科技接受模型與涉入程度對購物意願影響之研究-以兩岸消費者購買淘寶網為例

Applying the Technology Acceptance Model and Involvement to investigate Cross-strait Consumers’Online Shopping Experience: A Case Study of Taobao.com

10.6846/TKU.2014.00229

蔡芳旻

科技接受模型 ； 網路涉入 ； 購物意願 ； 兩岸消費者 ； 淘寶網 ； Technology Acceptance Model(TAM) ； Involvement ； Purchase Intention ； Cross-strait consumers ； Taobao

淡江大學大眾傳播學系碩士班學位論文

2014年

碩士

陳玉鈴

繁體中文

行動裝置科技的轉變，讓消費者從固定一個定點瀏覽網路資訊到隨時隨地觀看網路訊息，電子商務與購物網站的轉型與發展，成為學者、企業和政府所關心的對象，本論文針對中國淘寶網在過去電腦與今日手機開發、APP軟體的發展比較，並針對使用淘寶網的兩岸消費者，運用PC電腦、手機以及APP的科技知覺模型量表進行消費者習慣分析，消費者人口背景的統計與涉入程度對購買意願的影響。 本研究採用網路問卷調查法，用網路問卷隨機抽取412份的消費者為樣本，透過統計方法進行資料分析，研究結果可知：1、居住地在中國的消費者對於淘寶網科技接受模型、涉入程度、購物意願會大於居住地在台灣的消費者；2、女性消費者對於淘寶網科技接受模型、涉入程度、購物意願會大於男性消費者；3、使用淘寶網網路科技知覺模型的消費者以45-54歲有明顯的使用程度，其中淘寶網網路知覺的有趣性和提高消費者淘寶網的涉入程度可以提高消費者的購物意願；4、使用淘寶網手機科技知覺模型的消費者以45-54歲有明顯的使用程度，淘寶網手機知覺的有用性、淘寶網手機知覺的有趣性和提高消費者淘寶網的涉入程度可以提高消費者的購物意願；5、使用淘寶網APP科技知覺模型的消費者以45-54歲有明顯的使用程度，淘寶網APP知覺的易用性、淘寶網APP知覺的使用意願和提高消費者淘寶網的涉入程度可以提高消費者的購物意願；6、年齡在45-54歲的消費者對於淘寶網涉入程度與淘寶網購物意願有顯著使用差異；7、淘寶網網頁、手機以及APP科技知覺模型與涉入程度對購物意願有正向影響。

Technological change in the mobile device , allowing consumers to watch Internet message anywhere from one fixed point to browse the network information , transformation and development of e-commerce and shopping sites , become the object of academics, business and government are concerned , this thesis China Taobao in the past development of computers and mobile phones today , more APP software development , and for the use of consumers on both sides of Taobao , the use of PC computers, mobile phones and APP technology consumer habits perception scale model analysis , the consumer population Statistics and involvement on purchase intention background . This study used questionnaires network with Internet questionnaire randomly selected sample of 412 consumers , through statistical methods for data analysis , the study results : 1 , consumers living in China for Taobao Technology Acceptance Model , involvement, purchase intention will be greater than the residence of consumers in Taiwan ; 2 , female consumers Taobao technology acceptance model , involvement , shopping willingness to be larger than male consumers ; 3, using the Taobao network perceptual model of consumer technology to the extent of 45-54 obvious use , which Taobao network and improve the perception of interesting Taobao consumer involvement can raise consumer purchase intention ; 4, using the Amoy consumer Mobile Technology Po perception model to the extent of 45-54 obvious use Taobao perceived usefulness of mobile phones , mobile phone Taobao perceived involvement interesting and increase consumer Taobao can improve 5 , using APP technology Taobao consumer perception model to the extent of 45-54 obvious use , perceived ease of use APP Taobao , Taobao APP perceived willingness to use and improve ; consumers' purchase intention Taobao consumer involvement can improve consumers' purchase intention ; 6 , aged 45-54 years consumers have significant differences in the use Taobao Taobao shopping involvement and willingness ; 7 , Taobao web pages , phone model and APP technology perception and Involvement has a positive effect on purchase intention .

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