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系統識別號 U0026-1407201116350500
論文名稱(中文) 以關係觀點探討使用者對合購平台持續使用之意圖
論文名稱(英文) Exploring the Continuous Usage Intention of Group-Buying Website: A Relationship Perspective
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 99
學期 2
出版年 100
研究生(中文) 劉恩如
研究生(英文) En-Ru Liu
學號 R36984067
學位類別 碩士
語文別 中文
論文頁數 118頁
口試委員 指導教授-王維聰
口試委員-陳正忠
口試委員-林彣珊
中文關鍵字 D&M資訊系統成功模型  承諾-信任理論  知覺價值  關係承諾  信任  持續使用意圖 
英文關鍵字 D&M ISS Model  Commitment-Trust theory  Perceived value  Commitment  Trust  Continuous use intention 
學科別分類
中文摘要 近年網路購物趨勢已成為一股電子商務主流,所帶來的商機更是逐年攀高,C2B型態的合購對於消費者而言是一種新的交易方式,這些原因也促成合購平台的誕生。合購平台為中間商(Intermediary)的角色,需要提升與維護與顧客之間的關係,關於中間商與顧客之間的研究在IS或行銷領域是較少見的,尤其是C2B型態的合購平台。
現在的研究指出應以「關係」的觀點取代「交易」的觀點來看顧客與平台間的互動,也就是不再以滿意度做為衡量持續使用意圖或是忠誠度的唯一前置變數。承諾-信任理論提出關係承諾與信任為維持企業間夥伴關係的重要中介變數,此理論以往的應用的對象也以B2C網站或是虛擬社群居多,並未談及到C2B這類中介商平台。因此本研究採用Morgan & Hunt(1994)承諾-信任理論並結合Wang (2008)以D&M ISS模型為基礎所提出的電子商務系統成功模型建構出一完整模型來了解在網站平台建置的過程中,有哪些重要因素會影響使用者產生關係承諾與信任,並進而願意持續的使用合購平台,讓此平台能發揮最大的效用。
本研究以發放網路問卷為資料來源,蒐集280份有效問卷,並以模型分析結構方程式(Structural Equation Modeling, SEM) 中的PLS為研究方法,利用VisualPLS軟體進行結構方程式分析。研究結果發現,關係承諾與信任是影響使用者持續使用行為最重要的因素,知覺價值對於關係承諾以及信任感的建立有顯著的影響,資訊品質、系統品質與服務品質對於提高使用者知覺價值與滿意程度亦有顯著影響。本研究結果支持以往對於行為意圖的影響因素,並發現對於影響使用者持續使用意圖,關係承諾比信任更能來當作預測指標。本研究實證承諾-信任理論應用於C2B合購平台情境,了解關係承諾所扮演的角色,研究結果也可做為平台經營者改進時決策的參考來源。
英文摘要 Online shopping is becoming more and more popular, and in this context one new trend is that for group-buying. Group-buying websites act as intermediaries, starting and then maintaining relationships among customers. However, they are rarely discussed in the IS or marketing field, and this is particularly true for C2B group-buying websites.
Recent studies utilize a relational view instead of transactional one to study the interaction between customers and websites, and do not regard satisfaction as the only antecedent factor of continuous usage or customer loyalty. Commitment-Trust theory states that commitment and trust are important variables in maintaining the relationship between business partners. Although the theory has been used to examine B2C websites and virtual communities, it has never been used on intermediary websites, like the group-buying sites. Accordingly, this study will adopt the Commitment-Trust theory from Morgan and Hunt (1994) and the e-commerce systems success model from Wang (2008) as our research base. This work proposes a comprehensive research model to understand the key factors that affect users’ commitment, trust and continuous usage intention in relation to group-buying websites.
This research uses a web-based questionnaire to examine this issue, with responses from 280 users of group-buying websites, and uses the Partial Least Squares (PLS) approach as the method of measurement. The results show that commitment and trust are found to be central to customers intention to continue to use group-buying websites. Perceived value also influences commitment and trust, while information quality, system quality and service quality influence perceived value and user satisfaction. The survey results support the role of traditional intention factors, and highlight the importance of commitment as a stronger predictor of intention than trust. Our empirical study shows that Commitment-Trust theory applied in C2B group-buying websites situations has been proved to realize the playing role of commitment. The results can be used as a reference by the owners of group-buying websites.
論文目次 摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
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 研究範圍 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 新型態之電子商務網站-合購平台 6
第二節 資訊科技接受模型(Technology Acceptance Model) 9
第三節 資訊系統成功模型 16
第四節 Wang (2008)電子商務成功模型 23
第五節 承諾-信任理論(Commitment-Trust Theory) 27
第六節 小結 35
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說 38
第三節 問卷設計 49
第四節 資料分析 56
第五節 資料分析方法 64
第四章 資料分析 67
第一節 敘述性統計分析與常態性檢定 67
第二節 信度分析 73
第三節 相關分析 75
第四節 衡量模式 76
第五節 結構方程模式-結構模式 80
第五章 結論與建議 86
第一節 研究發現與結論 86
第二節 研究貢獻 89
第三節 研究限制與未來研究方向 91
參考文獻 93
中文部分 93
英文部分 93
附錄一 前測問卷 107
附錄二 正式問卷 113
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