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研究生:陳俐伶
研究生(外文):Chen Li-Ling
論文名稱:網站特性與網購消費者行為意向之研究:網站信任中介效果之探討
論文名稱(外文):The research in the website characteristics and behavioral intent of consumers online: The discussion on mediating role of online trust
指導教授:周文賢周文賢引用關係徐純慧徐純慧引用關係
指導教授(外文):Chow Wayne-SienHsu Chun-Hui
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:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:網站特性網路購物網站信任電子商務總人口數安全性消費者保養品效果
外文關鍵詞:web site characteristiconline shoppingonline trustE-businessRelationsdesigntaiwan
相關次數:
  • 被引用被引用:14
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  • 下載下載:1064
  • 收藏至我的研究室書目清單書目收藏:8
隨著寬頻網路之建置漸趨成熟,使得電子商務之市場逐漸崛起。根據創市際市場研究顧問公司於2005年進行之「購物/拍賣網站品牌印象調查」調查結果顯示,台灣地區之上網人口已超過總人口數之五成,其中又以網路購物之發展最為迅速。網路購物平台因著其不受疆界限制的特性,吸引無數網友的青睞,經營績效屢創佳績。

由於使用網站交易時,無法看到實體商品,因此消費者對網站的信任將影響其行為意向,本研究依文獻探討,建構影響網購消費者行為意向之網站特性,並選擇曾在Yahoo購物、PChome購物、PayEasy、Shopping99…等網站購買保養品的消費者為研究對象,以結構方程模式(SEM)確證理論模式,研究結果發現,影響網購消費者行為意向之網站特性包括「安全性」、「瀏覽介面」、「品牌強度」、「虛擬顧問」、「低錯誤」、「完善訂購服務」六大構面。其中「完善訂購服務」又會受「虛擬顧問」與「安全性」所影響,而此「完善訂購服務」與「品牌強度」及「低錯誤」將提昇網購消費者之「網站信任」而影響其「行為意向」。

本研究所提出之影響網購消費者行為意向之網站特性較諸Yakov et al.(2005)之模式更形簡約,並具影響層次關係。此結果可供網站設計者,規劃有效網站設計之參考。
As the growing up of internet, the market of E-commercial is rising up. According to the survey of “brand impression of online shopping/auction’s site” made by the InsightXplorer (IX) company in 2005, it showed that the population of using internet in Taiwan has more than half of all, and the most developed is shopping online. The characteristic of online shopping is not limited by area, so it attracts so many customers online and making good results.

Because of using the online transactions, we can’t see the real product, that, online trust of customers to the site will effect the behavioral intention. The research according to the literature reviews the web site characteristics that affect behavioral intent of consumers. The research takes example in consumers who purchase cosmetic from Yahoo, PChome, PayEasy, Shopping99, and makes the theory model in SEM. The research shows that the web site characteristics that affect behavioral intent of consumers include six dimensions: “Security”, “Browsing & Operation”, “Brand Strength”, “Advice”, “Absence of Error”, “Order Fulfillment”. The “Order Fulfillment” will be affected by “Advice” and “Security”. “Order Fulfillment”, “Brand Strength” and “Absence of Error” will rise “Online Trust” of consumers, and affect their “Behavioral Intent”.

In this research, the web site characteristics that affect behavioral intent of consumers compare with model of Yakov et al.(2005) have more parsimony, and level relations of effects. The result can be used for reference to work out a design of effective site by designers of web sites.
目次 I
表次 III
圖次 V
第一章 緒論 1
1.1研究動機 1
1.2研究目的 2
1.3研究對象與範圍 2
1.4研究流程 3
第二章 文獻回顧 5
2.1網站特性與網購消費者之行為意向 5
2.2信任(TRUST) 14
2.3網站信任(ONLINE TRUST) 18
2.4化妝保養品產業概況 22
第三章 研究方法 28
3.1研究架構 28
3.2研究假說 29
3.3變數定義 33
3.4量表發展步驟 36
3.5問卷設計 40
3.6資料收集方法 40
3.7統計分析方法 41
3.8線性結構關係之建構 44
第四章 實證分析 49
4.1前測 49
4.2樣本資料分析 50
4.3信度與效度 56
4.4模式檢定結果 60
4.5顯現外生變數對潛伏內生變數之總效果 65
4.6小結 67
第五章 結論與建議 70
5.1研究發現 70
5.2策略意涵 71
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 76
中文部份 76
英文部份 77
附錄一 本研究問卷 87
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