臺灣博碩士論文加值系統

隨著技術的發展，智慧型手機已經改變了人們的溝通方式，並推動了即時通訊的熱潮，如“LINE訊息”，它擁有驚人的使用者。近年來，網際網路的出現，
改變了訊息的傳遞和交流的方式，並且成為一個普遍被人們接受的媒體平台，虛擬社群提供了一個分享訊息的管道。企業或個人的參與行為，使人們有更多的意願加入虛擬社群。因此，從企業或個人的共享訊息中，可提高與其他用戶的互動關係。
相較於其他交易方式，它是個很容易讓消費者聚集他們的需求在虛擬社群。同時，社群成員之間的連貫性和信任，可進一步降低交易的潛在風險。本研究旨在了解影響的虛擬社群內行動社群購物的消費者意向的因素，並建構一個綜合的架構，基礎架構為刺激-有機體-反應（SOR），並透過結構方程模型（SEM）探討知覺風險、知覺價值、喚起與行動社群購物意向的關係。其次，使用重要度-績效分析法（IPA）研究探討知覺風險的議題。在本研究中得到的結果，可以用來改善線上服務品質的行動社群購物，並提供管理策略。

With the evolution of technology, the smart phone has changed the way people communicate and has driven instant messenger boom, such as “LINE messenger” which has a staggering number of users in the world. In recent years, the emergence of the Internet as a popularly acceptable media platform has changed the way how information transmission and communication were conducted. Virtual community provides a channel to share information. The engagement behaviors of enterprises or individual make people have more willingness to join virtual community. Sharing information from enterprises or individual can also improves the interactive relationship with other users.
Comparing to other transaction modes, it is easier for consumers to aggregate their demands in virtual communities. The coherence and trust among community members, at the same time, further reduce potential risks in transactions. This study aims to understand factors that affect consumer intentions of mobile social shopping intention within the virtual communities and to develop a comprehensive framework. Base on the Stimulus–Organism–Response (SOR) framework, the study explore the relationship among the perceived risk, perceived value, arousal and mobile social shopping intention by the Structural Equation Model (SEM). Second, the study explores the issue of perceived risk by Importance-Performance Analysis (IPA). The results obtained in this study can be used to improve the e-service quality for mobile social shopping providers and build the management strategies.

Table of contents

1. INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVE 5
1.3 RESEARCH PROCEDURE 5
2. LITERATURE REVIEW 8
2.1 STIMULUS – ORGANISM – RESPONSE THEORY (SOR) 8
2.2 BEHAVIOR INTENTION 10
2.3 E-SERVICE QUALITY 11
2.4 AROUSAL AND PLEASURE 16
2.5 PERCEIVED RISK 18
2.6 PERCEIVED VALUE 21
3. RESEARCH DESIGN 23
3.1 RESEARCH FRAMEWORK 23
3.2 QUESTIONNAIRE DESIGN 25
3.3 FACTOR ANALYSIS 29
3.4 RELIABILITY 31
3.5 VALIDITY 33
3.6 STRUCTURAL EQUATION MODELING (SEM) 34
3.7 IMPORTANCE-PERFORMANCE ANALYSIS (IPA) 38
4. DATA COLLECTION AND ANALYSIS 42
4.1 DATA COLLECTION 42
4.2 DATA ANALYSIS 44
4.2.1 X2 TEST ANALYSIS 44
4.2.2 INDEPENDENT SAMPLES T-TEST 49
4.3 CONFIRMATORY FACTOR ANALYSIS 51
4.3.1 EASE OF USE 52
4.3.2 PRIVACY 53
4.3.3 DESIGN 54
4.3.4 INFORMATION 55
4.3.5 FUNCTIONALITY 56
4.3.6 AROUSAL 57
4.3.7 PLEASURE 58
4.3.8 PERCEIVED RISK 59
4.3.9 PERCEIVED VALUE 60
4.3.10 BEHAVIOR INTENTION 61
4.4 HIGHER-ORDER CONFIRMATORY FACTOR ANALYSIS 62
4.5 STRUCTURAL EQUATION MODELING 64
5. DISCUSSION 81
5.1 E-SERVICE QUALITY 81
5.2 IMPORTANCE-PERFORMANCE ANALYSIS 87
6. CONCLUSION AND STRATEGY SUGGESTION 94
6.1 CONCLUSION 94
6.2 RESEARCH LIMIT AND FUTURE RESEARCH SUGGESTION 97
REFERENCE 99


