影響網路消費者非計畫性購買行為與再訪意願之相關因素探討_

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題名：	影響網路消費者非計畫性購買行為與再訪意願之相關因素探討
作者：	盧正宗
作者(外文)：	Cheng- Tsung Lu
校院名稱：	國立東華大學
系所名稱：	企業管理學系
指導教授：	祝道松
學位類別：	博士
出版日期：	2006
主題關鍵詞：	再訪意願；沈浸理論；科技接受模式；信任；非計畫性購買行為；Flow Theory；Technology Acceptance Model (TAM)；Trust；Unplanned Purchase；Intention to Return.
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:112

網際網路之興起，造就電子商務日漸普及。而相關研究也顯示台灣電子商務的線上市場規模有持續擴大的趨勢，故探討網路消費行為是一重要的研究主題。然而大部分研究聚焦於影響消費行為的外在因素，如新科技與技術之運用、增加網站多元化功能等。因此本文延續Koufaris (2002)之主張，認為應同時整合性地探討消費者「面臨外在網站資訊科技的知覺因素」與「內在心理狀態的知覺因素」，才能有效解釋對後續消費行為之關聯性。而Koufaris (2002)之研究整合了沈浸理論 (Flow Theory) 與科技接受模式 (Technology Acceptance Model, TAM)來探討消費者在網站虛擬環境下的消費者知覺因素與消費行為之關聯性，是少數研究中能同時整合性地探討消費者對外在購物網站之知覺因素（知覺有用性、知覺易用性）、內在心理面之知覺因素（沈浸狀態），與購物行為間關聯性之研究。然而，該研究中有以下幾點不足之處：（1）所探討引發沈浸狀態的因素大部分是90年代中期所提出，部分變數（技能、挑戰感）因現今購物網站操作介面之人性化，且消費者已具備基本使用技能，故並非是影響消費者沈浸狀態之主因，因此本文認為應增加其他新文獻所主張符合現今環境下的相關變數。（2）該研究同時整合TAM與沈浸理論之知覺因素，卻沒有探討兩理論間的關聯性。（3）該研究忽略消費者對網站信任感之因素，此為許多網路消費行為研究所重視之變數，卻為Koufaris (2002)所忽略。
故本文延續Koufaris (2002)之研究，首先針對引發沈浸狀態的相關因素，認為網路消費者會透過對「制度型信任機制 (institution-based trust, IBT)」之擔保效果，將之移轉至對消費購物網站之信任，因此透過IBT機制除了能直接提昇消費者信任外，更可以正向影響消費者達到沈浸狀態下的知覺控制感。另一方面，針對該研究未考量消費者信任感因素，本文依據相關文獻之發現，信任會透過前述IBT機制、或來自於消費者與網站間之互動性所建立之。因此若建立起對交易網站的信任，則不僅將正向影響TAM之知覺因素，也是導致沈浸狀態下知覺控制感之主因之一，更是直接引發再購意圖之因素。故信任因素係探討網路購物行為不可忽略之重要因素。而在網路消費行為面，本研究則聚焦於消費者的非計畫性購買行為與再訪意願此為多數學者與實務經營者所關心之議題。
本研究透過問卷調查法，以台灣最大營業額的Yahoo! 奇摩、ebay 拍賣購物網站中的消費者為研究對象，實際透過網站刊登與販售本研究問卷，共刊登1000份，共回收867份，有效問卷為832份。透過結構方程式模式 (structure equation modeling, SEM) 來檢定本研究架構的配適度，與變項間的因果關係。實證結果發現：
一、消費者使用「附加價值搜尋機制」的程度越多，將正向引發消費者的沈浸狀態（知覺購物樂趣、知覺控制感、集中注意力）；此外，與購物網站的「互動性」程度越高，會正向引發消費者的知覺購物樂趣、知覺控制感；而當消費者對於網站販售物的涉入程度越高，亦會正向引發消費者的知覺購物樂趣、集中注意力。而消費者對購物網站的「知覺有用性」或「知覺易用性」越高時，亦將正向引發其知覺購物樂趣或集中注意力；對購物網站的信任程度越高，則將正向引發消費者的知覺控制感。
二、而TAM知覺變數（知覺有用性、易用性）會正向影響沈浸狀態知覺因素，因此兩理論間具有關聯性。
三、當消費者的沈浸狀態程度越高（知覺購物樂趣、集中注意力），將直接引發消費者的「非計畫性購買行為」。此外，產品涉入程度、互動性與附加價值搜尋機制會透過沈浸狀態之中介效果，間接正向引發「非計畫性購買行為」；而知覺易用性、知覺有用性會透過「知覺購物樂趣」或「集中注意力」之中介影響，間接引發消費者的「非計畫性購買行為」；信任程度亦會透過「知覺控制感」而間接引發「非計畫性購買行為」。而「IBT機制」則會透過「信任」，再依前述路徑間接影響「非計畫性購買行為」。
四、「知覺購物樂趣」、「知覺有用性」是引發消費者「再訪意願」之直接影響因素；而「產品涉入程度」、「互動性」、「附加價值搜尋機制」會透過知覺購物樂趣間接引發消費者的再訪意願；「知覺易用性」、「信任」亦會透過「知覺有用性」的中介效果，間接影響再訪意願。而「信任」亦會透過「知覺易用性」影響「知覺有用性」的雙重中介效果，間接影響消費者「再訪意願」。「制度型信任機制」則會透過「信任」，再依前述路徑間接影響消費者的「再訪意願」。

