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題名：網路購物及線上社群網絡之研究
作者：許嘉霖
作者(外文)：Chia-Lin Hsu
校院名稱：國立臺灣科技大學
系所名稱：企業管理系
指導教授：吳克振
學位類別：博士
出版日期：2011
主題關鍵詞：網路購物知覺品質；心流體驗；科技接受模式；網路滿意度；網路忠誠度；調節配適；不對稱效果；屬性水準績效；線上社群網絡；行為意圖；Perceived quality of e-shopping；Flow experience；Technology acceptance model；E-satisfaction；E-loyalty；Regulatory fit；Asymmetric effect；Attribute-level performance；Online social networking；Behavioral intention
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隨著網際網路之科技與應用快速發展，致使電子商務網站及線上社群網絡之普及與使用快速增加。就電子商務而言，網路購物的市場規模亦隨著使用人數之增加而逐漸成長，致使於電子商務網站上之行銷活動受到很大的關注。然而，於競爭激烈的電子商務環境中，因為獲取新顧客變得很困難，所以，現有忠誠顧客之維持，對獲利而言是重要的。因為就賣方觀點而言，顧客之網路忠誠度即為重要獲利之來源。因此，研究1乃為整合網路購物之知覺品質與心流體驗至科技接受模式，以洞悉網路滿意度與網路忠誠度。再者，於企業對個人之電子商務，網路滿意度為最重要消費者反應之一。雖然，網路滿意度之前項與後項變因已被實證地審視於先前文獻中，但是，一個於消費者研究很普遍的變數-調節配適，於這些因素影響之探討卻是不足的。因此，研究2乃為調查調節配適如何增進網路滿意度及網路忠誠度，以及如何強化它們之間連結。另外，我們發現先前研究僅有假設屬性水準績效與滿意度之間關係為對稱或線性的。然而，將滿意度與它們的前項變因之間關係視為對稱或線性之模式，研究者(或電子商務之經營管理者)可能會高估或低估其對滿意度之影響，而錯誤地優序努力去維持或增進之。因此，研究3試圖審視電子商務網站之負向與正向屬性績效對於網路滿意度之不對稱效果。再者，為求研究3之實證結果具有一般化能力，研究4即調查線上社群網絡之負向與正向屬性績效對於行為意圖之不對稱性效果。
藉由文獻探討，提出本論文之研究模式與假說。研究模式之檢定為使用調查研究方式之實證研究。依據先前的研究而發展出之問卷作為蒐集資料工具。本論文以416份有效問卷檢定所提出之研究1、研究2及研究3之研究模式，以482份有效問卷檢定所提出之研究4之研究模式。再者，本論文使用線性結構方程式與SPSS分析工具從事資料分析。首先，於研究1之部分，結果證實網路購物之知覺品質，即知覺系統品質、知覺資訊品質及知覺服務品質對於知覺有用與知覺易用有一顯著正向之影響。我們亦發現知覺易用對心流體驗有一顯著正向之影響。網路滿意度則由三個重要因素所趨動：知覺有用、知覺易用及心流體驗。網路滿意度與心流對網路忠誠度亦有顯著正向之影響。再者，於研究2部分，結果證實知覺有用、知覺易用、知覺系統品質、知覺資訊品質及知覺服務品質均對網路滿意度有顯著影響，進而影響網路忠誠度。調節配適不但增進網路滿意度與網路忠誠度，而且亦強化網路滿意度與它的前項及後項之關係。此外，於研究3部分，結果證實相較於服務品質與有用性之正面屬性績效，服務品質與有用性之負面屬性績效對網路滿意度有一較大之效果。對照之下，相較於資訊品質、心流體驗及易用性之負面屬性績效，資訊品質、心流體驗及易用性之正面屬性績效對網路滿意度有一較大之效果。再者，於研究4部分，為求研究3之實證結果具有一般化能力，研究4調查線上社群網絡之負向與正向屬性績效於行為意圖之不對稱性效果。結果證實相較於績效期望、努力期望、心流體驗及滿意度之正面屬性績效，績效期望、努力期望、心流體驗及滿意度之負面屬性績效對使用者行為意圖有一較大之效果。對照之下，相較於社會影響與促進條件之負面屬性績效，社會影響與促進條件之正面屬性績效對使用者行為意圖有一較大之效果。最後，依據上述之發現，管理意涵亦被討論於本論文中，而未來研究方向亦被強調。
As the rapid development of Internet technology, the popularity and use of e-commerce and online social networking have been increasing rapidly. In the e-commerce context, electronic marketing activities have attracted a lot of attention because of the rapid growth of the business-to-customer online market. However, because the acquisition of new customers in a competitive e-commerce context is becoming difficult, the retention of existing loyal customers is important for profitability. From a seller’s perspective, customer e-loyalty is viewed as a key path to profitability. Thus, study 1 provides an understanding of the formation of e-satisfaction and e-loyalty by an extension of technology acceptance model with perceived quality and flow experience. Furthermore, in business-to-consumer e-commerce, e-satisfaction is one of the most important consumer reactions. Though the consequences and antecedents of e-satisfaction have been empirically examined in the previous literature, research into the influence of regulatory fit, which is a popular variable in consumer behavior studies, on these factors is deficient. Thus, study 2 aims to investigate how regulatory fit improves e-satisfaction and e-loyalty and strengthens the links between them. In addition, we find previous studies have simply assumed the relationship between attribute-level performance and satisfaction to be symmetric