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系統識別號 U0026-1901201110323200
論文名稱(中文) 認知風險、認知可信賴度、信任、認知易用性、 認知有用性對線上拍賣消費者購買意圖之影響
論文名稱(英文) An Empirical Study of the Perceived Risk, Perceived Credibility, Trust, Perceived Ease of Use and Perceived Usefulness on On-Line Auction Consumers Purchase Intention
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 99
學期 1
出版年 100
研究生(中文) 徐于婷
研究生(英文) Yu-Ting Hsu
學號 R4797127
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 電子商務  線上拍賣  科技接受模式  購買意圖  結構方程式 
英文關鍵字 e-commerce  online action  TAM  purchase intension  LISREL 
學科別分類
中文摘要 近年來網際網路普及率的提升,提供了電子商務發展良好的基礎,使得網路已經成為僅次於傳統實體通路外的重要銷售管道。其中,具有「價格優惠」及「方便且具時效性」的線上拍賣,在目前正夯的宅經濟中格外引人注目。因此,了解對於影響線上拍賣消費者的購買意圖因素,就顯得格外重要。

在實證調查部份,本研究結合了認知風險理論、信任理論及科技接受模式,提出一個整合性的解釋模型來探討「認知風險」、「認知可信賴度」、「信任」、「認知易用性」及「認知有用性」對於線上拍賣消費者購買意圖之影響。並透過網路與實體問卷收集有線上拍賣經驗的樣本資料(共329份有效問卷),並使用LISREL來進行SEM分析,以驗證本研究模型與相關假說。

路徑分析結果發現除「認知風險」對於線上拍賣消費者購買意圖會產生負向顯著影響之外,「認知可信賴度」、「信任」、「認知易用性」及「認知有用性」對於線上拍賣消費者購買意圖皆為顯著正向影響。

本研究在學術上的貢獻為首次將「認知風險」、「認知可信賴度」、「信任」結合科技行為模式探討線上拍賣消費者購買意圖,可以作為日後探討網路使用者行為研究的依據。在管理上的貢獻則提供線上拍賣業者及線上拍賣賣家未來經營的思考架構,可透過本研究模型強化線上拍賣消費者購買意圖。
英文摘要 In recent years, the internet popular rate rapid lifting provides a good base for e-commerce development. This also make internet becomes a very important shopping way except traditional store shopping. Among internet shopping, the online auction which has better price, convenient and effective advantages, is more alluring in At-Home Economy in nowadays. Therefore, to figure out what variables will influence online auction purchase intension is an essential subject.
In this study, combing risk, trust and TAM theories, offering an integration research model for explaining how perceived risk, perceived credibility, trust, perceived ease of use and perceived usefulness will influence the online action consumer’s purchase intention. Not only collect online questionnaires but also paper questionnaires(329 valid observations), the result of this study also examined by LISREL for prove research model and related hypotheses.
The results of this study are as follows,
1.Perceived risk is significant negative influence online auction purchase intension.
2.Perceived credibility, trust, perceived ease of use perceived usefulness are significant positive influence online auction purchase intension.
3.All hypotheses are supported.
4.Provide online store owner and online action seller a conception for strengthening online action consumer’s purchase intention.
論文目次 摘要----------------------I
ABSTRACT-----------------II
誌謝---------------------III
目錄---------------------IV
表目錄--------------------VI
圖目錄--------------------VII
第一章 緒論------------------1
第一節 研究背景---------------1
第二節 研究動機---------------5
第三節 研究目的---------------6
第四節 研究範圍與對象----------8
第五節 研究流程---------------9
第二章 文獻探討---------------10
第一節 認知風險與信任相關文獻---10
第二節 隱私與安全相關文獻------16
第三節 科技接受模型相關文獻-----17
第三章 研究方法---------------25
第一節 研究架構---------------25
第二節 研究假設---------------26
第三節 各構面之操作型定義與衡量-27
第四節 問卷設計---------------31
第五節 抽樣方法與資料蒐集------31
第六節 問卷回收及樣本結--------32
第七節 資料分析方法-----------34
第四章 研究結果與分析----------37
第一節 樣本結構分析------------37
第二節 各構面相關分析----------39
第三節 結構方程式模式分析 ------44
第五章 結論與建議-------------50
第一節 研究結論 --------------50
第二節 研究貢獻與實務建議 -------53
第三節 本研究之限制與後續研究建議-55
參考文獻-------------------------56
附錄一:前測研究問卷--------------64
附錄二:研究問卷------------------68
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