(3.232.129.123) 您好!臺灣時間:2021/02/26 21:23
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:沈建良
論文名稱:影響網路購物行為的因素-從理性與非理性觀點探討
論文名稱(外文):Rational and Non-rational Consumptive Behaviors On Internet Shopping
指導教授:尚榮安尚榮安引用關係
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2002
畢業學年度:90
語文別:中文
論文頁數:88
中文關鍵詞:網路購物技術接受模型沈浸理論理性消費非理性消費
外文關鍵詞:Internet shoppingTAMFlow theoryRational consumptionNon-rational consumption
相關次數:
  • 被引用被引用:43
  • 點閱點閱:3641
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:565
  • 收藏至我的研究室書目清單書目收藏:24
現今網路科技的發展,使網路應用趨於多樣化,使用網路的人口急增。在網路消費方面,接受網路消費的比例增加,但是使用頻率及金額始終無法提高,大家仍然視網路購物為一新興的嘗試。此外,目前網路購物相關研究,多是探討消費者的購物意願,對於解決網路購物瓶頸尚無明顯成效。而所探討的影響因素多由實際觀察獲取,並無理論支持,使得後續相關研究的發展受到限制。
本研究修正之前相關文獻的不足,由理性及非理性消費出發,分別採用技術接受模式(TAM)及沈浸理論(Flow Theory)為基礎。另外根據網路特性,加入屬於非理性的流行因素,並以實際網路購物行為為反應變數,討論影響實際網路購物行為的因素。過去許多有關理性及非理性關係的研究中,理性及非理性間之因果關係的驗證並無一致的結果,本研究也將探討並釐清理性與非理性在網路購物中的因果關係。
研究以問卷調查方式進行,透過網路問卷及書面問卷形式進行資料蒐集,以線性結構模式(LISERL)及邏輯迴歸為資料分析方法,經由統計分析後發現:
1. 理性因素中的認知易用性影響網路購物行為
2. 理性因素中的認知效益性無法影響網路購物行為
3. 網路中非理性購物行為獲得證實
4. 流行可以帶動網路使用者進行網路購物
5. 網路購物情境中,非理性因素影響理性因素
6. 網路情境中不能單純再使用行為意向來代表實際行為,其中變數太多,需直接對實際行為進行研究。
本研究結果顯示網路中確實存在理性及非理性購物行為。網路在購物上除了有快速、便利的輔助功能能夠吸引消費者進行購物外,消費者也會因為感受到網路為一流行象徵而迷上網路、進行購物。網路營造出讓消費者娛樂感被提高、好奇心被激發的情境,也有助於發生購物行為。未來電子商務的發展,大家需要同時重視並加以應用非理性及理性的網路購物行為,如此才能有效改善今日電子商務的危機。
Nowadays, the development for networked technology has led applications of network to be diversified, and has made the amount of network users increasing rapidly. In terms of consumption on Internet, though the proportion of people who accept Internet shopping has risen, however, the Internet-shopping frequency and the sum of consumption do not increase as well. Most people still regard “Internet shopping” as an oncoming trial. Furthermore, so far most related researches on Internet shopping focus on studying consumers’ inclination towards shopping. Instead of choosing proper theory to support their research, they generalize its factors of effect from actual observations; as a result, the development for follow-up related study is restricted. As for how to solve the choke points of Internet shopping, there’s no obvious achievement.
With the starting point of rational and non-rational consumptions, and applying TAM and Flow Theory as theoretical basis, this study attempts to revise the inadequacy of former related researches. Moreover, according to the characteristics of network, we add “fashion” which belongs to non-rational factors, and use “actual Internet shopping” as a dependent variable to discuss factors that affect network-shopping behaviors. In the past, in lots of researches relative to rational and non-rational relationship, the verification for causality between rational and non-rational behaviors did not conclude an identical result; this essay is going to analyze and make clear the causality in Internet shopping.
This research proceeds with survey. Data was collected via on-line survey as well as survey in writing form and analyzed by LISERL and logic regression. The results show that:
1. In terms of rational factors, perceived ease of use (EOU) affects Internet-shopping behaviors.
2. Perceived usefulness of rational factors has no effect upon Internet-shopping behaviors.
3. Non-rational shopping behaviors on Internet have been proved.
4. Fashion can drive WWW users to proceed Internet shopping.
5. Non-rational factors do influence rational ones in Internet-shopping.
6. The behavioral intention in the environment of Internet shopping cannot simply be used to represent actual behaviors, because there exists too many variables. The research should be directed to actual behaviors.
