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題名:顧客網路瀏覽行為與網路購物行為之科技接受模式分析
作者:唐資文
作者(外文):Tzy-Wen Tang
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:池文海
學位類別:博士
出版日期:2005
主題關鍵詞:服務品質交易成本忠誠滿意信任電子商務科技接受模式Transaction CostTrustLoyaltyTechnology Acceptance ModelService QualityElectronic CommerceSatisfaction
原始連結:連回原系統網址new window
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隨著網路使用人口之急遽增加,越來越多企業經營者藉由網路以尋求或擴展商機。如何吸引乃至於留住網路光顧者,已成為電子商務經營上之新挑戰。由於科技接受模式在衡量顧客對科技使用之知覺與行為態度有著豐富的理論。因此本文乃以科技接受模式為基礎,整合科技接受模式、服務品質模式、交易成本經濟學等理論架構,輔以資訊系統品質、信任、顧客滿意度、顧客忠誠度等研究,以探討影響顧客網路使用行為之各項變數。本研究採用問卷調查方式以及線性結構方程式模式,以台灣地區具有網路購物經驗之消費者為探討對象,有效樣本數為1258份。研究架構與研究結果可分為四部分敘述之:
在研究一中,本文首先以科技接受模式為基礎,探討科技接受模式應用在消費者網路使用行為之適切性。有鑑於網路環境中瀏覽行為與購物行為兩者本質並不相同,因此本研究進一步將網路使用行為區分為網路瀏覽行為與網路購物行為。實證研究結果指出:「網路瀏覽行為模式」與「網路購物行為模式」之模式配適度遠高於「網路使用行為模式」,顯示將科技接受模式應用於網路使用行為時,應將其區分為瀏覽行為以及購物行為加以探討。此外,本研究分別探討不同性別以及不同屬性之購物網站(包括入口網站建置之綜合性網路商店、網路書店、旅遊網站、拍賣網站)之網路瀏覽行為與購物行為是否具有差異,實證結果顯示:不同性別在瀏覽行為上具有顯著差異,但是消費者在不同屬性購物網站上的瀏覽行為與購物行為則並無顯著差異。
由於網路購物中「信任」是另一影響顧客網路行為的重要構念,因此研究二進一步探討「信任」在顧客網路行為模式中扮演的角色。研究結果顯示購物網站的實用性與易用性顯著影響顧客對購物網站的信任程度。而購物網站的實用性、易用性與顧客對網站的信任程度,進一步影響顧客瀏覽與購物時的態度與行為,其中,信任對顧客瀏覽態度與購物態度之影響效果最為顯著。
顧客滿意與顧客忠誠度是行銷研究中的探討重點,但鮮少有研究以科技接受模式為基礎,探討顧客滿意度、顧客忠誠度與顧客行為間的關係。本研究第三部份之研究則在探討顧客滿意度與顧客忠誠度對顧客網路瀏覽行為與網路購物行為的影響。實證研究結果顯示,購物網站的易用性、實用性、顧客對網站的信任程度顯著正向影響顧客瀏覽態度、購物態度以及顧客滿意度,並進而正向影響瀏覽傾向、購物傾向以及顧客忠誠度,最後影響顧客網路瀏覽及網路購物行為(包括瀏覽次數、瀏覽時間、購物次數與購物金額)。
最後,有鑑於影響消費者網路行為的因素眾多,但是目前仍缺乏研究能從理論角度進行系統性的探討。相關的理論架構中,服務品質模式可幫助衡量顧客在對網站服務品質的認知;資訊系統品質可幫助衡量顧客對於網站提供的系統品質與資訊品質的認知;交易成本分析利用各種交易構面來衡量交易成本,此概念將可應用於衡量顧客在網路購物交易上的經濟成本。因此本研究第四部分應用科技接受模式、服務品質模式、資訊科技理論、交易成本理論,探討服務品質、資訊品質、系統品質、交易成本對顧客網路使用行為、瀏覽行為及網路購物行為之影響。實證研究結果顯示,服務品質、資訊品質、系統品質、交易成本顯著影響顧客對網站實用性或易用性的認知以及其對網站的信任程度,並進而影響顧客之網路瀏覽行為與網路購物行為。
由於目前很少有實證研究能整合現有的理論架構來探討相關議題,因此本研究整合科技接受模式、交易成本經濟學、服務品質模式等理論架構,藉此瞭解各項變數與消費者網路行為變數之關連性,檢視各項會驅動消費者網路使用行為與網路購物行為之因素。本研究之研究結果將可做網路業者之參考,並做為後續研究之基礎。
The rapidly evolving phenomenon of the World Wide Web and the creation of a new international arena for electronic commerce have expanded the possibilities for the marketing of products and services. For Technology Acceptance Model (ATM) have been widely used to understand the user perception and behavior toward using information system, TAM was adopted to explore the online behavior of consumer. There are four essays in this study. This study conducted Structual eqautaion modeling (SEM) approach and questionnaire survey from the customers with online shopping experience. 1258 valid questionnaires are regained. The results of this studies are discussed as four parts as follow:
In the study 1, TAM is applied to explore the consumer’s acceptance of using e online shops. Furthermore, for the browsing behiaovr is not equivalent to purchasing behavior, we separate using behavior into browsing behavior and purchasing behavior and then we apply TAM to explore browsing behavior and purchasing behavior. The empirical results indicate that the browsing behavior model and purchasing behavior model have much better performance of using behavior model, it implies that TAM model is suitable to analyze customer online behavior when separating using behaviors into browsing behavior and purchasing behavior. Moreover, after investigating the online behavior among genders and different types of websites (Portal shop, Book shop, Travel agency, Action site), we find that there is significant difference of browsing behavior among different genders, but there is no significant difference of browsing behavior or purchasing behavior among various websites.
Because trust plays an important role of the interaction between seller and buyer in the virtual environment, trust is added to explore the role of trust in customer online behavior in the Essay II. The empirical results indicated that perceived use of use and perceived usefulness toward the online shops effects customer trust, and further, effect customer’s attitude, intention and behavior towards browsing and purchasing.
Furthermore, customer satisfaction and customer loyalty widely discussed in marketing literature. But there are few studies explore the role of customer satisfaction and customer loyalty based on TAM framework. Therefore, in the Essay III, customer satisfaction and customer loyalty are integrated into research models to investigate the effects of customer satisfaction and customer loyalty on customer online behaviors. The empirical results indicated that perceived use of use, perceived usefulness, and trust significant effect the attitude, online satisfaction and online loyalty of customer, and further, effect customer’s intentions and behaviors toward browsing and purchasing.
Besides, there are many factors might affect customers’ online behaviors. However, there are few empirical studies have examined it with theoretical frameworks. In the essay IV, SERVQUAL is applied to measure the perception toward online shops by customer; information system studies are applied to investigate the effects of information system quality on customer’s online behaviors; transaction costs analysis (TCA) provide a economic view to measure the costs of online shopping. These several theoretical frameworks are applied in the Essay IV to explore the effects of service quality, information quality, system quality, and transaction cots on customer’s online behavior toward browsing and purchasing. Empirical results indicate that service quality, information quality, system quality, and transaction cots have significant effects on the perception of perceived use of use, perceived usefulness, and trust, and further, effect customer’s intentions and behaviors toward browsing and purchasing.
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