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論文名稱(外文):The Study of Web Visual Aesthetics on Usage Intention to Online Banking— The Moderating Effect of Shopping Orientation
指導教授(外文):Tsung-Chi Liu
外文關鍵詞:online bankingweb aestheticsshopping orientationusage intention
  • 被引用被引用:3
  • 點閱點閱:504
  • 評分評分:
  • 下載下載:59
  • 收藏至我的研究室書目清單書目收藏:2



As discussing the topic of online banking, most researches drew on models borrowed from social psychology, such as TAM, TPB and IDT , but neglect the characteristics of online banking itself. Nowadays, in order to outperform competitors, how to use web aesthetics to entice and retain online users has become a prioritized question for the bank. In this research , we incorporated the construct “web aesthetics” to discuss related topic on usage intention.

Besides, to combine with the S-O-R theory, this research use “stimulus”, “organism” to influence the users` response, to discuss how web aesthetics influence usage intention through perceived website service quality and add shopping orientation to model to be a moderator. Then we provide operational definition and indicator to the four dimensions for the design of questionnaire based on the previous research. Also, we use statistic software to perform the outcome, including descriptive analysis, factor analysis, hierarchical regression and structured equation modeling.

The research use sampling survey randomly in all kinds of industry coming from every industry, the results are as follows:
1.Perceived service quality has completely mediating effect on usage intention. Ease of use, reliability, enjoyment and safety all have significant effects on usage intention.
2.People with different shopping orientation will have opposite sense of feeling on web aesthetics. So the strategy on website design should focus on formality and appealing simultaneously.

第二節 研究目的4
第三節 研究流程5
第二章 文獻探討6
第一節 刺激-個體-反應理論(S-O-R Theory)6
第二節 網頁美感10
第三節 知覺網站服務品質13
第四節 購買傾向17
第五節 行為意圖21
第三章 研究方法23
第一節 研究架構23
第二節 研究假設24
第三節 研究變數操作型定義27
第四節 問卷設計28
第五節 研究對象與方法32
第四章 研究結果與分析35
第一節 樣本結構35
第二節 因素分析與信度檢定38
第三節 階層迴歸分析43
第四節 線性結構競爭模式分析46
第五章 結論與建議50
第一節 研究結果50
第二節 結論與管理意涵53
第三節 研究限制與與後續研究建議56


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