Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/99771
|
| Title: | 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 |
| Authors: | 黃鵬蒨
Huang, Peng Chien |
| Contributors: | 李有仁
Li, Eldon Y.
黃鵬蒨
Huang, Peng Chien |
| Keywords: | 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 |
| Date: | 2016 |
| Issue Date: | 2016-08-09 10:45:45 (UTC+8) |
| Abstract: | 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. |
| Reference: | 中華民國電子商務年鑑（2013）。2013年-電子商務的定義。http://ecommercetaiwan.blogspot.tw/2013/12/2013_2357.html，存取日期2015/12/23
中華民國對外貿易發展協會（2015）。跨境電商教戰手冊。http://www.trade.gov.tw/Pages/Detail.aspx?nodeID=1002&pid=538487，存取日期2015/12/23
呂雪晴（2015）。我國跨境網絡購物熱潮下的冷思考。經濟縱橫，第七卷，頁48-51。
李秀珠、遲嫻儒（2004）。組織中上行影響策略之研究：西方及中國式上行影響模式之比較，新聞學研究，第八十期，頁89-126。
林庭如（2012）。線上跨境合購購買決策之研究－以批踢踢實業坊為例。國立政治大學科技管理研究所碩士論文，未出版，台北。
林家五、何惠鈺、張書豪（2010），以社會認定與沉浸觀點探討部落格使用者之態度與行為，電子商務學報，第十二卷，第一期，頁155-182。
林湘昀（2014）。從國際貿易流程架構看臺灣跨境線上購物經營優勢與發展。致理技術學院企業管理系服務業經營管理碩士班碩士論文，未出版，新北市。
范懿文、方毓賢、吳政杰、劉昌輝（2011），虛擬社群持續參與因素之探討，電子商務學報，第十三卷，第二期，頁413-434。
洪鈺玲（2011），消費者跨國網路購物意圖影響因素之研究:以來源國為干擾因素，元智大學經營管理碩士班(國際企業學程)學位論文，未出版，桃園市。
張紹勳、湯宗益（2001），企業間電子商務採用前後使用信念之徑路比較。資訊管理展望，第三卷，第一期，頁1-25。
陳瑞瑩（2010）。影響消費者網路代購購買意願之研究。世新大學資訊管理學研究所碩士論文，台北市。
康雅惠（2011）。在網路拍賣情境中語言來源國對消費者購買意願之影響－以產品種類、涉入與零售商商譽線索為干擾變數。國立臺灣師範大學全球經營與策略研究所碩士論文，台北市。
黃怡萍（2010）。影響網路國際代購持續使用意圖因素之研究。國立高雄應用科技大學資訊管理系碩士在職專班碩士論文，未出版，高雄。
黃明（2013）。探討影響跨國購物網站持續使用意圖之相關因素。大同大學資訊經營學系碩士論文，未出版，台北。
黃俐茹（2012）。消費者對網路跨國代購態度之研究。中央大學資訊管理學系碩士論文，未出版，桃園。
凱度消費者指數（2015），加速電子商務在民生消費品市場的成長 – 2015年版，http://www.kantarworldpanel.com/dwl.php?sn=publications&id=595（存取日期2016/4/20）
楊念宗（2014）。第三方支付對網路購物信任度及購買意願之影響。輔仁大學資訊管理學系碩士在職專班碩士論文，未出版，新北市。
楊勝丞（2014）。從物流、金流和資訊流角度探討消費者知覺之跨境線上購物接受意圖之關鍵要素。世新大學資訊管理學研究所碩士論文。未出版，台北。
資策會（2015），第七屆「兩岸線上購物產業合作暨交流會議」登場 聚焦「兩岸合作契機」、「網路創新應用」及「行動商務趨勢」 集結兩岸重量級業者 搶攻跨境電商商機，http://www.iii.org.tw/m/News-more.aspx?id=1627 (存取日期2015/12/28)
資策會產業情報研究所（2009），2009年台灣線上購物發展趨勢 線上購物發展趨勢-區隔、互動、跨國，http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=175&type1=2，存取日期2015/12/28
資策會產業情報研究所（2013），台灣網友購物行為調查分析，http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=355&type1=2，存取日期2016/1/6
資策會FIND（2015），臺灣民眾線上購物經驗，http://www.find.org.tw/market_info.aspx?n_ID=8621，存取日期2015/12/28
董鵬（2014），跨境電商 荊棘中的玫瑰，物流技術與戰略，第七十二卷，頁45-48。
董鵬、謝媛、吳恒（2014），政策“破冰”--引爆中國跨境電商發展熱潮，物流技術與戰略，第六十八卷，頁24-28。
蔡宗霖（2009），從美國 PayPal 經驗與歐盟支付服務指令論我國第三方支付服務之現狀與未來，科技法律透析，第二十一卷，第十期，頁47-64。
鄭仁富、翁逸妹（2015），台灣消費者雙11線上購物行為，http://www.find.org.tw/market_info.aspx?n_ID=8631，存取日期 2015/12/28
賴建宇（2011），全民瘋代購賺新台幣升值財，天下雜誌雙周刊，472期，http://www.cw.com.tw/article/article.action?id=5012956，存取日期2015/04/08)
鄧博尹（2001），消費者購物導向、產品種類對網際網路購買意願影響之研究，國立中央大學資訊管理研究所碩士論文，未出版，桃園市。
Abrams, D. and Hogg, M.A. (1990), Social Identifications: A Social Psychology of Intergroup Relations and Group Processes, Routledge.
