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系統識別號 U0002-2106201722350900
中文論文名稱 台灣消費者對跨境電商平台知覺風險之研究
英文論文名稱 A Study of Consumer Perceived Risk toward Cross-Border E-Commerce Platform.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 105
學期 2
出版年 106
研究生中文姓名 徐瑾怡
研究生英文姓名 Chin-Yi Hsu
電子信箱 jillian661876@gmail.com
學號 604550300
學位類別 碩士
語文別 中文
口試日期 2017-06-11
論文頁數 102頁
口試委員 指導教授-張俊惠
共同指導教授-蔡政言
委員-張勝雄
委員-魏上凌
中文關鍵字 跨境電商  知覺風險  滿意  信任  使用意圖 
英文關鍵字 Cross-Border E-Commerce  Perceived Risk  Satisfaction  Trust  Usage Intention 
學科別分類
中文摘要 跨境電商是在現今全球經濟緩慢復甦的局勢中最為異軍突起、呈現高速成長潛力的新興產業。台灣有跨境網購經驗的消費者逐年增加,網路的普及讓消費者購買東西的方式漸漸改變。跨境電商是電子商務產業的成長新動力,未來發展不容小覷。

  跨境電商市場商機無限,網際網路已經成為人類不可或缺的重要媒介,如何進一步影響消費者持續使用是重大關鍵,據此本研究將針對台灣有跨境網購經驗的消費者相關的使用行為進行探討。

  本研究目的在探討績效風險、財務風險及隱私風險是否顯著影響消費者對跨境電商平台的使用意圖以及探討績效風險、財務風險及隱私風險對跨境電商平台的使用意圖影響過程中,滿意和信任所扮演的中介角色。

  本研究使用 SPSS 22.0 版及 LISREL 8.7 版作為本研究之資料分析工具。
  透過結構方程模式分析以驗證本研究假說,得出以下結論:
一、在台灣的跨境電商市場中,績效風險和隱私風險透過滿意和信任對使用意圖存在顯著的影響效果,但財務風險對使用意圖不具有顯著的影響效果。
二、在台灣的跨境電商市場中,知覺風險對跨境電商平台的使用意圖影響過程中,滿意和信任扮演著重要的中介角色。


  最後,依據本研究結論提出之研究發現,建議跨境電商平台業者可以為消費者制定一個完善的退換貨機制,提升消費者的隱私保障,最後制定買家賣家互相評價制度,提升顧客滿意和信任,使消費者認為使用跨境電商網站購物是
不錯的選擇,以提升消費者的使用意圖。
英文摘要 In the current global economic market, which is undergoing a slow revival, Cross-Border E-Commerce is the most highly growing industry among all.

The market opportunities of Cross-Border E-Commerce are unlimited. Since the Internet has become an indispensable medium for human beings, attracting consumers to choose Cross-Border E-Commerce as the main way of internet shopping will be a decisive key in making this market big and successful. Therefore, it is important to understand the shopping manners among Taiwanese consumers who had cross-border shopping experience before.

The purpose of this study lies in two parts. The first part is to explore whether performance risk, financial risk and privacy risk would significantly affect consumers’ willingness to shop via Cross-Border E-Commerce platform. As for the second part, it aims to explore the roles performance risk, financial risk and privacy risk play on customers’ trust and satisfaction during the process purchases are made on the Cross-Border shopping platform.

This study employed SPSS 22.0 and LISREL 8.7 as the main software for data analysis. Structural equation model (SEM) was used to attest the hypotheses made in the study. Our results showed:
1.First, in Taiwan's Cross-Border E-Commerce market, performance risk and privacy risk were two significant factors that come into play in customers’ satisfaction and trust on the Cross-Border E-commerce shopping platform, while financial risk did not demonstrate such impact.
2.Second, in Taiwan's Cross-Border E-Commerce market, perceived risk was found to be a crucial factor during the purchase process when it comes to customers’ satisfaction and trust on the Cross-Border E-Commerce shopping platform.

