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系統識別號 U0026-1207201019253800
論文名稱(中文) 以整合性科技接受理論和創新擴散理論探討網路購物之決定因子:以熟悉度和知覺風險為中介變數
論文名稱(英文) The Effect of Unified Theory of Acceptance and Use of Technology and Innovation Diffusion Theory on Online Shopping-Familiarity and Perceived Risk as Mediators
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 98
學期 2
出版年 99
研究生(中文) 簡孝庭
研究生(英文) Hsiou-Ting Jain
學號 R4697129
學位類別 碩士
語文別 英文
論文頁數 92頁
口試委員 指導教授-張心馨
口試委員-許永明
口試委員-陳素雯
中文關鍵字 整合性科技接受理論  創新擴散理論  知覺風險  熟悉度  高科技產品 
英文關鍵字 Unified Theory of Acceptance and Use of Technology  Innovation Diffusion Theory  Perceived Risk  Familiarity  High-Tech Product 
學科別分類
中文摘要 消費者在網路購買高科技產品的比例逐年增加,而網購市場中為了吸引更多消費者,網路商家不斷改善自己的網站品質及提供更豐富的產品資訊。本研究以整合性科技接受理論與創新擴散理論中的構面做為網站設計的因子,包含績效期望、努力期望、虛擬社群與可試用性,來探討對消費者在線上購買高科技產品意願之影響,並以產品熟悉度、網站熟悉度與知覺風險做為中介變數。研究對象以網路使用者為樣本,並以結構方程模式與迴歸分析驗證研究假設,共回收344份有效問卷。由資料分析結果顯示出消費者的網站績效期望與努力期望對網站熟悉度有正向影響,而且虛擬社群與可試用性對產品熟悉度有正向影響,然而,績效期望、努力期望、虛擬社群、可試用性和熟悉度對於知覺風險都無顯著的影響效果;同時,網站熟悉度與產品熟悉度對線上購買高科技產品傾向亦有正向影響,而知覺風險則對購買高科技產品傾向具有負面影響。另外,熟悉度對於網站設計和網路購物傾向具有中介效果,然而,知覺風險對於網站設計和網路購物傾向不具有中介效果。此結果表示在整合性科技接受理論和創新擴散理論中,網站設計會透過熟悉度間接影響線上購買高科技產品意圖。最後,本研究建議管理者應提供完善的社群讓消費者分享資訊,並且建立線上試用產品的功能,藉此增加消費者對網站與產品的熟悉度,進而提升消費者的購買意圖。
英文摘要 In online shopping environment, e-retailers continuously improve their website quality and offer richer information related to products to attract more consumers; moreover, the rate of purchasing high-tech products in online stores increases year by year. This study combined Unified Theory of Acceptance and Use of Technology (UTAUT) with Innovation Diffusion Theory (IDT), including performance expectancy, effort expectancy, virtual community building and trialability, and adopted two mediators, familiarity and perceived risk, to examine online shopping behavior. In this study, a web-based survey was employed, and the respondents were drawn from Internet users. 344 valid respondents were collected. Structural equation model (SEM) and regression analysis were adopted for data analysis. Based on the results of SEM, performance expectancy and effort expectancy positively affect website familiarity; virtual community building and trialability positively influence product familiarity. However, performance expectancy, effort expectancy, virtual community building, trialability and familiarity all have no significant effects on perceived risk. Moreover, familiarity positively influence purchase intention; perceived risk negatively affects purchase intention. According to the results of regressing, website familiarity and product familiarity have mediation effects, but perceived risk has no mediation effect. In other words, website designs indirectly affect purchase intention through familiarity. In managerial implications, this study suggests managers should provide a complete community to consumers in order to enable them to share information; furthermore, managers should also build the tryout of products on the website, so that consumers can increase familiarity about websites and products, and in turn, promote purchase intention.
論文目次 ABSTRACT Ⅰ
ACKNOWLEDGEMENTS Ⅲ
TABLE OF CONTENTS Ⅳ
LIST OF TABLES Ⅵ
LIST OF FIGURES Ⅶ
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 5
1.3 Contributions of the Study 6
1.4 Research Procedures 7
CHAPTER 2 LITERATURE REVIEW 8
2.1 Definition of Theories and Research Constructs 8
2.1.1 Unified Theory of Acceptance and Use of Technology (UTAUT) and Innovation Diffusion Theory (IDT) 8
2.1.2 Performance Expectancy 11
2.1.3 Effort Expectancy 12
2.1.4 Virtual Community Building 12
2.1.5 Trialability 14
2.1.6 Familiarity 15
2.1.7 Perceived Risk 16
2.1.8 Purchase Intention 17
2.2 Hypotheses Development 18
2.2.1 Virtual Community Building and Product Familiarity 18
2.2.2 Virtual Community Building and Perceived Risk 18
2.2.3 Performance Expectancy, Website Familiarity and Perceived Risk 19
2.2.4 Effort Expectancy and Website Familiarity 20
2.2.5 Effort Expectancy and Perceived Risk 20
2.2.6 Trialability and Product Familiarity 21
2.2.7 Trialability and Perceived Risk 22
2.2.8 Familiarity and Perceived Risk 22
2.2.9 Familiarity and Purchase Intention 23
2.2.10 Perceived Risk and Purchase Intention 24
2.2.11 The Mediating Effect of Familiarity and Perceived Risk 25
2.3 Research Conceptual Framework 26
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 29
3.1 Construct Definition and Measurement 29
3.2 Questionnaire Design 31
3.3 Sample Plan 32
3.4 Pilot Test 32
3.5 Data Analysis Procedure 37
CHAPTER 4 RESULTS OF DATA ANALYSIS 39
4.1 Characteristics of Respondents 39
4.2 Measurement Assessment 40
4.2.1 Confirmatory Factor Analysis 41
4.2.2 Model Fit Indices 44
4.2.3 Reliability and Convergent Validity Analysis 44
4.2.4 Discriminate Validity 46
4.3 ANOVA Analysis 46
4.3.1 Demographic Variables 47
4.3.2 Shopping Experience for Consumers 54
4.4 Structural Model Analysis 57
4.4.1 Model Fit Indices 58
4.4.2 Structural Coefficient Estimates 58
4.5 The Mediating Effect of Product Familiarity and Website Familiarity 62
4.6 The Mediating Effect of Perceived Risk 65
CHAPTER 5 DISCUSSION AND IMPLICATIONS 66
5.1 Discussions and Conclusions 66
5.2 Theoretical Implications 68
5.3 Managerial Implications 70
5.4 Limitations and Directions for Future Research 71
REFERENCES 73
APPENDIX A 83
APPENDIX B 89
APPENDIX C 90
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