Amabile, T.M., Hill, K.G., Hennessey, B.A., and Tighe, E.M. (1994). The work preference inventory: Assessing intrinsic and extrinsic motivational orientations. Journal of Personality and Social Psychology, 66(5), 950-967.
Anderson, C. (2007). The long tail: how endless choice is creating unlimited demand. Random House.
Babin, B.J., Darden, W.R., and Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall, Inc.
Bellenger, D.N., Robertson, D.H., and Greenberg, B.A. (1977). Shopping center patronage motives. Journal of Retailing, 53(2), 29-38.
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, pp. 351-370.
Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of management information systems, 19(1), pp. 211-241.
Brown, M., Pope, N., and Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11/12), 1666-1684.
Burke, R.R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the academy of Marketing Science, 30(4), 411-432.
Cattell, R. B. (1943). The description of personality: basic traits resolved into clusters. The journal of abnormal and social psychology, 38(4), 476.
Chakrabarti, R., and Scholnick, B. (2002). International expansion of e‐retailers: Where the Amazon flows. Thunderbird International Business Review, 44(1), pp. 85-104.
Childers, T. L., Carr, C. L., Peck, J., and Carson, S. (2002). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), pp. 511-535.
Chiles, T.H., and McMackin, J.F. (1996). Integrating variable risk preferences, trust, and transaction cost economics. Academy of management review, 21(1), 73-99.
Chiu, C.M., Chang, C.C., Cheng, H.L., and Fang, Y.H. (2009). Determinants of customer repurchase intention in online shopping. Online information review,33(4), 761-784.
Cho, J. (2004). Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables. Information & Management, 41(7), 827-838.
Cross-Border eCommerce Community (2015). To Support The Global Expansion Of Merchants, Payment Service Providers, ISOs And Acquiring Banks. Retrieved December 1, 2015, from http://www.payvision.com/Cross-Border-eCommerce-Community-Initiated
Cross-Border eCommerce Community (2015). International Expansion. Retrieved December 1, 2015, from http://www.crossborder-ecommerce.com/international-expansion/
Darby, M.R., and Karni, E. (1973). Free competition and the optimal amount of fraud. The journal of law and economics, 16(1), 67-88.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis, F.D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International journal of man-machine studies, 38(3), pp. 475-487.
DeLone, W., and McLean, E. (1992) Information systems success: The quest for the dependent variable. Information Systems Research, 3, 1, 60–95.
DeLone, W.H., and McLean, E.R. (2002). Information systems success revisited. In System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on, pp. 2966-2976.
Delone, W.H., and McLean, E.R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30.
DeLone, W.H., and McLean, E.R. (2004). Measuring e-commerce success: Applying the DeLone and McLean information systems success model. International Journal of Electronic Commerce, 9(1), 31-47.
Domzal, T.J., and Unger, L.S. (1987). Emerging positioning strategies in global marketing. The Journal of Consumer Marketing, 4(4), 23-40.
Doney, P.M., and Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships. the Journal of Marketing, 35-51.
Donthu, N., and Garcia, A. (1999). The internet shopper. Journal of advertising research, 39(3), 52-58.
Ellemers, N., Kortekaas, P., and Ouwerkerk, J. W. (1999). Self‐categorisation, commitment to the group and group self‐esteem as related but distinct aspects of social identity. European journal of social psychology, 29(23), 371-389.
Eastlick, M. A., and Lotz, S. (1999). Profiling potential adopters and non-adopters of an interactive electronic shopping medium. International Journal of Retail & Distribution Management, 27(6), 209-223.
European Commission (2013). Flash Eurobarometer FL 358 Consumer attitudes towards cross-border trade and consumer protection. Retrieved December 28, 2015 from http://ec.europa.eu/public_opinion/flash/fl_358_en.pdf
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), pp. 725-737.
Gefen, D., and Straub, D. W. (2003). Managing user trust in B2C e-services. E-service Journal, 2(2), pp. 7-24.
Gefen, D., Karahanna, E. and Straub. D.W. (2003), Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), pp. 51-90.
Gomez-Herrera, E., Martens, B., and Turlea, G. (2014). The Drivers and Impediments for Cross-border e-Commerce in the EU. Information Economics and Policy, 28, pp. 83-96.
Holbrook, M.B., and Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252-274.
Hwang, Y. (2009). The impact of uncertainty avoidance, social norms and innovativeness on trust and ease of use in electronic customer relationship management. Electronic Markets, 19(2-3), 89-98.
Jarvenpaa, S.L., and Todd, P.A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International journal of electronic commerce,1(2), 59-88.
