科技接受模式影響大學生網路購買運動商品行為

The Impact of Technology Acceptance Model on University Students' Sports Merchandise Online Purchase Behavior

10.29429/JSLHR.201406_9(2).02

張家銘(Chia-Ming Chang)；蘇智鈴(Chih-Ling Su)；曾明郎(Ming-Lang Tseng)；呂宗元(Tsung-Yuan Lu)

網路 ； 運動用品 ； 知覺易用性 ； 知覺有用性 ； perceived ease of use ； perceived usefulness ； sports merchandise online purchase behavior

運動休閒餐旅研究

9卷2期（2014 / 06 / 01）

30 - 40

繁體中文

本研究之目的在了解大學生背景變項、知覺易用性、知覺有用性對網路購買運動用品行為之影響。研究對象是以十所大學學生以便利抽樣的方式進行問卷調查，回收350份問卷，剔除規律性及嚴重漏答者問卷76份，有效回收問卷274份，有效回收率78.3%。資料分析結果：一、背景變項中大學生的性別、年齡、網路平均使用時間、平均每月可支配金額等變項進入模型中對大學生網路購買運動用品行為之預測未達顯著解釋力。二、知覺易用性與知覺有用性對大學生網路購買運動用品行為有正向影響。三、大學生背景變項、知覺易用性、知覺有用性對網路購買運動用品行為的解釋力為26.9%。

The main purpose of this study is to explore the impacts of university students' background variables, perceived ease of use, and perceived usefulness on their sports merchandise online purchase behavior. Accordingly, students of ten universities were targeted to be the research samples. Out of 350 returned survey questionnaires, 274 valid responses were obtained after eliminating 76 incomplete ones, achieving the high responses rate of 78.3%. The analysis results showed that (1) university students' background variables (i.e., gender, age, average internet usage time, average monthly income) when being inputted into the model showed non-significant explanatory power on their sports merchandise online purchase behavior, (2) students' perceived ease of use and perceived usefulness had significantly positive effects on their sports merchandise online purchase behavior, and (3) the explanatory power of students' background variables perceived ease of use, and perceived usefulness on their sports merchandise online purchase behavior were 26.9%.

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