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系統識別號 U0026-0812200915315700
論文名稱(中文) 資訊系統特性、知覺產品複雜與信任對消費者線上購買意願影響之研究 : 以線上投保為例
論文名稱(英文) The Relationship among Information System Charactistics, Perceived Product Complexity, Trust, and Online Purchase Intention : An Example of Online Insurance
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩博士班
系所名稱(英) Department of Industrial and Information Management
學年度 97
學期 2
出版年 98
研究生(中文) 盧佳正
研究生(英文) Jia-zheng Lu
學號 r3696111
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-王維聰
口試委員-林彣珊
口試委員-王育民
中文關鍵字 線上投保  信任  資訊系統品質  知覺產品複雜度 
英文關鍵字 perceived product complexity  system quality  trust  information quality  online insurance 
學科別分類
中文摘要 網際網路的出現,改變人類生活行為,同時也改變商業的交易模式。隨著資訊技術環境成熟、網際網路使用人口的增加、顧客消費行為改變等影響下,企業紛紛計畫應用網際網路的力量,創造新的經營模式,以增加整體的生產效率與顧客滿意度來創造更大的電子商務商機。
在電子商務中產品複雜度會造成消費者評估產品上的不易,因此被認為是消費者在交易時所承受的阻力,但卻少有文獻以消費者知覺產品複雜度為出發點,配合影響消費者線上購買行為相關因素例如「資訊系統特性」以及「信任」等等,來提出一個較完整的研究架構來解釋消費者行為。
線上投保(online insurance)行之數年,卻不見明顯成長,目前僅少數保險公司在網站提供旅行平安險及低保額意外險等商品。線上完成交易手續有一些困難,普及化的情形亦有不足。其中產品複雜度即為影響消費者使用線上投保意願之重要因素之一,人壽保險商品本身有其複雜度,消費者面臨各式各樣的保單選擇往往無所適從。
因此本研究將以線上投保為例,探討資訊品質以及系統品質是否會影響消費者面對線上投保網站的知覺產品複雜程度以及信任程度,進而影響消費者線上投保的意願。依文獻整理出產品複雜度、資訊品質、系統品質、信任與購買意願五個構面。本研究預計將針對保險相關討論社群裡有使用過線上投保的消費者發放問卷來進行調查以驗證模型之適合度,並以網路問卷蒐集資料並進行結構方程式 (structural equation modeling, SEM) 分析。本研究期望彌補過去研究之不足,將建立出產品複雜度、資訊系統特性、信任與線上投保意願之因果關係,藉此提出一個新的理論架構做為學術理論發展參考之用,並可作為企業制定電子商務相關策略之指導方針。
英文摘要 The Internet has changed people’s living styles and commercial business models. As the information technology is gradually advancing, we can see tremendous increase on the Internet usage and changes in consumer purchasing behaviors. Executives of companies have began to establish different strategies on business models by means of Internet in order to increase production efficiency and customer satisfaction, which can in turn create enormous opportunities in online trading businesses.
Some have argued that the complexity of the e-commerce related products may influence consumers’ product evaluation and then become an obstacle on business trading. However, there are quite a few literatures actually taking consumer perceived products’ complexity as the starting point with the factors of consumer online buying behavior such as "characteristics of information systems", "trust" to make a complete well-structured study to really explain consumer behavior.
Online Insurance products such as “Travel Accident Insurance” and “Accidental Insurance” only offered by a very few insurance companies have been carried out for years, but no obvious increase is discovered. Through the observation, the complexity of the online transaction and the products are the main reasons that are responsible for the decrease the consumers’ interests on online purchases. Because the policies regarding to kinds of insurances are changing constantly, consumers have difficulties to choose the most suitable ones to fit their needs by their own.
This study analyze how the Information Quality and System Quality of the Online Insurance impact consumers’ perceived product complexity and level of trust and then evaluate whether these will influence consumers’ purchasing interests. This study has been done by using online questionnaire to collect data in order to find out its’ goodness of fit and structural equation modeling. We believe this study can bring out a comprehensive theoretical model for further academic research and provide companies with insightful guidelines for developing new businesses strategies.
論文目次 摘要I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第二章 文獻探討 7
第一節 線上投保 7
第二節 知覺產品複雜度 10
第三節 系統資訊品質 12
第四節 信任 18
第五節 線上投保意願 24
第六節 小結 26
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 問卷設計方法 33
第四節 資料蒐集方式 37
第五節 資料分析與驗證 39
第四章 資料分析 44
第一節 問卷前測 44
第二節 問卷回收與樣本資料分析 46
第三節 信度分析 54
第四節 結構方程模式 57
第五節 路徑分析與假說檢定 73
第五章 結論與建議 77
第一節 結論 77
第二節 研究建議 80
第三節 研究限制與未來研究方向 82
參考文獻 83
附錄一 前測問卷 97
附錄二 正式問卷 100
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網路資料
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