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頁籤選單縮合
| 題 名 | An Empirical Study of Consumers' Online Shopping Behavior Based on the Technology Acceptance Model (TAM)=從科技接受模式觀點探討消費者線上購物行為之實證研究 |
|---|---|
| 作 者 | Tsai, Cheng-hung; Ontoeva Irina; | 書刊名 | 全球商業經營管理學報 |
| 卷 期 | 5 2013.09[民102.09] |
| 頁 次 | 頁201-212 |
| 分類號 | 496.34 |
| 關鍵詞 | 科技接受模式; 線上購物; 信任; 態度; 行為意圖; Technology acceptance model; Online shopping; Trust; Attitude; Behavioral intention; |
| 語 文 | 英文(English) |
| 中文摘要 | 本研究的主要目的是探討消費者線上購物行為與影響這些行為的態度、行為意圖等前置因素之關聯性。因此,以科技接受模式為基礎,進而增加其他重要影響變數,提出一個包含更多重要因子,更深入了解消費者線上購物態度與消費行為意圖等相關因素的研究架構,並將此架構應用在線上購物的實際消費情境中予以分析。 為了探討與驗證修改自科技接受模式架構中向構面間的因果關俅,本研究蒐集並分析來自台灣與俄羅斯兩 114份人員調查問卷之有效樣本。分析驗證結果完全支持本研究所有的假設,代表線上購物知覺易用性、知覺有效性、信任與態度對線上購物行為意圖與線上購物行為有顯著正向的影響,而線上購物行為意圖愈高則線上購物行為更為強烈。 |
| 英文摘要 | The purpose of this study was to investigate consumers’ online shopping behavior, as well as the factors influencing on their attitude toward online shopping and their effect on their intention toward online shopping. This paper therefore proposes a framework to increase researchers’ understanding of consumers’ attitudes toward online shopping and their intention to shop on the Internet. The framework uses the constructs of the Technology Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it to the online shopping context. The study investigates the causal relationships among these constructs used in this revised TAM and identifies the causal role of the constructs in developing the intention to shop online. According to the analysis of 114 samples in Taiwan and Russia, the results support all hypotheses in this study. Perceived ease of use, perceived usefulness, trust and attitude has been found to be the important predictors toward online shopping intention and actual behavior. |
本系統中英文摘要資訊取自各篇刊載內容。