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題名：以消費者知覺因素建構B2C再購意圖模式
作者：許哲瀚 引用關係
作者(外文)：Che-Han Hsu
校院名稱：元智大學
系所名稱：管理學院博士班
指導教授：湯玲郎
學位類別：博士
出版日期：2016
主題關鍵詞：結構方程模型；B2C再購意圖；調節變數；Structural Equation Modeling；B2C Repurchases Intention；Moderator
原始連結：連回原系統網址new window
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本研究著重於探討購買後階段的B2C消費者之再購意圖，並結合科技接受模式、期望確認模式和資訊系統成功模式的關鍵變數藉以發展B2C消費者再購意圖之理論模型。其主要目的包括，探究消費者知覺因素與B2C再購意圖之關聯性；針對學者提出之再購意圖模型進行比較，以瞭解其差異程度與解釋能力；驗證與解釋先前研究不一致性的研究結果；探討整合模型的調節效果。
根據文獻回顧之結果確立研究變數與假設關係以形成研究模型，並發展研究問卷進行資料收集，總計回收581份的有效問卷，而後採用結構方程模型進行研究分析。藉由研究結果能夠歸納以下幾點結論：知覺有用性、知覺價值和顧客滿意度是B2C再購意圖模型的關鍵變數；本研究模型較能夠有效預測與解釋B2C再購意圖；確認服務品質對顧客滿意度、服務品質對再購意圖、知覺信任對再購意圖等不一致性的假設關係；購買頻率和使用裝置具有顯著的干擾效果。
過去線上再購意圖的研究已經趨於飽和，但是仍鮮少文獻整合多個理論模型以探討B2C再購意圖，以及透過知覺因素與模型的整合有效提升B2C再購意圖的解釋能力，因此本研究補足此項缺口。本研究檢驗性別、年齡、購買頻率、瀏覽時數和使用裝置對整合模型的調節效果；其結果顯示僅有購買頻率與使用裝置產生正向調節效果，上述結果亦為本研究的重要發現。
This study focuses on exploring the B2C repurchase intention of the post- purchase stage, the study combined with critical factors of technology acceptance model, expectation confirmation model and information system success model to develop B2C repurchase intention model. Our research objectives included: exploring the relationships between perceived factors and repurchase intention; comparing with other related research models to understand the degree of difference; verifying and explaining the inconsistencies in previous research finding; investigating moderating effects of the model. To confirm variables and hypotheses based on the results of a literature review, form a research model and develop the questionnaire. According to 581 validity respondents, using SEM conduct analysis. The results can be summarized by the following conclusions: usefulness, value, and satisfaction are the key factors of the model; this research model can predict and explain B2C repurchase intention efficiently; confirming inconsistent assumptions by empirical analysis; purchasing frequency and using device have significant moderating effects.
Previous researches of the online repurchase intention have become saturated, but rarely literature to explore B2C repurchase intention by integrating theoretical models, as well as the interpretation power of the B2C repurchase intention can be increased through integrate perceived factors and theoretical models, therefore, the study make up this shortfall. The research verify the moderating effect on the integrated model in gender, age, purchasing frequency, browsing hours and using device; the results show only purchasing frequency and using device have positive effect on the model, the result is an important finding for this study.
一、網路資料
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