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題名:不確定性對網路再次購物意向之影響
作者:王昭文
作者(外文):Jau-Wen Wang
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:許孟祥
蘇國瑋
學位類別:博士
出版日期:2010
主題關鍵詞:網路購物賣方不確定性產品不確定性環境不確定性再次購物意向Environmental UncertaintyProduct UncertaintySeller UncertaintyOnline shoppingRepeat Purchase Intentioons
原始連結:連回原系統網址new window
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隨著網際網路的普及,促使B2C(Business to Consumer)電子商務受到重視,網路購物人口也隨之逐年成長;但是線上交易環境的不確定性,仍然讓許多網路購物者不願意再度造訪某些曾經光顧過的網路商店。根據本研究對過去網路購物相關文獻之回顧,發現鮮少有學者以”不確定性”的角度,探索形成網路購物者知覺不確定性的來源,以及其對網路再次購物意向的影響。為彌補此研究上之缺口,本研究透過文獻回顧方式,建構出一個以”不確定性”為主軸,屬於多維度構面之概念性研究模式,區分出網路購物者知覺到的不確定性型態與其形成因素,進而探究各不確定型態與網路再次購物意向之間的因果關係。本研究資料收集以曾經在網路上買過商品之消費者進行問卷發放,共蒐集554 份有效問卷,並以結構方程模式(Structure Equation Model, SEM)進行資料分析。研究結果發現,形成網路購物者知覺”不確定性”來源可區分為三種型態:「賣方不確定性」、「產品不確定性」及「環境不確定性」;然而,僅有「賣方不確定性」與「環境不確定性」對「再次購物意向」產生負面影響。此研究結果對學術上具有貢獻外,並能提供網路商店經營者對有網路購物經驗者所知覺到的不確定性來源及其再次購買意向有所瞭解,方能擬定因應策略有效留住舊有客戶,以增加其商業利潤與市場競爭力。
As the Internet is widespread, B2C (Business to Consumer) has received considerable attention, and the online shopping population grows up year by year. However, the uncertainty of online environment still makes many of online shoppers reluctant to repeat purchasing with a specific e-vendor. In our review of more recent literature, we found that few studies focused on exploring the source of perceived uncertainty and its relationship with online repurchase behavior from uncertainty perspective. This study thus fills a gap in the literature that has largely ignored the role of uncertainty in online shopping. In addition, our study aims to propose a conceptual model which is a multidimensional constructs model to explore the types of uncertainty and the effects on online repurchase behavior. The proposed structural model is empirically tested with data from 554 experienced online shoppers, and then analyzed using Structure Equation Model (SEM). The results identify three uncertainty types from the sources of uncertainty-seller uncertainty, product uncertainty, and environmental uncertainty. Moreover, seller uncertainty and environmental uncertainty negatively influence an experienced online shopper’s repurchase intentions. These findings have important theoretical and practical implications. Finally, our research will help e-vendors managing their websites more effectively and retain existing customers in order to gain profit and increase market competitiveness.
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