臺灣博碩士論文加值系統

隨著網際網路的發展，網路購物模式也逐漸成為生活中的一種新興商業模式。網路購物的好處在於不受限於時間或空間的影響。而從現今台灣網路購物和行動裝置購物行為的持續成長，網路的交易安全性、隱私性等風險問題，也是消費者所關心的議題。再者，網站服務品質的好壞，亦會影響消費者對於使用該網站的滿意度，因而影響其購買意願。故本研究目的主要從網站服務品質的角度來探討消費者購買意願。此外，亦探討第三方支付之知覺風險對於消費者購買意願之影響，最後再加入第三方支付之知覺風險檢視對於兩變數間的干擾效果。
本研究主要考量受訪者普遍應具有網路購物經驗者為佳，故透過網路式問卷於台灣最大電子佈告欄(BBS)中的e-shopping版上發放問卷，共回收462份有效問卷，並以敘述性統計和階層迴歸等研究方法進行假說驗證。
研究結果顯示出網站服務品質對於消費者購買意願存在顯著性影響，第三方支付之知覺風險對消費者購買意願亦有顯性負相關，而第三方支付之知覺風險對於網站服務品質和消費者購買意願有顯著性干擾效果。最後，根據研究結果，提出管理意涵和未來研究建議。

With the development of the Internet, online shopping has gradually become a new business model in human lives. The advantages of online shopping are not only restricted by time but also by space. According to the online shopping and mobile shopping in Taiwan, most of consumers care about both transaction security and privacy. Furthermore, the advantage and disadvantage of online service quality will result in consumers to consider about satisfaction degree of the online quality, which affects the purchase intention. This study mainly aims to discuss the influence of online service quality on purchase intention. Besides, this study explores the perceived risk of third party payment, which has effect on purchase intention. Finally, the perceived risk of third party payment is used to examine the influence between online service quality and purchase intention.
The responders should possess with the experience of online shopping are considered. The questionnaire is a web-based, including 462 samples collected from e-shopping of BBS, which is a platform gathered online shopper.
The result shows the online service quality has significantly effect on purchase intention. The perceived risk of third party payment has negative influence on purchase intention, while the perceived risk of third party payment has no influence on the above-mentioned two variables, that is, online service quality and purchase intention.

中文摘要．．．．．．．．．．．．．．．．．．．．．．．．i
英文摘要．．．．．．．．．．．．．．．．．．．．．．．．ii
致謝詞．．．．．．．．．．．．．．．．．．．．．．．．． iii
內容目錄．．．．．．．．．．．．．．．．．．．．．．．iv
表目錄．．．．．．．．．．．．．．．．．．．．．．．．vi
圖目錄．．．．．．．．．．．．．．．．．．．．．．．．vii
第一章 緒論．．．．．．．．．．．．．．．．．．．．．1
第一節 研究背景與動機．．．．．．．．．．．．．．1
第二節 研究問題與目的．．．．．．．．．．．．．．2
第三節 研究流程．．．．．．．．．．．．．．．．．3
第四節 研究範圍與限制．．．．．．．．．．．．．．5
第二章 文獻探討．．．．．．．．．．．．．．．．．．．6
第一節 購買意願．．．．．．．．．．．．．．．．．6
第二節 網站服務品質．．．．．．．．．．．．．．．8
第三節 第三方支付．．．．．．．．．．．．．．．．11
第四節 研究假說．．．．．．．．．．．．．．．．．21
第三章 研究方法．．．．．．．．．．．．．．．．．．．24
第一節 研究架構．．．．．．．．．．．．．．．．．24
第二節 資料收集方法與研究設計．．．．．．．．．．25
第三節 變數之操作性定義與衡量．．．．．．．．．．25
第四節 資料分析分法．．．．．．．．．．．．．．．31
第四章 資料分析．．．．．．．．．．．．．．．．．．．33
第一節 樣本結構．．．．．．．．．．．．．．．．．33
第二節 信度分析．．．．．．．．．．．．．．．．．37
第三節 相關分析．．．．．．．．．．．．．．．．．42
第四節 假說檢定．．．．．．．．．．．．．．．．．43
第五章 結論與建議．．．．．．．．．．．．．．．．．．51
第一節 研究結論．．．．．．．．．．．．．．．．．51
第二節 管理意涵．．．．．．．．．．．．．．．．．52
第三節 研究限制與後續研究建議．．．．．．．．．．53
參考文獻．．．．．．．．．．．．．．．．．．．．．．．55
附件 問卷．．．．．．．．．．．．．．．．．．．．．．．66

