臺灣博碩士論文加值系統

近年網路購物在以發展過家已被廣為使用，然而這樣的購物模式也廣泛的在發展中國家被使用，像是印度尼西亞。目前一種電子商務模式稱為O2O剛進入印尼市場，本研究目的是找出印尼消費者對此O2O模式的看法，並進一步加入調節變數解釋消費者的看法之影響。本研究是科技接受模式（Technology Acceptance Model, TAM）為基礎，並加入知曉度與知覺風險作為調節變數。本研究採用量化的方法，分別透過社群媒體與通訊應用程式，如Facebook與LINE，回收379份問卷。研究結果顯示O2O商業模式是被印尼的網路使用者所接受的，而在調節變數『感知易用性』（perceived ease of use, PEOU）與『知覺風險』及『知曉度』並無顯著的調節效果；『知曉度』與『感知有用性』（perceived usefulness, PU）是具有顯著的，只有『知覺風險』與『感知有用性』則具有部份調節的效果。

Online shopping has become well-known these days for both in developed countries and developing countries, like Indonesia for example. One of the E-commerce business model that is now starting to enter Indonesia market is called O2O. This study is aimed to find out the perceptions of O2O in Indonesia from its consumer by adding moderator variable to the model. Technology Acceptance Model (TAM) is conducted in this study, with additional of awareness and perceived risk as the moderator variables. Using quantitative method, this study has gathered 379 respondents collected from questionnaire distribution through the social media and messenger application such as Facebook and LINE. Results from this study showing that the O2O business model is accepted by Indonesia’s internet user with both moderator variables don’t have significant relationship with the perceived ease of use, awareness is significantly related with the perceived usefulness and the perceived risk is only partially moderates the perceived usefulness.

Abstract i
中文摘要 ii
Table of Contents iii
List of Table v
List of Figure vi
Chapter 1 – Introduction 1
1.1 Background 1
1.2 Research Purpose 4
1.3 Research Problem Statement 5
1.4 Significance of Study 5
1.5 Thesis Structure 5
Chapter 2 – Literature Review 7
2.1 E-Commerce 7
2.2 Online-to-Offline (O2O) 9
2.3 Technology Acceptance Model (TAM) 10
2.4 Awareness 12
2.5 Perceived Risk 12
2.6 Past Research 15
Chapter 3 – Methodology 17
3.1 Research Method 17
3.2 Research Model and Research Hypothesis 17
3.3 Population and Sample 19
3.4 Data Collection Technique 20
3.5 Operational Definition Variable 23
3.6 Analyzing Data Technique 25

Chapter 4 – Analysis and Result 29
4.1 Questionnaire Results and Analysis 29
4.2 Research Variables Descriptive Analysis 45
4.3 Reliability Analysis 46
4.4 Validity Analysis 49
4.5 Multicollinearity Analysis 53
4.5 Moderation Regression Analysis 53
4.7 Hypotheses Testing Result 55
Chapter 5 – Conclusion 59
5.1 Conclusion 59
5.2 Managerial Implications 60
5.3 Suggestion 61
References 63
Appendices 68

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