臺灣博碩士論文加值系統

網路無遠弗屆，特別是近年來電子商務盛行，消費者購物不受時間與區域的限制，只要透過網路便可宅配到府，而根據資策會FIND在購物頻率部分統計出，網路購物的族群已有超過半數（55%）以上平均每個月至少會在網路購物平台消費一次以上，也因科技的進步，縮短購物的距離，使得在家也能藉由網路平台購物，不但價格透明也讓環境、天氣等因素不再是購買東西的考慮因素，因此吸引許多消費者願意在網路購物，進而使網路購物市場日趨繁榮。自從網路購物逐漸蓬勃發展，電腦與智慧型手機的普及，上網人數持續的增加，更是促進了網路購物的發展。但也因為宅經濟的效應，更應該針對不同類型的消費者進行網路購物上的需求解決辦法，並且能推出適合消費者的網路購物平台，如何快速的拉近網路消費者的距離，是未來網路購物的商家所需考量的重點。
本研究目的為探討網路口碑、消費情境與消費價值對購買意願的影響，本研究針對曾到網路購物的消費者做為研究對象。並發放前測問卷45份，發放結果為良好信度。故本研究發放400份正式問卷，樣本採用便利抽樣，回收400份問卷，剔除無效問卷後，回收353份，有效問卷回收約88%。並採用敘述性統計分析、信效度分析、因素分析、相關分析與回歸分析作為統計工具，其研究結果為：（1）網路口碑對消費價值具有正向顯著影響；（2）消費情境對消費價值具有正向顯著影響；（3）消費價值對購買意願具有正向顯著影響；（4）網路口碑對購買意願具有正向顯著影響；（5）消費情境對購買意願具有正向顯著影響。

關鍵字：網路口碑、消費情境、消費價值、購買意願、網路購物

Internet becomes more popular, especially, in these years, electronic commerce has grown. Consumers can shop without limit of time and areas; even only use the internet to deliver. According to the data which FIND (Foreseeing Innovative New Digiservices) shows in the part of shopping frequency, the online shopping group that average shops at least one time in every month has exceeded half (55%). Also, because of the advancement of science and technology, the distance of shopping has shortened and let consumers can shop at home by internet. This trend not only makes the price be transparent, but also decrease the influencing factors like environment and weather. Therefore, there are more consumers being attracted to shop online and the online shopping market becomes prosperity.
Since the online shopping has progressed and computers and smart phones have popularized, the people who use internet continuously increase, as well, it promotes the development of shopping online. But, for the effect of home economy, we should have different solving methods of needs to every kinds of consumers when they are shopping online. In the future, the business of online shopping should consider the issue about how to make close with online consumers quickly and release the online shopping platform which is suitable for consumers. The purpose of this study is to explore the effect of electronic word-of-mouth, consumer environment and consumption value to purchase intention. The objects of study are the consumers who have shopped online. The pre-test questionnaire distributes 45 copies and the result shows well reliability. This study uses the convenience sampling, distributes 400 copies, gets 353 valid copies after deducting the invalid copies, so has the valid response rate 88%.This study uses descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis to verify hypothesis. The study results are as follows:
1.The electronic word-of-mouth has positive significant influence
to consumption value.
2.The consumer environment has positive significant influence to
consumption value.
3.The consumption value has positive significant influence to purchase
intention.
4.The electronic word-of-mouth has positive significant influence to purchase
intention.
5.The consumer environment has positive significant influence to purchase
intention.

Key words：electronic word-of-mouth, consumption situation, consumption value, purchase intention, online shopping.

摘要............................................................................................................................................ I
Abstract ................................................................................................................................... II
誌謝......................................................................................................................................... IV
目錄......................................................................................................................................... ..V
表目錄..................................................................................................................................... VI
圖目錄.................................................................................................................................. VIII
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
第一節網路購物發展之概況............................................................................................ 6
第二節網路口碑...............................................................................................................12
第三節消費情境.............................................................................................................. 18
第四節消費價值.............................................................................................................. 24
第五節購買意願...............................................................................................................30
第六節各項研究變數間之關聯性.................................................................................. 33
第三章研究方法...................................................................................................................... 36
第一節研究架構...... ....................................................................................................... 36
第二節研究假說... ...... ...... ............ ............................................................................... 37
第三節研究變項操.......................................................................................................... 41
第四節資料分析.............................................................................................................. 50
第五節問卷設計.............................................................................................................. 53
第六節抽樣方法...................... ...... ...... ...... ...... ............................................................57
第四章資料分析...................................................................................................................... 58
第一節問卷樣本結構分析.............................................................................................. 58
第二節描述性統計分析...................................................................................................61
第三節信度與效度分析.................................................................................................. 66
第四節因素分析.............................................................................................................. 74
第五章結論與建議.................................................................................................................. 94
第一節實證結果.............................................................................................................. 94
第二節管理意涵.............................................................................................................. 98
第三節研究限制與建議................................................................................................ 100
參考文獻................................................................................................................................ 101
附錄一正式問卷.................................................................................................................... 111


