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研究生:黃明
研究生(外文):Ming Huang
論文名稱:探討影響跨國購物網站持續使用意圖之相關因素
論文名稱(外文):Investigating the Impact of Critical Factors on Continuance Intention Towards the Cross-Border Shopping Websites
指導教授:陳煇煌陳煇煌引用關係陳世智陳世智引用關係
指導教授(外文):Huei-Huang ChenShih-Chih Chen
口試委員:陳煇煌陳世智
口試委員(外文):Huei-Huang ChenShih-Chih Chen
口試日期:2014-06-26
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:74
中文關鍵詞:持續使用意圖滿意度跨國購物網站文化差異電子商務
外文關鍵詞:Continuance IntentionCross-Border WebsitesSatisfactionElectronic CommerceCulture difference
相關次數:
  • 被引用被引用:1
  • 點閱點閱:191
  • 評分評分:
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隨著網際網路的廣泛運用,孕育出了「電子商務」這個名詞,就是透過網路進行交易的新型商業活動型態。在全球化時代中,企業亟需將跨國電子商務的重心沿伸到不同層次的服務,才能刺激消費者再次消費和產生持續使用意圖。
本研究以影響跨國購物網站消費者使用滿意度觀點,包括網路口碑、認知價值、網站設計品質、信任、知覺風險、不確定性廻避等構面來了解消費者對於跨國購物網站的持續使用意圖,且以滿意度為中介變數。根據本研究顯示:(1)顯著影響消費者對於跨國購物網站使用滿意度的構面為網路口碑、網站設計品質、信任和不確定性廻避;(2)消費者使用跨國購物網站的滿意度對於其持續使用意圖有顯著影響;(3)認知價值和知覺風險對於跨國購物網站消費者使用滿意度無顯著影響。最後,根據本研究分析結果,提供欲進入跨國購物網站領域的企業及相關領域之經營者建構環境及管理層面之建議,並提供跨國購物網站領域之未來研究方向。
With the widespread use of Internet and bred out of the noun "e-commerce", which means a new type of commercial activity through the Internet transactions.
In the era of globalization, companies need to improve the service of the cross-border e-commerce to the different levels so that they can stimulate the customers to execute the purchase activity again and generate the continuance intention.
This thesis research is to investigate the continuance intention between the framework of the satisfaction of the customers who use the cross-border websites, including electronic word-of-mouth (e-WOM), perceived value, website design quality, trust, perceived risk and uncertainty avoidance index for understanding the continuance intention of the customers who use the cross-border websites and satisfaction as the mediator variable.
The result showed: (1) the customers who use the cross-border websites’ e-WOM, website design quality, trust, uncertainty avoidance index and satisfaction, significantly affect the continuance intention (2) satisfaction of the customer who use the cross-border websites significantly affect the continuance (3) perceived value and perceived risk are not significantly affect the continuance intention.
This paper provides suggestions to the companies which would like to enter the area of the cross-border e-commerce, and the operators who establish and manage the environment. According to the results, it also provides the possibility to the future research about the cross-border websites.
誌謝 i
摘要 ii
ABSTRACT iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
1.1 研究背景 1
1.2研究動機 4
1.3研究目的 6
1.4論文架構 7
1.5研究流程 7
第二章文獻探討 9
2.1 跨國購物網站 9
2.2 網路口碑 14
2.3 認知價值 14
2.4 網站設計品質 15
2.5 信任 16
2.6 知覺風險 17
2.7 不確定性廻避 18
2.8 滿意度 18
2.9 持續使用意圖 19
第三章研究方法 20
3.1 研究架構 20
3.2 研究假說 20
3.2.1網路口碑與滿意度之關係 20
3.2.2認知價值與滿意度之關係 21
3.2.3網站設計品質與滿意度之關係 21
3.2.4信任與滿意度之關係 21
3.2.5知覺風險與滿意度之關係 22
3.2.6不確定性廻避與滿意度之關係 22
3.2.7滿意度與持續使用意圖之關係 23
3.3研究變數之操作型定義 24
3.4問卷設計 25
3.4.1網路口碑 26
3.4.2認知價值 26
3.4.3網站設計品質 27
3.4.4信任 28
3.4.5知覺風險 29
3.4.6不確定性廻避 30
3.4.7滿意度 31
3.4.8持續使用意圖 31
3.5研究對象與抽樣方法 32
3.6資料分析方法 32
第四章資料分析與結果 33
4.1敘述統計分析 33
4.2測量模式分析 36
4.2.1驗證性因素分析 36
4.2.2信度分析 38
4.2.3內容效度 42
4.2.4收斂效度 43
4.2.5區別效度 43
4.2.6 R2判定係數(檢定迴歸模型的擬合能力) 46
4.3內模式分析 46
第五章結論與建議 49
5.1研究結論 49
5.1.1網路口碑對滿意度之影響 49
5.1.2網站設計品質對滿意度之影響 49
5.1.3信任對滿意度之影響 50
5.1.4不確定性廻避對滿意度之影響 50
5.1.5滿意度對持續使用意圖之影響 51
5.1.6認知價值對滿意度之影響 51
5.1.7知覺風險對滿意度之影響 52
5.2管理意涵 52
5.3研究限制及未來研究方向 53
參考文獻 54
附錄 68
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