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研究生:曹立榕
研究生(外文):TSAO,LI-JUNG
論文名稱:消費者的購買涉入及線上介面知覺對網路購物意圖之影響 -以網路涉入為調節變項
論文名稱(外文):The Impact of Consumer’s Purchase Involvement and Factors of Online Interface on Purchasing Intention - Internet Involvement as the Moderator
指導教授:王昱凱王昱凱引用關係
指導教授(外文):WANG,YU-KAI
口試委員:王昱凱謝志宏劉秀雯
口試委員(外文):WANG,YU-KAIHSIEH,CHIH-HUNGLIU,HSIU-WEN
口試日期:2017-06-06
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:77
中文關鍵詞:購買涉入網路涉入科技接受模型電子商務
外文關鍵詞:Purchase InvolvementInternet InvolvementTAMTechnology Acceptance ModelE-commerce
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電子商務發展行之有年,市場趨於成熟,越來越多企業選擇進入電子商務領域,使得電子商務平台的商品種類越來越豐富。然而,一直未有研究就網路介面與網路涉入等面向來分析消費者購買意圖。本研究透過購買涉入來探討消費者不同的涉入程度對於網路通路購買意圖的影響,並透過科技接受模型來了解消費者對於電子商務的接受程度,並輔以網路涉入作為調節變項,建構出包含了科技接受模式的消費者電子商務購買意圖模型,未來企業擬進入電商產業時,可以就更多元的面向來進行行銷策略規劃。本問卷共搜集了927份樣本,得出以下結論:一、購買涉入程度高低對消費者網路通路購買意圖有顯著影響。二、不同的介面使用知覺對消費者網路通路購買意圖有顯著影響。三、不同的網路涉入程度對購買涉入與網路通路購買意圖之間存在干擾效果。四、不同的網路涉入程度對介面使用知覺與網路通路購買意圖之間存在干擾效果。
Since the E-commerce have been flourishing for years, and the market becomes mature. More and more enterprises choose to join the E-commerce. As the number of products on the E-commerce platform has grown fast, E-commerce platform now has lots of different kinds of products. However, there was still no research is about to use the website interface and Internet involvement to analysis the consumer’s online buying behavior.
The main purpose of this study is to find the influencing factors of purchasing intention on E-commerce through the consumer’s purchase involvement and technology acceptance model. And use the Internet involvement as the moderator. In the future, when enterprises are planning to enter the E-commerce market, they can have more aspect to think about their marketing strategy.
This study concludes that:
1.The level of the consumer’s purchase involvement factor has significant on perception of Internet purchasing factors.
2.About the online interface, perceived usefulness, perceived ease of use and perceived playfulness has significant on perception of Internet purchasing factors.
3.The level of the Internet involvement has significant moderation between consumer’s purchase involvement and purchasing intention.
4.The level of the Internet involvement has significant moderation between online interface perceived and purchasing intention.

第一章 緒論 11
第一節 研究背景與動機 12
第二節 研究目的 15
第三節 研究架構與流程 16
第二章 文獻探討 17
第一節 電子商務 17
第二節 涉入理論 19
第三節 網路涉入 23
第四節 科技接受模型 24
第三章 研究方法 26
第一節 研究範圍 26
第二節 研究架構與研究假設 27
第三節 研究設計 32
第四節 研究方法 37
第四章 實證分析與結果 39
第一節 樣本結構 39
第二節 信度及效度分析 43
第三節 變項間相關性分析 46
第四節 假設檢定 47
第五章 討論與建議 54
第一節 研究發現與討論 54
第二節 管理意涵與實務建議 56
第三節 研究限制與未來研究建議 57
參考文獻 59
第一節 網路資料 59
第二節 中文文獻 59
第三節 英文文獻 60
附錄 問卷 66
第一節 前測問卷 66
第二節 正式問卷(A) 70
第三節 正式問卷(B) 74

網路資料
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Kantar Worldpanel (2016年10月)全球民生消費品電子商務成長15%,銷額達到480億美元 檢自 http://www.kantarworldpanel.com/tw/news/2016-EC
人民網(2014年6月)商品種類越來越多,購物體驗不斷改善 "淘寶"給生活添彩 檢自 http://media.people.com.cn/BIG5/n/2014/0609/c40606-25120228.html
中時電子報(2015年3月)資策會:今年電子商務市場將破兆元 檢自http://www.chinatimes.com/newspapers/20150303000216-260210
台灣經貿網(2016年7月)跨境電商全球概況(上) 檢自http://info.taiwantrade.com/CH/bizsearchdetail/373046/I
台灣網路暨電子商務產業發展協會(2016) 迎接網路新經濟 檢自 http://www.tieataiwan.org/%E5%8F%B0%E7%81%A3%E7%B6%B2%E8%B7%AF%E6%9A%A8%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E7%94%A2%E6%A5%AD%E7%99%BC%E5%B1%95%E5%8D%94%E6%9C%83-%E8%BF%8E%E6%8E%A5%E7%B6%B2%E8%B7%AF%E6%96%B0%E7%B6%93%E6%BF%9F/
經濟部 電子商務雲端創新應用與基礎環境建置計畫 國內 B2C 網路商店經營調查報告(2015年12月)檢自 http://www.tieataiwan.org/wp-content/uploads/2016/01/2015年我國B2C網路商店經營現況研析報告_網站版.pdf

中文文獻
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