表目錄
表2-1-1 為網路購物特性..................................................................................................... 8
表2-2-1 網路特性....................................................................................................………15
表 3-3-1 網路購物之衡量問項.......................................................................................... 42
表 3-3-2 消費情境之衡量問項.......................................................................................... 45
表 3-3-3 消費價值之衡量問項.......................................................................................... 47
表 3-3-4 購買意願之衡量問項.......................................................................................... 49
表 3-5-1 網路口碑前測信度分析.................................................................................... 53
表 3-5-2 消費情境前測信度分析.................................................................................... 54
表 3-5-3 消費價值前測信度分析... .................................................................................. 55
表 3-5-4 購買意願前測信度分析... ...........................…....................................................56
表 4-1-1 網路平台購物次數分配...................................................................................... 58
表4-1-2 人口統計變數次數分配....................................................................................... 60
表4-2-1 網路口碑量表題項之平均數與標準差............................................................... 62
表4-2-2消費情境量表題項之平均數與標準差..............................................…...............63
表4-2-3 消費價值量表題項之平均數與標準差............................................................... 65
表4-2-4 購買意願量表題項之平均數與標準差............................................................... 66
表4-3-1 網路口碑信度分析..........................................................................................…. 67
表4-3-2 消費情境信度分析..........................................................................................…. 68
表4-3-3 消費價值信度分析........................................................................................…... 69
表4-3-4 購買意願信度分析............................................................................................... 69
表4-3-5 網路口碑效度分析......................................................................………………. 71
表4-3-6 消費情境效度分析............................................................................................. 72
表4-3-7 消費價值效度分析.................................................…………………….............. 73
表4-3-8 購買意願效度分析...................................................................................……… 73
表4-4-1網路口碑之因素分析.............................................................…………………...75
表4-4-2消費情境之因素分析..................................................................................…….. 77
表4-4-3消費價值之因素分析.............................................................…………………... 79
表4-4-4消費價值之因素分析...................................................................................……. 80
表4-5-1 Pearson 積差相關係數矩陣.............................................................………….. 81
表4-6-1 網路口碑對消費價值之迴歸分........................................................................... 83
表4-6-2 消費情境對消費價值之迴歸分析....................................................................... 83
表4-6-3 網路口碑構面對消費價值之迴歸分析............................................................... 84
表4-6-4 消費情境構面對消費價值之迴歸分析............................................................... 86
表4-6-5 消費價值對購買意願之迴歸分析..................................................……............. 87
表4-6-6 消費價值構面對購買意願之迴歸分析............................................................... 88
表4-6-7 網路口碑對購買意願之迴歸分析.....................................…….......................... 89
表4-6-8 消費情境對購買意願之迴歸分析.....................................................….............. 90
表4-6-9 網路口碑構面與購買意願之迴歸分析...................................................……..... 91
表4-6-10消費情境構面與購買意願之迴歸分析.........................................….....…......... 92
表 5-1-1 驗證研究假說彙整表............................................………………………........... 95
圖 1-3-1研究流程...........................................................................................................…... 5
圖2-1-1網路購物步驟..................................................……………………………....…..... 7
圖2-1-2為臺灣民眾網購經驗：臺灣網友到國外網購平台購物經驗............................. 10
圖2-1-3「臺灣民眾網購經驗：網購族在國內、境外網購平台實際購物頻率」...........11
圖2-3-1為：主觀認知情境模式..................................................................... ...... ....... .....18
圖2-3-2 客觀認知情境模式. .........................................................…...........................…....19
圖2-3-2：Assael情境模式. ................................................................................................19
圖2-4-1為 Sheth,etal.（1991）消費情境..... ...............................................…....... .....26
圖 3-1-1研究架構.... ............................................................................................................36

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