臺灣博碩士論文加值系統

電子商務的服務促進了網路交易的普及，徹底改變我們消費習慣，消費者能輕易的接觸到國外的產品，並且藉由網路代購業者，購買到國內所買不到的商品，滿足我們對於購買的需求，但對於網路購物的安全問題以及購物時伴隨而來的風險，都是消費者必須考慮到的問題。因此本研究探討消費者網路代購之知覺風險、口碑、知覺價值對購買意願之影響，樣本抽取地區選定大台中地區之網路代購者，採用滾雪球的調查方式蒐集樣本，共計發放460份，回收有效問卷406份，有效問卷回收率約92%。本研究採用敘述性分析、因素分析、迴歸分析與差異分析等進行研究假說實證，其主要結果發現：(1)消費者網路代購之知覺風險對口碑具有正向顯著影響。(2)消費者網路代購之口碑對知覺價值具有正向顯著影響。(3)消費者網路代購之知覺風險對知覺價值具有負向顯著影響。(4)消費者網路代購之知覺價值對購買意願具有正向顯著影響。(5)消費者網路代購之口碑對購買意願具有正向顯著影響。(6)消費者網路代購之知覺風險對購買意願具有負向顯著影響。(7)不同個人背景變數與知覺風險、口碑、知覺價值、購買意願具有顯著差異。

E-commerce services has gained the popularity of online transactions and completely changed our consuming habits. It is easy for consumers to browse and purchase foreign products that cannot acquire in their own country through the Internet Purchasing Broker. Via this new consumption pattern, people are able to purchase goods to fulfill their desire. However, consumers need to consider the security issues and the risks of online shopping. Therefore, this study explored the impact of perceived risk, word-of-mouth and perceived value on the purchase intention. The sample was collected from the Internet Purchasing Broker in the Taichung area.
The questionnaire was collected by Snowball sampling survey. A total of 460 interviews were collected and 406 valid questionnaires were collected with a recovery rate of about 92%. In this study, narrative statistical analysis, factor analysis, regression analysis, t-tests and one way ANOVA were used to test the hypothesis. The results showed that:(1)The perceived risk of Internet Purchasing Broker had a significant positive effect on word-of-mouth.(2)The word-of-mouth of Internet Purchasing Broker had a significant positive effect on perceived value.(3)The perceived risk of Internet Purchasing Broker had a significant negative effect on perceived value.(4)The perceived value of Internet Purchasing Broker had a significant positive effect on purchase intention.(5) The word-of-mouth of Internet Purchasing Broker had a significant positive effect on purchase intention.(6) The perceived risk of Internet Purchasing Broker had a significant negative effect on purchase intention.(7)There are partial significant differences on perceived risk, word-of-mouth, perceived value and purchase intention of Internet Purchasing Broker with demographic variables.

摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
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　網路代購 5
第二節　知覺風險 9
第三節　口碑 15
第四節　知覺價值 19
第五節　購買意願 23
第三章　研究方法 26
第一節　研究架構 26
第二節　研究假說 26
第三節　研究變相之操作性定義 31
第四節　資料分析法 37
第五節　問卷設計 40
第六節　抽樣設計 44
第四章　資料實證分析 45
第一節　正式問卷之結構分析 45
第二節　信度與效度分析 47
第三節　因素分析 52
第四節　描述性統計分析 58
第五節　相關分析 63
第六節　迴歸分析 64
第七節　差異分析 76
第五章　結論與建議 83
第一節　實證結果 83
第二節　行銷策略意涵 87
第三節　研究限制與後續研究之建議 89
參考文獻 91
附錄 97

表目錄
表2-1-3　代購產業現況表 8
表2-2-4　知覺風險類型彙整表 14
表2-3-1　口碑定義之彙整表 16
表2-3-3　口碑衡量構面 18
表2-4-2　知覺價值類型彙整表 23
表3-3-1　知覺風險之衡量問項 32
表3-3-2　口碑之衡量問項 33
表3-3-2　口碑之衡量問項(續) 34
表3-3-3　知覺價值之衡量構面 35
表3-3-4　購買意願之衡量構面 36
表3-5-1　知覺風險之信度分析表(前測) 41
表3-5-2　口碑之信度分析表(前測) 42
表3-5-3　知覺價值之信度分析表(前測) 42
表3-5-3　知覺價值之信度分析表(前測)(續) 43
表3-5-4　購買意願之信度分析表(前測) 43
表4-1-1　人口統計變數百分比之次數分配表 46
表4-1-1　人口統計變數百分比之次數分配表(續) 47
表4-2-1　知覺風險信度分析表 48
表4-2-1　知覺風險信度分析表(續) 49
表4-2-2　口碑信度分析表 49
表4-2-3　知覺價值信度分析表 50
表4-2-4　購買意願信度分析表 50
表4-3-1　知覺風險之KMO值與Bartlett檢定 52
表4-3-2　知覺風險之轉軸後的成分矩陣 53
表4-3-2　知覺風險之轉軸後的成分矩陣(續) 54
表4-3-3　口碑之KMO值與Bartlett檢定 54
表4-3-4　口碑之轉軸後的成分矩陣 55
表4-3-5　知覺價值之KMO值與Bartlett檢定 55
表4-3-6　知覺價值之轉軸後的成分矩陣 56
表4-3-7　購買意願之KMO值與Bartlett檢定 57
表4-3-8　購買意願之轉軸後的成分矩陣 57
表4-4-1　知覺風險之描述性分析 59
表4-4-1　知覺風險之描述性分析(續) 60
表4-4-2　口碑之描述性分析 61
表4-4-3　知覺價值之描述性分析 62
表4-4-4　購買意願之描述性分析 63
表4-5-1　Pearson相關係數矩陣 63
表4-6-1　知覺風險對口碑之簡單迴歸分析 65
表4-6-2　知覺風險子構面對口碑之多元迴歸分析 66
表4-6-3　口碑對知覺價值之簡單迴歸分析 68
表4-6-4　口碑子構面對知覺價值之多元迴歸分析 69
表4-6-5　知覺風險對知覺價值之簡單迴歸分析 70
表4-6-6　知覺風險子構面對知覺價值之多元迴歸分析 71
表4-6-7　知覺價值對購買意願之簡單迴歸分析 72
表4-6-8　知覺價值子構面對購買意願之多元迴歸分析 73
表4-6-9　口碑對購買意願之簡單迴歸分析 75
表4-6-10　知覺風險對購買意願之簡單迴歸分析 76
表4-7-1　性別與各研究變項構面之獨立樣本t檢定 77
表4-7-2　年齡與各研究變項構面之單因子變異數分析 78
表4-7-3　婚姻狀況與各研究變項構面之獨立樣本t檢定 79
表4-7-4　職業與各研究變項構面之單因子變異數分析 79
表4-7-4　職業與各研究變項構面之單因子變異數分析(續) 80
表4-7-5　教育程度與各研究變項構面之單因子變異數分析 81
表4-7-6　平均月收入與各研究變項構面之單因子變異數分析 82
表5-1-1　研究假說驗證結果彙整表 84

圖目錄
圖1-3-1　研究流程 4
圖2-1-2　網路代購流程 7
圖2-4-1　Thaler(1985)知覺價值模型 20
圖2-4-2　Monroe and Krishnan(1985)認知價值形成模式 20
圖3-1-1　研究架構 26
圖5-1-1　研究架構之彙整圖 84

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三、網路文獻：
資策會(MIC)，https://mic.iii.org.tw/
Kantar Worldpanel，https://www.kantarworldpanel.com/tw