Kim, D., and Benbasat, I. (2006). The effects of trust-assuring arguments on consumer trust in Internet stores: Application of Toulmin`s model of argumentation. Information Systems Research, 17(3), 286-300.
Kim, Y.H., and Kim, D.J. (2005). A study of online transaction self-efficacy, consumer trust, and uncertainty reduction in electronic commerce transaction. In System Sciences, 2005. HICSS`05. Proceedings of the 38th Annual Hawaii International Conference on (pp. 170c-170c). IEEE.
Kim, K.K., and Prabhakar, B. (2004). Initial trust and the adoption of B2C e-commerce: The case of internet banking. ACM sigmis database, 35(2), 50-64.
Kolesar, M.B., and Galbraith, W.R. (2000). A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research. Internet Research, 10(5), 424-438.
Kotler, P. (1997), Marketing Management: Analyses, Planning, Implementation and Control, 9th ed.,Prentice‐Hall, Englewood Cliffs, NJ.
Kwon, O., and Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in human behavior, 26(2), 254-263.
Lampert, S.I., and Jaffe, E.D. (1996). Country of origin effects on international market entry. Journal of Global Marketing, 10(2), 27-52.
Laudon, K.C., and Traver, C.G. (2007). E-commerce. Pearson/Addison Wesley.
Li, H., Kuo, C., and Rusell, M.G. (1999). The impact of perceived channel utilities, shopping orientations, and demographics on the consumer`s online buying behavior. Journal of Computer‐Mediated Communication, 5(2), 0-0. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1999.tb00336.x/full
Limayem, M., Khalifa, M., and Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432.
Lin, H.F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management and Business Excellence, 18(4), 363-378.
Liu, C., and Arnett, K. (2000) Exploring the factors associated with Web site success in the context of electronic commerce. Information and Management, 38, 1, 23–33
Lowry, P.B., Vance, A., Moody, G., Beckman, B., and Read, A. (2008). Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites. Journal of Management Information Systems, 24(4), 199-224.
Lohse, G., Bellman, S., and Johnson, E.J. (2000). Consumer buying behavior on the Internet: Findings from panel data. Journal of interactive Marketing, 14(1), 15-29.
Mano, H., and Oliver, R.L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer research, 20(3), 451-466.
Mayer, R.C., Davis, J.H., and Schoorman, F.D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), pp. 709-734.
McKnight, D.H., Choudhury, V., and Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3), 297-323.
McKnight, D.H., Cummings, L.L., and Chervany, N.L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review,23(3), pp. 473-490.
Moore, G.C., and Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information systems research, 2(3), 192-222.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
Nunnally, J. (1978). Psychometric methods.
Orwall, B. (2001), ‘Thumbs up: what makes a good entertainment site click? We`re starting to get the answers’, Wall Street Journal, Vol. 26, R6.
Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
Pavlou, P.A., and Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information systems research, 15(1), 37-59.
Parameswaran, R., and Mohan Pisharodi, R. (2002). Assimilation effects in country image research. International Marketing Review, 19(3), 259-278.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
PayPal (2014), The New Spice Routes: Thriving Cross-border Ecommerce Trends, Retrieved April 10, 2016, from https://www.translatemedia.com/us/blog-us/the-new-spice-routes-thriving-cross-border-ecommerce-trends/
Perea y Monsuwé, T., Dellaert, B.G., and De Ruyter, K. (2004). What drives consumers to shop online? A literature review. International journal of service industry management, 15(1), 102-121.
Rogers, E.M., and Shoemaker, F.F. (1971). Communication of Innovations; A Cross-Cultural Approach.
Roth, M.S., and Romeo, J.B. (1992). Matching product catgeory and country image perceptions: A framework for managing country-of-origin effects. Journal of international business studies, 23(3), 477-497.
Schiffman, L.G., and Kanuk, L.L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
Tajfel, H. (1978), Differentiation between Groups: Studies in the Social Psychology of Intergroup Relation, London: Academic Press.
Tajfel, H., and Turner, J.C. (1985) The social identity theory of intergroup behavior. In Worchel, S. and Austin, W.G. (Eds.), Psychology of intergroup relations (2nd ed., pp. 7-24). Chicago: Nelson-Hall.
Teo, T.S. (2001). Demographic and motivation variables associated with Internet usage activities. Internet Research, 11(2), 125-137.
Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, Vol. 27, No. 3, pp. 425-478.
Wood, S.L. (2002). Future fantasies: a social change perspective of retailing in the 21 st century. Journal of retailing, 78(1), 77-83.
Yen, H.J.R., Li, E.Y., and Cheng, C.Y.J. (2008) "Understanding the gap between website value and consumer shopping orientation: an application of task-technology fit theory to online shopping values," Proceedings of the Eighth International Conference on Electronic Business, Big Island, Hawaii, September 30 - October 2, pp. 185-197.
Zucker, L.G. (1986). Production of trust: Institutional sources of economic structure, 1840–1920. Research in organizational behavior. |
| Description: | 碩士
國立政治大學
資訊管理學系
103356038 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103356038 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 603801.pdf | 1846Kb | Adobe PDF2 | 414 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
