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研究生:王文臨
研究生(外文):Wen-lin Wang
論文名稱:衝動性、強迫性與成癮購物傾向對網路拍賣接受度之影響
論文名稱(外文):The Impact of Impulsive, Compulsive and Addictive Buying Tendencies on Acceptance of Online Auction
指導教授:李延熹李延熹引用關係周中理周中理引用關係
指導教授(外文):Yen-hsi LeeChung-li Chou
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用外語研究所
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:94
中文關鍵詞:成癮性購物傾向強迫性購物傾向衝動性購物傾向科技接受度
外文關鍵詞:addictive buying tendencycompulsive buying tendencyimpulsive buying tendencytechnology acceptance
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近年來由於網路的普及,越來越多人使用網路拍賣平台進行購物。然而,只有少部份的研究是針對網路拍賣購物行為以及消費者特質之關係做調查。此研究目的是在探討消費者的衝動性、強迫性與成癮性購物傾向對網路拍賣平台接受度的影響。此研究為量化研究,在問卷設計方面,採用早期專家研究中的尺度量表,針對上述三種消費者的購物傾向,以及科技接受度做測量。受試者為朝陽科技大學大學部學生,共回收424份問卷,351份為有效問卷,有效問卷率為82.5%。結果指出,消費者的衝動性購物傾向對於網路拍賣平台的知覺有用性存在顯著正向影響,而對於網路拍賣平台的知覺易用性則存在部份顯著正向影響。消費者的強迫性購物傾向對於網路拍賣平台的知覺有用性存在部份顯著正向影響,而對於網路拍賣平台的知覺易用性存在部份顯著正向及負向的影響。消費者的成癮性購物傾向對於網路拍賣平台的知覺有用性存在部份顯著正向影響,而對於網路拍賣平台的知覺易用性存在部份顯著正向及負向的影響。消費者對網路拍賣平台的知覺有用性及知覺易用性會顯著正向影響其使用行為。
Currently, due to the popularity of the internet, more and more people are using online auctions to make purchases. However, only a few researchers have investigated this phenomenon and its associated purchasing characteristics. The main purpose of this research is to investigate the relationship between an acceptance of online auctions and three buying tendencies of online shoppers: impulsive, compulsive and addictive buying. The research is quantitative and empirical. A questionnaire is designed that measures these three buying tendencies and also includes an additional scale for technology acceptance; all of the scales are revised from previous researches. The questionnaires are then distributed to and then collected from undergraduates at Chaoyang University of Technology in Taiwan. A total of 424 questionnaires are collected, with a valid percentage rate of 82.5% (351 questionnaires). The result indicated impulsive buying tendencies have significant positive effect on perceived usefulness of online auction platform. Furthermore, there is also partially significant positive effect on perceived eases of use of online auction platform. Compulsive buying tendencies partially positive affect perceived usefulness of online auctions significantly. Moreover, it also partially positive and negative affects perceived ease of use of online auctions significantly. For the perceived usefulness of online auctions platform, addictive buying tendencies have partially and significant positive effect. Moreover, for the perceived ease of use, they have partially significant positive and negative effects on online auctions. The perceived usefulness and perceived ease of use have significant positive effect on usage behavior of online auctions separately.
