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研究生: 黃莉雯
Huang, Li-Wen
論文名稱: 賣家選擇電子商務平台之影響因素
The Factors of Seller’s Choice on E-commerce Platforms
指導教授: 蘇友珊
Su, Yu-Shan
學位類別: 碩士
Master
系所名稱: 工業教育學系
Department of Industrial Education
論文出版年: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 100
中文關鍵詞: 網站品質品牌知識轉換成本經營績效使用意圖
英文關鍵詞: E-quality, Brand knowledge, Switching cost, Performance, Intention
論文種類: 學術論文
相關次數: 點閱:222下載:29
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  • 電子商務平台在傳統電子商務中扮演媒介的角色,調合買賣雙方達成交易,進而從中獲取利潤。為此,本研究將以賣家做為主要研究對象,探討在電子商務平台中如何得以實現人人都是老闆的概念。在先前的研究中,鮮少提及為何選定電子商務平台經營網路商店,因此將透過研究來說明是甚麼因素對賣家使用電子商務平台產生影響。
    本研究以使用調查研究法,發放電子問卷來回收樣本,並以SPSS20.0作為研究分析工具,共回收有效樣本170份。主要研究結果為:(1)網站品質對轉換成本、經營績效與使用意圖有正向影響;(2)品牌知識對使用意圖有正向影響;(3)轉換成本是網站品質對使用意圖之中介效果;(4)品牌形象是品牌知名度對使用意圖之中介效果。
    根據研究發現,電子商務平台應維護良好的網站品質,提供簡潔、圖象化的排版與恰如其分的輔助功能,讓使用者能夠在第一次使用此服務就產生深刻印象;同時,也需建立眾所周知的品牌知名度,基於電子商務流動量大、點擊率高與開店成本低的優點,有效提升使用意圖,進而幫助使用者提升經營績效。

    In recent years, e-commerce increase gradually its popularity all over the world. It has already been indispensable and essentials to everyone’s life. While e-commerce is generally favored by users, there are few researchers that discuss the factors of user’s choices on e-commerce platforms. Therefore, this study aims to explicate the effect and factors on user’s choices on e-commerce platforms.
    Using the survey methodology, we collected 170 valid questionnaires from sellers using Google form. The SPSS20.0 was applied as the analyzing tool in this study. The major findings of this study are summarized as following: (1) E-quality have significant and positive effect on switching cost, performance and intention; (2) Brand knowledge has a significant and positive effect on intention; (3) E-quality has a significant and positive effect on user intention through switching cost; (4) Brand awareness has a significant and positive effect on intention through brand image.
    According to the results, the e-commerce platforms should be having a good quality, such as: the appropriately function which will make an impression. At the same time, the brand name awareness should be enforced. Based on the advantages, it will raise the user’s intention and performance.

    第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 5 第三節 研究範圍 6 第四節 研究流程 7 第二章 文獻探討 9 第一節 網站品質 9 第二節 品牌知識 14 第三節 轉換成本 17 第四節 經營績效 20 第五節 使用意圖 22 第六節 網站品質、品牌知識、轉換成本、經營績效及使用意圖各變項間關係 23 第三章 研究設計與實施 27 第一節 研究架構與假設 27 第二節 研究方法與對象 29 第三節 研究工具 30 第四節 資料處理方法 37 第四章 研究分析 41 第一節 敘述型統計 41 第二節 因素分析與信度分析47 第三節 相關分析 54 第四節 差異性分析 57 第五節 迴歸分析 60 第五章 結論與建議 69 第一節 研究結論 69 第二節 研究貢獻 72 第三節 研究限制與後續研究方向 74 參考文獻 77 附錄一、學者專家審查意見彙整表 85 附錄二、正式問卷 95

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