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系統識別號 U0002-2206202101390400
中文論文名稱 行動購物APP介面設計之有效性對消費者使用意願影響之研究:以蝦皮購物與PChome為例
英文論文名稱 Exploring the Impact of the Effectiveness of Mobile Shopping Application Interface Design on Consumer’s Intentions to Use: the Cases of Shopee and PChome
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 109
學期 2
出版年 110
研究生中文姓名 蔡宗喜
研究生英文姓名 Zong-Xi Cai
學號 608610456
學位類別 碩士
語文別 中文
口試日期 2021-06-03
論文頁數 69頁
口試委員 指導教授-王居卿
共同指導教授-李芸蕙
委員-余坤東
委員-楊立人
委員-王居卿
中文關鍵字 行動購物  知覺易用性  知覺有用性  經驗開放性  使用意願  持續使用意願 
英文關鍵字 Mobile shopping  Perceived Ease of Use  Perceived Usefulness  Openness to Experience  Intention to Use  Continuous Intention to Use 
學科別分類
中文摘要   近幾年在臺灣行動購物App掀起熱潮,在行動購物上購買商品讓消費者增添許多便利性,但在其發展如此成熟化之下,如何吸引消費者使用自家行動購物App,成為各電商困擾的問題之一。據此,本研究將聚焦於行動購物App介面,以介面上的知覺易用性與知覺有用性,來探討對消費者的行為意圖影響,並加入消費者人格特質之經驗開放性作為干擾變項,藉由干擾變項深入探討消費者的經驗開放性對於行動購物APP介面設計上的有效性是否會影響消費者的行為意圖。
  本研究以蝦皮購物與PChome App為例,採用網路線上問卷,調查對象為臺灣地區有使用過(或正在使用)網路的消費者,問卷發放期間為2021年3月15日至4月16日。本研究共回收有效問卷335份,針對這些有效問卷所蒐集到的資料,利用SPSS軟體進行了敘述性統計分析、信效度分析、相關分析、T檢定與變異數分析及迴歸分析。
  本研究經統計檢定結果,有下列重要發現:
 1.蝦皮購物與PChome App介面之知覺易用性對消費者的行為意圖有顯著正向影響。
 2.蝦皮購物與PChome App介面之知覺有用性對消費者的行為意圖有顯著正向影響。
 3.人格特質之經驗開放性對蝦皮購物與PChome App的行為意圖有顯著正向影響。
 4.人格特質之經驗開放性在蝦皮購物與PChome App介面上的知覺易用性、知覺有用性及行為意圖間的關係具有部分顯著干擾效果。
 5.已使用過蝦皮購物與PChome App的消費者在行為意圖上較有持續使用之意願。
英文摘要   In recent years, mobile shopping App have become a sensation in Taiwan. Purchasing goods on mobile Apps has brought much convenience to consumers. With such mature development, how to attract consumers to use their mobile shopping App has become a problem for all e-commerce companies. This research will focus on the mobile shopping App interface. By adapting perceived ease of use and perceived usefulness to explore the impact on consumers' behavioral intentions and add consumer’s openness of experience as a moderating variable. Through the moderating variable, the study will deeply explore whether consumer's openness to experience for the effectiveness of the mobile shopping App interface design will affect their behavioral intentions.
  This study uses Shopee Shop and PChome App as an example and takes consumers who have used (or are using) these two Apps as the research object. By distributing online questionnaires from March 15 to April 16, 2021, a total of 335 valid questionnaires were collected in this study. Based on the data collected by these valid questionnaires, SPSS was used to carry out descriptive statistics, reliability and validity analysis, correlation analysis, t-test, analysis of variance and regression analysis.
  The empirical study indicated that:
 1.The perceived ease of use of the two Apps interface has a positive and significant impact on consumers’ behavioral intentions.
 2.The perceived usefulness of the two Apps interface has a positive and significant impact on consumers’ behavioral intentions.
 3.The openness of experience has a positive and significant impact on consumers’ behavioral intentions of the two Apps.
 4.The openness of experience partially moderated effects between the perceived ease of use and usefulness of the two Apps interface and consumers’ behavioral intentions.
 5.Consumers who have used the two Apps are more willing to continue using them in terms of behavioral intentions.
論文目次 目錄 I
表次 III
圖次 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 行動購物應用程式之模式及發展現狀 6
第二節 研究變項之內涵與衡量 8
第三節 個案行動應用程式介面介紹-蝦皮購物與PChome 17
第四節 各研究變項之關係 19
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 變項之操作性定義與衡量 24
第四節 問卷調查對象及抽樣方式 27
第五節 資料分析方法 28
第四章 資料分析與結果 29
第一節 敘述性統計分析 29
第二節 信度與效度分析 32
第三節 相關分析 34
第四節 T檢定與變異數分析 35
第五節 迴歸分析 40
第六節 人格特質之經驗開放性之干擾效果驗證 42
第七節 假說驗證結果彙整與討論 46
第五章 結論與建議 49
第一節 結論 49
第二節 管理意涵 51
第三節 研究限制 52
第四節 建議 53
參考文獻 55
一、中文部分 55
二、英文部分 57
附錄:問卷 65
表2-1 ISO 9241第十二部分中七個屬性之描述 8
表2-2 知覺易用性之相關研究彙整表 10
表2-3 知覺有用性之相關研究彙整表 12
表2-4 經驗開放性之相關研究彙整表 14
表2-5 行為意圖之相關研究彙整表 16
表3-1 本研究之假說內容 24
表3-2 知覺易用性及知覺有用性之衡量問項 25
表3-3 經驗開放性之衡量問項 26
表3-4 行為意圖之衡量問項 27
表4-1 受訪者之基本資料次數統計表 29
表4-2 各變項之敘述統計分析 31
表4-3 各變項之信度分析 32
表4-4 各變項之效度分析 33
表4-5 蝦皮購物各變項之相關分析 34
表4-6 PChome各變項之相關分析 34
表4-7 性別在各變項之獨立樣本t檢定 35
表4-8 年齡在各變項之單因子變異數分析 36
表4-9 工作年資在各變項之單因子變異數分析 37
表4-10 工作年資在變項之事後多重比較 37
表4-11 學歷在各變項之單因子變異數分析 38
表4-12 學歷在變項之事後多重比較 38
表4-13 職業在各變項之單因子變異數分析 39
表4-14 各變項對使用意願之迴歸分析 41
表4-15 各變項對持續使用意願之迴歸分析 42
表4-16 知覺易用性、知覺有用性與人格特質對使用意願之階層迴歸分析 43
表4-17 知覺易用性、知覺有用性與人格特質對持續使用意願之階層迴歸分析 44
表4-18 本研究假說驗證彙整表 46
圖1-1 研究流程圖 5
圖2-1 蝦皮購物App介面描述 17
圖2-2 PChome App介面描述 18
圖3-1 研究架構圖 23
圖4-1 蝦皮購物之雙向互動圖 45
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