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研究生:徐自瑄
研究生(外文):Tzu-Hsuan Hsu
論文名稱:運用科技準備接受模式探討網購農產品之研究
論文名稱(外文):A Study on Exploring Online Purchase of Agricultural Products Based on Technology Readiness-Acceptance Model
指導教授:陳姿伶陳姿伶引用關係
口試委員:黃炳文鄭政宗
口試日期:2016-07-11
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業管理研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:78
中文關鍵詞:科技準備接受模式科技準備度科技接受度線上購買意圖農產品電子商務
外文關鍵詞:Technology AcceptanceTechnology ReadinessTechnology Readiness-Acceptance ModelOnline Purchase IntentionAgricultural e-Commerce
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網路逐漸普及,台灣使用網路的人口比率逐漸提升,隨著科技進步,消費者使用網路的購物經驗也增加,網路購物便利、提供完整資訊,但並非所有消費者都能接受這種銷售通路,先前研究透過科技準備度與科技接受度分別探討消費者的網購意圖,因此本研欲整合科技準備接受度,從已有網購經驗與網購過農產品的消費者,分析方法採用迴歸分析,探討其網購農產品的意圖。
經研究實證,整體的科技準備度與線上購買農產品意圖有顯著影響,但在科技準備度中的四個子構面中,僅樂觀性與創新性有顯著的影響;科技接受度中的核心概念,認知有用性與認知易用性也分別對線上購買農產品有顯著的影響;科技準備度與科技接受度之關係,整體的科技準備度對認知有用性有顯著影響,在子構面中樂觀性與創新性有顯著影響,不適應性與安全疑慮則無;整體的科技準備度對認知易用性有顯著影響,在子構面中樂觀性、創新性、不適應性有顯著影響,僅安全疑慮無顯著影響,因此本研究也使用階層迴歸分析,探討認知有用性與認知易用性,在科技準備度與線上購買農產品的意圖中,是否為中介變相,經分析證實為部分中介。
本研究之實務貢獻給予業者未來在推廣線上購買農產品行銷方面之建議。科技準備度衡量使用者對於使用新科技的傾向,而科技接受度利用認知有用性與認知易用性,來推測使用者對系統的使用意圖。科技準備度方面,可從喜歡嘗試、樂於接受新科技的族群做推廣,科技接受度方面,可減少訂購流程的複雜感,讓消費者覺得使用線上購物是一件容易的事情,與傳統購物方式相比,能提高更多效率。


When increasing popularity of Internet, the percentage of people using the Internet in Taiwan also gradually increases. Shopping on the Internet is very convenient and has many complete information, but not everyone can accept this distribution channel. In previous studies, when exploring consumer online purchase intention, mostly the model of technology acceptance or technology readiness was used; less research used both of them. Therefore, this study aims to integrate technology acceptance and technology readiness to explore consumer’s online purchase intention of agricultural products. Research results show overall technology readiness and online purchase intention of agricultural products are significantly related, but as to four sub-constructs of technology readiness, only constructs of optimism and innovation have a significant impact. Both variables of the perceived usefulness and perceived ease of use of online shopping also have a significant impact on online purchases of agricultural products. As for the relationship between technology acceptance and technology readiness, the overall technology readiness has a significant influence on the perceived usefulness; only the sub-constructs of optimism and innovation have a significant influence. Overall technology readiness has a significant effect on the perceived ease of use; only sub-constructs of optimism, innovation, and discomfort have a significant influence. This study also attempts to know what roles are the perceived usefulness and perceived ease of use playing, so the research used hierarchical regression method for analysis. The result reveals both of them are the mediator variables. This study suggests that the agricultural industry should be given the marketing aspect of the online purchase of agricultural products in the future to promote the agricultural e-commerce. When e-commerce operators want to promote new things, they can try on those who are willing to accept new technology, and let consumers feel the use of online shopping is an easy thing, compared with the traditional way of shopping, and also shopping online is more efficiency.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究重要性與目的 3
第二章 文獻回顧 5
第一節 科技準備接受模式 5
第二節 農產品的線上購買意圖 13
第三章 研究方法 17
第一節 研究架構與假設 17
第二節 研究設計 21
第三節 研究工具 21
第四節 資料分析方法 33
第四章 研究結果與分析 37
第一節 研究樣本描述性統計分析與討論 37
第二節 描述性統計分析與討論 43
第三節 相關分析與討論 48
第四節 迴歸分析與研究假設實證討論 50
第五章 結果與建議 62
第一節 結論 62
第二節 建議 64
參考資料 67
附錄一 正式問卷 75


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網路資料
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EZprice公關室(2015年8月20日)。22015Q2台灣六大網購平台商品類別佔比。【EZprice公關室網路資料】。(線上檢索日期2015年12月1日)。取自http://goo.gl/N6r5Wu
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