中文文獻：
PayPal官網﹝線上資料﹞，來源：https://www.paypal-media.com/about ﹝2014, October﹞

PChomePay官網﹝線上資料﹞，來源：http://pub.ruten.com.tw/flow_integr_serv/﹝2015, June﹞

Titan(2014)，1.9億活躍使用者、每天4,500萬筆手機支付支付保錢包開放平台推六大種類60大核心API﹝線上資料﹞，來源：http://www.inside.com.tw/2014/10/16/alipay-announce-its-platform-strategy ﹝2014, October 16﹞

Yahoo奇摩輕鬆付官網﹝線上資料﹞，來源：http://tw.help.yahoo.com/c2c/index.html ﹝2014, October﹞

中華民國年鑑﹝線上資料﹞，來源： http://ecommercetaiwan.blogspot.tw/ ﹝2013﹞

網路家庭國際資訊股份有限公司﹝線上資料﹞，來源：http://www.moneydj.com/KMDJ/Wiki/WikiViewer.aspx?KeyID=838e107b-3b18-4de8-90d4-6d24d3583a00﹝2015﹞

江明晏(2014)，愛用行動購物 台灣居全球之冠﹝線上資料﹞，來源：http://www.cna.com.tw/news/afe/201410290182-1.aspx ﹝2014, October 29﹞

宋科杰(2013)，影響網路消費者對第三方支付使用意願之研究，世新大學資訊傳播學系未出版之碩士論文。

周文賢(2002)，多變量統計分析：SAS/STAT使用方法(1版)，智勝出版。

徐立衡(2013)，台灣線上第三方支付服務業商業模式之研究，國立政治大學企業管理學系碩士論文。

財團法人資訊工業策進會(2014)，2013年台灣網購行為─使用行動裝置消費額大幅成長﹝線上資料﹞，來源：：http://www.iii.org.tw/(X(1)S(vs2zfpnubuxeiq2x4yzfh1aa))/service/3_1_4_c.aspx?id=756 ﹝2014, April 11﹞

陳詩蘋(2012)，風起雲湧的第三方支付，財金資訊季刊，第71期。

陳曉莉(2014)，蘋果電子錢包服務ApplePay問世﹝線上資料﹞，來源：http://www.ithome.com.tw/news/90785﹝2014, September 10﹞
陳佳興(2008)，應用E-S-QUAL量表探討線上服務品質對忠誠度之影響─以線上滿意度和顧客知覺價值為中介變數，大同大學事業經營研究所碩士論文。

