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題名 50歲以上國民對網路購物平台忠誠度之研究
Customer loyalty to online shopping platforms: people over 50 years old in Taiwan
作者 余嘉蕙
Yu, Chia Hui
貢獻者 邱志聖
Chiou, Jyh Shen
余嘉蕙
Yu, Chia Hui
關鍵詞 人群接觸偏好
自我實踐
科技接受模型
購物動機
知覺風險
關係品質
忠誠度
寂寞感
Preference of human contact
Self-actualization
TAM
Shopping motivation
Perceived risk
Relationship quality
Loyalty
Loneliness
日期 2017
上傳時間 11-Jul-2017 11:22:13 (UTC+8)
摘要 本研究由科技接受度模型為出發點，探討台灣50歲以上國民對於網路購物平台的使用習慣及態度，加入不同的外部因素分析，包含人群接觸偏好、自我實踐、認知有用、認知易用、購物動機、知覺風險及關係品質，目的在於了解不同的外部因素對此一族群最後是否會回到同一個購物平台購買商品之影響，意即對網路購物平台產生忠誠度，並且加入寂寞感作為使用者態度與忠誠度之間的調節變數。採用問卷調查法隨機抽樣，同時發放紙本及網路問卷，有效回收173份，網路回收效果較佳，佔有效問卷的84%。

透過研究結果得知，自我實踐與人群接觸偏好皆對於科技接受模型當中的認知有用有直接的影響，顯示出50歲以上的國民在使用網路時，會受到過去的購物經驗（與人購買商品）的影響，不過對於新科技保持積極學習心態的個體會有意願嘗試使用網路購物。而當個體感受到網路購物是省時或是省錢的（認知有用）、認為操作是簡單明瞭的（認知易用）都會提高消費者使用網路購物的意願。

此外，消費者對於在網路購物平台上付費是否安全以及付費之後是否真的能拿到符合期待的商品有疑慮時，會降低網路購物的意願，因此網路購物平台業者要重視並且消弭這樣的知覺風險，這同時也將會提升消費者在網路購物的動機；如同實體商店，消費者也重視與網路購物平台業者之間的關係，也就是說，當有網路購物平台業者提供的客服是良善的，在購物前、中、後都重視消費者的感受、照顧消費者，建立一個良好的顧客關係，不僅提升消費者使用網路購物平台的意願，更能夠加深消費者對該網路購物平台的忠誠度。
然而，在調節項寂寞感的作用之下，並無明顯的調節效果，本研究建議後續相關研究者可以針對此項因素的影響力進行質化研究，例如深度訪談法。實務貢獻提供網路購物平台業者對於50歲以上國民的行銷策略上，除了以折扣優惠吸引此一族群的消費者之外，也應重視消費者心理層面上的感受、並且提供完整的資訊及即時有效的客服幫助消費者解決購物問題，建立消費者在網路購物平台上的專屬資產成本，達到良好的顧客關係循環。
The purpose of the present study was to examine the influence of various external factors, including preference of human contact, self-actualization, perceived usefulness, perceived ease of use, shopping motivation, perceived risk, relationship quality and loneliness on consumer attitude toward online shopping and customer loyalty to the particular online shopping platform. We studied the relationship among the variations by using paper-based survey and the online survey. Our target participants were the people who over 50 years old in Taiwan.

The data supports the following findings: if the consumer who has higher self-actualization would more likely agree that using online shopping platform to buy goods is useful. However, if the consumer has a higher preference for human contact will have a negative impact on perceived usefulness. Besides, to increase consumer`s desire to use online shopping, we should notice that decreasing consumer’s perceived risk such as secure payment service and clear return rules and build a reliable customer relationship are crucial.

That means, in addition to giving discounts to attract this group of consumers, online shopping platform company should also pay attention to consumer feelings. In the end, limitations and suggestions to future studies were provided.
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描述 碩士
國立政治大學
國際經營與貿易學系
104351013
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104351013
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh Shenen_US
dc.contributor.author (Authors) 余嘉蕙zh_TW
dc.contributor.author (Authors) Yu, Chia Huien_US
dc.creator (作者) 余嘉蕙zh_TW
dc.creator (作者) Yu, Chia Huien_US
dc.date (日期) 2017en_US
dc.date.accessioned 11-Jul-2017 11:22:13 (UTC+8)-
dc.date.available 11-Jul-2017 11:22:13 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2017 11:22:13 (UTC+8)-
dc.identifier (Other Identifiers) G0104351013en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/110763-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 104351013zh_TW
dc.description.abstract (摘要) 本研究由科技接受度模型為出發點，探討台灣50歲以上國民對於網路購物平台的使用習慣及態度，加入不同的外部因素分析，包含人群接觸偏好、自我實踐、認知有用、認知易用、購物動機、知覺風險及關係品質，目的在於了解不同的外部因素對此一族群最後是否會回到同一個購物平台購買商品之影響，意即對網路購物平台產生忠誠度，並且加入寂寞感作為使用者態度與忠誠度之間的調節變數。採用問卷調查法隨機抽樣，同時發放紙本及網路問卷，有效回收173份，網路回收效果較佳，佔有效問卷的84%。

