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研究生:吳詩韵
研究生(外文):Wu, Shin-Yun
論文名稱:網路拍賣認知對購買動機與意願之關聯性研究
論文名稱(外文):A Study of Relationship Model with Perceived Factors, Purchase Motivation and Intention on the Online Auction Website
指導教授:林豐政林豐政引用關係
指導教授(外文):Lin, Feng-Jenq
口試委員:溫博仕王俊如
口試委員(外文):Wen, Po-ShihWang, Chun-Ju
口試日期:20120622
學位類別:碩士
校院名稱:國立宜蘭大學
系所名稱:應用經濟與管理學系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
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:69
中文關鍵詞:網路拍賣科技接受模式知覺風險購買動機購買意圖
外文關鍵詞:Online auctionTechnology acceptance modelPerceived riskPurchase motivationPurchase intention
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隨著網際網路的快速發展,提供了電子商務發展的基礎,使得網路已成為僅次於實體通路外最重要銷售管道。其中網路拍賣的快速成長格外引人注目,其龐大的市場潛能,勢必成為消費者購物的重要管道。因此,對於拍賣網站業者及賣家而言,瞭解影響網路拍賣買家之購買動機與購買意圖的因素就顯得格外重要。
因此,本研究結合知覺風險理論、購買動機理論與科技接受模式,提出「知覺風險」、「認知易用性」及「認知有用性」對「購買動機」與「購買意圖」的關係模式,並進行實證分析。其次,亦透過多群組分析,探討在不同的拍賣網站間對於所提之關係模式是否具干擾效果。同時,亦進一步探討其構面之間的影響效果。研究中透過網路問卷以收集網路拍賣買家的樣本資料,並使用SPSS與AMOS軟體進行相關議題的分析,以檢驗本研究模型和相關假說。
研究結果顯示:「認知易用性」與「認知有用性」皆正向影響「購買動機」,且「認知易用性」亦正向影響「認知有用性」;「購買動機」正向影響「購買意圖」,「知覺風險」則負向影響「購買意圖」。其次,買家的購買動機主要源自「娛樂需求」與「資訊需求」;知覺風險主要源自「時間風險」與「心理風險」;認知易用性主要源自「搜尋功能」與「下標功能」;認知有用性主要源自「整體績效」與「便利功能」,而購買意圖則主要源自「目前意願」。其次,不同「拍賣網站」對整體模式具明顯的干擾效果,顯示使用不同拍賣網站可能造成模型路徑上的差異性;據此,研究中再個別建立不同拍賣網站的關係模式,以說明影響路徑的相對強弱。
由於過去的學者研究,少有將「知覺風險」結合科技接受模式的「認知易用性」與「認知有用性」以探討網路拍賣買家的「購買動機」與「購買意圖」;因此,本研究可作為日後探討網路消費行為研究的參考,而在網路拍賣實務管理上則可提供網站業者及賣家,未來經營上強化與改善的參考。

With the rapid development of internet, it provides the basic of the development of E-commerce that becomes second most important sales channels in addition to B&M(Brick and Mortar). It is particularly interesting for the rapid growth of online auction. Besides, its huge market potential will be the important channels of consumer shopping. Therefore, according to the internet auction businessmen and seller, it’s important to understand the factors of influence of buyers purchase motivation and intention.
Therefore, this study is based on the internet auction buyers’ cognitive approach to have the relationship model of perceived usefulness, perceived ease of use, perceived risk and purchase motivations to do the empirical analysis. At the same time, it through AMOS to conduct different internet auction’s relationship model has effect of interference or not and to compare with their incidences.
The results showed that (1) Perceived Ease of Use and t Perceived Usefulness were positive influences purchasing motivations; (2) Perceived Ease of Use positive influences Perceived Usefulness; (3) purchasing motivation positive influences purchasing intentions; (4) perceived risk negative influences purchasing intentions. Further found that: (5) different Internet auction site on the overall pattern of interference effects.

第壹章 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 研究流程……………………………………………………….…4
第貳章 文獻回顧……………………………………………………………6
第一節 網路拍賣……………………………………………………….…6
第二節 知覺風險…………………………………………………………10
第三節 認知有用性與認知易用性………………………………………12
第四節 購買動機…………………………………………………………14
第五節 購買意圖…………………………………………………………18
第參章 研究方法…………………………………………………...……19
第一節 研究架構…………………………………………………………19
第二節 研究假設…………………………………………………………20
第三節 研究變項操作型定義……………………………………………22
第四節 問卷設計…………………………………………………………24
第五節 樣本取得…………………………………………………………28
第六節 統計方法…………………………………………………………29
第肆章 實證分析……………………………………………..…….……33
第一節 樣本結構分析……………………………………………………33
第二節 信度與效度分析…………………………………………………38
第三節 結構方程模式建立………………………………………………40
第四節 多群組模式的檢測………………………………………………52
第五節 個別拍賣網站分群模式…………………………………………53
第六節 運用拔靴法驗證模型……………………………………………55
第伍章 結論與建議…………………………………………………...…56
第一節 研究結論…………………………………………………………56
第二節 管理意涵…………………………………………………………58
第三節 對後續研究之建議………………………………………………59
參考文獻………………………………………………………….…………60
一、中文文獻……………………………………………………………….60
二、英文文獻………………………………………………………….……61
三、網路文獻…………………………………………………………….…66
附錄一「網路拍賣買家行為研究」問卷………………………….………67

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