The result of this research has revealed that rational and non-rational shopping behaviors do exist in Internet shopping. In addition to attracting consumers with prompt and convenient deals, Internet also fascinates them to shop via network because of their wooing fashion. The network constructs surroundings in which consumers are entertained as well as their curiosity is highly aroused, and therefore promotes behaviors of shopping. The development of E-commerce in the future, we need to emphasize, clearly generalize and apply to rational and non-rational internet-shopping behaviors, and then we can effectively improve the present risk of E-commerce.
目 錄
致謝………………………………………………………………………I
中文摘要…………………………………………………………………II
英文摘要…………………………………………………………………III
目錄………………………………………………………………………V
圖目錄……………………………………………………………………VII
表目錄……………………………………………………………………VIII
第一章 緒論……………………………………………………………01
第一節 研究背景與動機………………………………………………01
第二節 研究問題………………………………………………………02
第三節 研究目的………………………………………………………02
第二章 文獻探討………………………………………………………04
第一節 消費者購物行為………………………………………………04
第二節 技術接受模式(Technology Acceptance Model)…………07
第三節 技術接受模式(TAM)與網路購物……………………………13
第四節 沈浸理論(Flow Theory)……………………………………16
第五節 流行理論(Fashion Theory)………………………………25
第六節 結語.……………………………………………………………30
第三章 研究方法……….………………………………………………31
第一節 研究架構………………………………………………………31
第二節 研究命題……………………………………………………34
第三節 問卷設計與前測……………………………………………39
第四節 研究對象與資料蒐集………………………………………41
第五節 資料分析方法………………………………………………42
第四章 資料分析與說明………………………………………………47
第一節 樣本基本資料分析…………………………………………47
第二節 問卷之信度與效度分析……………………………………50
第三節 研究假設檢定─LISREL……………………………………56
第四節 研究假設檢定--邏輯回歸分析( logistic regression )……………………63
第五節 探索性分析…………………………………………………65
第六節 結語.…………………………………………………………68
第五章 結論與建議……………………………………………………69
第一節 研究結論……………………………………………………69
第二節 研究貢獻…………………………………………………………………………73
第三節 研究限制……………………………………………………74
第四節 後續研究建議………………………………………………75
參考文獻
中文參考文獻……………………………………………………………77
英文參考文獻……………………………………………………………78
附錄一:正式研究問卷…………………………………………………84
圖 目 錄
圖2-1 TRA模型……………………………………………………08
圖2-2原始技術接受模型…………………………………………09
圖2-3微電腦使用的概念模型……………………………………11
圖2-4微電腦使用動機模型.………………………………………13
圖2-5網站接受研究架構圖…………………………………………15
圖2-6技術接受模式網路延伸架構圖………………………………23
圖3-1本研究架構圖…………………………………………………33
圖4-1本研究LISREL架構模型………………………………………57
圖4-2 LISREL模型檢測結果圖………………………………………61
圖4-3 非理性因素影響理性因素LISREL模型圖……………………66
圖4-4 理性因素影響非理性因素LISREL模型圖……………………66
表 目 錄
表2-1沈浸理論的探索與研究………………………………………22
表2-2 流行方式矩陣…………………………………………………27
表3-1本研究變數定義表……………………………………………32
表3-2 變數操作化來源表…………………………………………40
表3-3 問卷各部分分配表…………………………………………41
表4-1樣本基本特性整理表…………………………………………47
表4-2本研究樣本統計分析與蕃薯藤入口網站網路調查(2001)
比較表…………………………………………………………………48
表4-3 網路使用行為及網路購物統計表……………………………49
表4-4 Bartlett''s-test及KMO檢定表…………………………………51
表 4-5 認知全神貫注5構面轉置後成分矩陣表………………………52
表4-6 認知全神貫注問卷題項之構面分佈表…………………………53
