臺灣博碩士論文加值系統

隨著網路普及化，線上購物平台越趨普遍，已形成一個虛擬市場。本研究旨在透過消費者的感知來瞭解消費者對於線上購物平台所產生的購買行為(衝動性購買意圖、交叉購買意圖)。在本研究中，消費者知覺認知區分為「感知有趣性」、「感知易用性」以及「感知有用性」作為中介變數，利用不同的消費者知覺認知去探討對消費者行為之影響。此外，本研究亦探討線上的環境線索(任務型線索、氣氛型線索)是否會影響消費者的知覺認知進而提升購物者進行衝動性購物意圖與交叉購買意圖的比例。研究樣本是依據產業情報研究所(Market Intelligence & Consulting Institute, MIC)所提供的母體比例抽樣，共收集404份的有效問卷，利用SPSS以及AMOS 來驗證變數之間的效果以及因果關係。本研究結果指出，要使消費者產生衝動性購買意圖及交叉購買意圖，氣氛型線索是一個重要關鍵因素，另外，本研究也發現，在消費者的感知認知中，「感知有趣性」對於衝動性購買意圖及交叉購買意圖來說，是最有顯著影響的一項變數。

The popularization of the Internet has made online shops increasingly common; they have formed a virtual marketplace. Therefore, the purpose of this paper is to understand online customers’ attitude (online impulse purchase intention and cross-buying intention) toward online e-tailers. In this study, consumer perceived cognition is divided into three intermediary variables for our research framework: perceived playfulness, perceived ease of use and perceived usefulness. We use different type of consumer perceived cognition to discuss whether online customers’ attitude (online impulse purchase intention and cross-buying intention) toward online e-tailers can be affected. Additionally, we discuss whether task-relevant cues, and mood-relevant cues offered by online e-tailers increase consumer perceived cognition in online shopping platforms.
In our research, we collected 404 valid samples in accordance with the proportion of demographic statistics offered by the Market Intelligence and Consulting Institute (MIC). We used SPSS and AMOS to examine the cause and effect relationships among all variables. The result of our study indicates that mood-relevant cue is critical for online consumers to develop impulse purchase intention and cross-buying intention. Also, perceived playfulness is a critical variable on consumer cognition. It play an important role in impulse purchase intention and cross-buying intention.

Chapter 1 Introduction 1
1.1 Research Motivations 1
1.1.1 Management Dilemma 1
1.1.2 Management Issue 2
1.1.3 Research Topics 4
1.2 Research Purposes and Contribution 5
1.2.1 Research Purposes 5
1.2.2 Research Contribution 7
1.3 Research Process 7
Chapter 2 Literature Review 10
2.1 Task-relevant Cues 10
2.1.1 Definition of Task relevant cues 10
2.1.2 Function of Task relevant cues 10
2.2 Mood-relevant Cues 11
2.2.1 Definition of Mood-relevant Cues 11
2.2.2 Function of Mood-relevant Cues 12
2.2.3 Constructs of Mood-relevant Cues 12
2.3 Perceived Playfulness 13
2.3.1 Definition of Perceived Playfulness 13
2.3.2 Function of Perceived Playfulness 13
2.3.3 Constructs of Perceived Playfulness 13
2.4 Perceived Ease of Use 14
2.4.1 Definition of Perceived Ease of Use 14
2.4.2 Function of Perceived Ease of Use 14
2.4.3 Constructs of Perceived Ease of Use 15
2.5 Perceived Usefulness 15
2.5.1 Definition of Perceived Usefulness 15
2.5.2 Function of Perceived Usefulness 15
2.5.3 Constructs of Perceived Usefulness 15
2.6 Impulse Purchase Intention 16
2.6.1 Definition of Impulse Purchase Intention 16
2.6.2 Function of Impulse Purchase Intention 17
2.7 Cross-buying intention 18
2.7.1 Definition of Cross-buying intention 18
2.7.2 Function of Cross-buying intention 18
2.8 Website Involvement 19
2.8.1 Definition of Website Involvement 19
2.8.2 Function of Website Involvement 19
Chapter 3 Research Methodology 20
3.1 Research Framework 20
3.2 Research Hypothesis 21
3.2.1 Relationship between Task-relevant Cues, Perceived Playfulness, Perceived Ease of Use and Perceived Usefulness 21
3.2.2 Relationship between Mood-relevant Cues, Perceived Playfulness, Perceived Ease of Use and Perceived Usefulness 23
3.2.3 Relationship between Perceived Playfulness, Impulse Purchase Intention and Cross-buying intention 25
3.2.4 Relationship between Perceived Ease of Use, Impulse Purchase Intention and Cross-buying intention 27
3.2.5 Relationship between Perceived Usefulness, Impulse Purchase and Cross-buying intention 28
3.3 Measurement and Scale 30
3.3.1 Task-relevant Cues 30
3.3.2 Mood-relevant Cues 31
3.3.3 Perceived Playfulness 32
3.3.4 Perceived Ease of Use 33
3.3.5 Perceived usefulness 34
3.3.6 Impulse Purchase Intention 35
3.3.7 Cross-buying intention 36
3.4 Data Collection and Sampling Design 36
3.4.1 Survey Pre-test 36
3.4.2 Survey Method and Questionnaire Design 37
3.5 The Method of Statistics Analysis 40
3.5.1 The Linear Structure Relationship Model in our Study 40
3.5.2 Linear Structural Relationship Equation 41
3.5.3 Reliability Analysis and Validity Analysis 42
3.5.4 Linear Structural Relationship Equation 43
Chapter 4 Empirical Results 46
4.1 Basic Statistics Analysis of Formal-Test 46
4.1.1 Sample Collection and Descriptive Statistic Analysis 46
4.1.2 One-Way ANOVA Analysis 47
4.1.3 Reliability Analysis 48
4.1.4 Validity Analysis 53
4.2 Results of AMOS Analysis 57
4.2.1 The overall Model Evaluation 57
4.2.2 The Results of the Structure Model 58
4.2.3 Empirical analysis of direct and indirect effect 60
4.3 Empirical Analysis of Moderator Variable and Moderating Effect 65
4.4 Empirical Analysis of Rival Model 67
Chapter 5 Conclusions and Limitations 70
5.1 Research Conclusion 70
5.2 Research Suggestion 72
5.3 Future Researches 73
5.4 Research Limitation 74
References 75
In English 75
In Chinese 90
Appendix 91
A.1 Results of Recursive System Model (RSM) 91
A2. Reliability Analysis of All Items 93
A3. Formal Questionnaire 96

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In Chinese
156.財團法人台灣網路資訊中心Taiwan Network Information Center [TWNIC], (2015), 台灣寬頻網路使用調查。
157.國際發展委員會The National Development Council [NDC], (2014), 台灣數位機會發展現況。
158.產業情報研究所Market Intelligence & Consulting Institute [MIC], (2014), 2014台灣網友網路購物行為調查。
159.產業情報研究所Market Intelligence & Consulting Institute [MIC], (2015), 台灣行動購物消費者需求調查分析(上)、(下)-整體意象與行為