臺灣博碩士論文加值系統

電子商務因為全球化的興起加快了發展進度，許多企業開始在網際網路中找尋商機，改變了原先的經營模式，紛紛由實體通路轉移到網路線上購物。網路泡沫化使得許多企業了解到電子商務要成功，必須要先了解到消費者所重視的因素是哪些，也要讓自有的顧客從傳統購物轉向網路購物，還必須要在為數不少的筆記型電腦購物網站脫穎而出，網站經營業者在擬定消費者網路購買意願傾向的策略上，必須透過網站特性、優惠方案、產品特性來加強並提升消費者的網路購買意願。

在研究對象上面，主要調查的母體為國內曾經有在網路上做任何網路購物的族群，本研究除了一般問卷發放以外，也在網路上建立網路問卷來收集樣本資料。
一般發放與網路問卷各200份，總共400份，一般發放回收192份、網路問卷回收162份，總共回收了354份，其中有效問卷數量為293份。

實證的研究結果發現：(1) 網站特性對消費者購買意願有顯著的影響。建議
有意發展網路購物的業者，必須了解網站特性各個構面的重要性，尋求發展最適當的網站特性，建立消費者對網站的認同。(2)優惠方案對消費者購買意願有顯著的影響。因此，網路商店可致力於提供更具吸引力的促銷活動及讓消費者感受到更物超所值的實值優惠，這樣才可以吸引更多的消費者在網路商店購物。(3)產品特性對消費者購買意願有顯著的影響。業者必須了解到哪些產品的構面是消費者所重視的，必須去滿足消費者的需求並使其滿意，建立起良好的商譽，也必須對銷售的產品上不斷的把關，這樣才能建立產品正面的口碑及提升銷售額，發揮網際網路無遠弗屆的面效果。

Because of the development of Global E-commence, many enterprises are searching for opportunities through the Internet. The introduction of the Internet has changed the original business models, which have gradually shifted from physical to online channels.
The burst of Internet bubbles has made many enterprises understand three factors. Firstly, it is significant to focus on the elements of customer's desires in order to succeed through E-commence. Secondly, the companies need to assist customers by changing the way of traditional shopping to the use of Internet shopping. Thirdly, companies should find a way to differentiate and stand out from many similar Internet platforms. Therefore, the future Internet managers should focus on these three factors to make the right policies and strategies.

The samples were not only conducted by the customers who were aged between 19 and 40+, but also from the website. Adopting random sampling method, there were 354 questionnaires issued and 293 were completed and effectively used in the paper.

The major finding of this research is describe as below:
The Website characteristics have a great impact upon laptop sales on Internet shops. The results suggested that for those people who intended to develop Internet-based business should really consider every step of the Internet features in order to develop an appropriate characteristic, which must meet the consumer recognition of the website.

Preferential treatment on intention were other issues that had great impact on notebook sales. Therefore, Internet shops are able to enhance the abilities to increase the sales of the notebooks and also provide the real value of money to attract more customers.

Product characteristics have significant effects on consumers’ decision. Thus, website managers should really understand what features of the products that consumers are interested in, and provide the goods and services to meet consumers’ expectations in order to build up a good reputation and reliability. On the other hand, quality control is another way of enhancing products and services in order to increase sales and attract more consumers’ interest.

