臺灣博碩士論文加值系統

O2O的消費模式為在網站上付費購買商品或服務，再前往線下實體店面取得商品或接受服務。GROUPON退出台灣市場轟動一時，面對大量的線上電子票券和團購券，消費者也無法短期使用完畢，使得消費者對O2O抱持著不信任或是有疑慮，因此本研究認為消費者權益必須受到保障。透過以上的動機與目的，本研究欲建立第三方支付、賣家商譽、網站保證機制對O2O平台信任與購買意願影響的模型，研究採用便利抽樣，共回收有效問卷271份。研究結果如下:
1.消費者對於在網路上購物還是存在很多的不確定性，因此透過本研究的結果顯示，消費者對於O2O平台擁有安全的第三方支付系統產生信任感呈現正面影響，進而表現更高的購買意願。
2.研究結果顯示，賣家商譽對O2O平台信任呈現正相關，表示O2O平台上顯示賣家的交易紀錄以及評價對消費者來說不僅可以當作購物前的參考，相對也讓消費者對O2O平台上的賣家產生信任感，進而放心購買。
3.以第三方支付、賣家商譽、網站保證機制對O2O平台信任呈正面影響中，以網站保證機制的三個問項平均數最高，表示消費者對於O2O平台所保證的消費者保護法(例如:七天無條件退貨)、未收到商品之前，平台會代保管買家的交易款項以及對賣家商譽的積極管理(當賣家的評價過低時，平台應立即暫停賣家的賣場)都是很重視的，因此本研究認為網站保障機制能夠讓消費者更放心，更提高對平台的信任。
4.由於FinTech近年來崛起，讓消費者越來越重視第三方支付在購物網站上扮演的角色，即使沒有中介的平台做把關，研究顯示安全的第三方支付對購買意願呈現正面影響。

O2O EC Model was first paid on online website and got services or goods lately on offline store. When Groupon declared stop their Taiwan’s website, their consumers got many lost because their Groupon electronic tickets can’t to used. In this case, consumers are distrustful or doubtful to use O2O EC Model. Such that researcher suggest O2O website must protect consumer’s rights. In this research, we want to established a Consumer Intention Model on O2O E-Commerce which by influencing a research of Website Trust and Consumer Intention on O2O Electronic Commerce by influencing Third-Party Payment、Sellers' Reputation and Trade-assurance mechanism. It show that consumers will use the O2O website as the Third -party payment system, the seller’s reputation and evaluation, and enhance consumer intention. The results are as follows:
1.Consumers have a lot of uncertainty about shopping on the Internet, so the results of this study show that consumers have a positive impact on the O2O platform with a secure third-party payment system and a higher willingness to buy.
2.Sellers' Reputation has a positive correlation to O2O platform trust, indicating that the O2O platform shows that the seller's transaction history and evaluation for consumers not only can be used as a reference before shopping, relatively let consumers on the O2O platform sellers have a sense of trust
3.In the Third-Party Payment, Sellers' Reputation and Trade-Assurance Mechanism have a positive impact on the O2O platform trust, the three issues with the Trade-Assurance Mechanism have the highest average, indicating that consumers are guaranteed the Consumer Protection Act for the O2O platform, the platform will be on behalf of the custody of the buyer's transaction money and the active management of Sellers' Reputation are very much, so this study that Trade-Assurance Mechanism to allow consumers to be more at ease, but also improve the trust of the platform.
4.As FinTech has risen in recent years, consumers are paying more and more attention to Third-Party Payment on the shopping site. Even if there is no intermediary platform to do the checks, the study shows that safe Third-Party Payment have a positive impact on Purchasing Intention.

目錄
表次 viii
圖次 x
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第貳章 文獻探討 7
第一節 O2O之定義與現況 7
第二節 第三方支付 12
第三節 賣方商譽 21
第四節 網站保證機制 22
第五節 信任 26
第六節 購買意圖 30
第參章 研究方法 33
第一節 研究架構 33
第二節 研究假說 33
第三節 變數定義和衡量 35
第四節 研究設計 40
第五節 資料分析方法 40
第六節 前測問卷設計 41
第肆章 資料分析與檢定結果 45
第一節 基本資料分析 45
第二節 研究構面問項分析 53
第三節 信度與效度分析 55
第四節 研究假說檢定結果 57
第五節 分析與討論 60
第伍章 結論與建議 63
第一節 研究結論 63
第二節 學術上貢獻 64
第三節 實務上建議 64
第四節 研究限制與未來研究方向 65
參考文獻 67
附錄一問卷 77

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