题名

網站購買意願影響因素之探討

并列篇名

The Determinants of Website Purchasing Intention

作者

林娟娟(Judy Chuan-Chuan Lin)；陳岱昀(Tai-Yun Chen)

关键词

網路購物 ； 消費者行爲 ； 關鍵多數 ； 資訊系統品質 ； 熟悉度 ； Online shopping ； consumer behavior ； critical mass ； information system quality ； familiarity

期刊名称

管理與系統

卷期/出版年月

15卷2期（2008 / 04 / 01）

页次

209 - 235

内容语文

繁體中文
中文摘要

網際網路的普及與行動通訊技術的快速發展，讓消費者隨時隨地皆能透過網路進行購物或瀏覽資訊，而由於網站爲網路消費者與商家接觸的重要介面，因此網站的資訊系統品質、內容及呈現方式，將影響消費者對網站的使用態度。爲留住顧客並提升其對於網站商品的購買意願，掌握網路消費者之喜好及信任態度，是網站經營者所應致力的目標。本研究彙整電子商務之相關文獻，提出以技術面、社會面及個人面三個層面，探討影響消費者網路購物行爲的前置因子，並提出一適用於網路購物之模型，以協助網站經營者掌握其中之關鍵，增加消費者對購物網站商品的購買意願。本研究使用LISREL統計軟體進行驗證性因素分析，以及結構方程模式分析，實證研究的結果顯示，消費者對網站的喜好及信任態度，正向影響消費者的購買意願，而在影響消費意願之前置因素中，又以消費者對網站的系統品質認知爲購買意願的重要影響因素，而消費者與網站互動產生的愉悅感受及網站的熟悉程度等因素亦顯著影響消費者的網站購物意願。此研究結果除了顯示影響消費者對購物網站商品之購買因素外，亦可瞭解消費者對網站之技術面、社會面及個人層面之認知，對於日後網站經營者在建置網站上，提供參考之依據。
英文摘要

With the penetration of Internet and mobile communication technologies, shopping online has become widely available. However, Internet users are still reluctant to shop via Internet. It is thus important for online retailers to investigate into the factors affecting Internet users' shopping behaviors. This paper proposed a model by considering three facets: namely technical, social and individual. The model was then empirically tested using a survey of 447 Internet users. The results showed that intention to purchase on Internet was affected positively by consumers' positive attitude and trust. As for the antecedents of purchasing intention, we found that the most important factor was website's system quality, followed by familiarity and playfulness. Implications of the findings are discussed.
主题分类 基礎與應用科學 > 統計
社會科學 > 財金及會計學
社會科學 > 管理學
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被引用次数
  1. 張海萍(2011)。Facebook粉絲專頁對會員購買意願之影響。中原大學國際貿易研究所學位論文。2011。1-73。 
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