臺灣博碩士論文加值系統

近年來因為網際網路的發展，使得電子商務隨之興起，在過去的購物網站大都以圖片或文字作為廣告的媒介，致使在介紹產品功能上過於簡短或攏長，亦或者過於抽象，因此本研究以影音為出發點，來探討影音結合介紹產品功能式的廣告模式是否會影響網路使用者的購買意圖。此外，影片的使用所增加了「認知有趣性」與「互動性」是否對消費者消費行為有所影響，也是本研究研究的方向，因此在本研究將「互動性」、「認知有趣性」與「科技接受因子」，納入衡量網路廣告態度的模型中，並著重於「專屬介紹產品資訊影片」的廣告上，以了解線上影音廣告應用於購物網站中，對於消費者的態度及購買意圖之影響。研究結果顯示，「認知有用性」為影響購買意圖最重之因素，「認知有趣性」、「偏好」及「互動性」對購買意圖也有間接影響。因此，影音廣告提供者可透過提高資訊有用性來提高網路使用者的購買意圖。

The electronic commerce has been so prosperous since Internet has been widely applied. In the past, the advertisements were limited to text or pictures. The problem of this type of advertisements is too abstract. This study explores how videos can be used as advertisements to impact consumer’s purchasing intention. The use of videos enhances perceived playfulness and interactivity. Hence, this study includes perceived playfulness, interactivity and technology acceptance factor into our intention model. The results show that perceived usefulness is the most important factor among others. Perceived playfulness, preference and interactivity also has indirect impact to purchasing intentions. As a result, we conclude that online videos advertisements can provide high information usage to increase customer’s purchasing intention.

目 錄 IV
圖 目 錄 VI
表 目 錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
第二章 文獻探討 4
2.1理性行為理論 4
2.2消費者對網路廣告態度衡量 5
2.3科技接受模型 6
2.4延伸的TAM與有趣性探討 9
2.5互動性探討 11
第三章 研究方法 14
3.1 研究架構與假說 14
3.1.1 研究架構 14
3.1.2 研究假說 15
3.2 研究變數與操作型定義 18
3.2.1偏好 18
3.2.2知覺 19
3.2.3認知有趣性 19
3.2.4認知易用性 20
3.2.5認知有用性 21
3.2.6人與訊息的互動 22
3.2.7人與人的互動 22
3.2.8影音廣告態度 23
3.2.9購買意圖 23
3.3 研究設計 25
3.3.1 研究對象 25
3.3.2 資料收集方法 25
3.4 資料分析方法 25
3.4.1 敘述性統計分析 25
3.4.2 效度分析 26
3.4.3 信度分析 26
3.4.4相關分析 27
3.4.5路徑分析 27
第四章 資料分析 28
4.1樣本結構分析 28
4.1.1性別 28
4.1.2職業 28
4.1.3年齡 29
4.1.4教育程度 29
4.1.5問項衡量 30
4.2信、效度分析 33
4.2.1信度分析 33
4.2.2效度分析 36
4.3相關分析、因素分析與路徑分析 36
4.3.1相關分析 36
4.3.3路徑分析 38
4.3.4效果分析 41
4.3.5研究假設實證結果 44
第五章 結論與建議 45
5.1結論 45
5.2研究貢獻 47
5.2.1學術貢獻 47
5.2.2實務上貢獻 47
5.3未來研究建議 48
參考文獻 49
一、中文文獻 49
二、英文文獻 49
三、參考網站 54
附 錄 55

一、中文文獻
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二、英文文獻
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[39]Moore, G. C. & Benbasat, I., 1991, “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, 2, 192-222.
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三、參考網站
[1]周文卿，2008，資策會MIC，台灣線上購物市場發展趨勢，取自http://mic.iii.org.tw/intelligence/member_login.asp?sid=0&iid=0&did=17802
[2]創市際市場研究顧問公司，2007，86.1%網友上網觀看影音內容，七成網友看過影音廣告有行動，取自http://www.insightxplorer.com/news/news_10_23_07.html
[3]楊晴惠，2007，資策會MIC，2007年台灣網友行為與B2C消費發展趨勢，取自http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20071226005
[4]資策會FIND，2008，2012年台灣寬頻上網家戶普及率預計將達74%，取自http://www.iii.org.tw/detail.asp?types=5&sqno=ICT200810001&pv=239
[5]資策會MIC，2008，2008年台灣電子商務市場規模2,430億元，取自
http://mic.iii.org.tw/pop/micnews4_op_new.asp?sno=500&cred=2008/10/29