臺灣博碩士論文加值系統

近年來，網路購物的規模和流行趨勢有顯著的發展，且成為主流的購物管道之。有越來越多的企業專注於開發電子商店而不是實體店面，電子商務逐漸成為網路購物的主導平台。這樣的購物趨勢也呈在越南的電子商務中，網購已經取得了一定的知名度和巨大的市場利潤。然而，乃有許多電子商務企業失敗的例子，客戶的低信賴度和滿意度已被證明是這些失敗的主要原因。因此，本研究旨在了解影響客戶的購買決定的主要因素，以避免再經歷錯誤。基於過去文獻與科技接受模型(Technology Acceptance Model)理論，建構出一個研究模型，並提出十個假設驗證構面之關係。本研究採用問卷調查，研究對象為越南具有網路購物經驗之消費者，共回收220有效問卷。回收資料以結構方程模型(Structural equation modeling, SEM）進行路徑分析，並以SmartPLS統計軟體分析研究資料。本研究的研究結果顯示滿意度和信任度是購買決策的主要因素。

Online shopping has prominently developed in scale and popularity these days and become an effective shopping tool for customers. There are more and more businesses focus on developing e-store instead of brick and mortar stores and e-Commerce gradually becomes the dominant platform for online shopping activities. Not out of this trend, Vietnam’s e-Commerce, specifically is online shopping that has gained many achievements and huge market share. However, because of some reasons, many online vendors take failure in online shopping business. The low trust and satisfaction of customer have been proved as the main reason for those failures. Hence, it is necessary to understand the customers’ online purchase decision then avoid the mistakes in doing online business and achieve the success. This study indicates that satisfaction and trust have direct effects on making shopping decision of customers. Basing on the previous researches, a theoretical model was derived to show the relationship between factors. Simultaneously, the technology acceptance model (TAM) and ten hypotheses were suggested to test the effects between constructs. Survey has been conducted to collect data from 220 respondents in Vietnam. Structure equation modeling (SEM) was employed using maximum likelihood estimation in Smart PLS to examine theoretical hypotheses.

摘要........................ i
Abstract........................... ii
Acknowledgements .............. iii
Table of contents ................iv
List of Tables .................. vi
List of Figures ................ vii
Chapter 1 Introduction ...........1
1.1 Background ...................1
1.2 Research motivation ..........3
1.3 Research question ........... 5
1.4 Purpose ..................... 6
1.5 The structure of study .......7
Chapter 2 Literature Review ..... 9
2.1 E-commerce ................. 9
2.1.1 An introduction of e-Commerce ........ 9
2.1.2 E-commerce in Vietnam ............... 13
2.2 Online shopping .......................16
2.2.1 An introduction of online shopping . 16
2.2.2 Online shopping in Vietnam ........ 17
2.2.3 The studies related online shopping in Vietnam.... 18
2.3 Technology Acceptance Model (TAM) .................. 20
2.4 Trust related theory in e-Commerce ................ 22
2.5 Customer satisfaction ..............................25
2.6 Summary of literature review ..................... 26
Chapter 3 Research Methodology ...................27
3.1 Research framework .......................... 27
3.2 Research hypotheses ..................28
3.3 Research method .................. 31
3.4. Data analysis .................. 36
3.4.1 Research reliability and validity .....36
3.4.2 Statistical analysis ................. 37
3.5 Summary of the research methodology ....38
Chapter 4 Results ........................ 39
4.1 Respondents’ demographics .............39
4.2 E-commerce usage for online shopping . 41
4.3 Factor analysis ......................44
4.4 Reliability analysis .................45
4.5 Hypotheses testing .................49
Chapter 5 Conclusions ..................55
5.1 Discussion ........................ 55
5.2 Conclusions ...................... 57
5.3 Recommendations ...................59
Appendix I – English Question ........68
Appendix II – Vietnamese Question ....78
Extend Abstract .................... 91

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