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系統識別號 U0026-0507201223374100
論文名稱(中文) 產品涉入對信任與網路購物意願是否具有干擾作用
論文名稱(英文) Does the product involvement moderate the relationship between trust and online shopping intention
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 林君玲
研究生(英文) Sylvia Chun-Ling Lin
學號 ra7961246
學位類別 碩士
語文別 英文
論文頁數 90頁
口試委員 召集委員-林豪傑
口試委員-鄭至甫
指導教授-陳永信
中文關鍵字 科技接受模型  認知易用性  認知有用性  信任  消費者網路購物接受  思考可能性模式  高/低產品涉入 
英文關鍵字 Technology acceptance model  TAM  Perceived ease of use  Perceived usefulness  Trust  Consumer acceptance of online shopping  Elaboration likelihood model  ELM  High/Low product involvement 
學科別分類
中文摘要 由於網際網路的普遍,網路購物已成為重要的商業活動及消費者的生活方式之一. 信任在商業關係中被視為不確定性和風險的減緩劑. 因為網際網路的特性, 比起傳統購物領域,信任在網路購物的過程中扮演更重要的角色. 本研究著重在對網路商家的信任並應用科技接受模型來探究此信任對消費者網路購物使用意願的影響,且進一步測試產品涉入對信任和消費者使用態度及使用意願的干擾效應. 本研究中使用的量化研究方法包括敘述性統計分析,驗證式因素分析及複回歸方法. 370份問卷被發送而收回254份有效問卷. 研究結果顯示認知有用性為網路購物使用態度的主要前因,而使用態度完全中介了信任對使用意願的效果. 出乎意料之外,產品涉入對信任及網路購物使用意願並無干擾作用. 理論及實務管理上的蘊含探討及日後的研究建議同時在本研究中呈現.
英文摘要 As the ubiquitous connectivity of Internet, online shopping has become one of the most important business activities and consumers’ life style. Trust has been viewed as a reducer of social uncertainty and risks in the commercial relationships. Due to the characteristics of internet, trust plays a critical role during the online shopping process even more than brick-and-mortar fields. This study focuses on trust in the online vendors and explores the impact trust has on the consumer online shopping intention by applying the technology acceptance model (TAM). It further tests the moderating effect that product involvement has on the relationship between trust and consumer attitude and intention. A quantitative methodology is employed with descriptive analysis, confirmatory factor analysis (CFA) and multiple regression method. 370 questionnaires are distributed and 254 effective responses. The results shows that perceived usefulness is the primary antecedent of consumer attitude towards using the online shopping which fully mediates the effect trust has on consumer intention. Product involvement, out of the expectation, does not act as a moderator for trust and online shopping intention. Theoretical and managerial implications and future research suggestions of this study are also presented.
論文目次 ABSTRACT II
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 5
1.3 Research Scope. 7
1.4 Research Procedures. 8
1.5 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Technology Acceptance Model (TAM). 11
2.2 Trust. 15
2.3 Elaboration Likelihood Model (ELM). 17
2.4 Definition of Research Constructs. 19
2.4.1 Perceived Usefulness (PU). 19
2.4.2 Perceived Ease of Use (PEOU). 19
2.4.3 Attitude toward Using (AT). 20
2.4.4 Behavioral Intention (BI). 21
2.4.5 Trust (TR). 21
2.4.6 Product Involvement (PI). 23
2.5 Hypothesis Development. 24
2.5.1 The Relationship among Perceived Usefulness, Perceived Ease of Use, Attitude toward Using, and Behavioral Intention. 24
2.5.2 The Relationship among Trust, Attitude toward Using, and Behavioral Intention. 27
2.5.3 The Moderating Effect of Product Involvement. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 The Research Model. 34
3.2 The Construct Measurement Procedures. 35
3.3 The Hypotheses to be Tested. 39
3.4 Questionnaire and Sampling Plan. 40
3.5 The Data Analysis Procedure. 41
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Descriptive Analysis. 43
4.2 Descriptive Statistical Analysis. 45
4.3 Score Reliability. 47
4.4 Item to Item Correlation Matrix. 49
4.5 Confirmatory Factor Analysis (CFA). 53
4.5.1 Indicator Analysis. 53
4.5.2 Discriminant Validity. 65
4.5.3 Exact-Fit Test for CFA Model. 66
4.6 Path Analysis. 67
4.7 Moderating Effect by Multiple Group Comparison. 69
CHAPTER FIVE RESEARCH DISCUSSIONS AND CONCLUSIONS 74
5.1 Research Discussion and Conclusion. 74
5.2 Managerial Implication. 77
5.3 Research Limitation. 78
5.4 Further Research Suggestion. 78
REFERENCES 80
APPENDICES 84
Appendix 1: Questionnaire. 84
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