TABLE OF CONTENTS
中文摘要 i
Abstract ii
ACKNOWLEDGEMENTS iv
LIST OF TABLES viii
LIST OF FIGURES xi
CHAPTER ONE INTRODUCTION 1
Background and Motivation 1
Statement of the Problem 4
Purpose of the Study 5
Research Procedure 6
CHAPTER TWO LITERATURE REVIEW 8
Impulsive Buying Behavior 8
Definition of Impulsive Buying 8
Classifications of Impulsive Buying Behavior 9
The Characteristics of Impulsive Buying 10
Compulsive Buying Behavior 12
Definition of Compulsive Buying 12
The Characteristics of Compulsive Buying 13
Addictive Buying Behavior 14
Definition of Addiction 15
Criteria of Substance Dependence Disorder 15
The Development of Addictive Buying 16
Technology Acceptance Model 17
Definition of TAM 18
The Development of TAM 18
The Dimensions of TAM 20
CHAPTER THREE METHODOLOGY 22
Research Framework 22
Hypotheses 24
Research Target and Participants 27
Instruments 28
Pilot Study 34
Pilot Result 36
Data Analysis Method 37
CHAPTER FOUR DATA ANALYSIS 39
Participants 39
Demographic Analysis 40
Descriptive Statistics Analysis 43
Reliability and Validity Analysis 50
Exploratory Factor Analysis 54
Multiple Regression Analysis 61
CHAPTER FIVE CONCLUSION 75
Discussion 75
Implications 82
Limitations and Suggestions 82
REFERENCES 84
APPENDIX 91









LIST OF TABLES
Table 3.1 Impulsive Buying Tendencies Scale 29
Table 3.2 Compulsive Buying Tendencies Scale 30
Table 3.3 Addictive Buying Tendencies Scale 31
Table 3.4 Technology Acceptance Scale 33
Table 3.5 Demographic Data of Pilot Test 34
Table 3.6 Reliability Analysis 37
Table 4.1 Sample Information 40
Table 4.2 Demographic Data 41
Table 4.3 Descriptive Statistics Analysis of Compulsive Buying Tendencies 44
Table 4.4 Descriptive Statistics Analysis of Impulsive Buying Tendencies 45
Table 4.5 Descriptive Statistics Analysis of Addictive Buying Tendencies 47
Table 4.6 48
Descriptive Statistics Analysis of Perceived Usefulness 48
Table 4.7 Descriptive Statistics Analysis of Perceived Ease of Use 49
Table 4.8 Descriptive Statistics Analysis of Usage Behavior 49
Table 4.9 Reliability Analysis of Compulsive Buying Tendencies 50
Table 4.10 Reliability Analysis of Impulsive Buying Tendencies 51
Table 4.11 Reliability Analysis of Addictive Buying Tendencies 52
Table 4.12 Reliability Analysis of Perceived Usefulness 53
Table 4.13 Reliability Analysis of Perceived Ease of Use 53
Table 4.14 Reliability Analysis of Usage Behavior 54
Table 4.15 Exploratory Factor Analysis of Compulsive Buying Tendencies 56
Table 4.16 Exploratory Factor Analysis of Impulsive Buying Tendencies 57
Table 4.17 Exploratory Factor Analysis of Addictive Buying Tendencies 59
Table 4.18 Exploratory Factor Analysis of Perceived Usefulness 60
Table 4.19 Exploratory Factor Analysis of Perceived Ease of Use 60
Table 4.20 Exploratory Factor Analysis of Usage Behavior 61
Table 4.21 Multiple Regression Analysis of the Relationship between Compulsive Buying Tendencies and Perceived Usefulness, with Perceived Usefulness as the Dependent Variable 62
Table 4.22 Multiple Regression Analysis of the Relationship between Impulsive Buying Tendencies and Perceived Usefulness, with Perceived Usefulness as the Dependent Variable 64
Table 4.23 Multiple Regression Analysis of the Relationship between Addictive Buying Tendencies and Perceived Usefulness, with Perceived Usefulness as the Dependent Variable 65
Table 4.24 Multiple Regression Analysis of the Relationships among All Three Buying Tendencies in respect of Perceived Usefulness, with Perceived Usefulness as the Dependent Variable 67
Table 4.25 Multiple Regression Analysis of the Relationship between Compulsive Buying Tendencies and Perceived Ease of Use, with Perceived Ease of Use as the Dependent Variable 69
Table 4.26 Multiple Regression Analysis of the Relationship between Impulsive Buying Tendencies and Perceived Ease of Use, with Perceived Ease of Use as the Dependent Variable 70
Table 4.27 Multiple Regression Analysis of the Relationship between Addictive Buying Tendencies and Perceived Ease of Use, with Perceived Ease of Use as the Dependent Variable 71
Table 4.28 Multiple Regression Analysis of the Relationship among all Three Buying Tendencies in respect of Perceived Ease of Use, with Perceived Ease of Use as the Dependent Variable 73
Table 4.29 Multiple Regression Analysis of the Relationship between Perceived Usefulness and Perceived Ease of Use in respect of Usage Behavior, with Usage Behavior as the Dependent Variable 74
Table 5.1 Result of Hypotheses 76

LIST OF FIGURES
Figure 1.1 Research Procedure 7
Figure 2.1 Technology Acceptance Model 19
Figure 3.1 Research Framework 24
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