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研究生:黃冠誌
研究生(外文):Huang, Kuan-Chih
論文名稱:整合沉浸理論與科技接受模式探討網路購物的內外在動機
論文名稱(外文):Integrating Flow Theory with Technology Acceptance Model to Investigate the Extrinsic and Intrinsic Motivations for Consumer to Shop On-line
指導教授:梁世安梁世安引用關係周文賢周文賢引用關係
指導教授(外文):Liang, Shih-AnChow, Wayne S.
學位類別:碩士
校院名稱:國立臺北大學
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:2006
畢業學年度:94
語文別:中文
論文頁數:85
中文關鍵詞:網路購物科技接受模式沉浸理論
外文關鍵詞:Shopping On-lineTechnology Acceptance ModelFlow theory
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網路使用人口快速竄升帶來的龐大電子商機,不但提供了傳統產業一個新的行銷通路,更帶動了許多新興的網路公司。先前的研究多認為外在動機是影響網路購物行為的主要因素,消費者會因網路購物能帶來的效益與網路購物的易用性而決定是否要使用網路購物。然而,在電子商務日漸成熟的今日,已經成為由消費者主導訊息的時代,對於購物網站的審視標準也越來越高。因此,影響消費者進行網路購物的動機也可能會與先前在萌芽期所做的研究有所不同,一些像是娛樂性等內在動機,可能也扮演著影響使用者進行網際網路的重要因素。本研究希望能藉由探討影響消費者使用網路購物的內在與外在動機,充份了解使用者的行為特性,以便對市場未來發展作進一步的預測。本研究以科技接受模式為基礎,整合了沉浸理論與流行理論,並嘗試加入了精熟構面,試圖提出能解釋消費者使用網路購物的內在與外在動機的架構,最後再經由實證對此架構做進一步的驗證。結果顯示,與外在動機相比,認知全神貫注的經驗與對網路購物程序的精熟程度更能解釋網路的消費者購物行為。隨著網路購物的成熟,有用性與易用性已不再是影響消費者使用網路購物的主要因素,能夠提供更具互動性與娛樂性的購物情境才真正能吸引消費者再次光臨消費。
In modern society, the enormous e-business opportunities which are brought by the fast increasing of the internet users, not only offers the traditional business a new marketing channel, but also promotes many new-arising e-companies. Most of the previous researches thought that on-line shopping activity is affected by the external motivations, and the customers will decide if they want to shop on-line or not because of the convenience and benefit of the on-line shopping. However, with the growing up e-commerce, it is the era for customers to handle the message, and the standards for shopping websites are getting higher and higher. So, the motivations which affect customers to shop on-line may be different from the previous researches doing in the initial stage; some intrinsic motivation, like the entertainment, may play an important role which affects people to shop on-line. We would like to understand the internet users’ behavioral characters by discussing the intrinsic and external motivations which influence customers to shop on-line, so that we can do some advanced predictions to the development of future markets.
This research uses the Technology Acceptance Model for its foundation, and combines with the Flow Theory and Fashion Theory. We fuse the mastery surface, and try to propose the structure which can explain the intrinsic and external motivations of the customers to shop on-line. Finally, we have advanced confirmation of this structure by empirical examination. The result, which is compared with the external motivation, is that the shopping experience and the comprehension of the on-line shopping procedure explain the on-line shopping behaviors more. With the growing up of the on-line shopping, the efficiency and convenience are no longer the primary factors to affect customers to shop on-line. What really attract people to come back is the atmosphere which can offer more interaction and entertainment.
第一章 緒論
1.1 研究背景……………………………………………………………1
1.2 研究動機……………………………………………………………2
1.3 研究目的……………………………………………………………3
第二章 文獻回顧
2.1 消費者行為…………………………………………………………4
2.2 動機.………………………………………………………………10
2.3 科技接受模式………………………………………………………11
2.4 沉浸理論……………………………………………………………23
2.5 流行理論……………………………………………………………33
第三章 研究方法
3.1 研究架構……………………………………………………………36
3.2 變數定義……………………………………………………………37
3.3 統計模式……………………………………………………………39
3.4 研究假說……………………………………………………………50
3.5 問卷設計……………………………………………………………53
3.6 抽樣設計……………………………………………………………54
第四章 實證分析
4.1 資料蒐集……………………………………………………………56
4.2 樣本分析……………………………………………………………56
4.3 信度與效度分析……………………………………………………59
4.4 模式品質評估………………………………………………………64
4.5 假說檢定……………………………………………………………68
4.6 小結…………………………………………………………………70
第五章 結論與建議
5.1 研究發現……………………………………………………………71
5.2 策略涵意……………………………………………………………72
5.3 研究貢獻……………………………………………………………73
5.4 研究限制……………………………………………………………74
5.5 後續研究建議………………………………………………………74
參考文獻………………………………………………………………………75
附錄……………………………………………………………………………86
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