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研究生:盧正宗
研究生(外文):Cheng- Tsung Lu
論文名稱:影響網路消費者非計畫性購買行為與再訪意願之相關因素探討
論文名稱(外文):The Study on the Determinants of the Online Consumers’ Unplanned Purchase and Intention to Return
指導教授:祝道松祝道松引用關係
指導教授(外文):Dauw-Song Zhu
學位類別:博士
校院名稱:國立東華大學
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:95
語文別:中文
論文頁數:275
中文關鍵詞:再訪意願沈浸理論科技接受模式信任非計畫性購買行為
外文關鍵詞:Flow TheoryTechnology Acceptance Model (TAM)TrustUnplanned PurchaseIntention to Return.
相關次數:
  • 被引用被引用:45
  • 點閱點閱:2701
  • 評分評分:
  • 下載下載:1004
  • 收藏至我的研究室書目清單書目收藏:15
網際網路之興起,造就電子商務日漸普及。而相關研究也顯示台灣電子商務的線上市場規模有持續擴大的趨勢,故探討網路消費行為是一重要的研究主題。然而大部分研究聚焦於影響消費行為的外在因素,如新科技與技術之運用、增加網站多元化功能等。因此本文延續Koufaris (2002)之主張,認為應同時整合性地探討消費者「面臨外在網站資訊科技的知覺因素」與「內在心理狀態的知覺因素」,才能有效解釋對後續消費行為之關聯性。而Koufaris (2002)之研究整合了沈浸理論 (Flow Theory) 與科技接受模式 (Technology Acceptance Model, TAM)來探討消費者在網站虛擬環境下的消費者知覺因素與消費行為之關聯性,是少數研究中能同時整合性地探討消費者對外在購物網站之知覺因素(知覺有用性、知覺易用性)、內在心理面之知覺因素(沈浸狀態),與購物行為間關聯性之研究。然而,該研究中有以下幾點不足之處:(1)所探討引發沈浸狀態的因素大部分是90年代中期所提出,部分變數(技能、挑戰感)因現今購物網站操作介面之人性化,且消費者已具備基本使用技能,故並非是影響消費者沈浸狀態之主因,因此本文認為應增加其他新文獻所主張符合現今環境下的相關變數。(2)該研究同時整合TAM與沈浸理論之知覺因素,卻沒有探討兩理論間的關聯性。(3)該研究忽略消費者對網站信任感之因素,此為許多網路消費行為研究所重視之變數 ,卻為Koufaris (2002)所忽略。
故本文延續Koufaris (2002)之研究,首先針對引發沈浸狀態的相關因素,認為網路消費者會透過對「制度型信任機制 (institution-based trust, IBT)」之擔保效果,將之移轉至對消費購物網站之信任,因此透過IBT機制除了能直接提昇消費者信任外,更可以正向影響消費者達到沈浸狀態下的知覺控制感。另一方面,針對該研究未考量消費者信任感因素,本文依據相關文獻之發現,信任會透過前述IBT機制、或來自於消費者與網站間之互動性所建立之。因此若建立起對交易網站的信任,則不僅將正向影響TAM之知覺因素,也是導致沈浸狀態下知覺控制感之主因之一,更是直接引發再購意圖之因素。故信任因素係探討網路購物行為不可忽略之重要因素。而在網路消費行為面,本研究則聚焦於消費者的非計畫性購買行為 與再訪意願 此為多數學者與實務經營者所關心之議題。
本研究透過問卷調查法,以台灣最大營業額的Yahoo! 奇摩、ebay 拍賣購物網站中的消費者為研究對象,實際透過網站刊登與販售本研究問卷,共刊登1000份,共回收867份,有效問卷為832份。透過結構方程式模式 (structure equation modeling, SEM) 來檢定本研究架構的配適度,與變項間的因果關係。實證結果發現:
一、消費者使用「附加價值搜尋機制」的程度越多,將正向引發消費者的沈浸狀態(知覺購物樂趣、知覺控制感、集中注意力);此外,與購物網站的「互動性」程度越高,會正向引發消費者的知覺購物樂趣、知覺控制感;而當消費者對於網站販售物的涉入程度越高,亦會正向引發消費者的知覺購物樂趣、集中注意力。而消費者對購物網站的「知覺有用性」或「知覺易用性」越高時,亦將正向引發其知覺購物樂趣或集中注意力;對購物網站的信任程度越高,則將正向引發消費者的知覺控制感。
二、而TAM知覺變數(知覺有用性、易用性)會正向影響沈浸狀態知覺因素,因此兩理論間具有關聯性。
三、 當消費者的沈浸狀態程度越高(知覺購物樂趣、集中注意力),將直接引發消費者的「非計畫性購買行為」。此外,產品涉入程度、互動性與附加價值搜尋機制會透過沈浸狀態之中介效果,間接正向引發「非計畫性購買行為」;而知覺易用性、知覺有用性會透過「知覺購物樂趣」或「集中注意力」之中介影響,間接引發消費者的「非計畫性購買行為」;信任程度亦會透過「知覺控制感」而間接引發「非計畫性購買行為」。而「IBT機制」則會透過「信任」,再依前述路徑間接影響「非計畫性購買行為」。
四、「知覺購物樂趣」、「知覺有用性」是引發消費者「再訪意願」之直接影響因素;而「產品涉入程度」、「互動性」、「附加價值搜尋機制」會透過知覺購物樂趣間接引發消費者的再訪意願;「知覺易用性」、「信任」亦會透過「知覺有用性」的中介效果,間接影響再訪意願。而「信任」亦會透過「知覺易用性」影響「知覺有用性」的雙重中介效果,間接影響消費者「再訪意願」。「制度型信任機制」則會透過「信任」,再依前述路徑間接影響消費者的「再訪意願」。
The fast the internet develop, the popular the electronic commerce (EC) results in. Related research indicates that the EC market scale has been expanded in Taiwan. Therefore, to explore online consumers’ behaviors is an important issue. However, most papers focus on the external factors affecting consumer behaviors, such as application of new technology and skill, improvement of web’s multiple functions. This study continues the concept of Koufaris (2002), and we propose that it will fully interpret the relationship between the factors affecting consumer behaviors from