目錄

第一章 緒論 ………………………………………………..1
第一節 研究動機與背景 …………………………………….1
第二節 研究目的 …………………………………………….4
第三節 研究流程 …………………………………………….7
第四節 論文架構 …………………………………………….8
第二章 文獻探討…………………………………………...9
第一節 網路商店的定義 …………………………………….9
第二節 網路購物的定義 …………………………………...11
第三節 筆記型電腦之概念與用途 ………………………...13
第四節 各變數衡量之相關文獻 …………………………...16
第三章 研究設計與研究方法 ………………………….36
第一節 研究架構 …………………………………………...37
第二節 研究假設 …………………………………………...38
第三節 變數間的衡量問項 ………………………………...40
第四節 抽樣方法與資料收集 ..…………………………….46
第五節 問卷回收及樣本結構 ……………………………...47
第六節 資料分析方法 ……………………………………...50
第四章 實證結果與分析 ………………………………..52
第一節 因素分析 …………………………………………...53
第二節 信度分析 …………………………………………...56
第三節 變數相關分析 ……………………………………...57
第四節 迴歸分析 …………………………………………...61
第五章 結論與建議 …………………………………...…66
第一節 研究結果 …………………………………………...66
第二節 研究貢獻 …………………………………………...70
第三節 建議 ……………………………………………...…72
第四節 研究限制 ………………………………………...…75
第五節 結論 ……………………………………………...…76
參考文獻 …………………………………………………...77
附錄 ─ 問卷 ………………………………………………85
附錄 二 發表論文





表目錄

表2-1 全球個人電腦出貨量預測 ……………………….…13
表2-2 網站特性構面之相關文獻 ………………………….20
表2-3 優惠方案構面之相關文獻 ………………………….27
表2-4 產品特性構面之相關文獻 ………………………….32
表3-1 網站特性之衡量構面 ……………………………….41
表3-2 優惠方案之衡量構面 ……………………………….42
表3-3 產品特性之衡量構面 ……………………………….44
表3-4 滿意度和購買意願之衡量構面 …………………….45
表3-5 問卷回收狀況 ……………………………………….47
表3-6 樣本結構特徵分析 ………………………………….48
表4-1 網站特性變數之因素分析 ………………………….53
表4-2 優惠方案變數之因素分析 ………………………….54
表4-3 產品特性變數之因素分析 ………………………….55
表4-4 本研究問卷構面信度表 ..…………………………...56
表4-5 網站特性變數相關矩陣分析 ……………………….57
表4-6 優惠方案變數相關矩陣分析 ……………………….58
表4-7 產品特性變數相關矩陣分析 ……………………….59
表4-8 滿意度變數相關矩陣分析 ………………………….60
表4-9 購買意願變數相關矩陣分析 ……………………….60
表4-10 網站特性對購買意願傾向之迴歸分析 ………...…61
表4-11 網站特性對購買意願傾向之變異係數表 …………62
表4-12 優惠方案對購買意願傾向之迴歸分析 …………...62
表4-13 優惠方案對購買意願傾向之變異系數表 ………...63
表4-14 產品特性對購買意願傾向之迴歸分析 …………...64
表4-15 產品特性對購買意願傾向之變異系數表 ………...64
表4-16 滿意度對購買意願傾向之迴歸分析 ……………...64
表4-17 滿意度對購買意願傾向之變異系數表 …………...65
表5-1 問卷分析之統計結果 ……………………………….67








圖目錄

圖1-1 本研究之流程圖 ……………………………………...7
圖2-1 筆記型電腦購物網站的基本運作方式流程圖 …….15
圖3-1 本研究之研究架構 ………………………………….37
圖4-1 直接效果與中介值之係數圖 ……………………….65

1. Abdul-Rahman,A.,and Hailes,S.(2000),Supporting trust in virtual communities, Proceedings of The 33rd Hawall International Conference on System Science, pp.1-9.

2. Akaah, I. P. and P. K. Korgaonkar, A Conjoint Investigation of the Relative Importance of Risk Relievers in Direct Marketing, Journal of Advertising Research, August September 1988, pp.38-44.

3. Arrington, M. (2006), Facebook Goes Beyond Colleges, High School Markets, TechCrunch.

4. Bakos, J. 1997. Reducing Buyer Search Costs: Implications for Electronic Marketplaces, Management Science, 43(12)：1676-1692.

5. Bateson, J.E.G., and Hoffman K. G.,(2002) Essential of Service Marketing: Concepts, Strategy and Cases, Harcourt, Inc.