表 4-7 認知全神貫注主成分分析法轉置後成分矩陣表……………53
表4-8 三構面信度分析…………………………………………………54
表4-9 無區分構面之構念因素分析表…………………………………55
表4-10 構念信度分析表………………………………………………55
表4-11 整體模式配適度評鑑…………………………………………60
表4-12 潛在變數路徑係數表…………………………………………60
表4-13邏輯回歸檢定表………………………………………………64
表4-14邏輯模組模式分類表…………………………………………64
表4-15 模型整體配適度的評鑑指標比較表…………………………67
表4-16 兩模型變數間路徑係數表……………………………………68
表 5-1 反應變數的結果比較………………………………………72
中文參考文獻:
王熙哲,「全球資訊網之媒體特性對線上購買意圖的影響─消費者涉入型態與知覺風險干擾效果之探討」,元智大學管理研究所碩士學位論文,1999
李振妮,「網路消費者購買決策行為之研究」,中山大學企業管理所碩士學位論文,1999
李雙華,「網路購物消費者降低知覺風險之研究」,大葉大學事業經營研究所碩士學位論文,1998
邱毓蘋,「資訊豐富程度對網路購物意願之研究」,交通大學傳播所碩士學位論文,2000
何育秀,「影響消費者選擇電子商務購買決策因素之研究」,中國文化大學國際企業所碩士學位論文,2000
吳惠君,「網路商店之商店印象與消費者購買行為之研究」,台灣大學商學研究所碩士論文,1999
吳靜宜,「購買過程中運用網際網路與實體商店之比較研究」,成功大學國際企業所碩士學位論文,2000
林敏生,感性消費、理性消費,書泉出版社,1989
林靈宏,消費者行為學,五南圖書出版公司,1994
林原輝,「消費者購買通路移轉研究」,台大商研所未出版碩士論文,1998
林素儀,Internet 使用人口、使用者特性與消費習性分析,MIC電子資料庫軟體與應用透析,1997
林素儀,國內Internet使用者特性分析(上),MIC電子資料庫軟體與應用透析,1997
林素儀,國內Internet使用者特性分析(下),MIC電子資料庫軟體與應用透析,1997
周文賢,多變量統計分析SAS/STAT之應用,智勝文化,2001
陳正昌與程炳林 ,SPSS、SASB、MDP統計軟體在多變量統計上的應用,台北五南圖書出版公司(二版),1998
喻正翔,「國內網路購物消費者行為之研究調查影響探討」,淡江大學資訊管理所碩士學位論文,1997
黃俊杰,「從網路消費者購買過程探討電子商店的構建」,東華大學企業管理所碩士學位論文,2000
黃俊英,多變量分析,中國經濟企業出版社,1999
黃瓊慧,「從沈浸(flow)理論探討台灣大專學生之網路使用行為」,交通大學傳播研究所碩士學位論文,2000
黃兆震,「網路購物意願之研究─以電腦通訊產品為例」,台灣科技大學資管所碩士學位論文,2001
蘇席儀,「商品資訊搜尋任務暨網際網路特性之配適度對網站接受度之影響」,台大資訊管理研究所未出版碩士論文,2000
湯嘉恆,「消費者之網路購物資訊環境態度、購買涉入、網路使用者行為對網路購物意願之影響探討----以國立大學學生為例」,交通大學經營管理所碩士學位論文,1998
蔡瑞宇,顧客行為學,天一圖書公司,1996
楊大緯,「網路購物意願之影響因素研究--以資訊產品為例」,大同大學業經營研究所碩士學位論文,1999
鍾佑德,「網站特性對網路購物知覺風險、資訊搜尋策略影響之研究」,中央大學企業管理所碩士學位論文,2000
顏永森,「銷售網站服務品質對消費者態度影響之研究」,政治大學企業管理所博士學位論文,1999
蕃薯藤網路調查,http://survey.yam.com/survey2001/index.html,2001
英文參考文獻:
Adams, D., Nelson, R. R. & Todd, P., “Perceived Usefulness, Ease of Use, and Usage of Information Technology:A Replication,” MIS Quarterly, 16(2), 1992, 227-247
Ajzen, J. & Fishbein, M., Understanding Attitude and Predicting Social Behavior, Prentice - Hall, Englewood Cliffs, NJ, 1980
Alba, Joseph, John, L., Barton, W., Chris, J., Richard, L., Alan, S. & Stacy, W., “Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplace,” Journal of Marketing, 61, 1997
Bailey, J. & Pearson, S., ”Development of a tool for measuring and analyzing computer user satisfaction,“ Management Science, 29(5), 1983, 530-545.
Barnett, L. A., “The Playful Child:Measurement of a Disposition to Play”, Play and Culture, 1991, 51-74
Bagozzi, R.P., “Attitude, Intention and Behavior: A Test of Some Key Hypotheses,” J.Personality and Social Psychology, 1981, 607-627
Bem, D.J., Self Perception Theory, in Advances in Experimental Social Psychology (6), L.Berkowiz (ed) Adademic Press, New York, 1972, 1-62
Benson, D.H., “A field study of end-user computing:findings and issues,” MIS Quarterly, 7 (4), 1983, 35-45.
