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題名：數位內容創新通路之購買意願研究--以「Goto Watch」寬頻影音網站為例
書刊名：管理實務與理論研究
作者：董維／黃凱斌
作者(外文)：Tung, Wei／Huang, Kai-bin
出版日期：2007
卷期：1:1
頁次：頁74-100
主題關鍵詞：寬頻影音；科技接受模式；知覺風險；採用態度；購買意願；Broadband video；Technology acceptance model；Perceived risk；Attitude of adoption；Purchase intention
原始連結：連回原系統網址new window
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  • 共同引用共同引用:6
  • 點閱點閱:44
本文以數位內容之「寬頻影音網站」爲研究主題，以消費者角度引入思考可能模式，探討對寬頻影音有不同涉入及知識程度之消費者是否有不同思考方向，影響其知覺、態度及購買意願。採用「實驗室設計法」，針對某大學校區之學生進行「影音觀賞實驗」，以便利抽樣方式抽取305位學生，經SPSS、LISREL進行資料分析。研究結果爲(1)「知覺娛樂性」、「知覺有用性」、「知覺風險」與「採用態度」有顯著關係。(2)「採用態度」與「購買意願」有顯著關係。(3)「知覺娛樂性」、「知覺風險」與「購買意願」有顯著關係。(4)對寬頻影音涉入知識高者，易以「理性」角度思考購買意願；若涉入知識度不高者，則易受娛樂性等周邊線索影響，產生「衝動性購買」。
Integration of virtual and physical channels has been a crucial research issue to practitioners and academicians in recent years. However, most past studies on this area focused mainly on physical products rather than intangible products. To fill in this need, this research examined the relationships among consumers’ perception, attitude, and purchase intention toward the digital-content products of a broadband-video website. According to a literature review (i.e., TAM model, EKB model, ELM model, flow theory), this research proposed a model of purchase intention of digital-content products on web channels. The model delineated the relationships among six major constructs: perceived playfulness, perceived interactivity, perceived usefulness, perceived risks, attitude of adoption and purchase intention. This research used laboratory experiment and convenience sampling. An effective sample size of 305 business students was collected from a famous university in the mid-south of Taiwan. By following an instruction book, students firstly filled out part-A questionnaires (i.e., product involvement and knowledge), then navigated the contents of a pre-chosen website, and lastly complete part-B questionnaires (i.e., perceived playfulness, perceived usefulness, perceived risk, attitude of adoption, and purchase intention). The findings of SPSS and LISREL showed: (1)The proposed model was partially supported. (2)Attitude of adoption was found positively related to perceived playfulness and perceived usefulness but negatively related to perceived risk. (3)Adoption attitude was positively related to purchase intention. (4)Purchase intention was positively related perceived playfulness but negatively related to perceived risk. (5)Product involvement and subjective knowledge had mediating effects on perception, attitude of adoption, and purchase intention.
期刊論文
1.Monroe, Kent B.(1976)。The Influence of Price Differences and Brand Familiarity on Brand Preferences。Journal of Consumer Research，3(1)，42-49。  new window
2.Cacioppo, John T.、Petty, Richard E.、Kao, Chuan-Feng、Rodriguez, Regina(1986)。Central and Peripheral Routes to Persuasion: An Individual Difference Perspective。Journal of Personality and Social Psychology，51(5)，1032-1043。  new window
3.Petty, R. E.、Cacioppo, J. T.(1984)。The effects of involvement on response to argument quantity and quality: Central and peripheral routes to persuasion。Journal of Personality and Social Psychology，46(1)，69-81。  new window
4.Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。  new window
5.Salisbury, W. D.、Pearson, R. A.、Pearson, A. W.、Miller, D. W.(2001)。Identifying Barriers That Keep Shoppers off the World Wide Web: Developinga Scale of Perceived Web Security。Industrial Management & Data Systems，101(4)，165-177。  new window
6.Koufaris, Marios(2002)。Applying the technology acceptance model and flow theory to online consumer behavior。Information Systems Research，13(2)，205-223。  new window
7.Moon, Ji-Won、Kim, Young-Gul(2001)。Extending the TAM for a world-wide-web context。Information & Management，38(4)，217-230。  new window
8.Taylor, Shirley、Todd, Peter A.(1995)。Understanding information technology usage: A test of competing models。Information Systems Research，6(2)，144-176。  new window