and linear. However, by adopting a symmetric, linear model of the relationship between satisfaction and its antecedents, researchers (or managers) might over or under-estimate the value of satisfaction and incorrectly prioritize efforts to sustain and improve it. Thus, study 3 tries to examine the asymmetric effects of negative and positive attribute-level performance of commercial websites on e-satisfaction. Furthermore, in order to broaden the scope, study 4 investigates the asymmetric effect of negative and positive attribute-level performance of online social networking on behavioral intention.
The research models and hypotheses of this dissertation are constructed through a literature review. An empirical study is performed to test the proposed research models, using survey research. The data are gathered via a questionnaire, which is developed on the basis of prior empirical studies. The proposed research models of study 1, study 2 and study 3 were tested individual using data from 416 effective questionnaires and analyzed using either structural equation modeling, or SPSS, or both. However, the proposed research model of study 4 was tested using 482 effective questionnaires using SPSS. First, the results of study 1 show that perceived quality of e-shopping, which is categorized into perceived information, perceived system, and perceived service quality, has a significant and positive influence on perceived usefulness and ease of use. We also find that perceived ease of use has a significant and positive impact on flow. E-satisfaction is determined by three key drivers: perceived usefulness, perceived ease of use and flow. Finally, both e-satisfaction and flow are seen to significantly influence e-loyalty on a positive level. Furthermore, results from the study 2 point to the following: first, the two technology acceptance model factors and the perceived quality of e-shopping significantly affect e-satisfaction which in turn e-loyalty. Second, regulatory fit not only improves e-satisfaction and e-loyalty, but also strengthens the links between e-satisfaction and both its antecedents and consequence. In addition, the results of study 3 confirm that the importance of an asymmetrical effect is not the same for different attributes, whereas negative performance on service quality and usefulness had a larger effect on e-satisfaction than positive performance. An opposite effect was found for information quality, ease of use and flow experience, whereas positive performance had a larger effect on e-satisfaction than negative performance. Additionally, the results of study 4 show that the importance of asymmetrical effect is not equivalent for different attributes. Negative performance on performance expectancy, effort expectancy, flow experience and satisfaction had a larger effect on behavioral intention than positive performance. In contrast, positive performance on social influence and facilitating conditions had a larger effect on behavioral intention than negative performance. Finally, based on the findings, managerial implications are discussed and directions for future research are also highlighted in this dissertation.
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