數位內容創新通路之購買意願研究－以"GotoWatch"寬頻影音網站爲例

The Study about Purchase Intention of Digital Content in the New Channel-The Case of "Gotowatch" Web TV

10.29916/JMPP.200703.0005

董維(Wei Tung)；黃凱斌(Kai-Bin Huang)

寬頻影音 ； 科技接受模式 ； 知覺風險 ； 採用態度 ； 購買意願 ； Broadband Video ； Technology Acceptance Model ； Perceived Risk ； Attitude of Adoption ； Purchase Intention

管理實務與理論研究

1卷1期（2007 / 03 / 01）

74 - 100

繁體中文

本文以數位內容之「寬頻影音網站」爲研究主題，以消費者角度引入思考可能模式，探討對寬頻影音有不同涉入及知識程度之消費者是否有不同思考方向，影響其知覺、態度及購買意願。採用「實驗室設計法」，針對某大學校區之學生進行「影音觀賞實驗」，以便利抽樣方式抽取305位學生，經SPSS、LISREL進行資料分析。研究結果爲(1)「知覺娛樂性」、「知覺有用性」、「知覺風險」與「採用態度」有顯著關係。(2)「採用態度」與「購買意願」有顯著關係。(3)「知覺娛樂性」、「知覺風險」與「購買意願」有顯著關係。(4)對寬頻影音涉入知識高者，易以「理性」角度思考購買意願；若涉入知識度不高者，則易受娛樂性等周邊線索影響，產生「衝動性購買」。

Integration of virtual and physical channels has been a crucial research issue to practitioners and academicians in recent years. However, most past studies on this area focused mainly on physical products rather than intangible products. To fill in this need, this research examined the relationships among consumers’ perception, attitude, and purchase intention toward the digital-content products of a broadband-video website. According to a literature review (i.e., TAM model, EKB model, ELM model, flow theory), this research proposed a model of purchase intention of digital-content products on web channels. The model delineated the relationships among six major constructs: perceived playfulness, perceived interactivity, perceived usefulness, perceived risks, attitude of adoption and purchase intention. This research used laboratory experiment and convenience sampling. An effective sample size of 305 business students was collected from a famous university in the mid-south of Taiwan. By following an instruction book, students firstly filled out part-A questionnaires (i.e., product involvement and knowledge), then navigated the contents of a pre-chosen website, and lastly complete part-B questionnaires (i.e., perceived playfulness, perceived usefulness, perceived risk, attitude of adoption, and purchase intention). The findings of SPSS and LISREL showed: (1)The proposed model was partially supported. (2)Attitude of adoption was found positively related to perceived playfulness and perceived usefulness but negatively related to perceived risk. (3)Adoption attitude was positively related to purchase intention. (4)Purchase intention was positively related perceived playfulness but negatively related to perceived risk. (5)Product involvement and subjective knowledge had mediating effects on perception, attitude of adoption, and purchase intention.

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