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研究生:張鈺卉
研究生(外文):Yu-hui Chang
論文名稱:台灣儲蓄互助社社員網路購物意向之研究
論文名稱(外文):The Study of Internet Purchase Intentions on Credit Union’s Member in Taiwan
指導教授:李桂秋李桂秋引用關係
指導教授(外文):Kuei-Chiu Lee
學位類別:碩士
校院名稱:逢甲大學
系所名稱:合作經濟學所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:185
中文關鍵詞:信任創新特性科技接受模式儲蓄互助社結構方程式模式
外文關鍵詞:Credit UnionTrustCharacteristics of the InnovationTechnology Acceptance Model (TAM)Structural Equation Modeling (SEM)
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本文援引Davis(1989)提出的科技接受模式,再加入信任和創新特性做為本研究架構,旨在探討台灣儲蓄互助社社員對於網路購物的購買意向。透過問卷調查法,以分層隨機抽樣問卷進行量化統計分析,總樣本數共計1830份,有效樣本包含都市型儲蓄互助社258份及鄉村型儲蓄互助社278份,總計536份。本文使用結構方程式模式驗證研究假設,並利用敘述性統計分析人口統計變數對『信任』、『創新特性』、『認知有用性』、『認知易用性』、『態度』及『購買意向』等構念的差異性。
綜合上述實證結果,『信任¬』與『創新特性』透過『認知有用性』、『認知易用性』及『態度』影響整體儲蓄互助社社員的『購買意向』,其中影響購買意向的關鍵因素為『創新特性』,總效果為0.6088;反之,若觀察都市型及鄉村型社員,影響其購買意向的關鍵因素則是『態度』,總效果分別為0.663及0.57。
『宅經濟』逆勢成長帶動網路購物市場,儲蓄互助社應把握趨勢,首要之務應改善網站功能(諸如:線上訂購、商品資訊、買賣雙方留言版、線上刷卡付費…等)並應增加商品多元性,而且需針對使用過網路購物之社員進行置入性行銷,透過網路無遠弗屆的特性,讓更多社員及社會大眾知道CU Let’s購平台之好處,進而能多予使用使其成為社會大眾日常消費模式之一。
With trust and Characteristics of the Innovation for research framework, this study cited the Technology Acceptance Model by Davis (1989) to discuss the purchase intentions on the Internet of the Credit Union’s member in Taiwan. By using Stratified random sample to conduct the quantitative and statistical analysis of the questionnaires, the total samples 1830 with value samples 536: ones including 258 for urban Credit Union and 278 for rural Credit Union. In addition, the study used Structural Equation Modeling (SEM) to explore descriptive statistical analysis of demographic variables on such aspects as “trust”, “Characteristics of the Innovation”, “Perceived Usefulness”, “Perceived Ease of Use”, “attitude” and “purchase intentions”, and the differences between them.
According to the above results, “trust” and “Characteristics of the Innovation” through “Perceived Usefulness”, “Perceived Ease of Use” and “attitude” influence the purchase intentions of the Credit Union’s members. The most important one is Characteristics of the Innovation, with the total effectiveness of 0.6088. However, when it comes to urban and rural members, the key factor is “attitude”, with the total effectiveness of 0.663 and 0.57 respectively.
“Otaku economy” grow up against the trend along with e-shopping, Credit Union should take advantage of the trend. First, they should make the functions of the websites better; for example, order online, information for commodities, the message board between buyers and sellers, online credit card payment, and increase diversity of products. Further more, Credit Union can use the Internet and Placement Marketing. The members can know CU Let’s platform to purchase, they come to use it, and even integrate it into part of their lives.
中文摘要 i
英文摘要 ii
目 錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻回顧 6
第一節 電子商務 7
第二節 信任 9
第三節 創新 14
第四節 科技接受模式 17
第五節 各構念之關係 19
第三章 儲蓄互助社概述 23
第一節 儲蓄互助社之定義與功能 23
第二節 儲蓄互助社之發展與管理 26
第三節 台灣儲蓄互助社現況 32
第四節 CU Let ''s購 34
第四章 研究設計 36
第一節 研究架構與假設 36
第二節 研究變數衡量 37
第三節 研究方法 40
第四節 研究對象與樣本回收 42
第五章 實證分析 44
第一節 整體儲蓄互助社實證分析 44
第二節 都市型儲蓄互助社實證分析 80
第三節 鄉村型儲蓄互助社實證分析 116
第六章 結論與建議 151
第一節 結論 151
第二節 建議 154
參考文獻 155
附錄一 網路購物問卷各題項之次數分配 162
附錄一 網路購物問卷各題項之次數分配(續) 163
附錄二 都市型網路購物問卷各題項之次數分配 164
附錄二 都市型網路購物問卷各題項之次數分配(續) 165
附錄三 鄉村型網路購物問卷各題項之次數分配 166
附錄三 鄉村型網路購物問卷各題項之次數分配(續) 167
附錄四 網路購物問卷 168
附錄五 有效樣本篩選過程 173
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網站
CU Let’s 購。線上檢索日期:2009年03月25日。網址:http://www.culroc-coop.org.tw/ec99/shop1277/default.asp
2008CULROC-中華民國儲蓄互助協會。線上檢索日期:2009年03月25日。網址:http://www.culroc.org.tw/index.php
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