臺灣博碩士論文加值系統

現今，電子商務已快速發展且成為全球普及的趨勢。隨著線上商務持續的發展，消費者和商業機構已經採用這種新的商業型態。出於這個趨勢，以全世界來說，尤其是東南亞，越南已被視為有較好的電子商務的發展潛能。理論上來說，一個電子商務網站由資訊系統平台建立並透過網路使使用者進行交易。因此作者決定進行這項研究來進一步了解使用者對於越南線上Lazada企業的接受度。
更明確來說，這項研究試驗了網路特色和消費者在線上消費的行為包含系統品質、資訊品質以及服務品質，透過三個中等的變數實用性的意識，方便使用的意識以及使用的態度。此外，這個研究透過309位在線上商務平台Lazada.vn.使用者做為採樣對象。最終的結果呈現出訊息品質是影響消費者購買行為的最大要素。而且，研究也指出每個線上特色最好的面向是透過消費者的意見。

Today, E-commerce has been developing rapidly and has become a popular trend in the world. With that continuous development, not only consumers but also businesses have changed to adapt to this new business type. Not out of this trend, Vietnam is considered as a country with a relatively fast E-commerce development in the world in general and in Southeast Asia in particular. Theoretically, an E-commerce website is built on an information system platform via the Internet that allows customers to conduct online transactions. Therefore, the author decided to conduct this study to take a closer look at the level of user acceptance related to online features for Lazada Vietnam enterprises. More specifically, this study examined the relationship between the online features and customer buying behavior on three factors including system quality, information quality, and service quality through three intermediate variables - "Perceived Usefulness", "Perceived Ease of Use", and "Attitude Toward Using". In addition, this study was conducted with a sample size of 309 users who make online shopping through E-commerce website Lazada.vn. The final results show that the factor "information quality" has the greatest influence on the buying behavior of customers on the Lazada Vietnam website. Furthermore, research also points out the best aspect of each online feature through customer recommendations to suggest Lazada Vietnam company how to enhance the current online markets by spending sources into suitable aspects.

Abstract....................................................................................................i
摘要........................................................................................................iii
Acknowledgments.............................................................................................iv
Table of Contents...........................................................................................v
List of Tables..............................................................................................viii
List of Figures ............................................................................................x
Symbols ....................................................................................................xi
CHAPTER 1: INTRODUCTION ....................................................................................1
1.1 Research Background ....................................................................................1
1.1.1 State of E-commerce: Global Outlook...................................................................1
1.1.2 Vietnam E-commerce Market and Lazada Vietnam..........................................................4
1.2 Research Questions......................................................................................7
1.3 Research Objectives.....................................................................................8
1.4 Significance of The Study...............................................................................8
1.5 Research Outline........................................................................................10
CHAPTER 2: LITERATURE REVIEW................................................................................11
2.1 E-commerce..............................................................................................11
2.2 Online Features of E-commerce Websites..................................................................13
2.2.1 System Quality........................................................................................16
2.2.2 Information Quality...................................................................................18
2.2.3 Service Quality.......................................................................................19
2.3 Technology Acceptance Model.............................................................................21
2.3.1 Perceived Usefulness..................................................................................22
2.3.2 Perceived Ease of Use.................................................................................22
2.4 Attitude Toward Using...................................................................................23
2.5 Consumer Purchasing Behavior............................................................................23
2.6 Methods Related to Research.............................................................................24
2.6.1 Qualitative Approach..................................................................................26
2.6.2 Quantitative Approach.................................................................................26
2.6.3 The Overview of Two Methods Applied in Practical Research.............................................27
CHAPTER 3: METHODOLOGY......................................................................................28
3.1 Research Model..........................................................................................28
3.2 Hypothesis..............................................................................................31
3.2.1 The Relationship Between Online Features and Perceived Usefulness, Perceived Ease of Use..............31
3.2.2 The Relationship Between Perceived of Usefulness and Perceived Ease of Use............................32
3.2.3 The Relationship Between Perceived Usefulness, Perceived Ease of Use and the Attitude Towards Using...32
3.2.4 The Relationship Between Attitude Towards Using and Consumer Purchasing Behavior......................33
3.3 Reseach Development.....................................................................................34
3.3.1 Research Structure....................................................................................35
3.3.2 Sample Determining....................................................................................36
3.3.3 Data Collection.......................................................................................37
3.3.4 Data Analysis.........................................................................................38
3.4 Statistical Analysis Method.............................................................................42
3.4.1 Reliability and Validity..............................................................................42
3.4.2 Exploratory Factor Analysis (EFA).....................................................................43
3.4.3 Confirmatory Factor Analysis (CFA)....................................................................44
3.4.4 Measurement Model Assessment..........................................................................45
CHAPTER 4: DATA ANALYSIS AND RESULT DISCUSSION..............................................................46
4.1 Sample Description......................................................................................46
4.1.1 Response Rate.........................................................................................46
4.1.2 Demographics Analysis.................................................................................46
4.1.3 Analysis of Recommendations of Lazada Users...........................................................49
4.1.4 Descriptive Analysis..................................................................................51
4.2 Analyze the Reliability of the Scale....................................................................52
4.2.1 Assessment Criteria...................................................................................52
4.2.2 The Results of Cronbach Alpha Analysis................................................................53
4.3 Exploratory Factor Analysis (EFA).......................................................................55
4.3.1 Evaluation Criteria...................................................................................55
4.3.2 Analysis Results......................................................................................56
4.4 Confirmatory Factor Analysis (CFA)......................................................................59
4.4.1 Evaluation Criteria...................................................................................59
4.4.2 Analysis Results......................................................................................60
4.5 The Measurement of the Structural Model.................................................................66
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS..................................................................72
5.1 Conclusions.............................................................................................72
5.2 Suggestions and Limitations.............................................................................74
REFERENCE...................................................................................................75
Appendix I – English Questionnaire..........................................................................89
Appendix II – Vietnamese Questionnaire......................................................................95
Appendix III - FIGURE.......................................................................................101
Extended Abstract...........................................................................................108

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