流行服飾網站設計對使用意願影響因素之研究

Research on the factors that influence fashion website design on usage intention

莊子徹；周伶；許品柔；鍾媞宇

資訊品質 ； 系統品質 ； 知覺價值 ； 使用意願 ； Information quality ； system quality ； perceived value ； usage intention

圖文傳播藝術學報

2024（2024 / 04 / 01）

180 - 191

繁體中文;英文

近年來，隨著電商平台線上線下通路的整合，讓流行服飾的銷售，不再只依靠實體店面，因此各家流行服飾業者皆使用自身品牌相關網站提供線上購物服務，另外服飾業銷售統計數據，也顯示線上銷售銷售額佔比也逐年攀升。雖然過去許多研究已進行評估消費者購買意願與行動商務應用，但沒有探討流行服飾網站設計的因素-系統品質、資訊品質，影響消費者的知覺價值和消費者的使用意願。因此本研究根據DeLone and McLean資訊成功模型模式，並參考Wang於2008年提出更新電子商務成功系統的基礎上，評估系統品質、資訊品質二因素如何影響的知覺價值，以及知覺價值提升對消費者使用意願之影響。研究的結果顯示，系統品質、資訊品質、對知覺價值皆有顯著的正向影響；而知覺價值對消費者使用意願皆有顯著的正向影響。此外，知覺價值會影響消費者使用意願。

In recent years, with the integration of online and offline channels on e-commerce platforms, the sales of fashion apparel no longer rely solely on physical stores. Therefore, various fashion apparel retailers use their own brand-related websites to provide online shopping services. In addition, sales statistics in the fashion apparel industry also show that the proportion of online sales has been steadily increasing year by year. Although many studies in the past have assessed consumer purchasing intentions and mobile commerce applications, there has been a lack of exploration into the factors of fashion apparel website design-system quality and information quality- that influence consumers' perceived value and purchasing intentions.Thus, based on the DeLone and McLean Information Success Model and referencing Wang's 2008 update on the foundations of successful e-commerce systems, this study evaluates how system quality and information quality impact perceived value and the subsequent influence of perceived value on consumer purchasing intentions. The results of the research indicate that system quality and information quality both have a significant positive impact on perceived value. Additionally, perceived value has a significant positive impact on consumer purchasing intentions. Furthermore, perceived value influences consumer purchasing intentions.