臺灣博碩士論文加值系統

近年來，網路購物已是非常普及, 交易的規模也迅速增長，已成為消費者購物的重要管道. 隨著如此的發展趨勢，印尼在電子商務，尤其是網上購物方面，也獲得許多成長和很大的市場。客戶在線上購買決策之議題逐漸吸引研究者與業者的關注。因此，本研究旨在調查影響客戶購買決策的重要因素，包括電子口碑、滿意度和信任度。研究理論模型是以科技接受模型為基礎與參考過去研究所發展，並提出十個研究假設以檢驗構面間之關係。再以問卷調查法收集研究資料，共回收201份有效問卷，受測者是印度尼西亞具有網路購物經驗的消費者。本研究使用 SPSS 22.0 與 SmartPLS 3.0 統計軟體進行問卷信效度分析與假設檢定。研究結果顯示：當電子商務供應商提高他們回響能力時，客戶滿意度會提高，最重要的是滿意度和信任會影響電子商務中客戶的購買決策。

In recent years, online shopping has grown rapidly in scale and popularity and has become an effective shopping tool for customers. Along with this trends, Indonesian e-Commerce, especially online shopping, has won many achievements and a large market share. The issue of customers’ online purchase decision has gradually attracted much attention from both researchers and practitioners. Therefore, this study aims to investigate the important factors on customer purchasing decision including: e-word-of-mouth (e-WOM), Satisfaction and Trust. The theoretical model was derived based on the technology acceptance model (TAM) and previous studies, and ten research hypotheses were proposed to test the relationships between constructs. The questionnaire was proposed to test the relationships between constructs. The questionnaire survey was designed to collect research data from 201 respondents who have online shopping experience in Indonesia. This study analyzed the reliability and validity of questionnaires and examining all research hypotheses using SPSS 22.0 and SmartPLS 3.0 statistical software. Research results showed that the level of customer satisfaction will increase when e-Commerce vendors improve their responsiveness and most importantly satisfaction and trust greatly influence purchasing decisions in e-Commerce.

Abstract......i
摘要......ii
Acknowledgement......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......4
1.3 Research Questions......6
1.4 Purpose......8
1.5 The Structure of Study......8
Chapter 2 Literature Review......10
2.1 E-Commerce......10
2.1.1 Introduction of e-Commerce......10
2.1.2 E-Commerce in Indonesia......11
2.2 Online Shopping......14
2.2.1 Introduction of Online Shopping......14
2.2.2 Online Shopping in Indonesia......15
2.2.3 Indonesia Online Consumer......17
2.2.4 Indonesia’s Largest E-Commerce Platforms......18
2.3 The Studied Related Online Shopping in Indonesia......21
2.4 Technology Acceptance Model (TAM)......23
2.5 Customer Satisfaction......26
2.6 Purchase Online......28
2.7 The Value of the Customer......29
2.8 Trust and Purchase Online......30
2.9 Summary of the Literature Review......31
Chapter 3 Research Methodology......33
3.1 Research Framework......33
3.2 Research Hypotheses......34
3.3 Research Method......39
3.4. Data Analysis......47
3.4.1 Research Reliability and Validity......47
3.4.2 Use of Cronbach’s Alpha......48
3.4.3 Statistical Analysis......48
3.5 Summary of the Research Methodology......50
Chapter 4 Results and Research Discussion......51
4.1 Respondents’ Demographics......51
4.2 E-Commerce Usage for Online Shopping......54
4.3 Factor Analysis......57
4.4 Validity and Reliability Analysis......58
4.5 Hypotheses Testing......63
Chapter 5 Conclusions......69
5.1 Discussions......69
5.2 Conclusions......72
5.3 Recommendations......74
References......75
Appendix I – English Question......83
Appendix II – Indonesian Question......94
Extended Abstract......105

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