9.Csikszentmihalyi, Mihály、LeFevre, Judith(1989)。Optimal experience in work and Leisure。Journal of Personality and Social Psychology，56(5)，815-822。  new window
10.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
11.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
12.Cronbach, Lee J.(1951)。Coefficient alpha and the internal structure of tests。Psychometrika，16(3)，297-334。  new window
13.Agarwal, R.、Karahanna, E.(2000)。Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage。MIS Quarterly，24(4)，665-694。  new window
14.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
15.Petty, Richard E.、Cacioppo, John T.(1986)。The elaboration likelihood model of persuasion。Advances in Experimental Social Psychology，19，123-205。  new window
16.Agarwal, Sanjeev、Teas, R. Kenneth(2001)。Perceived value: Mediating role of perceived risk。Journal of Marketing Theory and Practice，9(4)，1-14。  new window
17.Davis, Fred D.、Bagozzi, Richard P.、Warshaw, Paul R.(1989)。User acceptance of computer technology: A comparison of two theoretical models。Management Science，35(8)，982-1003。  new window
18.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
19.Taylor, S.、Todd, P. A.(1995)。Decomposition and Cross Effects In The Theory Of Planned Behavior: A Study Of Consumer Adoption Intentions。International Journal of Research in Marketing，12(2)，137-155。  new window
會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
學位論文
1.莊妙華(2001)。網路商店使用智慧型店員對消費者購買意願影響之研究(碩士論文)。國立中山大學。  延伸查詢new window
2.陳玉霖(2002)。數位影音產業在寬頻時代下之經營模式(碩士論文)。國立清華大學。  延伸查詢new window
3.蘇宏松(2002)。以科技接受模型探討不同購買涉入下消費者對電子商店的使用意圖(碩士論文)。淡江大學。  延伸查詢new window
4.金聖輝(1992)。服務的知覺風險與資訊蒐尋策略間關係之研究(碩士論文)。中原大學，中壢。  延伸查詢new window
5.洪世揚(2001)。理財網站線上服務品質之研究--以理財內容網站為例(碩士論文)。國立台灣科技大學。  延伸查詢new window
6.蔡淑如(2000)。新聞網站互動性功能設計與使用者感知行為之初探--以聯合新聞網為例(碩士論文)。國立交通大學，新竹。  延伸查詢new window
7.連寶如(2003)。台灣網路寬頻影音媒體策略聯盟與競合模式之初探(碩士論文)。國立中正大學，嘉義。  延伸查詢new window
8.施存柔(2002)。來源國形象、品牌定位、銷售通路對化妝品消費者態度之影響(碩士論文)。國立政治大學。  延伸查詢new window
9.鍾佑德(2000)。網站特性對網路購物知覺風險、資訊搜尋策略影響之研究(碩士論文)。國立中央大學。  延伸查詢new window
10.李珮琳(2001)。品牌態度與品牌忠誠類型之關連性(碩士論文)。國立臺灣大學。  延伸查詢new window
11.Davis, Fred D.(1986)。A technology acceptance model for empirically testing new end-user information systems: Theory and result(博士論文)。Massachusetts Institute of Technology。  new window
12.沈建良(2002)。影響網路購物行為的因素--從理性與非理性觀點探討(碩士論文)。東吳大學。  延伸查詢new window
13.李振妮(2000)。網路消費者購買決策行為之研究(碩士論文)。國立中山大學，高雄市。  延伸查詢new window
14.施淳瑄(2001)。台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討(碩士論文)。國立政治大學，台北市。  延伸查詢new window
15.蘇欣儀(2002)。電視媒體品牌權益衡量指標之建構(碩士論文)。銘傳大學，臺北。  延伸查詢new window
16.楊志龍(2002)。手機服務便利性對消費者行動商務付費使用意願之影響研究(碩士論文)。輔仁大學。  延伸查詢new window
17.黃瓊慧(2000)。從沈浸(flow)理論探討台灣大專學生之網路使用行為(碩士論文)。國立交通大學。  延伸查詢new window
18.黃智強(2000)。影響採用網路購物因素之研究--以網路書店為例(碩士論文)。國立中央大學。  延伸查詢new window
19.王凱(2001)。超媒體電腦媒介環境中消費者涉入與廣告效果研究--廣告情境與導引策略的調節影響(博士論文)。國立中央大學，桃園。new window  延伸查詢new window
圖書
1.Steiner, I. D.、Fishbein, Martin(1965)。Current Studies in Social Psychology。Holt, Rinehart and Winston, inc.。  new window
2.Heeter, C.、Bradley, S. G.(1988)。Cable viewing。New Jersey：Norwood。  new window
3.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey：Prentice-Hall。  new window
4.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
5.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
圖書論文
1.Zikmund, Z.、Scott, J. L.(1973)。A factor analysis of the multi-dimensional nature of perceived risk。Proceeding of the Sorthem Marketing Association。Houston, Tex：Southern Marketing Association。  new window
2.Heeter, C.(1988)。Implications of new interactive technologies for conceptualizing communication。Media use in the information age: Emerging patterns of adoption and consumer use。Hillsdale, NJ：Lawrence Erlbaum。  new window
3.Ajzen, Icek(1985)。From intentions to actions: A theory of planned behavior。Action Control: From Cognition to Behavior。Springer-Verlag。  new window
 
 
 
 
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