Finally, according to the findings of this study, it is proposed that Cross-Border E-Commerce platform should provide customers a perfect returns and replacements mechanism, enhance customers’ privacy protection on the shopping platform, and formulate a fair evaluation forum between buyers and sellers. In so doing, these policies should build up customers’ satisfaction and trust towards the platform, so that they would consider the platform a good shopping choice.
論文目次 目錄
目錄 I
表目錄 IV
圖目錄 VI
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 3
第三節、研究目的 5
第四節、研究範圍及對象 5
第五節、研究流程 6
第二章、文獻回顧 7
第一節、電子商務興起 7
第二節、跨境電商興起 9
一、跨境電商定義 9
二、跨境電商現況分析 9
三、跨境電商之相關研究 10
第三節、知覺風險 12
一、知覺風險之定義 12
二、知覺風險之相關研究 14
三、知覺風險之衡量構面 16
四、跨境電商知覺風險之衡量構面 18
第四節、滿意 21
一、滿意之定義 21
二、滿意之相關研究 25
第五節、信任 28
一、信任之定義 28
二、信任之相關研究 29
第六節、使用意圖 31
一、使用意圖之定義 31
二、使用意圖之相關研究 33
第三章、研究設計 35
第一節、觀念架構 35
第二節、研究假設 36
第三節、研究變數之操作性定義與衡量 40
一、績效風險 40
二、財務風險 42
三、隱私風險 43
四、滿意 44
五、信任 45
六、使用意圖 46
第四節、研究設計 47
一、問卷設計 47
二、問卷發放與回收情形 47
第五節、資料分析方法 48
一、敘述性統計分析 48
二、結構方程模式分析 49
三、信度分析 52
第四章、資料分析與結果 53
第一節、敘述性統計分析 53
一、目前跨境電商消費者之使用情形 53
二、基本資料分析 61
第二節、結構方程模式分析 68
一、本研究之結構方程模式 68
二、本研究之整體配適度評估 73
三、本研究的基本配適度 74
四、研究假說與驗證結果 76
五、路徑效果分析 79
第五章、研究結論與發現 80
第一節、研究結論 80
第二節、研究發現 82
第三節、研究限制與未來建議 84
參考文獻 85
一、中文部分 85
二、英文部分 88
附錄 研究問卷 96

表目錄
表 2-1跨境電商之相關研究 11
表 2-2知覺風險之相關定義 13
表 2-3跨境電商知覺風險之相關研究 15
表 2-4知覺風險之相關構面 17
表 2-5 Jarvenpaa & Todd(1996)提出之知覺風險構面定義 19
表 2-6 Strader & Shaw(1999)提出之知覺風險衡量構面 20
表 2-7顧客滿意之相關定義 23
表 2-8顧客滿意之相關定義(續) 24
表 2-9滿意之相關研究 27
表 2-10信任之相關定義 28
表 2-11信任之相關研究 30
表 2-12使用意圖之相關定義 32
表 2-13使用意圖之相關研究 34
表 3-1假說檢定彙整表 39
表 3-2績效風險之操作性定義與衡量問項 41
表 3-3財務風險之操作性定義與衡量問項 42
表 3-4隱私風險之操作性定義與衡量問項 43
表 3-5滿意之操作性定義與衡量問項 44
表 3-6信任之操作性定義與衡量問項 45
表 3-7使用意圖之操作性定義與衡量問項 46
表 3-8本研究之問卷回收情況分析表 47
表 3-9模型之類型 50
表 3-10整體配適度指標與理想水準 51
表 4-1跨境電商使用者使用情形 54
表 4-2跨境電商使用者使用情形 55
表 4-3跨境電商使用者使用情形 56
表 4-4跨境電商使用者使用情形 57
表 4-5跨境電商使用者使用情形 58
表 4-6跨境電商使用者使用情形 59
表 4-7跨境電商使用者使用情形 60
表 4-8整體有效樣本之性別使用情形 61
表 4-9整體有效樣本之年齡使用情形 62
表 4-10整體有效樣本之教育程度使用情形 63
表 4-11整體有效樣本之職業使用情形 64
表 4-12整體有效樣本之婚姻狀況使用情形 65
表 4-13整體有效樣本之目前居住所在地使用情形 66
表 4-14整體有效樣本之每月平均可支配所得使用情形 67
表 4-15結構方程式之參數說明 70
表 4-16結構方程式之參數說明(續) 71
表 4-17結構方程式之參數說明(續) 72
表 4-18本研究整體配適度衡量結果 73
表 4-19基本配適度指標分析結果 75
表 4-20研究模型之假說驗證與結果 76
表 4-21整體路徑效果分析 79

圖目錄
圖 1-12020年全球跨境電商版圖 1
圖 1-2研究流程 6
圖 3-1觀念架構圖 35
圖 4-1本研究的線性結構圖 71
圖 4-2本研究線性結構路徑關係圖 80
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