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研究生:黃聖峯
研究生(外文):Huang, Sheng Feng
論文名稱:以計劃行為理論探討線上以物易物使用意願之研究
論文名稱(外文):An Investigation Of Intention Of Internet Bartering Based On Theory Of Planned Behavior
指導教授:許瓊文許瓊文引用關係
指導教授(外文):Chiung, Wen Hsu
口試委員:曾繁絹李淑芬
口試委員(外文):Fan, Chuan TsengShu, Fen Lee
口試日期:2012-06-26
學位類別:碩士
校院名稱:正修科技大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:90
中文關鍵詞:計劃行為理論線上以物易物電子商務
外文關鍵詞:Thoery of Planned BehaviorInternet BarteringE-commerce
相關次數:
  • 被引用被引用:0
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  • 下載下載:14
  • 收藏至我的研究室書目清單書目收藏:1
本研究以計劃行為理論(Theory of Planned Behavior, TPB)為基礎,探討影響線上以物易物網站使用意圖之因素,分析態度,主觀規範,以及知覺行為控制對線上以物易物網站使用意圖之影響。並以社會互動構面(包含社會網絡、社會信任)與個人期望構面(包含期望經濟效用、期望情感效用)為外生變數,探討對線上以物易物使用態度之影響。採用網路問卷平台MySurver調查為資料收集方法,並以台灣地區使用以物易物交換者為主要探討之對象。本研究問卷之發放透過各以物易物交換網站平台共寄發出350份問卷,回收有效問卷為117份,經由SmartPLS資料分析後結果發現。(1)在計劃行為理論面包括「交換態度」和「知覺行為控制」兩項因素對交換意圖皆有顯著影響,然而「主觀規範」對交換意圖則沒有顯著影響。(2)在社會互動面,包含「社會網絡」、「社會信任」此二項因素對線上以物易物的交換態度皆無顯著影響。(3)在個人期望面,包含「期望經濟效用」、「期望情感效用」兩項因素對線上以物易物的交換態度有正向影響。
本研究之實證結果,促進對於線上以物易物平台使用意願之瞭解,藉此以增進以物易物網站業者對於平台的改善,進而提升使用者對於以物易物平台的態度以及使用意願。
The purpose of this study is to investigate the internet bartering intention and its influence factors based on the Theory of Planned Behavior (TPB). The influences of attitude toward internet bartering, subjective norm, and perceived behavioral control on internet bartering intention are explored in the study. The dimensions of social interaction (including social network and social trust) and personal expectation (including Expected Economic Utility and Expected Affective Utility) are adopted as exogenous variables to analyze the influence on the attitude toward the use of internet bartering. An online survey was conducted to identify the entire model. In total, 350 participants who have experiences of internet bartering are involved in the study and 114 samples are valid. Smart PLS was used to analyze the collected data, which produced the following results: (1) Attitude and perceived behavioral control in the Theory of Planned Behavior have significant influences on the intention of internet bartering; however, subjective norm has no significant influence on intention. (2) From the dimension of social interaction, both social networks and social trust have no manifest impact on the attitude toward online bartering. (3) The personal expectation dimension shows both Expected Economic Utility and Expected Affective Utility have positive influence on the attitude of bartering online.
The empirical results advance the understanding of internet bartering, which benefit webmasters to improve the designs of internet bartering and also enhance exchangers' attitude and intention toward internet bartering.
中文摘要 ii
Abstract iii
誌 謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒 論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 9
1.4 研究流程 10
第二章 文獻探討 11
2.1以物易物的起源 11
2.1.1以物易物現況的發展 13
2.2計劃行為理論(Theory of Planned Behavior, TPB) 19
2.2.1態度(Attitude) 21
2.2.2主觀規範(Subjective Norm) 22
2.2.3知覺行為控制(Perceived Behavior Control) 23
2.2.4行為意圖(Behavioral Intentions) 24
2.3社會互動(Social Interaction)構面 25
2.3.1社會網絡(Social Networks) 26
2.3.2社會信任(Social Trust) 27
2.4個人期望(Individual Expectations)構面 28
2.4.1期望經濟效用(Economic Utility) 30
2.4.2期望情感效用(Emotional Utility) 31
第三章 研究方法 33
3.1研究架構模型與假說 33
3.2變項操作性定義 39
3.3研究對象 41
3.4問卷內容設計 41
第四章 研究分析與結果 47
4.1樣本資料收集 47
4.2樣本之基本資料分析 48
4.3問卷信度與效度統計分析 57
4.4樣本之結構模式分析 61
4.5研究假說檢定結果彙整 66
第五章 研究結論與建議 67
5.1研究結論 67
5.2研究限制 72
5.3研究貢獻 72
5.4後續研究建議 74
參考文獻 75
中文部分 75
英文部分 78
附錄 87
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