integrating the external perceptive factors of facing information technology and internal psychology perceptive factors. Koufaris (2002) integrates flow theory and technology acceptance model (TAM) to explore the relation between online consumer’s perceptive factors and behaviors in the internet virtual environment, and it’s a few of researches that simultaneously integrate both online consumers’ external (perceived usefulness, perceived ease of use) and internal (perceived shopping enjoyment, focus concentration, perceived control) perceptive factors to explore the consumer behaviors. But Koufaris (2002)’s study has some shortcoming: (1) the factors affecting consumer behaviors are proposed from middle-ninety era, part of the factors (skill, challenge) are not the significant variables resulting from humanistic web interface and having basic skills. Hence, this study suggests searching for related factors conforming new environment. (2) Although Koufaris (2002)’s study integrate both online consumers’ external and internal perceptive factors, he doesn’t explore the relation between the two theory. (3) His research neglects to investigate online consumers’ trust on web, but that is an important variable many researches focused on.
This study continues the concept of Koufaris (2002), and we propose the guarantee effect of institution-based trust (IBT) would direct influence online consumers’ trust and perceived control of the flow. Besides, to improve the shortcoming neglecting the variable of trust, we integrate some literatures to propose that interactivity (Lee and Turban, 2001) and IBT mechanism are the main factors affecting trust. If online consumers build the trust on web, that will not only have positive effect on TAM perceptive factors and perceived control of the flow but also on intention to return . On the online consumers’ behaviors, this study focuses on unplanned purchase and intention to return, because most scholars and practitioners are concerned about it.
This study utilizes a questionnaire to investigate the research issue. The research objects are the consumers in Yahoo!Kimo and eBay which are one of the greatest shopping webs in Taiwan. To publish and sell 1000 questionnaire in Yahoo!Kimo and eBay, there are 832 valid surveys. Structure equation modeling (SEM) is used to test the fit test modeling and hypotheses. The result of this study is that:
First, the level of using value-added search mechanisms have positive impact on the flow (perceived shopping enjoyment, focus concentration, perceived control); the level of interactivity has positive impact on perceived shopping enjoyment and perceived control; the level of product involvement also has positive impact on perceived shopping enjoyment and focus concentration. Besides, when the online consumers have higher perceived usefulness and perceived ease of use, it will influence on perceived shopping enjoyment and focus concentration; the level of trust on web also has positive impact on perceived control.