透過研究結果得知，自我實踐與人群接觸偏好皆對於科技接受模型當中的認知有用有直接的影響，顯示出50歲以上的國民在使用網路時，會受到過去的購物經驗（與人購買商品）的影響，不過對於新科技保持積極學習心態的個體會有意願嘗試使用網路購物。而當個體感受到網路購物是省時或是省錢的（認知有用）、認為操作是簡單明瞭的（認知易用）都會提高消費者使用網路購物的意願。

此外，消費者對於在網路購物平台上付費是否安全以及付費之後是否真的能拿到符合期待的商品有疑慮時，會降低網路購物的意願，因此網路購物平台業者要重視並且消弭這樣的知覺風險，這同時也將會提升消費者在網路購物的動機；如同實體商店，消費者也重視與網路購物平台業者之間的關係，也就是說，當有網路購物平台業者提供的客服是良善的，在購物前、中、後都重視消費者的感受、照顧消費者，建立一個良好的顧客關係，不僅提升消費者使用網路購物平台的意願，更能夠加深消費者對該網路購物平台的忠誠度。
然而，在調節項寂寞感的作用之下，並無明顯的調節效果，本研究建議後續相關研究者可以針對此項因素的影響力進行質化研究，例如深度訪談法。實務貢獻提供網路購物平台業者對於50歲以上國民的行銷策略上，除了以折扣優惠吸引此一族群的消費者之外，也應重視消費者心理層面上的感受、並且提供完整的資訊及即時有效的客服幫助消費者解決購物問題，建立消費者在網路購物平台上的專屬資產成本，達到良好的顧客關係循環。		zh_TW
dc.description.abstract (摘要) The purpose of the present study was to examine the influence of various external factors, including preference of human contact, self-actualization, perceived usefulness, perceived ease of use, shopping motivation, perceived risk, relationship quality and loneliness on consumer attitude toward online shopping and customer loyalty to the particular online shopping platform. We studied the relationship among the variations by using paper-based survey and the online survey. Our target participants were the people who over 50 years old in Taiwan.

The data supports the following findings: if the consumer who has higher self-actualization would more likely agree that using online shopping platform to buy goods is useful. However, if the consumer has a higher preference for human contact will have a negative impact on perceived usefulness. Besides, to increase consumer`s desire to use online shopping, we should notice that decreasing consumer’s perceived risk such as secure payment service and clear return rules and build a reliable customer relationship are crucial.

That means, in addition to giving discounts to attract this group of consumers, online shopping platform company should also pay attention to consumer feelings. In the end, limitations and suggestions to future studies were provided.		en_US
dc.description.tableofcontents 第一章 緒論 1
第二章 文獻回顧 5
第一節 人群接觸偏好 5
第二節 自我實踐 6
第三節 認知有用、認知易用與使用者態度 7
第四節 購物動機 9
第五節 知覺風險 13
第六節 關係品質 15
第七節 忠誠度 17
第八節 寂寞感 19
第三章 研究方法 22
第一節 研究架構與假說 22
第二節 研究對象 23
第三節 變數操作型定義與衡量工具 24
一、人群接觸偏好 25
二、自我實踐 25
三、認知有用、認知易用、使用者態度 26
四、購物動機 27
五、知覺風險 28
六、關係品質 29
七、忠誠度 30
八、寂寞感 30
第四節 問卷設計及編製 31
第五節 資料分析方法 32
第四章 研究結果 34
第一節 敘述性統計分析 34
第二節 研究變數描述性與相關分析 34
第三節 人群接觸偏好、自我實踐對認知有用的影響 38
第四節 認知有用、認知易用、購物動機、知覺風險、關係品質對使用者態度影響 39
第五節 寂寞感、使用者態度對忠誠度的影響 40
第六節 中介效果 41
第五章 研究結論及建議 45
參考文獻 52
附件：問卷 60		zh_TW
dc.format.extent 980123 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104351013en_US
dc.subject (關鍵詞) 人群接觸偏好zh_TW
dc.subject (關鍵詞) 自我實踐zh_TW
dc.subject (關鍵詞) 科技接受模型zh_TW
dc.subject (關鍵詞) 購物動機zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) 關係品質zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 寂寞感zh_TW
dc.subject (關鍵詞) Preference of human contacten_US
dc.subject (關鍵詞) Self-actualizationen_US
dc.subject (關鍵詞) TAMen_US
dc.subject (關鍵詞) Shopping motivationen_US
dc.subject (關鍵詞) Perceived risken_US
dc.subject (關鍵詞) Relationship qualityen_US
dc.subject (關鍵詞) Loyaltyen_US
dc.subject (關鍵詞) Lonelinessen_US
dc.title (題名) 50歲以上國民對網路購物平台忠誠度之研究zh_TW
dc.title (題名) Customer loyalty to online shopping platforms: people over 50 years old in Taiwanen_US
dc.type (資料類型) thesisen_US
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