臺灣博碩士論文加值系統

網際網路之快速增長，不僅進入消費者的日常生活，也因而促使產業界投入電子商務之營運。公司行號及個人上網購買產品及服務的趨勢，讓電子商務不僅成為普遍現象，也因此發展出以網路經濟為基礎的新商業模式。
然而，過去僅有少數研究著眼於探究已開發國家及開發中國家線上消費者的特性，及分析影響不同類型的國家的消費者透過網路購物的意圖與影響因素是否存在差異。畢竟相較於已開發國家，多數開發中國家的通訊科技及其基礎建設較為缺乏，這些結構上的差異可能影響消費者的態度與行為。
本研究採用延伸性科技接受模型（E-TAM），測試二種類型國家的消費者的信念與使用意圖間的關係強度是否存在顯著差異，並進一步針對不同國家提出改善電子商務實務之具體建議。研究結果指出，對不同類型國家之消費者，可有效激勵消費者上網購物的因素存在明顯差異，本研究並且提出一個修正架構供未來研究者參考。

The rapid proliferation of the internet uses increasingly penetrates our daily lives. It gave rise to the business concept of electronic commerce (e–commerce), which has become a common phenomenon nowadays, as organizations and individuals purchase commodity and services online.
However, there are very limited studies to investigate factors influencing individual’s online shopping intention in different country classification groups, namely developed and developing countries. Most developing countries, however, have poor technology and communication infrastructure compared to the developed countries that might affect their consumers’ behavior. In this study, extended–technological acceptance model (E–TAM) is used to test whether the theoretical relationship between beliefs and intentions is different for consumers with these two distinguished country characteristics and to suggest some improvement for business practices in each country. Results of this study has identified different factors that encourage consumers from different countries to do online shopping and suggested a new framework that might be addressed by other researchers in the future.

摘要 ................................................................................................................................... i
ABSTRACT .....................................................................................................................ii
ACKNOWLEDGEMENT .............................................................................................. iii
TABLE OF CONTENTS ................................................................................................ iv
LIST OF TABLES ....................................................................................................... viii
LIST OF FIGURES .......................................................................................................... x
CHAPTER 1 INTRODUCTION ...................................................................................... 1
1.1 Research Motivation and Background ............................................................... 1
1.2 Research Question ............................................................................................. 3
1.3 Research Objective ............................................................................................ 3
1.4 Research Scope .................................................................................................. 4
1.5 Research Content ............................................................................................... 4
1.6 Research Flowchart ................................................................................................ 5
CHAPTER 2 LITERATURE REVIEW ........................................................................... 7
2.1 Online Store and Online Shopping ......................................................................... 7
2.2 Extended TAM (E–TAM) .................................................................................... 11
2.2.1 Perceived Usefulness ..................................................................................... 12
2.2.2 Perceived Ease of Use ................................................................................... 12
2.2.3 Perceived Enjoyment ..................................................................................... 12
2.2.4 Online Shopping Intention ............................................................................ 13
2.2.5 Extended TAM Framework ........................................................................... 13
2.3 Country Classifications ........................................................................................ 14
2.3.1 Country Classifications Criteria .................................................................... 15
2.4 The Impact of Online Business in Developed and Developing Countries ........... 15
v
2.4.1 E–Commerce Problem in Developing Countries .......................................... 16
2.5 Major Empirical Study ......................................................................................... 17
CHAPTER 3 RESEARCH METHODOLOGY ............................................................. 19
3.1 Research Approach and Design ............................................................................ 19
3.2 Hypotheses and Research Framework .................................................................. 21
3.3 Survey Methodology ............................................................................................ 23
3.3.1 Questionnaire Design .................................................................................... 23
3.3.2 Conceptual Definition ................................................................................... 24
3.3.3 Operational Definition ................................................................................... 24
3.4 Data Collection Method ....................................................................................... 26
3.4.1 Sampling Method .......................................................................................... 26
3.5 Statistical Analysis/Tools ..................................................................................... 27
3.5.1 Pilot Study ..................................................................................................... 27
3.5.2 Factor Analysis .............................................................................................. 28
3.5.3 Regression Analysis ...................................................................................... 28
3.5.4 Validity Test .................................................................................................. 29
3.5.5 Reliability Test .............................................................................................. 29
CHAPTER 4 DATA COLLECTION AND ANALYSIS .............................................. 30
4.1 Survey Data Collection......................................................................................... 30
4.2 Validity Test Result .............................................................................................. 34
4.3 Reliability Test Result .......................................................................................... 37
4.4 Hypothesis Testing of the TAM Model................................................................ 37
4.4.1 Significance Test between Perceived Ease of Use (PEoU) and Perceived Usefulness (PU) ...................................................................................................... 37
4.4.2 Significance Test between Perceived Usefulness (PU) and Online Shopping Intention (OSI)........................................................................................................ 38
4.4.3 Significance Test between Perceived Ease of Use (PEoU) and Online Shopping Intention (OSI) ....................................................................................... 38
vi
4.4.4 Significance Test between Perceived Enjoyment (PE) and Online Shopping Intention (OSI)........................................................................................................ 39
4.4.5 Significance Test of Effects between Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Perceived Enjoyment (PE) and Online Shopping Intention (OSI) ....................................................................................................................... 39
4.5 Hypothesis Testing of the Country Moderating Effect ........................................ 40
4.5.1 Test the Moderating Effect of Country on the Relationship between Perceived Ease of Use (PEoU) and Perceived Usefulness (PU) ............................ 41
4.5.2 Country Classification Moderating Variable Significance Test in the Relationship between Perceived Usefulness (PU) and Online Shopping Intention (OSI) ....................................................................................................................... 43
4.5.3 Country Classification Moderating Variable Significance Test in the Relationship between Perceived Ease of Use (PEoU) and Online Shopping Intention (OSI)........................................................................................................ 45
4.5.4 Country Classification Moderating Variable Significance Test in the Relationship between Perceived Enjoyment (PE) and Online Shopping Intention (OSI) ....................................................................................................................... 47
4.5.5 Test the Moderating Effect of Country on the Relationship between Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Perceived Enjoyment (PE) and Online Shopping Intention (OSI) ............................................................ 49
4.6 Mediating Effect Analysis .................................................................................... 51
CHAPTER 5 CONCLUSION AND RECOMMENDATION ....................................... 54
5.1 Conclusion ............................................................................................................ 54
5.1.1 Research Findings ......................................................................................... 54
5.1.2 Framework Suggestion .................................................................................. 56
5.2 Managerial Implication ........................................................................................ 56
5.3 Research Limitations ............................................................................................ 58
5.4 Future Research .................................................................................................... 59
vii
APPENDIX 1: QUESTIONNAIRE (ENGLISH VERSION) ......................................... xi
APPENDIX 2: QUESTIONNAIRE (BAHASA VERSION)......................................... xv
APPENDIX 3: QUESTIONNAIRE (CHINESE VERSION) ....................................... xix
APPENDIX 4: PEARSON CORRELATION RESULT (INDONESIA RESPONDENT) .................................................................................................................................... xxiii
APPENDIX 5: PEARSON CORRELATION RESULT (TAIWAN RESPONDENT) ..................................................................................................................................... xxiv
REFERENCE ............................................................................................................... xxv

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