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研究生(外文):Hsin-Yeh Lee
論文名稱(外文):The Study of Customer’s E-commerce Adoption Behavior in Different Countries: A Technology Acceptance Model View
指導教授(外文):Ku-Ho Lin
口試委員(外文):Tzy-Wen TangMing-Tse Wu
外文關鍵詞:Technology Acceptance ModelTechnology readinessTheory of Planned behaviorStructural Equation modelinge-commerce adoption
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In recent years, with the rapid increase in global internet usage, many companies have entered the international market through e-commerce. Which has been regarded as a low cost and speed way. However, these firms have found that there is a lack of knowledge in consumers’ needs in the international market, which lead a high fail possibility. Therefore, it is important for the firms to understand the e-commerce adoption and use of behavior in different culture environment. In order to explore the behavior of cross-cultural consumers using e-commerce, this study takes the Technology Acceptance Model (TAM) as the main structure to exam the use of e-commerce for consumers, and adopt technology readiness as external variable to explore if it will affect the use behavior, and finally some elements of Theory of Planned Behavior (TPB) have adopted in this study and intend to strengthen the TAM model.

On the other hand, this study is based on three Asian emerging market countries, including Taiwan, Hong Kong and Indonesia. This study-administrated questionnaires to the experienced online shoppers to compare their attitude and behavior in different culture environments. SEM is applied in this study as a main statistical analysis technology. Samples from these three countries were rigorously analyzed and verified. The results show that consumers in higher degree of power distance index (PDI) are less concerned about whether e-commerce can help their own accomplishments, and the rest of results verify the findings of previous studies. This study provides practical advices on the conclusion of the study, provided to the enterprise as a strategy for the development of cross-border e-commerce strategy.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 電子商務 6
第二節 科技接受模型與相關理論 9
第三節 科技準備 11
第四節 假說推導 14
第三章 研究方法 18
第一節 研究架構 18
第二節 變數的操作性定義與衡量 18
第三節 資料蒐集與分析方法 20
第四章 研究結果 23
第一節 敘述性統計 23
第二節 信效度檢定與驗證性因素分析 29
第三節 模型配適度與假說驗證 33
第四節 Pearson與ANOVA之事後分析 36
第五章 結論與建議 38
第一節 實證結果之討論 38
第二節 研究貢獻與管理意涵 40
第三節 研究限制與未來研究方向 41
參考書目 42
附錄 研究問卷 50
張偉豪 (2011)。SEM論文寫作不求人。鼎茂出版社。


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