臺灣博碩士論文加值系統

透明視窗是具有吸引力的窗口呈現出產品生產或服務的過程，由此窗口顧客可以知道他們交易的過程。雖然電子商務已經為企業創造了新的機會，無論在線上或離線顧客仍然需要在購物時資訊的正確無誤。本研究所採用的研究方法為問卷調查法，主要是組合科技準備指標、科技接受模型和期待確認理論探討顧客心理特性與實際情況對產品或服務的想法。本實證研究的結果為知覺實用性、創新、不適應和不安全影響滿意。其中樂觀為激勵因素而不適應和不安全為抑制因素。最後提出研究討論、貢獻、管理實務的建議、研究限制和未來研究。

Transparent windows are intriguing windows to enhance customers easier to keep track of multiple processes of the producing or transporting at once. Although electronic commerce has created new opportunities for businesses, consumers’ shopping and assurance information no matter on online or offline still continue to be needed. Importance for assurance of transparent windows is the statement or fact of being great significance. Using the questionnaire combined the Technology Acceptance Model (TAM), Expectation Confirmation Theory (ECT), Technology Readiness Index (TRI) to explore the customer psychological traits and the actual situation that they recommend the product or service. The results showed that perceived usefulness, innovativeness, discomfort, and insecurity impacted on the satisfaction, where the innovativeness is motivator; discomfort and insecurity are inhibitors. Finally, the paper presented discussion, contribution, managerial suggestion, limitation, and future works.

中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究背景與動機 2
1.2 研究目的 8
1.3 研究流程 11
二、文獻探討 12
2.1透明視窗(Transparent windows) 12
2.2科技接受模式(Technology Acceptance Model, TAM) 13
2.3期待確認理論(Expectation Confirmation Theory, ECT) 14
2.4 科技準備指標(Technology Readiness Index, TRI) 16
三、研究方法與模型 18
3.1研究架構圖 18
3.2 研究假說 19
3.3變數定義與操作化 21
四、資料分析 23
4.1基本資料 23
4.2信度與效度分析 35
4.3驗證假說 38
五、結論 41
參考文獻 43
中文部分 43
英文部分 45
附錄一 本研究問卷 54
附錄一 問卷 54
表 1研究假設表 21
表 2性別樣本分佈表 23
表 3年齡樣本分佈表 24
表 4教育程度樣本分佈表 25
表 5職業別樣本分佈表 26
表 6居住地區樣本分佈表 27
表 7每月收入樣本分佈表(單位:元) 27
表 8每月使用次數樣本分佈表 28
表 9每月平均花費樣本分佈表 28
表 10每月使用頻率樣本分佈表 29
表 11看過透明化窗的產品次數分配 29
表 12看過透明化窗的產品次數分配 31
表 13看過與消費過透明視窗相關與差異一覽表 34
表 14 KMO數值意函一覽表 36
表 15 信度、CR、AVE 分析表 37
表 16相關分析表 37
表 17 研究結果總表 40
圖 1資訊透明化的產業發展 4
圖 2透明視窗滿足顧客需求示意圖 5
圖 3透明視窗範例 7
圖 4研究步驟 11
圖 5透明視窗範例 13
圖 6科技接受模型 (TAM) 14
圖 7期待確認理論(ECT) 15
圖 8研究架構圖 19
圖 9看過透明視窗化樣分佈圖 30
圖 10消費過透明視窗化樣分佈圖 32
圖 11檢定結果 39

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