6. Bauer, R. A. (1960). Consumer behavior as risk taking, in R. S. Hancock (ed.),Dynamic marketing for a Changing World, Chicago: American Marketing Association, pp.389-398.

7. Bellenger, Danny N. and Pradeep K. Korgaonkar (1980),Profiling the Recreational Shopper, Journal of Retailing, 56 (Fall), pp .77-92.

8. Berkowitz, Eric. N., John R. Walton and Orrille C. Walker (1979),In Home Shoppers : The Market of Innovative Distribution System,Journal of Retailing, 55(Summer), pp.15-32.

9. Chau, A. (2008), Asia/PacificMobile Consumer Survey 2008, IDC.

10. Dangson, C. (2008), Social Networking vs. Email: The Battle to Be the Core

11. Dangson, C. (2008), U.S. Consumer Online Behavior Survey Report：Social Networking.

12. Davis, Scott; Gerstner, Eitan; Hagerty, Michael (1995),Money back guarantees in retailing: Matching products to consumer tastes,Journal of Retailing, 71 (Spring), 7-16.
13. Dayal, S., Landesberg, H. and Zeisser, M. (1999),How to Build Trust Online,Marketing Management, 8(3), 64-69.

14. Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991),The Effects of Price, Brand, and Store Information on Buyers’Product Evaluations, Journal of Marketing Research, 28(August), pp. 307-319.

15. Eastlick, May Ann and Richard A. Feinberg (1994) ,Gender Differences in Mail Catalog Patronage Motives,Journal of Direct Marketing, 8(Spring),pp.37-44.

16. Gefen, D.,E-commerce: The Role of Familiarity and Trust,Omega:The International Journal of Management Science (28:6), September 2000, pp. 725–737.

17. Ghose, S., and Dou, W. (1998). Interactive functions and their impacts on the appeal of Internet presence sites. Journal of Advertising Research, 38(2), 29-34.

18. Grove, A. S.Intel Exec to Companies: Get Online or Fail,USA Today, 24 May （1999）, available at http://www.usatoday.com/.

19. Hausman A.(2000),A multi-method investigation of consumer motivations inimpulse buying behavior,Journal of Consumer Marketing. SantaBarbara: （2000）. 17( 5),pp. 403.

20. Hoffman, D. L., Novak, T. P., and Chatterjee, P.,Commercial Scenarios for the Web Opportunities and Challenges,Project（2000）: Research Program on Marketing in Computer-Mediated Environments, Owen Graduate School of Management,Vanderbilt University,（1995）.

21. Hoffman, D. L., Novak, T. P., and Chatterjee, P.,Commercial Scenarios for the Web Opportunities and Challenges,Journal of Computer Mediated Communication,1,3.,（1996）.

22. Holmquist. L.E.(2009),Automated Journeys–Automated Connections, FEATURE, Interact ions.

23. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 23(60), 50-68.

24. Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Journal of Information and Management, 36(41), 853-868.

25. Huang, E. (2005). The acceptance of women-centric websites. The Journal of Computer Information Systems, 45(4), 75-84.

26. Huizingh, E. (2000). The content and design of web sites: An empirical study. Information and Management, 37(3), 23-134.

27. Jackson, L. A., Ervin, K. S., Gardner, P. D., & Schmitt, N. (2005). Gender and the internet: Women communicating and men searching. Sex Roles, 16(44), 363-380.

28. Johnson, D., & Wiles, J. (2003). Effective affective user interface design in games. Journal of Ergonomics, 26(46), 1332-1345.

29. Li, H., C. Kuo, and M. G. Russell, The impact of Perceived channel utilities, shopping orientations, and demographics on the consumer’s online buying behavior, Journal of Computer Mediated Communication,Vol. 5, No. 2,（1999）.

