臺灣博碩士論文加值系統

2020年COVID-19新型冠狀病毒肺炎病毒的疫情擴及全球。各國政府為了管控疫情，許多國家紛紛宣布進入緊急狀態。在傳統產業的塑膠原物料批發零售業中，因為客群的不同，並非直接對消費者，而是面對製造工廠、批發商，這些業者的傳統上採購模式仍是以直接拜訪銷售、實際見面餐敘的方式來的維繫客戶關係，最後取得訂單。但是疫情爆發後，確診隔離政策的關係，人與人之間無法有效的往來，企業甚至因為害怕員工確診進而謝絕拜訪等問題。使得業務維繫變得無法再靠此種傳統的方式就可以維繫。諸多的原因使得原有的銷售模式所產生出來的生態圈，僅能靠著在疫情前建立出的友情繼續維持，而隨著時間族間拉長，時隔三年，商業始終是商業，原先的客戶黏著度也逐漸降低。
本研究模型用 『S-O-R 理論模型』為基本的框架，結合『IS Success資訊系统成功模式』、『TAM 科技接受模型』，本研究探討針對經銷商、代理商針對塑膠製造工廠提供的塑膠製造工廠採購者在使用行動裝置應用程式產生產品詢價的意圖。行動裝置應用程式資訊、系統、服務品質對於採購者對於行動裝置應用程式感知的有用、易用、便利性的影響，進而影響採購者的態度，最後進一步探討影響到行動裝置應用程式產生產品詢價的意圖。
研究結果顯示，塑膠製造工廠採購者在使用行動裝置應用程式所產生的態度，採購者對於『資訊品質』的『有用性』、『服務品質』的『便利性』有顯著的影響，而『系統品質』的『易用性』卻沒有顯著的影響。這可以表示相較『資訊品質』的『有用性』、『服務品質』的『便利性』對『態度』產生顯著正面影響，『易用性』較相對較差，再者在使用行動裝置應用程式所產生的態度對產生產品詢價的意圖產生顯著正面影響。最後創新接受度分別對於在使用行動裝置應用程式所產生的態度及產生產品詢價的意圖產生顯著正面影響。

The COVID-19 novel coronavirus pandemic in 2020 spread globally, leading governments around the world to declare states of emergency in order to control the outbreak. In the traditional plastic raw material wholesale and retail industry, which primarily caters to manufacturing factories and wholesalers rather than direct consumers, the conventional procurement model has relied on direct sales visits and face-to-face meetings to maintain customer relationships and secure orders. However, the outbreak and subsequent policies related to confirmed cases and isolation have rendered effective interpersonal interactions impossible, and companies have even refrained from visiting clients due to concerns about employee infections and related issues. As a result, the maintenance of business relationships through traditional means has become unfeasible. Various factors have diminished the ecosystem created by the existing sales model, and its sustainability now depends solely on the friendships established prior to the pandemic. As time passes, with a three-year interval, business remains business, and the level of customer loyalty has gradually declined.

This research model is based on the S-O-R (Stimulus-Organism-Response) theory, combining the IS Success model and TAM (Technology Acceptance Model). This study aims to explore the intention of distributors and agents who provide plastic manufacturing factories with mobile application-based product inquiry for procurement purposes. It investigates how the information system and service quality of mobile applications influence the perceived usefulness, ease of use, and convenience of the applications for purchasers, subsequently impacting their attitudes and intentions regarding product inquiry through the mobile applications.

The research findings indicate that the attitudes formed by purchasers of plastic manufacturing factories when using mobile applications are significantly influenced by the perceived usefulness of information quality and the convenience of service quality, but not by the ease of use of system quality. This suggests that compared to ease of use, perceived usefulness of information quality and convenience of service quality have a significantly more positive impact on attitudes. Furthermore, the attitudes formed by purchasers when using mobile applications have a significant positive impact on their intentions for product inquiry. Lastly, innovation acceptance has a significant positive impact on both the attitudes formed by purchasers of plastic manufacturing factories when using mobile applications and their intentions for product inquiry.

國立中山大學研究生學位論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vii
表次 viii
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 研究問題與目的 3
第四節 研究方法與流程 4
第二章 文獻探討 5
第一節 台灣使用手機上網的普及率 5
第一節 電子商務銷售飛躍成長 6
第三節 S-O-R(刺激- 機制- 反應)模型 7
第四節 IS Success(資訊系统成功)模式 8
第五節 TAM 科技接受模型 9
第六節 行動裝置應用程式設計 10
第三章 研究方法 12
第一節 研究模型 12
第二節 研究假說 13
第三節 操作型定義 16
第四節 研究設計 18
第四章 資料分析 22
第一節 統計分析基本資料 22
第二節 分析測量模型 24
第三節 『結構模型』分析 33
第五章 結論與建議 36
第一節 研究結果 36
第二節 『理論』與『實務』意涵 38
第三節 『研究限制』與『未來研究方向』 39
參考文獻 40
附錄 本研究正是問卷 45

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