以文找文

The fast the internet develop, the popular the electronic commerce (EC) results in. Related research indicates that the EC market scale has been expanded in Taiwan. Therefore, to explore online consumers’ behaviors is an important issue. However, most papers focus on the external factors affecting consumer behaviors, such as application of new technology and skill, improvement of web’s multiple functions. This study continues the concept of Koufaris (2002), and we propose that it will fully interpret the relationship between the factors affecting consumer behaviors from integrating the external perceptive factors of facing information technology and internal psychology perceptive factors. Koufaris (2002) integrates flow theory and technology acceptance model (TAM) to explore the relation between online consumer’s perceptive factors and behaviors in the internet virtual environment, and it’s a few of researches that simultaneously integrate both online consumers’ external (perceived usefulness, perceived ease of use) and internal (perceived shopping enjoyment, focus concentration, perceived control) perceptive factors to explore the consumer behaviors. But Koufaris (2002)’s study has some shortcoming: (1) the factors affecting consumer behaviors are proposed from middle-ninety era, part of the factors (skill, challenge) are not the significant variables resulting from humanistic web interface and having basic skills. Hence, this study suggests searching for related factors conforming new environment. (2) Although Koufaris (2002)’s study integrate both online consumers’ external and internal perceptive factors, he doesn’t explore the relation between the two theory. (3) His research neglects to investigate online consumers’ trust on web, but that is an important variable many researches focused on.
This study continues the concept of Koufaris (2002), and we propose the guarantee effect of institution-based trust (IBT) would direct influence online consumers’ trust and perceived control of the flow. Besides, to improve the shortcoming neglecting the variable of trust, we integrate some literatures to propose that interactivity (Lee and Turban, 2001) and IBT mechanism are the main factors affecting trust. If online consumers build the trust on web, that will not only have positive effect on TAM perceptive factors and perceived control of the flow but also on intention to return . On the online consumers’ behaviors, this study focuses on unplanned purchase and intention to return, because most scholars and practitioners are concerned about it.
This study utilizes a questionnaire to investigate the research issue. The research objects are the consumers in Yahoo!Kimo and eBay which are one of the greatest shopping webs in Taiwan. To publish and sell 1000 questionnaire in Yahoo!Kimo and eBay, there are 832 valid surveys. Structure equation modeling (SEM) is used to test the fit test modeling and hypotheses. The result of this study is that:
First, the level of using value-added search mechanisms have positive impact on the flow (perceived shopping enjoyment, focus concentration, perceived control); the level of interactivity has positive impact on perceived shopping enjoyment and perceived control; the level of product involvement also has positive impact on perceived shopping enjoyment and focus concentration. Besides, when the online consumers have higher perceived usefulness and perceived ease of use, it will influence on perceived shopping enjoyment and focus concentration; the level of trust on web also has positive impact on perceived control.
Second, TAM perceived factors (perceived usefulness and perceived ease of us) have positive impact on flow perceived factors. Hence there is relationship between the two theories.
Furthermore, when online consumers have higher level of flow, it will direct result in unplanned purchase. On the other hands, product involvement, interactivity and value-added search mechanisms will have indirect effect on unplanned purchase through intermediation effect of flow; the perceived usefulness and perceived ease of use also have indirect effect on unplanned purchase via intermediation effect of flow (perceived shopping enjoyment and focus concentration); Trust has indirect effect on unplanned purchase via intermediation effect of perceived control; and IBT mechanism has indirect effect on unplanned purchase via double intermediation effect from the route of trust.
Finally, perceived shopping enjoyment and perceived usefulness of online consumers have the direct effect on intention to return. But perceived ease of use and trust have indirect effect on intention to return via intermediation effect of perceived usefulness. Trust has also indirect effect on intention to return via double intermediation effect from the route of perceived ease of use. IBT mechanism has indirect effect on intention to return through intermediation effect from the route of trust.

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