Bentler, P.M.& Bonett, D.G., ”Significance tests and goodness-of-fit in the analysis of covariance structures”, Psychological Bulletin, 1980, 588-606
Brown, S., “戲弄顧客,” Harvard Business Review, 2001
Carroll, J.M. & Thomas, J.C., Fun, SIGGHI Bulletin, 1988, 21-24
Chen, H., Wigand, T.R. & Nilan, S.M., “Optimal experience of web activities,” Computers in Human Behavior, 15(5), 1999, 585-608
Chau, P.Y.K., “An Empirical Assessment of a Modified Technology Acceptance Model,” Journal of Management Information Systems, 13(2), 1996, 185-204
Computer Industry Almanac, http://www.c-i-a.com/pr032102.htm, 2002
Cox, D.F. & Rich, S.J., “Perceived Risk and Consumer Decision Making,” Journal of Marketing Research, 1964, 32-39.
Cox, D.F., Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, MA, 1967
Csikszentmihalyi, M., Beyond boredom and anxiety, San Francisco: Jossey-Bass. 1975
Csikszentmihalyi, M., The evolving self: A psychology for the third millennium, NY:Harper & Row, 1993
Csikszentmihalyi, M., Flow:The psychology of optimal experience, NY:Harper & Row, 1990
David, W.H.& Stanley, L., Applied Logistic Regression, A Wiley-Interscience Publication, 1989
Davis, F.D., “A technology acceptance model for empirically testing new end-user information systems: theory and results,” Doctor dissertation, Sloan School for Management, MIT, 1986.
Davis, F.D., Bagozzi, R.P. & Warshaw, P.R., “User acceptance of computer technology:A comparison of twotheoretical model,” Management Science, 35(8), 1989, 982-1003.
Davis, F. D., Bagozzi, R.P. & Warshaw, P.R., ”Extrinsic and intrinsic motivation to use computers in the workplace,” Journal of Applied Social Psychology, 1992,1111-1132
Davis, F.D., “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS Quarterly, 13(3), 1989, 319-340
DeSanctis, G., “Expectancy Theory as an Explanation of Voluntary Use of a Decision Support System,” Psychological Reports, 1983, 247-260
DeLone, W.H., “Determinants of success for computer usage in small business,” MIS Quarterly, 12(1), 1988, 51-61.
DeLone, W. & McLean, E., “Information systems success:The quest for the dependent variable, “Information Systems Research, 3(1), 1992, 60-95.
Dussauge, P., Stuart, H. & Bernard, R., Strategic Technology Management, John Wiley & Sons, 1992
Ein-Dor, P. & Segev, E., ” Organizational context and the success of management information systems,” Management Science, 24(10), 1979, 1067-1077
Engel, J.F. & Blackwell, R.D., Consumer Behavior, 1984, 687-690
Festinger, L.A., Theory of Cognitive Dissonance, Stanford University Press, Stanford, 1976
Fishbein, M. & Ajzen, J., “Belief, Attitude, Intentions and Behavior,” An Introduction to Theory and Research, Boston:Addison-Wesley, 1975
Forrester Research, http://www.forrester.com/Research/List, 2002
Fuerst, W. & Chheney, P., “Factors affecting the perceived utilization of Computer-based decision support systems in the oil industry,” Decision Sciences, 13 (4), 1982, 554-569
Ghani, J. A. & Deshpande, S.P., ”Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction,” The Journal of Psychology, 1994, 381-391
Gvu’s center, http://www.cc.gatech.edu/gvu/user_surveys/papers, 2000
HagelⅢ & Armstong, Net Gain, 臉譜出版社, 1998
Hoffman, L.D. & Novak, P.T., ”Marketing in hypermedia computer-mediated environments conceptual foundations,” Journal of Marketing, 1996, 50-68
Igbaria, M., “End-user computing effectiveness: a structural equation model,“ Omega, 18 (6), 1990
Igbaria, M., Parasuraman, S. & Huff, S., “Microcomputer application: an empirical look at usage,” Information & Management, 16(4), 1989, 187-196
Igbaria, M., Parasuraman, S. & Baroudi, J.J., ”A motivational model of microcomputer usage,” Journal of Management Information Systems , 13(1), 1996, 127-143
Igbaria, M., Schiffman, S.J. & Wieckowshi, T.S., “The respective roles of perceived usefulness and perceived fun in the acceptance of microcomputer technology,“ Behavior and Information Technology, 13(6), 1994, 349-361
Igbaria, M., Tor, G. & Davis, G.B., “Testing the Determinants of Microcomputer Usage via a Structural Equation Model,” Journal of Management Information Systems, 11(4), 1995, 87-114
Kuhl, J. & Beckmann, J., Action Control:From Cognition to Behavior, NY:Springer Verlag, 1985, 11-39
Kwon, Y.H., Paek, S.L.& Ajzeni, M., “Catalog vs. non-catalog shoppers apparel :Perceived risks, shopping orientations, demographics and motivations,” Clothing and Textiles Research Journal, 10 (1), 1991, 13-19
Kelman, H. C., “Compliance, Identification, and Internalization:Three Processes of Opinion Change,” Journal of Conflict Resolution, 1958, 51-60
Kraemer, L., Danziger, J.N., Dunkle, D.&King, J.L., “The usefulness of computer-based information to public managers,” Mis Quarterly, 17(2), 1993, 1-14
Lepper, M.R., ”Microcomputers in Education:Motivational and Social Issues, ” Amer Psychologist, 1985, 1-18
Lee, D.S., “Usage patterns and sources of assistance to personal computer users.” MIS Quarterly, 10(4), 1986, 313-325.
