臺灣博碩士論文加值系統

隨著智慧型手機的普及化，行動網站成為網路業者傳遞產品訊息、接觸現有消費者與吸引潛在消費者的一個重要管道。許多全球知名零售商也陸續提供資訊豐富的行動網站來吸引消費者搜尋產品資訊，而零售商藉由消費者進入行動網站搜尋資訊或是購買產品的過程，增加與消費者接觸的機率與時間。在臺灣，網路書店成為一個消費者購買書籍與其他產品不可或缺的管道，但是目前全臺灣提供行動網站的網路書局卻只有四家，由此可見行動網站尚未普及化。因此對於網路業者而言，如何在行動網站中提供足夠且正確的產品資訊給消費者是本研究主要探討的議題。
過去的研究指出，電子形象與網站中的產品資訊品質對於消費者的購買決策扮演了非常重要的角色。藉由過去探討網站品質與網路消費者行為的研究為基礎，本研究主旨在於定義智慧型手機中的網路書店的電子形象，並探討此電子形象影響消費者購買意願的狀況。
本研究透過使用兩種不同的網路書店模擬示意情境來進行網路問卷調查，而最後總共回收了321份有效問卷來進行統計分析並驗證研究架構與假說。研究結果顯示行動網站中的電子形象對於消費者購買意願是有影響的。因此本研究也建議未來的網路業者在提供行動網站給消費者使用時，應該掌握精簡內容、提供易操作介面與具有互動效果的活動與功能這幾個方向來吸引消費者。

The extensive popularity of smartphones has been recently providing online business practitioners with an alternative useful channel to communicate product information with potential and existing customers. Some of famous retailers in the world provide mobile website to keep consumers to stay in their website to search products information. In Taiwan, the online bookstores become an indispensable channel to buy books or other things. But nowadays, only four online bookstores provide their individual mobile site in the setting of Taiwan’s smartphones. Thus, it’s a critical issue for online business practitioners to understand how to offer information in mobile websites and communicate with consumers in the future.
Previous research on Internet shopping suggests that electronic image, the quality of product information within the shopping website, plays a critical role in influencing online shoppers’ purchase decisions substantially. Therefore, by leveraging prior studies on website quality and web customer behavior, this study aims to identify the influential factors that contribute to the electronic image of online bookstores on smartphones, and investigates the effect of users’ perception of the electronic image upon their intended purchases.
The arguments proposed for this study were empirically validated by using the data from a web survey of 321 samples in the context of two online bookstores. The findings suggest that users’ perception of the electronic image on a smartphone website that influence consumers’ purchase intention. The online business needs to provide useful and important information within easy and convenience mobile websites.

ENGLISH ABSTRACT II
CHINESE ABSTRACT III
Acknowledgement IV
List of Figure VII
List of Table VIII
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Purpose 4
1.3 Research procedure 6
Chapter 2 Literature Review 7
2.1 Smartphone 7
2.2 Corporate image 8
2.2.1 Origins 8
2.2.2 Definition 10
2.3 Online corporate image & e-image 11
2.3.1 Definition of online corporate image 11
2.3.2 Definition of e-image 13
2.4 Existing studies related to e-image 16
2.4.1 E-image 16
2.4.2 Expectation-disconfirmation effects on web consumer satisfaction 17
2.4.3 Online store image 17
2.5 Consumers’ online purchase intention 18
2.6 Research models and hypotheses 19
2.6.1 Usefulness and consumers’ purchase intention 20
2.6.2 Enjoyment and consumers’ purchase intention 21
2.6.3 Navigation and consumers’ purchase intention 23
2.6.4 Scope and consumers’ purchase intention 24
Chapter 3 Data Analysis 26
3.1 Questionnaire design 26
3.1.1 Scale source 26
3.1.2 Measurement approach 28
3.2 Data collection 28
3.2.1 Study subjects 28
3.2.2 Questionnaire pretesting 28
3.2.3 Online questionnaire 29
3.2.4 Data collection 30
3.3 Descriptive statistics 30
3.4 Construct analysis 32
3.4.1 Reliability analysis 32
3.4.2 Validity analysis 33
3.4.3 Analysis of descriptive statistics 39
3.4.4 Correlation analysis 40
3.5 Hypothesis testing 41
3.5.1 Full model regression analysis of Questionnaire A 41
3.5.2 Full model regression analysis of Questionnaire B 43
3.5.2 Hypothesis testing and analysis results 45
Chapter 4 Discussion and Conclusions 47
4.1 Discussion 47
4.1.1 Effect of e-image on consumers purchase intention - Questionnaire A 47
4.1.2 Effect of e-image on consumers purchase intention - Questionnaire B 50
4.1.3 Comprehensive comparison and integration 51
4.2 Managerial implications 53
4.2.1 Streamlined content 53
4.2.3 Interaction effect 54
4.3 Limitations in research and suggestions 55
4.3.1 Survey method 55
4.3.2 Questionnaire design 55
4.3.3 Suggestions for further research 56
Reference 57
Appendix – Questionnaire 67

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