臺灣博碩士論文加值系統

日新月異快速變遷之環境，網際網路已具有無所不在、低成本以及全球性網路之特色，網際網路之商業化應用已從電子數據資料交換擴展至一種策略性商業化應用之廣泛平台，消費者購物型態已從傳統買賣轉變為線上購物交易，先前的電子商務研究發現當考慮對線上購物的接受度有關之議題時，消費者特性是非常之重要。
諸多研究將重心集中於同一種構面或相似衡量變數之上，不同層面之影響類型例如購物網站認知風險、個人特質及購買價值等層面相對的被忽略，並且以往研究局限於某單一面向變數與線上購買意圖關係之上。藉此，本研究探究消費者特性與風險層面等不同構面變數類型是否會影響消費者網路購買之意圖。
本研究以消費者對購物網站認知風險、個人特質、購買價值及網站知名度，探討對網路購買意圖之影響。實證結果顯示，本研究透過具有網路購物經驗之消費者為問卷調查對象，回收319份有效問卷，以線性結構方程模式進行統計資料分析驗證研究假設關係，實證研究發現最適水平與購物網站認知風險具有顯著負向影響，此外，享樂價值及功利價值皆對消費者網路購買意圖有顯著正向影響。最後本研究提出實證結果於學術上相關後續研究與實務管理上之意涵。

Changing the environment, Internet has ubiquitous, low cost and global characters. Internet commercial application is from an electronic data switched expansion to a kind of broad strategic business platform. Consumer shopping patterns shift from the traditional store to online shopping. Earlier studies on e-commerce found that consumer characteristic is very important when considering the acceptance of the online shopping.
Many researches mainly focused on the dimensions of the same or similar variables and ignored shopping sites, perceived risk, purchase value and personal characteristics variables. The previous studies limited to a relationship between one variable and online purchase intention. This study examined whether consumer characteristics, risk level and other variables affect the Internet purchase intention.
This study examined the relationships among perceived risk, personal traits, purchase value, website popularity and online purchase intention. By questionnaire survey, the total valid number of samples is 319. We apply structural equation modeling analysis method to test our hypothesis. The empirical results reveal: (1) the optimum stimulation level and risk taking has a significant negative relationship; (2) shopping value and purchase intention has a significant positive relationship. The empirical results presented in this study can be a useful reference for future academic research and practical management.

中文摘要 ................................................i
英文摘要 ...............................................ii
誌 謝 ..............................................iii
目 錄 ...............................................iv
表目錄 ..............................................vii
圖目錄 .............................................viii
第一章 緒論..............................................1
1.1 研究背景與動機........................................1
1.2 研究目的..............................................3
1.3 研究流程..............................................4
第二章 文獻探討..........................................5
2.1 最適水平..............................................5
2.1.1 最適水平相關研究....................................6
2.2 網路自我效能..........................................9
2.3 認知風險.............................................14
2.3.1 認知風險定義.......................................14
2.3.2 認知風險構面.......................................16
2.3.3 消費者購物網站風險相關研究.........................18
2.4 購物價值.............................................19
2.4.1 享樂價值...........................................24
2.4.2 功利價值...........................................26
2.5 網站知名度...........................................29
2.6 網路購買意圖.........................................32
2.6.1 網路購買意圖相關研究...............................33
第三章 研究方法.........................................35
3.1 研究架構.............................................35
3.2 研究假設.............................................36
3.2.1 最適水平與網路自我效能.............................36
3.2.2 購物網站認知風險...................................37
3.2.3 享樂價值與功利價值.................................37
3.2.4 網站知名度.........................................38
3.3 研究變數之定義與衡量.................................39
3.3.1 最適水平...........................................39
3.3.2 網路自我效能.......................................40
3.3.3 購物網站認知風險...................................40
3.3.4 享樂價值...........................................41
3.3.5 功利價值...........................................42
3.3.6 網路知名度.........................................43
3.3.7 購買意圖...........................................43
3.4 問卷及抽樣設計.......................................44
3.4.1 研究對象...........................................44
3.4.2 樣本大小...........................................45
3.5 資料統計分析方法.....................................45
3.5.1 敘述性統計分析.....................................45
3.5.2 信度分析...........................................46
3.5.3 效度分析...........................................46
3.5.4 驗證性因素分析.....................................47
3.5.5 線性結構方程模式...................................47
第四章 資料分析.........................................48
4.1 樣本資料之敘述性統計.................................48
4.1.1 問卷回收...........................................48
4.1.2 樣本特性分析.......................................49
4.2 信度分析.............................................56
4.3 效度分析.............................................57
4.3.1 內容效度...........................................57
4.3.2 建構效度...........................................58
4.3.2.1收斂效度..........................................58
4.3.2.2區別效度..........................................60
4.4 驗證性因素分析之衡量.................................61
4.4.1 一階驗證性因素分析.................................61
4.4.2 刪除題項後之敘述統計信度分析.......................64
4.5 結構方程模型分析.....................................64
4.5.1 配適度分析.........................................64
4.5.2 假設之驗證.........................................66
4.5.3 實證分析...........................................68
第五章 結論與建議.......................................70
5.1 研究結論.............................................70
5.1.1 最適水平對購物網站認知風險之影響...................71
5.1.2 網路自我效能對購物網站認知風險之影響...............71
5.1.3 購物網站認知風險對網路購買意圖之影響...............72
5.1.4 享樂價值對網路購買意圖之影響.......................74
5.1.5 功利價值對網路購買意圖之影響.......................75
5.1.6 網站知名度對網路購買意圖之影響.....................75
5.2 管理意涵.............................................77
5.3 研究限制.............................................78
5.4 實務與後續研究建議...................................78
參考文獻.................................................81
附錄一..................................................100

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