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題名 探討跨境網購購買意圖之決定因素
Exploring the deterministic factors of purchase intention of cross-border online shopping
作者 黃鵬蒨
Huang, Peng Chien
貢獻者 李有仁
Li, Eldon Y.
黃鵬蒨
Huang, Peng Chien
關鍵詞 跨境線上購物
跨境網購
整合性科技接受模式
購買意圖
消費者導向
Cross-border Online Shopping
Unified Theory Of Acceptance And Use Of Technology
Purchase Intention
Determinants Of Purchase Intention
日期 2016
上傳時間 9-Aug-2016 10:45:45 (UTC+8)
摘要 由於網際網路無邊界、無時間限制等特點，電子商務現已跨越了國界，企業直接向海外拓展新的市場，過去調查顯示進行跨境線上購物（跨境網購）的消費趨勢逐年上升，淘寶網雙十一購物節活動掀起國內消費者到海外網站購物的潮流，如此跨越國界的跨境網購方式已漸漸為民眾所熟悉，跨境網購的蓬勃發展顯示消費者網購行為的新趨勢，而如何吸引消費者持續使用便是企業的一大考驗，因此本研究欲尋找影響消費者使用跨境網購之決定因素。
本研究以整合性科技接受模式作為基礎，並結合其他電子商務議題，擴展使用意圖決定因素之面向，共整理成「買家因素」、「賣家因素」、「社群因素」、「環境因素」四大群組，並探討「性別」、「年齡」「收入」、「產品類別」與「娛樂型／目標型購物導向」之於各構念對購買意圖的影響是否具有調節效果。本研究採用問卷調查方式進行實徵研究，欲探討使用過跨境網購之消費者，其體現的跨境網購價值與其他影響購買意圖之因素。本研究採用SmartPLS（partial least squares）為分析工具。研究結果顯示在買家因素中的「價格敏感度」、「信任」與「自我效能」，賣家因素中的「購物方便性」與「商品價格」，對跨境網購購買意圖具有顯著影響，調節變數則對部分構念對跨境網購購買意圖的影響之中具有調節效果。
E-commerce is now crossing national borders, and business is seeking new opportunities directly into overseas markets. Recent survey shows that the trend of cross-border online shopping is increasing year by year. How to retain oversea consumers is challenging to enterprises. To solve the problem, this study is looking for factors which will affect the purchase intention of consumers in cross-border online shopping.
This study tried to examine the values of cross-border online shopping which consumers have experienced by empirical research. The unified theory of acceptance and use of technology (UTAUT) is taken as the basis of this study, and it was largely transformed to a new model combing other issues about e-commerce. Divided into four domains, “buyer factors”, ”seller factors”, “social factors” and “environmental factors” are examined in this study. “Gender”, “age”, “income” and “product type” are considered to cause moderating effects on the influence between those factors and purchase intention. The result indicates that consumers with high hedonic shopping orientation or high economic orientation show high purchase intention of cross-border online shopping. Consumers are proved to focus on shopping convenience and making good deals. Finally, moderators do have moderating effects on the relationship between purchase intention and some specific constructs.
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描述 碩士
國立政治大學
資訊管理學系
103356038
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356038
資料類型 thesis
dc.contributor.advisor 李有仁zh_TW
dc.contributor.advisor Li, Eldon Y.en_US
dc.contributor.author (Authors) 黃鵬蒨zh_TW
dc.contributor.author (Authors) Huang, Peng Chienen_US
dc.creator (作者) 黃鵬蒨zh_TW
dc.creator (作者) Huang, Peng Chienen_US
dc.date (日期) 2016en_US
dc.date.accessioned 9-Aug-2016 10:45:45 (UTC+8)-
dc.date.available 9-Aug-2016 10:45:45 (UTC+8)-
dc.date.issued (上傳時間) 9-Aug-2016 10:45:45 (UTC+8)-
dc.identifier (Other Identifiers) G0103356038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99771-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 103356038zh_TW
dc.description.abstract (摘要) 由於網際網路無邊界、無時間限制等特點，電子商務現已跨越了國界，企業直接向海外拓展新的市場，過去調查顯示進行跨境線上購物（跨境網購）的消費趨勢逐年上升，淘寶網雙十一購物節活動掀起國內消費者到海外網站購物的潮流，如此跨越國界的跨境網購方式已漸漸為民眾所熟悉，跨境網購的蓬勃發展顯示消費者網購行為的新趨勢，而如何吸引消費者持續使用便是企業的一大考驗，因此本研究欲尋找影響消費者使用跨境網購之決定因素。
本研究以整合性科技接受模式作為基礎，並結合其他電子商務議題，擴展使用意圖決定因素之面向，共整理成「買家因素」、「賣家因素」、「社群因素」、「環境因素」四大群組，並探討「性別」、「年齡」「收入」、「產品類別」與「娛樂型／目標型購物導向」之於各構念對購買意圖的影響是否具有調節效果。本研究採用問卷調查方式進行實徵研究，欲探討使用過跨境網購之消費者，其體現的跨境網購價值與其他影響購買意圖之因素。本研究採用SmartPLS（partial least squares）為分析工具。研究結果顯示在買家因素中的「價格敏感度」、「信任」與「自我效能」，賣家因素中的「購物方便性」與「商品價格」，對跨境網購購買意圖具有顯著影響，調節變數則對部分構念對跨境網購購買意圖的影響之中具有調節效果。		zh_TW
dc.description.abstract (摘要) E-commerce is now crossing national borders, and business is seeking new opportunities directly into overseas markets. Recent survey shows that the trend of cross-border online shopping is increasing year by year. How to retain oversea consumers is challenging to enterprises. To solve the problem, this study is looking for factors which will affect the purchase intention of consumers in cross-border online shopping.
