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系統識別號 U0026-0812200910423564
論文名稱(中文) 網站及產品認知品質與消費者特性對 網路購物意願及決策影響之研究
論文名稱(英文) The effects of the website perceived quality, the product perceived quality and consumer characteristics on the Internet shopping intention and decision
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 91
學期 2
出版年 92
研究生(中文) 洪富凱
研究生(英文) Fu-Kai Hung
學號 r4690123
學位類別 碩士
語文別 中文
論文頁數 103頁
口試委員 指導教授-陳忠仁
口試委員-方世杰
口試委員-吳學良
中文關鍵字 購買決策  產品認知品質  產品特性  網站認知品質  網站特性  購買意願  消費者特性 
英文關鍵字 Website characteristics  Product characteristics  Consumer characteristics  Website perceived quality  Product perceived quality 
學科別分類
中文摘要 網際網路的普及,改變了消費者的購物行為。這樣的情形突顯了網路購物的重要性,且在寬頻上網日漸盛行的今日更加明顯。消費者在從事購買行為時,會因為不同的消費者特性而有不同的購物行為。產品認知品質往往是消費者決定是否購買的重要因素之一,因為在消費者的購買行為中,消費者會先確認自己的需求,確定需求後就會牽涉到消費者認知方面的議題,產品本身若是可以給消費者很好的感受,會影響消費者的認知,其經過評估後,往往會較傾向認知品質較好的產品。網站是另一項重要的元素,網站不只扮演陳列產品及提供產品資訊的角色,其更擔當服務的重責大任。對於網站及產品認知品質卻是相關文獻中較少探討之課題。本研究以此為研究動機,試圖由過去學者所提出的理論整理出一個影響網路購物意願及決策之因素,配合實證的方式來驗證這些假設,並提出以下三項主要之研究目的:
1. 探討網站特性以及產品特性分別對網站認知品質及產品認知品質之影響。
2. 探討消費者特性、網站認知品質及產品認知品質對消費者網路購買意願及決策之影響。
3. 探討消費者特性和網站認知品質,及消費者特性和產品認知品質的交互作用對消費者網路購買意願及決策之影響。
本研究主要探討消費者的網路購買意願及決策,根據網站特性及產品特性對網站認知品質及產品認知品質的影響做出假設1-2;網站認知品質、消費者特性及產品認知品質對購買意願及購買決策的影響做出假設3-8;網站認知品質及產品認知品質與消費者特性的交互作用對購買意願及決策的影響做出假設9-12。為了要比較上網者的購買意願及購買決策,在母體的選擇採用較常上網的學生及企業人士。本研究以便利抽樣方法選定系級及企業,向願意協助本研究具有上網經驗之同學及企業人士進行調查。共計發放322份問卷,回收之有效問卷為281份,問卷之有效回收率為87.27%。
研究結果發現網站特性及產品特性的確會分別對網站認知品質及產品認知品質產生影響;網站認知品質及消費者特性的交互作用會對購買決策及意願產生影響;消費者特性及產品認知品質會對購買意願及決策產生影響。鑑於此結果,本研究鼓勵有意經營網路購物之業者在第一步若是可以在網站特性方面有好的表現,很容易便可以給予瀏覽者一個好印象,另外,配合上合適的產品特性配合上符合消費者認知的產品品質會使消費者會認為此購物網站是一個內外兼備的優良購物網站;此外,必須瞭解到網站認知品質與消費者特性的交互關係,如此才可以架設出一個符合目標消費群特性的高品質網站;最後,消費者特性及產品認知品質會對消費者的購買有直接的影響,因此業者不但要販買產品認知品質良好的產品,更要確定這產品有符合其主要顧客的需求。
英文摘要 The diffusion of the Internet has changed our life and also changed the consumer buying behavior. Recently, the popularity of the ADSL makes people love serfing the Internet much more than before. Because of this condition, the Internet shopping becomes more important. People will buy goods because of their characteristics and in this case, consumer characteristics is one key factor that may influences the Internet shopping. Product perceived quality is another factor that may influences the Internet shopping. Consumers will have good perceived attitudes on products, if products make them feel nice. The website perceived quality is the other important factor that may has effect on the Internet shopping. Consumers surf the Internet to look for information. If the website has a suitable design and correct information, consumers will feel satisfied. Although the increasing importance of the Internet shopping, little has been done in the literature in examining the relationships among the internal and external determinants, the web perceived quality, and the product perceived quality. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants, the web perceived quality, and the product perceived quality. Based on the extension of literature review, hypotheses were proposed and then examined through an empirical study.
A convenient sampling method was used to select respondents. 322 questionnaires were mailed. Of the 322 questionnaires mailed, 282 responses were received and one of them was incomplete. The remaining 281 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 87.27%.
The major finding of this study include: First, the results of the regression suggest that the web characteristics have direct impacts on the websites perceived quality and that the product characteristics have direct impacts on the product perceived quality. Secondly, the results of the logistic analyses don’t show support for the direct effects of the consumer characteristics, the websites perceived quality and the product perceived quality on the intension and the decision of the internet shopping. Finally, the results of chi-test indicate that the consumer characteristics have interaction effects with the websites perceived quality on the intension and the decision of the internet shopping, and also the results of chi-test indicate that the consumer characteristics have interaction effects with the product perceived quality on the intension and the decision of the internet shopping.
論文目次 目 錄

第一章 緒論 1-1
第一節 研究背景與動機 1-1
第二節 研究目的 1-2
第三節 研究流程 1-4
第四節 論文架構 1-5
第二章 文獻探討 2-1
第一節 網路購買的相關研究 2-1
第二節 各變數衡量之相關文獻 2-8
第三節 研究假設 2-17
第三章 研究設計與研究方法 3-1
第一節 研究架構 3-2
第二節 變數的操作性定義與衡量 3-3
第三節 抽樣方法與資料蒐集 3-8
第四節 問卷回收及樣本結構 3-8
第五節 資料分析方法 3-9
第四章 研究結果分析與討論 4-1
第一節 因素分析及信度檢定 4-1
第二節 不同控制變數在各研究變數之差異分析 4-7
第三節 迴歸分析 4-12
第四節 各變數與購買意願及購買決策之羅吉斯迴歸分析 4-13
第五節 消費者特性與網站認知品質及產品認知品質之交互作用對購買意願及購買決策之影響 4-19
第五章 結論與建議 5-1
第一節 研究結果 5-1
第二節 研究貢獻 5-5
第三節 建議 5-6
第四節 研究限制 5-8
第五節 結論 5-8
參考文獻 I
附錄--問卷 III
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