臺灣博碩士論文加值系統

現今科技發達的時代，網路快速的發展，人人都可隨時隨地的使用網路進行瀏覽，而Facebook更是可以瀏覽眾多資訊的平台。近幾年Facebook開放用戶直播功能後，許多使用者也開始大量使用直播功能，而許多賣家就把直播這項功能間接變成他們的銷售平台，眾多資料顯示，越來越多使用者會在Facebook直播購物平台進行消費，雖然造就了龐大的商機，但也衍生了一些問題。因此本研究以科技接受模式及計畫行為理論為基礎，利用資訊系統成功模式來衡量直播平台的品質，並加入知覺風險此一構面，提出研究架構模型，來探討消費者對直播購物平台的直播平台品質、認知有用性、認知易用性、主觀規範、認知行為控制、知覺風險及平台的行為意圖。本研究採用問卷調查來蒐集樣本並進行分析，共回收了255份有效問卷，最後根據研究分析的結果提出以下結論，以供相關業者及後續研究者參考。

1.知覺風險對直播購物平台之行為意圖呈現負面顯著影響。
2.不同性別的平台使用者，對直播購物平台的主觀規範上有顯著差異。
3.不同年齡層的平台使用者，對於平台的品質、認知有用性、主觀規範、認知行為控制、知覺風險 及行為意圖上有顯著差異。
4.不同教育程度的平台使用者，對平台認知有用性、主觀規範、認知行為控制以及行為意圖上有顯著差異。
5.不同收入的平台使用者，對平台的認知有用性、主觀規範、認知行為控制、知覺風險以及行為意圖上有顯著差異。
6.直播購物平台的「平台品質」對於「認知有用性」正向影響最為顯著。

In today's era of rapid network development, live stream has become the mainstream. Facebook provides the user live stream feature, and many sellers turn the live stream into a sales platform. Data shows that more and more users tend to make their consumption on facebook online shopping platform. Although it creates a huge business opportunity, it also causes some problems. Based on the theory of technology acceptance model and planned behavior, research framework is proposed to discuss the online shopping platform quality, perceived usefulness, perceived ease of use, subjective norm, perceived behavioral control, perceived risk and the behavioral intention by the facebook online shopping platform users. This study used questionnaires to collect and analyze samples. A total of 255 valid questionnaires were recovered. The conclusion of this study will be provided to the vendors and subsequent researchers for future reference.
1.Perceived risk has a negative influence on the behavioral intention toward using online shopping platforms.
2.With respect to different gender, there exist significant differences towards facebook online shopping platform in the subjective norm.
3.With respect to different age, there exist significant differences towards facebook online shopping platform in the platform quality, perceived usefulness, subjective norm, perceived behavioral control, perceived risk and the behavioral intention.
4.With respect to different educational background, there exist significant differences towards facebook online shopping platform in the perceived usefulness, subjective norm, perceived behavioral control and the behavioral intention.
5.With respect to different income, there exist significant differences towards facebook online shopping platform in the perceived usefulness, subjective norm, perceived risk and the behavioral intention.
6.For a live shopping platform, platform quality shows most significant positive influence on perceived usefulness.

摘要..........i
Abstract....iii
誌謝..........v
目錄.........vi
表目錄.......ix
圖目錄......xii
第一章 緒論......1
1.1研究背景與動機..1
1.2研究目的......2
1.3研究流程......3
第二章 文獻探討...4
2.1科技接受模式...4
2.2直播平台簡介...6
2.3資訊系統成功模式......8
2.4計畫行為理論..........9
2.5知覺風險........11
第三章 研究方法........12
3.1研究架構........12
3.2研究假說........13
3.3變數操作性定義........14
3.4研究對象及施測工具........15
3.4.1研究對象........15
3.4.2施測工具........15
3.5問卷設計........15
3.5.1問卷編制流程........15
3.5.2問卷內容........16
3.5.3預試問卷信效度分析........17
3.6資料處理與分析........22
第四章 資料分析與結果........24
4.1樣本背景資料分析........24
4.2敘述性統計分析........26
4.2.1直播購物平台品質之敘述性分析...26
4.2.2認知有用性之敘述性分析........27
4.2.3認知易用性之敘述性分析........28
4.2.4主觀規範之敘述性分析 ........28
4.2.5認知行為控制之敘述性分析........29
4.2.6知覺風險之敘述性分析........30
4.2.7線上直播購物平台之行為意圖之敘述性分析........30
4.3信度分析........31
4.4不同背景變項受試者，對直播購物平台使用之直播購物平台的品質、認知有用性、認知易用性、主觀規範、認知行為控制、知覺風險以及行為意圖分析........32
4.5皮爾森績差相關分析........45
4.6迴歸分析........47
4.7研究假設與結果........51
第五章 結論與討論........53
5.1研究結論........53
5.1.1不同背景變項的使用者對直播購物平台品質、認知有用性、認知易用性、主觀規範、認知行為控制、知覺風險以及行為意圖差異情形........53
5.1.2研究假設結果分析........54
5.2建議........55
5.3研究限制與未來研究........55
參考文獻........57
附錄一........60
Extended Abstract........65

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