消費者使用購物網站之行為模式

Abstract

隨著資訊科技的進步與電子商務市場日趨成熟，全球使用線上購物的人口逐年增加，國內的網路購物市場亦呈可觀之成長。購物網站發展成功的關鍵在於網站品質與使用者的使用程度。大多數業者與學者為了衡量使用者的滿意度與使用程度的關係，將重心放於資訊系統成功模式。資訊系統成功模式自發展以來，已成為現行資訊系統評量的基礎。為符合電子商務商業型態，以網站品質探討使用者滿意度與藉由使用者滿意度探討實際使用程度之電子商務資訊系統成功模式，已受許多專家學者支持。然而在以往的研究中似乎忽略了消費者實際使用程度與行為意圖會在購買歷程的不同階段（購前階段、購買階段、購後階段）中有不同之發生順序，遂以使用者滿意度或行為意圖來預測使用者單次使用行為，造成衡量的偏誤與研究成效不彰。因此本研究嘗試以資訊系統成功模式為基礎，加入理性行為理論，建構消費者再次使用購物網站之行為模式。本研究以國內使用過購物網站之線上消費者為對象，經分析後得到三點結論：(1)消費者於使用前階段即開始實際使用網站、收集相關產品資訊、透過穩定的系統享受良好的服務品質，而非先對網站品質滿意後才開始實際使用；(2)使用程度對滿意度無直接影響關係，而必須透過價值間接影響滿意度；(3)網站品質必須透過滿意度間接影響行為意圖，此與理性行為理論相符。

With the maturity of e-commerce and constant IT advancement, the number of customers who make purchases online is ever-increasing both globally and domestically. The critical success factors of online shopping lie in the Website quality and the actual usage level. To understand the relationship between user satisfaction and usage level, most businesses and scholars rely upon IS success model. Since the advent of IS success model, it has been adopted as the basis of IS evaluation. Many experts have supported the use of Website quality, user satisfaction, and actual usage level as the constructs of EB success model. However, previous studies seem to overlook the fact that actual usage level and behavioral intention occur in different sequences and at different phases of purchasing process (pre-purchase, purchase, post-purchase), causing evaluation errors and research failures. The aim of this study is to construct a pre-purchase shopping Website acceptance model using IS Success Model and the Theory of Reasoned Action as a foundation. We selected users who have browsed shopping Websites as the sample for our study. After statistical analysis, we come to the following conclusions: (1) In the pre-use phase, potential customers browse and collect product information using the Website and experience the quality of service, therefore actual usage occurs before user satisfaction. (2) Actual usage level indirectly affects user satisfaction though value judgment. (3) Quality of Website indirectly affects behavior intention through user satisfaction, which coincides with what the Theory of Reasoned Action depicts.