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| Title: | 網路購物之消費者對個人交易資料使用行為意圖之研究
Research on online shopping consumers’ intention to use personal transaction information |
| Authors: | 洪淑靜
Hung, Shu-Ching |
| Contributors: | 傅浚映
蘇威傑
Fu, Jun-Ying
Su, Wei-Chieh
洪淑靜
Hung, Shu-Ching |
| Keywords: | 科技接受模型
網路購物
個人交易資料
信任
行為意圖
Technology acceptance model
Online shopping
Personal transaction data
Trust
Behavior intention |
| Date: | 2020 |
| Issue Date: | 2021-01-04 11:32:23 (UTC+8) |
| Abstract: | 網路時代的來臨改變人類的消費習慣，現今網路購物業者為了增加消費者消費的良好體驗，會記下消費者之個人資訊以便消費者下次購物時，能自動填入消費者之個人資訊，減少交易步驟，本研究針對網路購物消費者在使用自動填入個人交易資料的行為意圖進行調查。
本研究利用「問卷調查法」針對有網路購物經驗之民眾做調查，以探討網路過程中「個人交易資料」做兩個維度的個人交易資料研究，分別是「個人資料」與「交易資訊」，利用魏克生符號檢定證明消費者在兩個維度下，會保持不同的使用態度，再以科技接受模型從兩個維度個別探討在網站中自動填入個人資料對消費者網路購物意願的影響。
研究結果顯示對消費者來說，在使用自動填入個人交易資料過程中，選擇自動填入「個人資料」與自動填入「付款資訊」就保持不一樣的認知易用性、認知有用性、信任、使用者態度、行為意圖，願意讓網站自動填入「個人資料」的意圖會大於自動填入「付款資訊」，且認知易用性、認知有用性、信任、使用者態度都會影響消費者進行網路購物的意願。因此建議業者若要增加消費者之購買意願，除了做好使用者體驗，並要做好資料庫的保護機制，讓消費者得以信賴。
The advent of the Internet age changes human consumption habits. Nowadays online store owners in order to increase consumption and to give better consumer experience, they record consumers’ personal information and automatically fill it in the next shopping time to reduce transaction steps. This study is aimed at online shopping consumers` behavior intension that conduct of personal information with auto-fill information.
This research uses the questionnaire survey to conduct surveys on people with online shopping experience to explore the "personal transaction data" in the online shopping process. There are two dimensions on personal transaction data, namely "personal data" and " payment information". This research proved with the Wilcoxon sing rank test that consumers have different shopping attitudes in each dimension and discussed with technology acceptance model that the influence of consumers` online shopping willingness is by using the auto-filling of personal information on the website.
The results of the study, for consumers, they have different perceived ease of use, perceived usefulness, trust, attitude toward using and behavior intention by using auto-filling of personal data and auto-filling of payment information. In addition, perceived ease of use, perceived usefulness, trust, attitude toward using influent behavior intention to use. As a result, this study recommends that if you are the online shopping owner, it`s important to improve users` experience and strengthen the protection of data base. Because both of them influent the willingness of your customer. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363099 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363099 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001842 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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