臺灣博碩士論文加值系統

近年來，隨著智慧型手機、網際網路的發達，網路購物成為國人生活中逐漸普及的購物模式，依據資策會產支處調查，2015年台灣電子商務市場產值約1兆零69億元，較2014年成長15.89％，2016年比2015年成長12％，達到1兆1,277億元，可見網路購物逐漸成為趨勢。另有針對網路購物的調查指出，37％女性網購族最常以智慧型手機瀏覽購物資訊，比例高過男性（27.1％）；在最常使用智慧型手機進行交易的比例上，女性（30.4％）仍舊高過男性（23.1％）。綜上所述，本研究針對女性為對象，了解影響其使用網路購物的因素為何？
本研究以影響女性消費者網路購物意願之因素為探討主題，參考使用與滿足理論，及採用「自我效能」、「信任」、「隱私」、「安全」、「價格」等因素，探討女性消費者網路購物意願的影響因素。研究方法採用網路問卷調查法，針對女性民眾進行問卷調查，透過網路問卷以取得有效問卷，藉由部分最小平方PLS進行驗證，驗證結果發現：
1.網路購物的「娛樂性」對女性消費者網路購物意願有正向影響。
2.網路購物的「便利性」對女性消費者網路購物意願有正向影響。
3.「自我效能」對女性消費者網路購物意願有正向影響。
4.「價格」對女性消費者網路購物意願有有正向影響。

In recent years, with the development of smart phones and the Internet, online shopping has become more and more popular in Taiwanese’ life. According to the official survey, the production value was more than 1,006.9 billion in Taiwan e-commerce market in 2015, which was 15.89% higher than 2014. Even more, up to 1,127.7 billion in e-commerce market of 2016, which was 12% higher than 2015. Obviously, online shopping has become part of our life.
On the other hand, survey which dedicated on people who shopping online pointed out that 37 % of female get information by their smart phone when they were shopping, while man got only 27.1 %. As for people who sopping online frequently, female was 30.4% while men was 23.1%.
Following the results of above surveys, this study is aimed at women ages 20 to 40, and what are the factors that influenced their online shopping intention.
The study is focus on the top about women’s online shopping intention. The uses and gratifications theory is the base theory and factors about "self-efficacy", "trust", "Privacy" "Safety", "price" are added in the research model. Questionnaire are conducted in the study and PLS is used for data analysis. The results showed that:
1.The " entertainment " of online shopping has a positive impact on women's online shopping intention.
2.The " convenience " of online shopping has a positive impact on women's online shopping intention.
3." Self-efficiency " has a positive and significant impact on women's online shopping intention.
4." Price " has a positive and significant impact on women's online shopping intention .

摘 要
ABSTRACT
致 謝
目 錄
表目錄
圖目錄
第一章 緒論
第一節　研究背景
第二節 研究動機
第三節　研究目的
第四節　研究流程
第二章 文獻探討
第一節　使用與滿足理論：娛樂性、便利性、資訊性
第二節 自我效能
第三節　信任
第四節 隱私
第五節 安全
第六節價格敏感
第三章 研究方法
第一節 研究架構
第二節 研究假說
一、 娛樂性與消費者購物意願之關係
二、便利性與消費者購物意願之關係
三、資訊性與消費者購物意願之關係
四、自我效能與消費者購物意願之關係
五、信任與消費者購物意願之關係
六、隱私與消費者購物意願之關係
七、安全與消費者購物意願之關係
八、價格敏感與消費者購物意願之關係
第三節 操作型定義及問卷題項
一、娛樂性、便利性、資訊性
二、自我效能、信任、隱私、安全、價格、購物意願
第四章 研究結果
第一節　樣本敘述統計分析
第二節 問項敘述性分析
第三節　信度與效度分析
第四節　假說檢定
第五節 分群檢定分析
第五章 結論與建議
第一節　研究結論
一、 有顯著構面部分
二、 無顯著構面部分
三、分群分析結果
第二節　研究貢獻
一、學術貢獻
二、實務貢獻
第三節　研究限制與未來研究方向
參考文獻
中文部分
英文部分
附錄：問卷

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