臺灣博碩士論文加值系統

本研究旨在探討「慣性」的形成以及使用者在慣性產生後對不同網路購物平台轉換的影響。本研究中將慣性定義為「某種習慣性，當使用者已經長時間習慣某種特定行為後，會無意識的從事其行為，且即使有更好的選擇出現，也不會讓使用者產生轉換意圖」。本研究將分成兩個部份驗證。首先探討另使用者產生慣性的因素，本研究將「轉換成本」、「顧客忠誠度」和「認知網路規模」列為慣性形成的主要因素；而在第二部份，則探討使用者產生慣性時對新平台轉換的影響，本研究認為使用者會因「認知失調理論」降低使用者對新網路購物平台「互補性」的認知。而「便利」則會提升轉換至新平台的意圖，至於控制變數的部分，本研究將「習慣」以及「認知易用性」列入討論，但由於過去許多研究有探討過這兩個變數的重要性，因此本研究並不作深入探討，並將此變數列為控制變數。
本研究問卷以臉書為主要發放管道，並以LINE購物為新平台，調查使用者對於其偏好以及在認知LINE購物的特點後是否有轉換意圖。本研究結果如下:第一部分中轉換成本、顧客忠誠度以及認知網路規模對慣性皆呈現正向且顯著的影響。而在第二部分，慣性對新網路購物平台的採用呈現顯著的負向影響，但對便利及認知互補性則有正向且顯著的影響，此外，這兩個變數對新網路購物平台的採用則皆有顯著的正向影響。至於控制變數方面，習慣和認知易用性皆對慣性有正向顯著影響。

This study explores the impact of "inertia" on the conversion of different online shopping platforms in an empirical implication. Inertia means “users are willing to use the current system continuously, even if there is a better alternative, they will not convert.” In our research, the verification is divided into two parts. First part explores the factors that users will generate inertia. Our study considers that "switching costs", "customer loyalty" and "perceived network size" are the main factors that form inertia. In second part, it explores the impact of the user''s inertia on the conversion of the new platform. Our study suggests that users will reduce the cognition of complementarity of new platform because of dissonance theory and self-perception theory. Yet, convenience will raise the intention of switching to new platform.
The two control variables, habit and perceived ease of use, have verified in many studies in the past, therefore, it is not thoroughly discussed in this study. However, these variables cannot be ignored as well, so we put these variables as control variables in this study.

論文審定書 i
Acknowledgements ii
摘要 iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables viii
Introduction 1
Background 1
Research Motivation 3
Purpose and Frame 5
Literature Review 9
Inertia 12
Factors of Inertia Forming 19
Impact of Inertia on Cognition of New Platform 26
Research Methodology 31
Research Model 31
Hypothesis 32
Definition and Operationalization of Research Variables 39
Research Design 45
Data analysis 46
Sample Basic Data Analysis 46
Verification of Model and Hypothesis 50
Conclusion and Recommendation 61
Discussion of The Study 61
Implication of The Findings 65
Limitation and Future Research 68
Reference 70
Appendix 76

English
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