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研究生:高靜怡
研究生(外文):Ching -yi Kao
論文名稱:運用網際網路服務對顧客行為意向之影響--資訊不對稱下分析
論文名稱(外文):The Effects of Using Internet Services on Customers'' Behavior Intentions: An Analysis under Information Asymmetry
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Hung-chang Chiu
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:100
中文關鍵詞:網際網路資訊不對稱
外文關鍵詞:InternetInformation Asymmetry
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近年來,網際網路的興起已對企業經營帶來莫大的衝擊。就現有企業所運用網際網路的功能中,所提供的服務大致歸成幾項,分別是連結性、資訊品質、互動性、娛樂性與學習性。因此本研究希望探討企業透過網際網路提供上述的服務,對顧客行為意向的影響。
此外,買賣雙方的資訊不對稱與顧客行為意向的關係,至今仍是服務業管理中引起研究者興趣的問題之一。在相關的文獻中,研究者通常將產品(或服務)依照供需雙方資訊不對稱的程度,分成搜尋、經驗及信任等三種產品或服務屬性,並認為顧客會根據不同的屬性,而影響其行為意向。因此本研究進一步探討在資訊不對稱程度不同的層次群中,企業應強化何種網際網路的服務,以導致顧客有較佳的行為意向。最後的發現如下:
一、網際網路服務對顧客行為意向的影響方面:本研究結果顯示網際網路的服務屬性不同,對顧客行為意向有影響,除了學習性對顧客行為意向無顯著影響外,連結性、資訊品質、互動性及娛樂性對顧客行為意向均具有顯著的正向影響,且以互動性、連結性服務影響最大,其次為資訊品質及娛樂性服務。
二、關於不同資訊不對稱程度群間,其網際網路服務對顧客行為意向的影響是否有顯著差異方面:本研究發現,就資訊不對稱程度較低之產品或服務,顧客較重視其互動性、娛樂性、連結性及學習性;在資訊不對稱程度適中此群中,則對互動性、連結性、資訊品質服務較重視;最後是資訊不對稱程度較高的產品或服務,其所提供互動性及資訊品質服務對其顧客行為意向有提升之效果。
The Internet has received a great deal of attention in business administration lately due to its tremendous growth among businesses and consumers alike. As to the business application of Internet, we can conclude that if offers the advantages such as connectivity, information quality, interactivity, entertainment, and learning. Therefore, this research intended to explore the relationship between the above different advantages provided by Internet and customers’ behavior.
On the other hand, the literature on information asymmetry suggests that products or services have search, experience, and credence qualities which customers can evaluate in different ways to influence customers’ behavior. It is, therefore, it is worth exploring whether the construct of information asymmetry moderates the relationship between different advantages provided by Internet and customers’ behavior. The findings of this study are as follows:
1.Connectivity, information quality, interactivity, and entertainment advantages have significant effects on customers’ behavior. However, the learning advantage doesn’t significantly affect improving customers’ behavior.
2.For the lower information asymmetry group, interactivity, connectivity, entertainment, and learning advantages are all significantly positively correlated with customers’ behavior. As to the second group (i.e. the ordinary information asymmetry group), the study shows that interactivity, connectivity, and information quality advantages are significantly positively correlated with customers’ behavior. In the higher information asymmetry group, we find that just interactivity and information quality advantages have impacts on customers’ behavior.
Keywords: Internet, Information Asymmetry
目 錄
頁次
誌謝 ……………………………………………………………… I
中文摘要 …………………………………………………………II
英文摘要 …………………………………………………………III
目錄 ………………………………………………………………IV
表目錄 ……………………………………………………………VI
圖目錄 ……………………………………………………………VII
第壹章 緒論 ……………………………………………………… 1
第一節 研究動機與背景……………………………… 1
第二節 研究目的……………………………………… 5
第三節 研究步驟……………………………………… 6
第貳章 文獻探討 ………………………………………………… 8
第一節 網際網路服務之理論基礎…………………… 8
第二節 資訊不對稱程度…………………………………18
第三節 行為意向…………………………………………22
第參章 研究方法……………………………………………………25
第一節 研究架構 ………………………………………25
第二節 研究變數之定義與衡量 ………………………27
第三節 研究假設 ………………………………………34
第四節 研究過程 ………………………………………42
第五節 資料分析方法 …………………………………46
第肆章 研究結果……………………………………………………50
第一節 樣本基本資料分析 ……………………………50
第二節 問卷之信度與效度分析 ………………………53
第三節 產品之資訊不對稱程度類別分類 ……………56
第四節 研究假設之統計分析 …………………………59
第伍章 結論與建議…………………………………………………71
第一節 研究結論 ………………………………………71
第二節 研究貢獻 ………………………………………75
第三節 研究限制 ………………………………………76
第四節 後續研究建議 …………………………………77
參考文獻………………………………………………………………79
附錄一:個案訪談記錄………………………………………………91
附錄二:正式研究問卷………………………………………………97
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表 目 錄
表2.3-1 PZB所發展之行為意向量表 ………………………24
表3.2-1 網際網路服務的問項發展…………………………30
表3.2-2 行為意向量表………………………………………31
表4.1-1 大規模調查樣本之消費者個人基本資料…………51
表4.2-1 網際網路提供服務內容之因素分析結果…………55
表4.3-1 資訊不對稱程度之分群結果………………………58
表4.4-1 整體模式配適度之評鑑……………………………62
表4.4-2 個別顯現變數之信度值……………………………63
表4.4-3 整體模式配適度之評鑑……………………………66
表4.4-4 干擾效果下的標準迴歸係數整理…………………67
表5.1-1 本研究結論之整理…………………………………71
----------------------------------------------------------------
圖 目 錄
圖1.3-1 研究流程圖 ………………………………………… 7
圖2.2-1 Iacobucci產品屬性分類圖…………………………21
圖3.1-1 本研究的觀念架構 …………………………………26
圖3.2-1 本研究操作性模型 …………………………………33
圖4.3-1 各產品之95%信賴區間圖……………………………57
圖4.4-1 LISREL模型之路徑圖 ………………………………63
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