List of Figures
Figure 1.1 Official Accounts by LINE 3
Figure 1.2 Online shopping Process by LINE Service 4
Figure 1.3 Research Procedure 7
Figure 2.1 SOR Model 9
Figure 3.1 Research Concept Model 24
Figure 3.2 A graphical example of a SEM 37
Figure 3.3 Importance-Performance Map 40
Figure 4.1 Convergent validity of ease of use 53
Figure 4.2 Convergent validity of privacy 54
Figure 4.3 Convergent validity of design 55
Figure 4.4 Convergent validity of information 56
Figure 4.5 Convergent validity of functionality 57
Figure 4.6 Convergent validity of arousal 58
Figure 4.7 Convergent validity of pleasure 59
Figure 4.8 Convergent validity of perceived risk 60
Figure 4.9 Convergent validity of perceived value 61
Figure 4.10 Convergent validity of behavior intention 62
Figure 4.11 Confirmatory Factor Analysis of E-Service Quality 64
Figure 4.12 Structural Model 66
Figure 4.13 Results of Structural Model 68
Figure 4.14 Results of Structural Model (female) 73
Figure 4.15 Results of Structural Model (male) 76
Figure 5.1 E-Service Quality of CFA for different group 81
Figure 5.2 SEM for different group 84
Figure 5.3 E-Service Quality effect behavior intention for female sample 85
Figure 5.4 E-Service Quality effect behavior intention for female sample (by pleasure) 86
Figure 5.5 E-Service Quality effect behavior intention for female sample (by arousal) 86
Figure 5.6 Importance-Performance Analysis Result 90
Figure 5.7 Importance-Performance Analysis Result (female sample) 91
Figure 5.8 Importance-Performance Analysis Result (male sample) 92

List of Tables
Table 3.1 Measurements of perceived risk 25
Table 3.2 Measurements item of perceived value 26
Table 3.3 Measurements of arousal 27
Table 3.4 Measurements of pleasure 27
Table 3.5 Measurements of behavior intention 28
Table 3.6 Measurements of Research Constructs 28
Table 3.7 Details of Goodness-of-Fit Index 38
Table 4.1 Profiles of the sample (N=436) 43
Table 4.2 Each construct and their measurement item 45
Table 4.3 x2 test of gender 46
Table 4.4 Independent-samples t-test of performance on each group 49
Table 4.5 Independent-samples t-test of Importance on each group 50
Table 4.6 Covariance matrix for the ease of use 52
Table 4.7 Convergent validity of ease of use 52
Table 4.8 Covariance matrix for the privacy 53
Table 4.9 Convergent validity of privacy 53
Table 4.10 Covariance matrix for the design 54
Table 4.11 Convergent validity of design 54
Table 4.12Covariance matrix for the information 55
Table 4.13 Convergent validity of information 55
Table 4.14 Covariance matrix for the functionality 56
Table 4.15 Convergent validity of functionality 56
Table 4.16 Covariance matrix for the arousal 57
Table 4.17 Convergent validity of arousal 57
Table 4.18 Covariance matrix for the pleasure 58
Table 4.19 Convergent validity of pleasure 58
Table 4.20 Covariance matrix for the perceived risk 59
Table 4.21 Convergent validity of perceived risk 59
Table 4.22 Covariance matrix for the perceived value 60
Table 4.23 Convergent validity of perceived value 60
Table 4.24 Covariance matrix for the behavior intention 61
Table 4.25 Convergent validity of behavior intention 61
Table 4.26 Confirmatory Factor Analysis of E-Service Quality 63
Table 4.27 Model fit of males 68
Table 4.28 Results of Hypothesis Test 69
Table 4.29 Standardized Regression Weights 70
Table 4.30 Standardized Indirect Effects 70
Table 4.31 Estimates of the direct and indirect effect on behavior intention 71
Table 4.32 Model fit of males (female) 73
Table 4.33 Results of Hypothesis Test (female) 73
Table 4.34 Standardized Regression Weights (female) 74
Table 4.35 Standardized Indirect Effects (female) 74
Table 4.36 Estimates of the direct and indirect effect on behavior intention (female) 75
Table 4.37 Model fit of males (male) 77
Table 4.38 Results of Hypothesis Test (male) 77
Table 4.39 Standardized Regression Weights (male) 78
Table 4.40 Standardized Indirect Effects (male) 79
Table 4.41 Estimates of the direct and indirect effect on behavior intention (male) 80
Table 5.1 E-Service Quality of CFA for different group 82
Table 5.2 Mean importance and performance for each e-service quality item 87
Table 5.3 Elements in each quadrant by gender 93
Table 6.1 Summary of Hypotheses Testing 95