Lin, C-C. & Lu, H., “Towards an understanding of the behavioral intention to use a web site,” International Journal of Information Management, 20, 2000, 197-208
Lucas, H.C.,” Empirical evidence for a descriptive model of implementation,” MIS Quarterly, 2(2), 1978, 27-41.
Maish, A.M., “A user’s behavior towards his MIS,” MIS Quarterly, 31(1), 1979, 39-42
Mathieson, K., “Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior,” Information Systems Research, 2(3), 1991, 173-191
Moneta, B.G. & Csikszentmihalyi, M., “The effect of perceived challenges and skills on the quality of subjective experience,” Journal of Personality, 64(2), 1996, 275-310
Moon, J.W. & Kim, Y.G., “Extending the TAM for a WWW context,” Information and Management , 38, 2001, 217-230
Nunally, J.C., Psychometric Theory, NY: McGraw-Hill Press, 1979
Pentland, B.T., “Use and productivity in personal computing:an empirical test. Proceedings,” Tenth International Conference on Information Systems, Boston, 1989, 211-222
Ritu, A., & Elena, K., “Time Flies When You Are Having Fun:Cognitive Absorption And Beliefs About Information Technology Usage,“ MIS Quarterly, 24, 2000, 665-693
Richmond, A., “Enciting Online Shoppers to Buy:A Human Behavior Study,” Computer Network and ISDN Systems, 1996
Robey, D., “User attitudes and management information systems use,” Academy of Management Journal, 22(3), 1979, 527-538
Ryan, M.J. & Bonfield, E.H., ”The Fishbein Extened Model and Consumer Behavior ,”Journal of Consumer Research, 2,1975, 118-136
Schewe, C.D., “The MIS user: an exploratory behavioral analysis.”, Academy of Management Journal, 19(4),1976, 577-590
Seddon, P., “A respecication and extension of the DeLone and McLean model of IS success.”, Information SystemsResearch, 8(3), 1997, 240-253.
Segars, A.H. & Grover, V., “Re-examining perceived ease of use and usefulness:a confirmatory factor analysis,” MIS Quarterly,17(4), 1993, 517-525
Solmon. & Michael R., Consumer Behavior, 1992
Srinivasan, A., ” Alternative measures of system e!ectiveness:Associations and implication,” MIS Quarterly, 9(3), 1985, 243-253.
Strategyanalytics,
http://www.strategyanalytics.com/cgi-bin/greports.cgi?rid=012001120611, 2001
Swanson, E.B., “Information channel disposition use,” Decision Sciences, 18, 1987, 131-145.
Trevino, K.L. & Webster, J., ”Flow in computer-mediated communication,” Communication Research, 19(5), 1992,539-573
Triandis, H.C., Interpersonal Behavior, Books/Cole, Monterey, CA, 1977
Zmud, R.W., “Individual differences and MIS success: a review if the empirical Literature,“ Management Sciences, 25(10), 1979, 966-979.
Vroom, V.H., Work and Motivation, Wiley, New York, 1964
Warshaw, P.R., “Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions,” Journal of Marketing Research, 1980, 26-33
Webster, J., Trevino, K.L. & Ryan, L., “The dimensionality and correlates of flow in human-computer interactions,” Computers in Human Behavior, 9(4), 1993, 411-426.
Webster, J. & Martocchio, J.J., ”Microcomputer playfulness: Development of a measure with workplace implications,” MIS Quarterly, 16(2), 1992, 201-226.
Webster, J. & Martocchio, J. J., ”The differential Effect of Software Training Preview on Training Outcomes,” Journal of Management, 21, 1995, 1282-1309
Webster, J., “playfulness and computers at work,” Ph.D. dissertation, New York University, 1989
Webster, J., Heian, J.B. & Michelman, J.E., ”Computer training and computer anxiety in the educational process: an experimental analysis, in Proceedings of the Eleventh International Conference on Information Systems,” Copenhagen, Denmark, 1990, 171-182
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