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題 名 | 臺灣儲蓄互助社社員網路購物意向之研究=A Study on the Internet Purchase Intentions of Credit Union Members in Taiwan |
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作 者 | 李桂秋; 張鈺卉; | 書刊名 | 經濟與管理論叢 |
卷 期 | 8:1 2012.01[民101.01] |
頁 次 | 頁121-151 |
分類號 | 496.34 |
關鍵詞 | 信任; 創新特性; 科技接受模式; 儲蓄互助社; 結構方程式模式; Trust; Characteristics of the innovation; Technology acceptance model; TAM; Credit union; Structural equation modeling; SEM; |
語 文 | 中文(Chinese) |
英文摘要 | Credit unions were established in Taiwan over 40 years ago, and their members now number more than two hundred thousand. This study cites the Technology Acceptance Model by Davis (1989) in its discussion of the internet purchase intentions of Credit Union members in Taiwan. Structural equation modeling (SEM) is used to provide a descriptive statistical analysis of such demographic variables as trust, the characteristics of innovation, perceived usefulness, perceived ease of use, attitude, and purchase intentions, and the differences between them. According to this analysis, trust and the characteristics of innovation (through perceived usefulness, perceived ease of use, and attitude) influence the purchase intentions of credit union members. The most important variable is attitude. Accordingly, credit unions should improve the functionality of their websites. They could provide, for example, online ordering, information on commodities, a message board connecting buyers and sellers, online credit card payment, and an increased diversity of products. Furthermore, credit unions could use internet and placement marketing. This would increase awareness among members and the general public of the benefits of purchasing using the CU Let platform, and lead to its becoming a more popular choice among consumers. |
本系統中英文摘要資訊取自各篇刊載內容。