游雅筑(2013)，影響第三方支付服務使用意願之因素，國立台灣科技大學企業管理系碩士論文。

經濟部(2013)，第三方支付服務的發展─電子商務產業，第23號。

趙晨卉(2013)，網站服務品質對線上消費者購買意願之研究─以信任及知覺風險為中介變數，國立台北大學企業管理學系碩士論文。

蔡宗霖(2010)，從信用卡及電子票證研析我國線上支付之法律變動與趨勢，財金資訊季刊，第65期。

欒斌、陳苡任與羅康揚(2012)，電子商務(7版)，台北：滄海書局。

英文文獻：
Aladwani, A. M., & Palvia, P.C (2002). Development and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476.
Babakus, E & Boller, G. W. (1992), An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24, 253-268.
Barnes, S. J., & Vidgen, R. T. (2002). An integrative approach to the assessment of e-commerce quality. Journal of Electronic Commerce Research, 3(3), 114-127.
Baty, J. B. II. & Lee, R. M. (1995). Intershop: Enhancing the vender customer dialectic in electronic shopping. Journal of Management Information Systems, 11(2), 9-32.
Bauer, H. H., Mark, G., & Leach, M, (2002). Building customer relations over the Internet. Industrial Marketing Management, 31(2), 53-163.
Bauer, R. A., (1960). Dynamic marketing for changing world: American marketing association. Consumer behavior as risk taking, 389-393.
Carman, J. M. (1990), Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
Cox, D. F. (1967). Risk taking and information handling in consumer behavior. Boston: Graduate School of Business Administration, Harvard University.
Cox, D. F., (1967). Risk handling in consumer behavior-an intensive study of two cases in Cox (Ed.), Risk talking and information-handle in consumer behavior, Boston: Harvard University Press, 34-81.
Cronin, Jr., J. Joseph, & Steven A. Taylor (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56, 55-68.
Davis, J. (1989). Construct validity in measurement: A pattern matching approach. Evaluation and Program Planning, 12(1), 31-36.
Dodds, B. W. & K. B. Monroe (1985). The Effect of Brand and Price Information on Subjective Product Evaluation. Journal of Marketing Research, 12, 85-90.
Dodds, W. B., Monroe, K.B. & Grewal, D. (1991). Effects of price, brand, and store information on buyer’s product evaluations. Journal of Marketing Research, 28(3), 307-19.
Dowling, G. R., & Staelin, R., (1994). A modle of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(2), 119-34.
Featherman, M. S. & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk faces perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, Mass: Addison-Wesley Pub. Co.
Forsythe, Sandra M., & Bo Shi. (2003). Consumer patronage and risk perceptions in intent shopping. Journal of Business Research, 56(11), 867-875.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Service Marketing, 13(1), 59-72.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1),51-90.
Guielford, J. P., (1965). Psychometric Methods 2th Ed., McGraw-Hill, New York, NY.
Hans van der Heijden, Tibert Verhagen, Marcel Creemers (2003). Understanding online purchase intentions : contributions from technology and trust perspectives. European Journal of Information Systems, Basingstoke, 12(1), 41.
Hofacker, C. F. (1998). Internet Marketing 3rd edition, Wall Street Journal Handbook Set.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4),80-85.
Jarvenpaa, S. L., Tractinsky, N. & Vitale, M. (2000). Consumer trust in Internet store. Information Technology and Management, 1(1),45-71.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, M.S., & Lennon, S.J. (2000). Television shopping for apparel in the united states: effects of perceived amount of information on perceived risk and purchase intentions. Family and Consumer Sciences Research Journal, 28(3), 301-330.
Kini, A., & Choobineh, J. (1998, Janunary). Trust in electronic commerce: definition and theoretical considerations. In System Sciences, 1998., Proceedings of the Thirty-First Hawaii International Conference on (Vol.4,pp.51-61).IEEE.
Kolter, Philip (1992), Marketing Management: Analysis Planning, Implementation and Control, 7th ed., Englewood Cliffs, N.J.: Prentice-Hall, Inc.
Laudon, K. C. & Traver, C. G., (2002). E-commerce: business, technology, society, U.S.: Pearson Education.
Lee, K. S., & Tan, S. J. (2003). E-retailing verses physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research, 56, 877-885.
Levitt, T., (1972). Production line approach to service. Harvard Business Review, 50, 41-52.
Liang, T. P., & Lai. H. J. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information and Management, 39(6), 431-444.
Lim, N. (2003). Consumers’ perceived risk: source versus consequences. Electronic Commerce Research and Applications, 2(3), 216-228.
Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information & Management, 38(1), 23-33.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which intenders actually buy? Journal of Marketing Research, 29(4), 391-405.
Murray K. B. & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of Academy of Marketing Science,18(1), 51-65.
Newman, M. W. & Landay, J. A., (2000). Sitemaps, storyboards, and specifications: A sketch of web site practice. Designing Interactive Systems, 263-274.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasurman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: a multiple –item scale for measuring consumer perceptions of service quality. Journal of Retailing , 64(1), 12-40.
Park, C, H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retailing and Distribution Management, 31(1), 16-29.
Ranganathan, C. & Ganapathy S., (2002). Key dimensions of business to consumer websites. Information and Management, 39(6), 457-465.
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior, 7th ed., Upper Saddle River, N. J. : Prentice Hall.
Szymanski, D.M., & Hise, R. T. (2000). E-Satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322.
Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in Internet shopping. Journal of Consumers Marketing, 16(2),46-49.
Tauber, M. (1972). Why Do People Shop?, Journal of Marketing, 36(4), 46-49.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relational between service quality and consumer satisfaction in the formation of customers’ purchase intension. Journal of Retailing, 70(2), 163-178.
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management,41(6), 747-762.
Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis. Journal of Marketing, 52(3), 2-22.
Zeithaml, V.A & Bitner, M.J, (2003). Services Maketing:Intergrating Custimer Focus Across the Firm, (3rd ed.), New York McGraw Hill.
Zeithaml, V.A., Parasuraman, A. & Malhotra, A., (2000). e-Service quality: definition, dimensions and conceptual model. Working Paper, Marketing Science Institute. Cambridge, M.A.
Zeithaml, V.A., Parasuraman, A. & Malhotra, A., (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of Academy of Marketing Science, 30(4), 362-375.
Zeithaml, V.A., Parasuraman, A. & Malhotra, A., (2005). E-S-Qual: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Zwass V (1996). Electronic commerce: structures and issues. International Journal of Electronic Commerce, 1(1), 3-23.