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研究生:黃証陽
研究生(外文):HUANG,ZHENG-YANG
論文名稱:在O2O平台下了解顧客購買意圖:整合信任移轉及社會支持理論
論文名稱(外文):Understanding customer purchase intention under O2O platform: Integrating trust transfer and social support theory
指導教授:鍾國章鍾國章引用關係陳俊宏陳俊宏引用關係
指導教授(外文):CHUNG,KUO-CHENGCHEN,CHUN-HUNG
口試委員:蔣昭弘吳信德
口試日期:2023-06-14
學位類別:碩士
校院名稱:國立澎湖科技大學
系所名稱:行銷與物流管理系服務業經營管理碩士班
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:73
中文關鍵詞:O2O信任移轉社會支持電商
外文關鍵詞:O2OTrust Transfer Theorysocial supportElectronic commerce
相關次數:
  • 被引用被引用:0
  • 點閱點閱:20
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  • 下載下載:5
  • 收藏至我的研究室書目清單書目收藏:0
在最近幾年的台灣,因為新冠病毒的影響,導致店員會面對面接觸到顧客的傳統零售業受到衝擊,但不會直接接觸到顧客的電商反而趁勢異軍突起,而傳統零售業也勢必要有所改變,依據各國機關統計,2021年英國、南韓、中國大陸等電商滲透率均有20%以上。而傳統零售商和電商為了在競爭激烈的市場下獲得消費者的青睞且為了搶奪對方的客群而開始投入O2O,也就是線上線下整合,將原本需要到實體店面消費的服務,如餐飲、舞台演出、電影等等相關行業的資訊或廣告使用線上網站或APP推送給顧客吸引其到線下消費,甚至讓顧客可以在線上先付款再到線下享受服務。本研究使用Likert七點尺度(7-Point Likert Scale)量表對於使用蝦皮的客戶進行調查,再使用SmartPLS 3和SPSS 22兩種軟體對問卷結果進行分析結合信任移轉及社會支持理論,探討消費者會不會受到同儕親友或自身對賣家甚至於整個平台的看法而對購買意願或回購意願有所影響。研究結果顯示情感支持和訊息支持對賣家信任、網路信任、O2O平台信任有正向影響關係,而網路信任、O2O平台信任對購買意圖有正向影響關係,而賣家信任對購買意圖有正向影響關係不成立。
升級有調節效果,可以強化網路信任對購買意圖的影響關係成立,但強化賣家信任對購買意圖的影響關係不成立。

In recent years in Taiwan, the traditional retail industry that involves face-to-face contact between salespeople and customers has been impacted by the COVID-19 pandemic. On the other hand, e-commerce businesses that do not require direct customer contact have taken advantage of this situation and emerged as strong competitors. Traditional retailers must adapt to these changes. According to statistics from various government agencies, e-commerce penetration rates in countries such as the UK, South Korea, and mainland China are all above 20% in 2021.
To gain consumer favor and compete for each other's customer base in a fiercely competitive market, both traditional retailers and e-commerce businesses have started investing in O2O (online-to-offline) integration. This means pushing information or advertisements related to services such as dining, stage performances, movies etc., which originally required physical store visits for consumption through online websites or apps to attract customers offline. Even allowing customers to pay online first before enjoying services offline.
This study used a Likert seven-point scale questionnaire to survey Shopee users and analyzed the results using two software programs: SmartPLS 3 and SPSS 22 combined with trust transfer theory and social support theory. The aim was to investigate whether consumers' purchasing intentions or repurchasing intentions would be affected by their peers' opinions of sellers or even entire platforms themselves.
The research findings indicate that emotional support and informational support have a positive impact on seller trust, online trust, and O2O platform trust. Additionally, online trust and O2O platform trust have a positive influence on purchase intention. However, the relationship between seller trust and purchase intention is not established.
Promotion has a moderating effect as it can strengthen the relationship between online trust and purchase intention. However, strengthening the relationship between seller trust and purchase intention is not established.

中文摘要 i
ABSTRACT ii
目錄 v
表目錄 vii
圖目錄 viii
第一章:研究背景與動機 1
1.1研究背景 1
1.2 研究動機 3
1.3研究目的 4
1.4研究流程 5
第二章:文獻探討 7
2.1 O2O(Online To Offline、線上線下整合) 7
2.2信任移轉理論(Trust Transfer Theory; TTT) 9
2.3社會支持理論(Social support) 11
第三章:研究方法 14
3.1研究架構圖 14
3.2研究假說 14
3.3問卷題目 19
3.4問卷設計 22
3.5資料蒐集方法 23
3.6 問卷發放和回收 23
第四章:研究結果 24
4.1 研究統計方法 24
4.2樣本結構分析 26
4.3區別效度分析 27
4.4整體結構模型分析 29
4.5中介效果之檢定 32
4.6調節分析 34
第五章:結論與建議 36
5.1敘述性分析 36
5.2研究假說分析及檢定 37
5.3研究結論 39
5.4管理意涵與貢獻 40
5.5未來研究建議 41
參考文獻 43
附錄一、問卷 59













表目錄
表1- 1十大網路購物電商平台排名名單 3
表3- 1研究變數與題項……………………………………….……………….....20
表4- 1受測者基本資料分析表…………………………………………………..26
表4- 2相關係數矩陣Fornell-Larcker Criterion 27
表4- 3 Cross Loadings 28
表4- 4Heterotrait-Monotrait Ratio (HTMT) 29
表4- 5配適度指標 30
表4- 6研究結果 31
表4- 7中介及調節效果 33
表4- 8中介效果檢定表 33



圖目錄
圖1- 1:研究流程圖 6
圖3- 1:研究架構圖………………………………………………………………..14
圖4- 1研究模型路徑係數………………………………………………………..32
圖4- 2調節分析表:信任網際網路(TT) 34
圖4- 3調節分析表:對賣家的信任(TS) 34


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