.6.2前因外生變數與組成變數間之影響 56
五、結論與建議 62
5.1研究發現與討論 62
5.2學術意涵 64
5.3管理意涵 65
5.4研究限制 66
5.5未來研究建議及方向 66
5.6結語 67
參考文獻 68
附錄問卷 76

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