臺灣博碩士論文加值系統

在資訊產品、科技技術、網路通訊的普及和快速發展之下，使用網路已經成了每一個人不可或缺的生活方式，因此不只企業商家，積極布局發展網路商務型態，消費者也改變了購物方式，由實體店面挑選物品，改變為上網瀏覽購物網站挑選商品，以其快速、便利、價格低的優勢吸引消費者，網路訊息除了本國客戶，也放眼全球市場發展，使得電子商務的行銷方式日益重要。
本研究在探討消費者的主觀規範與知覺風險及知覺有趣性和網路購買意圖等變數間的關係。主觀規範加以細分為指令式規範與敘述式規範，探討對知覺風險、知覺有趣性和網路購買意圖的影響。
本研究以有網路購物經驗的消費者為對象，利用紙本問卷和網路問卷方法收集消費者的意見，利用迴歸分析來驗證變數間的相互之間的影響。研究結果顯示:主觀規範對知覺風險具有部分負向影響;指令式規範對知覺風險具有負向影響;敘述式規範對知覺風險不具有負向影響;主觀規範對網路購買意圖具有正向影響;知覺風險對網路購買意圖不具有負向影響;知覺有趣性對網路購買意圖具有正向影響。

Under the popularity and fast development of information products, technology skills and Internet communication, the use of Internet has turned into an integral part of life. Corporations and stores have invested on on-line sales as their business strategy. Meanwhile consumers have switched their purchases from selecting products in brick and mortar stores to browsing websites who offer fast and convenient service, competitive prices to attract customers. The Internet is an easy access for both domestic customers and global markets. The electronic marketing, therefore, is becoming more and more important.
This research is aimed at the relevance among consumers’ subjective norms, perceived risks, and perceived playfulness on online purchase Intentions. The subjective norms were specified as injective norm and descriptive norm to study their influences on perceived risk, perceived playfulness, and on-line purchase intentions.
The research object is experienced on-line consumers, using paper questionnaires and Net questionnaires to collect consumers’ opinions, adopting repression analysis to prove the mutual influences among variables. The research results show (1) subjective norms have partial negative influence on perceived risk (2) injective norm has negative influence on perceived risk (3) descriptive norm does not have negative influence on perceived risk (4) subjective norms have positive influence on on-line purchase intentions (5) perceived risk does not have negative influence on on-line purchase intentions (6) perceived playfulness has positive influence on on-line purchase intentions.

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 研究流程4
第二章 文獻探討5
第一節 主觀規範5
第二節 知覺風險8
第三節 知覺有趣性15
第四節 網路購買意圖17
第三章 研究設計19
第一節 研究架構19
第二節 研究假說20
第三節 變數衡量24
第四章 研究結果與分析29
第一節 樣本結構分析32
第二節 信效度分析34
第三節 假說驗證 39
第五章 研究結論與建議45．
第一節 研究結論45
第二節 管理意涵48
第三節 研究限制與建議49
參考文獻 51
附錄A 正式問卷 57
附錄B CFA路徑圖61

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