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研究生:曹張威
論文名稱:網路拍賣行為之研究—延伸科技接受模型
論文名稱(外文):An Empirical Research of Online Bidding Behavior—Extended Technology Acceptance Model
指導教授:王文弘王文弘引用關係
指導教授(外文):Wen-Hung Wang
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:98
中文關鍵詞:線上競標延伸科技接受模型結構方程
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隨著網路普及,許多研究調查都顯示網路拍賣的使用人口日漸增加,交易總金額也愈來愈高,有些人甚至直接利用網路拍賣來取代傳統市場,可見網路拍賣逐漸成為全民運動。為了瞭解影響消費者在網路拍賣上競標意圖之因素,本研究採用Davis(1989)所提出之科技接受模型當作核心模型,並參考國外學者的研究,歸納出有關個人差異的自我效能、電腦知能變數,有關內在動機的知覺風險、知覺娛樂、知覺價格變數,以及影響是否持續使用的滿意度變數,提出一個適用於網路拍賣之延伸科技接受模型(Extended Technology Acceptance Model)。本研究採用SPSS統計軟體進行信、效度分析及相關分析,接著利用LISREL統計軟體進行驗證性因素分析及結構方程模式分析,研究結果發現,知覺有用、知覺易用、態度、電腦知能、自我效能、知覺娛樂均對於下標意圖有直接或間接的正向顯著影響,知覺價格則對知覺娛樂及下標意圖有負向的直接顯著影響,而知覺風險在本研究中對於下標意圖是沒有顯著的直接或間接影響。
謝辭 i
中文摘要 ii
英文摘要 iii
目錄 iv
表目錄 viii
圖目錄 x

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 拍賣相關研究 6
一、 拍賣的歷史與定義 6
二、 拍賣的形態 6
三、 網路拍賣定義 8
四、 網路拍賣的優勢 9
五、 網路拍賣的劣勢 9
第二節 科技接受模型 10
第三節 知覺風險 14
一、 知覺風險定義 14
二、 知覺風險構面 15
三、 網路購物下的知覺風險 17
四、 小結 18
第四節 知覺娛樂 19
一、 知覺娛樂性定義 19
二、 知覺娛樂整合TAM的相關研究 20
三、 小結 21
第五節 知覺價格 21
一、 價格定義 21
二、 價格敏感度 22
三、 知覺價格 23
四、 小結 25
第六節 自我效能 25
一、自我效能定義 25
二、自我效能的向度 26
三、自我效能的來源及影響 27
四、電腦自我效能 28
五、小結 29
第七節 滿意度 30
一、滿意度定義 30
一、滿意度衡量構面 31
三、 小結 32
第八節 電腦知能 32
一、電腦知能定義 32
二、電腦知能內涵 33
三、小結 35
第三章 研究方法 36

第一節 研究模型 36
第二節 研究假設 36
第三節 研變數定義與衡量 45
一、 原始TAM的構面 45
二、 知覺娛樂 46
三、 知覺風險 46
四、 自我效能 47
五、 滿意度 47
六、 知覺價格 48
七、 電腦知能 48
第四節 研究設計 49
一、 調查方法 49
二、 問卷設計 49
第五節 資料蒐集與分析方法 51
一、 研究對象 51
二、 資料分析方法 51
第四章 分析結果 53
第一節 基本資料敘述性統計分析 53
一、 個人基本資料 53
一、 使用網路經驗 55
第二節 各構面因素分析及信度檢定 56
一、 知覺有用性之因素分析及信度分析 56
二、 知覺易用性之因素分析及信度分析 57
三、 知覺娛樂性之因素分析及信度分析 58
四、 知覺風險之因素分析及信度分析 59
五、 知覺價格之因素分析及信度分析 60
六、 態度之因素分析及信度分析 60
七、 自我效能之因素分析及信度分析 61
八、 意圖之因素分析及信度分析 62
九、 滿意度之因素分析及信度分析 62
十、 電腦知能之因素分析及信度分析 63
第三節 相關分析 64
第四節 結構方程模式 65
一、 模式品質評估 65
二、 驗證性因素分析 67
三、 LISREL線性結構分析 69
第五章 結論與建議 73
第一節 研究結果與討論 73
一、 影響知覺易用性因素之探討 73
二、 影響知覺有用性因素之探討 73
三、 影響知覺娛樂性因素之探討 74
四、 影響電腦知能因素之探討 74
五、 影響滿意度因素之探討 74
六、 影響態度因素之探討 75
七、 影響意圖因素之探討 75
第二節 管理上意涵 76
第三節 後續研究建議 77
?考文獻 79
附錄 92
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