Second, TAM perceived factors (perceived usefulness and perceived ease of us) have positive impact on flow perceived factors. Hence there is relationship between the two theories.
Furthermore, when online consumers have higher level of flow, it will direct result in unplanned purchase. On the other hands, product involvement, interactivity and value-added search mechanisms will have indirect effect on unplanned purchase through intermediation effect of flow; the perceived usefulness and perceived ease of use also have indirect effect on unplanned purchase via intermediation effect of flow (perceived shopping enjoyment and focus concentration); Trust has indirect effect on unplanned purchase via intermediation effect of perceived control; and IBT mechanism has indirect effect on unplanned purchase via double intermediation effect from the route of trust.
Finally, perceived shopping enjoyment and perceived usefulness of online consumers have the direct effect on intention to return. But perceived ease of use and trust have indirect effect on intention to return via intermediation effect of perceived usefulness. Trust has also indirect effect on intention to return via double intermediation effect from the route of perceived ease of use. IBT mechanism has indirect effect on intention to return through intermediation effect from the route of trust.
第一章 緒 論
第一節 研究背景與動機…………………………………………. 1
第二節 研究問題與目的…………………………………………. 6
第三節 預期貢獻…………………………………………………..7
第四節 研究流程…………………………………………………10

第二章 文獻探討
第一節 科技接受模式…………………………………….……. 11
一、科技接受模式之發展……………………………...11
二、以科技接受模式探討網路消費行為之相關研究...16
第二節 沈浸理論..……………………………………………….34
一、定義………………………………………………....34
二、以沈浸理論探討網路消費行為之相關研究……....35
三、網路消費者「沈浸狀態」的知覺因素……………51
第三節 引發「沈浸狀態」之前置脈絡因素…………………….54
一、沈浸理論下的前置影響因素……………………….54
二、TAM下的前置影響因素:「TAM知覺因數」與「沈浸狀態」之關聯性…………………………………59
三、制度型信任機制的知覺影響效果…………………64
第四節 信任與沈浸理論、TAM知覺變數之關聯性…………69
一、信任之定義………………………………………....69
二、與信任相關的網路消費行為研究………………...70
三、「信任」與「沈浸狀態前置因素」間的關聯性…….84
四、「信任」與「沈浸狀態知覺感受因素」間的關聯性...85
五、「信任」與「TAM知覺感受因素」間的關聯性…86
六、「附加價值搜尋機制」與「知覺易用性」間的關聯性……………………………………………….......89
第五節 引發網路消費行為之相關因素.......................................92
一、非計畫性購買行為..…………….…………….…...92
(一)定義..…………….…………….……………..92
(二)實體環境下的非計畫性購買行為相關研究..94
(三)網路消費行為下的非計畫性購買行為相關研究
………………………………………………..95
(四)「沈浸狀態」與「非計畫性購買行為」間的關聯性…………………………………........…..96
(五)小結……………………………..………….100
二、再訪意願……………………………………….....102
(一)定義……………………………………......102
(二)引發再訪意願之因素……………………..103
第六節 控制變數……………………………………………….107
一、選取控制變數之理由………….…..………….….107
二、相關文獻探討…………………………………….107
第七節 網路消費行為研究之總結…………………………….111

第三章 研究設計
第一節 觀念性研究架構………………..…………………...….117
第二節 研究假設…………………..………………………...….119
第三節 研究方法………………………..…………………...….137
第四節 資料收集與抽樣方式……………..…………...……….139
第五節 變數之操作型定義與衡量……………………………..142
第六節 資料分析方法…………………………………………..157


第四章 實證結果分析
第一節 人口統計分析…..……………..…….……………...…..159
第二節 信度與效度分析……………..…………...…………….167
第三節 敘述性統計分析……………..…………...…………….179
第四節 整體研究模式分析…………..…………...…………….181

第五章 結論
第一節 研究發現……………..……………..…….………...…..209
第二節 管理意涵與研究貢獻……………..…………...….........213
第三節 研究限制與後續研究建議…………...………………...218
參考文獻……………………………………………………………219
附錄A:電子商務認證標章…………………………………236
附錄B:研究問卷………………………………………………241
附錄C:本研究相關網站圖片…..…………………………248
附錄D:原始問卷題項……………..…………………………252
附錄E:不同控制變數樣本群之SEM分析結果……259
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