臺灣博碩士論文加值系統

Davis (1989)提出科技接受模型（Technology Acceptance Model, TAM）解釋科技產品消費行為，受到後續研究者熱烈回響，並經由許多學者實證研究驗證接受科技模型對於科技產品消費行為確實具有相當高的解釋力。近年消費者行為快速改變，網路購物通路重要性日益增長，電子商務平台是網路購物的主要銷售通路，因此了解消費者在電商平台的購物行為乃是企業成功行銷關鍵議題。本研究嘗試以Davis (1989)提出的科技接受模式解釋電子商務平台行為，本研究在原有架構下，考量電商平台特性，新增「取貨速捷性」與「退貨便利性」兩個影響使用態度的解釋變數，來增強模型解釋能力。本研究以Z世代年輕人為研究對象進行實地紙本問卷調查，共蒐集437份有效樣本。經由結構方程模型(SEM)進行相關假說檢定，大多數假說獲得實證資料支持。研究結果發現：Z世代年輕人在接受電子商務平台服務過程，「認知有用性」、「取貨速捷性」、「退貨便利性」等因素對「滿意度」有顯著正向影響，而「滿意度」同時對「忠誠度」、「口碑」及「再購意圖」等因素具顯著正向影響。「認知易用性」因素對「滿意度」的影響效果則未達顯著影響效果。透過本文研究實證結果發現，當電商平台取貨速捷性及退貨便利性愈高時，Z世代年輕人對該平台滿意度會愈高，就學術上而言，此研究發現可以擴增科技接受模型原有解釋範圍。本研究根據研究結果，提出電商平台成功的關鍵點在於出貨速度保證或對於問題商品退貨的協調整合與處理能力，建議電商平台業者及線上拍賣賣家可朝此方向發展，如此便可接觸更廣的顧客，對商家的名聲與滿意度都有所助益。

Davis (1989) proposed the technology acceptance model (TAM) to explain the consumer behavior toward technology products. The enthusiastic response of the follow-up researchers and their empirical research substantially explain this phenomenon. The rapid change of consumer behavior in recent years has made the access to online shopping more important. E-commerce platform is the main online shopping access. Therefore, to understand consumer shopping behavior on e-commerce platform is the key to success for every business.
In light of the features of e-commerce platform, this study, under the original framework(structure) of Davis (1989), attempts to better explain the model with the two variables of "Rapid Delivery of Merchandise" and "Convenient Return of Merchandise"
This study uses the Generation Z as the research subjects and questionnaires are issued to them. There are 437 valid questionnaires retrieved. The structural equation models (SEM) is used to verify the related hypotheses, most of which are supported by empirical data.
The outcomes are as follows: Perceived Usefulness, Rapid Delivery of Merchandise and Convenient Return of Merchandise have significant positive effects on satisfaction, which has in turn influenced Brand Loyalty, Word of Mouth and Repurchase Intention significantly and positively. However, Perceived Ease of Use has no significant effect on satisfaction.
Also, the more rapidly and conveniently the Generation Z can get and return merchandise respectively, the more satisfied they become with the shopping platform.
Academically, this research broadens the original explanation of TAM.
According to the results of this study, the key to the success of the platform lies in its guarantee of rapid delivery of merchandise and its ability to deal with and coordinate the return of merchandise. It is suggested that the operators of e-commerce platform and online auction sellers can develop in this direction, which will be beneficial to the range of the customers and their satisfaction and ultimately, the reputation of the business.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍及對象 4
第四節 研究步驟 5
第二章 文獻探討 7
第一節 網路購物的定義 7
第二節 世代的定義 10
第三節 科技接受模型 11
第四節 科技接受模型對滿意度的影響 18
第五節 滿意度對忠誠度、口碑與再購意圖的關係 24
第三章 研究方法 34
第一節 研究架構與研究假設 34
第二節 研究變數之操作性定義 36
第三節 研究對象與抽樣設計 38
第四節 問卷設計 39
第五節 資料分析方法 44
第四章 研究結果 46
第一節 敘述性統計分析 46
第二節 測量模型分析 55
第三節 研究假說檢定 63
第四節 分析結果討論 65
第五章 結論與建議 69
第一節 結論 69
第二節 管理意涵 70
第三節 研究限制與未來研究方向 72
參考書目 73
中文部分 73
英文部分 76
附件1：問卷 82

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