This study tried to examine the values of cross-border online shopping which consumers have experienced by empirical research. The unified theory of acceptance and use of technology (UTAUT) is taken as the basis of this study, and it was largely transformed to a new model combing other issues about e-commerce. Divided into four domains, “buyer factors”, ”seller factors”, “social factors” and “environmental factors” are examined in this study. “Gender”, “age”, “income” and “product type” are considered to cause moderating effects on the influence between those factors and purchase intention. The result indicates that consumers with high hedonic shopping orientation or high economic orientation show high purchase intention of cross-border online shopping. Consumers are proved to focus on shopping convenience and making good deals. Finally, moderators do have moderating effects on the relationship between purchase intention and some specific constructs.		en_US
dc.description.tableofcontents 摘要 i
Abstract ii
目次 iii
表次 v
圖次 i
第一章 緒論 1
第一節 研究背景與目的 1
第二節 研究問題 4
第二章 文獻探討 5
第一節 跨境電子商務 5
一、電子商務類型 5
二、跨境電子商務之現況與困境 6
三、消費者跨境網購模式 8
第二節 整合性科技接受模式（the unified theory of acceptance and use of technology; UTAUT） 10
第三節 消費者特徵 14
第四節 購物導向 15
第五節 信任理論 17
第六節 產品種類與消費者利益 19
第七節 網站品質 22
第八節 社會認同 23
第九節 文獻缺口 24
第三章 研究方法 25
第一節 研究架構與假說 25
一、買家因素 26
二、賣家因素 27
三、社群因素 29
四、環境因素 30
五、購買意圖與調節變數 31
第二節 問卷設計 34
一、買家因素 34
二、賣家因素 37
三、社群因素 39
四、環境因素 40
五、跨境網購購買意圖 42
第四章 資料分析與研究結果 43
第一節 資料收集與分析工具 43
第二節 敘述分析 43
第三節 信效度分析 47
一、效度分析 47
二、信度分析 50
第四節 假說檢定 50
一、買家因素 50
二、賣家因素 51
三、社群因素 52
四、環境因素 52
五、調節效果 53
第五章 研究結論與建議 58
第一節 研究結論 58
一、消費者的價格敏感度、信任與自我效能對跨境網購購買意圖具顯著影響 58
二、購物方便性與商品價格對跨境網購購買意圖具顯著影響 58
三、社群因素對跨境網購購買意圖無顯著影響 58
四、環境因素對跨境網購購買意圖無顯著影響 59
五、調節變數在特定構念對購買意圖的影響中具有調節作用 59
第二節 研究意涵與貢獻 60
一、學術貢獻 60
二、管理意涵 60
第三節 研究限制與未來研究建議 61
一、樣本代表性 61
二、產品類型的代表性 61
三、問卷題意表達 62
第四節 未來研究建議 62
一、縱貫性研究 62
二、產品類型與動機 62
第六章 參考文獻 63
附錄一 問卷全文 72
附錄二 各構念相關係數矩陣與平均變異萃取量之區別效度分析表 81
附錄三 各構念因素負荷量與交叉負荷結構矩陣 82		zh_TW
dc.format.extent 1890830 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356038en_US
dc.subject (關鍵詞) 跨境線上購物zh_TW
dc.subject (關鍵詞) 跨境網購zh_TW
dc.subject (關鍵詞) 整合性科技接受模式zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 消費者導向zh_TW
dc.subject (關鍵詞) Cross-border Online Shoppingen_US
dc.subject (關鍵詞) Unified Theory Of Acceptance And Use Of Technologyen_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Determinants Of Purchase Intentionen_US
dc.title (題名) 探討跨境網購購買意圖之決定因素zh_TW
dc.title (題名) Exploring the deterministic factors of purchase intention of cross-border online shoppingen_US
dc.type (資料類型) thesisen_US
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