30. Liu, C., and Arnett, K. P.An Examination of Privacy Policies in Fortune 500 WebSites, Mid - American Journal of Business (17:1), Spring （2002）, pp. 13-21.

31. Lynch, J. G., D. Ariely, Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution, Marketing Science, vol. 19, no. 1, pp. 83-103 (2000).

32. Markey MS (2006) Consumer Decision Making in the Individual Health Insurance Market. Medical Benefits 23, 8-8.

33. Marquis Intelligence & Consulting Institute. (2008) Market Scale of E-Commerce in Taiwan. Retrieved May 15, 2009, from
http://mic.iii.org.tw/pop/micnews4_op_new.asp?sno=500&cred=2008/10/29

34. Milne GR, Rohm AJ, Bahl S (2004) Consumers' Protection of Online Privacy and Identity. Journal of Consumer Affairs 38, 217-232.

35. Mseka A (2005) You Make the Difference. Advisor Today 100, 12-12.

36. Naquin CE, Paulson GD (2003) Online Bargaining and Interpersonal Trust. Journal of Applied Psychology 88, 113.
37. Njite, D. and Parsa, H. G. (2005), “Structural equation modeling of factors that influence consumer internet purchase intentions of service,” Journal of Service Research, Vol. 5, No. 1, pp. 43-59.

38. Oliver, R. L (1999),Value as excellence in the consumption experience. Chapter 2 in the “Consumer Value”

39. Pavlou, P. A. (2003), “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model,” International Journal of Electronic Commerce, Vol. 7, No. 3, pp. 101-134.

40. Perry, M. & Hamm, B. (1969) “Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, pp.351-354.

41. Peter, J. P., & L. X. Tarpey (1975). A comparative analysis of three consumer strategies. Journal of Consumer Research, 2(June), 29-37.

42. Pennington, R., Wilcox, H. D. and Grover, V. (2004), “The role of system trust in business-to-consumer transactions,” Journal of Management Information Systems, Vol. 20, No. 3, pp. 197-226.

43. Petrick, J. F. (2002), “Development of a multi-dimensional scale for measuring the perceived value of a service,” Journal of Leisure Research, Vol. 34, No. 2, pp. 119-134.

44. Ribbink, D., van Riel, A.C.R., Liljander V. and Streukens, S. (2004), “Comfort your online customer: quality, trust and loyalty on the Internet,” Managing Service Quality, Vol. 14, No. 6, pp. 446-456.

45. Roig, J. C. F., Garcia, J. S., Tena, M. A. M. and Monzonis, J. L. (2006), “Customer perceived value in banking services,” International Journal of Bank Marketing, Vol. 24, No. 5, pp. 266-283.

46. Roselius, T. (1971), “Consumer Ranking of Risk Reduction Methods,” Journal of Marketing, Vol. 35, pp.56-61.

47. Stone and Gronhaung, “Perceived Risk:Further Consideration for the Marketing Discipline”, European Journal of Marketing,27(3), pp.39-50, 1993.

48. Tan, S.J., “Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping”, Journal of Consumer Marketing,16(2), pp.163-180, 1999.

49. Urban, G. L., Sultan, F., and Qualls, W., “Placing Trust at the Center of Your Internet Strategy”, Sloan Management Review, 42(1), pp.39–48,2000.

50. Ward M. R. and Lee M. J., “Internet Shopping, Consumer Search and Product Branding”, Journal of Product and Brand Management, 9, pp.6-21, 2000.

51. Wilson, R. F., “Making People Want to Buy in Your Retail Webstore”, Web marketing Today, 33, May,1997.

52. Wolfinbarger, Mary and Gilly, Mary C., “eTailQ: dimensionalizing, measuring & predicting etail quality.” Journal of Retailing, 79, pp. 183-198,2003.

53. Woodside, A.G., “Group Influence and Consumer Risk Taking: An Experimental Study”,Unpublished Doctoral Disserration, the Pennsylvania State University, 1968