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研究生:林素雲
研究生(外文):LIN,SU-YUN
論文名稱:影響消費者使用線上購物網站意願與生活績效之研究-整合計畫行為理論與任務科技適配理論
論文名稱(外文):A Study on the Influence of Consumers' Willingness to Use Online Shopping Websites and Life Performance - Integrating Theory of Planned Behavior and Task-Technology Fit Theory
指導教授:方信雄方信雄引用關係張斯達
指導教授(外文):FANG,HSIN-HSIUNGCHANG,SSU-TA
口試委員:郭彥谷張佳縈方信雄
口試委員(外文):KUO,YEN-KUCHANG,CHIA-YINGFANG,HSIN-HSIUNG
口試日期:2024-06-01
學位類別:碩士
校院名稱:台北海洋科技大學
系所名稱:海空物流與行銷管理系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:138
中文關鍵詞:電子商務線上購物態度主觀規範知覺行為控制計畫行為理論任務科技適配理論生活績效
外文關鍵詞:Electronic CommerceOn-Line ShoppingAttitudeSubjective NormPerceived Behavioral ControlTheory of Planned Behavior (TPB)Task-Technology Fit(TTF)Life Performance
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隨著電子商務的快速發展,加上2019年起 COVID-19疫情影響,進入後疫情時代,手機、電腦等行動裝置的便捷,加上網路的普及,經營業者將傳統的消費方式轉型為電子數位化的商務模式,從提供商品資訊、選購下單及支付貨款等全程都在網路完成交易,消費者有更多的購物選擇與使用網站的便捷服務,進而提升購買意願,願意使用線上購物網站實現購買行為,轉而以線上購物為主,購物的行為決策受到影響,改變了消費習慣與生活型態。
本研究係以消費者是否願意使用線上購物網站進行消費,並且被有效的持續使用與再使用此資訊科技,以及使用意願對消費者生活的績效影響為研究主題,首先論述「電子商務」之定義簡介及商業活動模式,藉由相關文獻探討及彙整,其次針對網站的線上購物 (On-Line Shopping) 由來、演變、功能與網站資訊系統的演進、資訊搜索、娛樂及商務交易等設計因素以及與傳統購物之比較差異作闡述。進一步介紹「計畫行為理論」與「任務科技適配理論」的由來發展及演進推展的意涵論述。
因此,藉由計畫行為理論的角度,作為行為意圖的預測與解釋消費者使用意願之前提影響因素,包括態度、主觀規範與知覺行為控制,此三個構面變數是共同決策個人對特定行為的動機意願,能夠瞭解使用者的心理層面因素,對於行為決策的影響,也反應出個人對某特定行為的態度愈是正向,主觀規範愈是贊同實施該行為,在比例上知覺行為控制對實施行為的容易度所感知的強度愈強,個人在使用意願的意志力也會提高,相對影響付諸實際行動的行為決策亦會提高,並整合任務科技適配理論,以任務科技適配度的適配程度高低之影響,探討消費者對於線上購物網站使用意願與其個人生活績效的影響。

With the rapid development of e-commerce and the impact of the COVID-19 pandemic starting in 2019, we have entered a post-pandemic era. The convenience of mobile devices such as smartphones and computers, along with the widespread availability of the internet, has led businesses to transform traditional consumption methods into digital e-commerce models. From providing product information to selecting, ordering, and paying for goods, the entire transaction process is completed online. Consumers have more shopping options and convenient website services, which enhances their willingness to make purchases and use online shopping websites, thus shifting primarily to online shopping. This change affects shopping behavior decisions and alters consumption habits and lifestyles.
This study focuses on whether consumers are willing to use online shopping websites for consumption and continue to use and reuse this information technology effectively. It also examines the impact of usage intention on consumers' life performance. First, it discusses the definition and brief introduction of "e-commerce" and business activity models, followed by a review and synthesis of relevant literature. Next, it elaborates on the origin, evolution, functions, and development of online shopping websites, as well as design factors such as information systems, information search, entertainment, and business transactions, comparing these with traditional shopping.
Further, the study introduces the origins, development, and implications of the Theory of Planned Behavior (TPB) and the Task-Technology Fit (TTF) theory. From the perspective of the TPB, the factors influencing consumers' usage intentions are predicted and explained, including attitude, subjective norms, and perceived behavioral control. These three variables collectively determine an individual's motivational intention toward a specific behavior. Understanding these psychological factors can reveal the impact on behavioral decisions. A more positive attitude toward a specific behavior, stronger agreement with subjective norms, and a higher perceived ease of performing the behavior collectively enhance an individual's willingness to use, thereby increasing the likelihood of taking action.Additionally, integrating the TTF theory, the study explores how the degree of fit between task and technology influences consumers' willingness to use online shopping websites and their personal life performance.

摘 要 i
ABSTRACT ii
目 錄 iv
表 目 錄 vi
圖 目 錄 x
第一章 緒論 1
第一節 研究背景1
第二節 研究動機 4
第三節 研究目的與範圍 5
第四節 研究流程 7
第二章 文獻探討 8
第一節 電子商務 8
第二節 計畫行為理論 19
第三節 任務科技適配理論 25
第四節 小結 34
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說 39
第三節 問卷設計 42
第四節 研究對象 48
第五節 統計方法 49
第四章 研究結果 51
第一節 敘述性統計分析 51
第二節 信度與效度分析 58
第三節 構面差異性分析 61
第四節 構面影響性分析 93
第五節 小結 109
第五章 結論與建議 117
第一節 研究結論 117
第二節 研究限制 121
第三節 研究建議 122
參考文獻 123
附錄 133
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13.Tenmax 騰學廣告科技 (2023/8) ,台灣最新網路使用報告!8 大數據亮點一次看, 電商購物行為:免運、折價、付款順暢,最吸引人!取材自https://meet.bnext.com.tw/blog/view/378?
14.資策會產業情報研究所 (MIC) (2023/6)【網購消費者調查二】全年網購消費逾6萬者成長5%, 消費移轉成2023關鍵挑戰,通路多樣化發展趨勢,加速消費者分散網購平台。取材自:https://mic.iii.org.tw/news.aspx?id=650&List=9

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