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研究生: 侯欣妤
Hou, Shin-Yu
論文名稱: 產品涉入程度是否調節影響消費者使用O2O模式? UTAUT2與SNS模型的應用
The Impact of Consumers' Purchase Involvement on Consumption of Using O2O: The Application of UTAUT2 and SNS
指導教授: 方進義
Fang, Chin-Yi
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2018
畢業學年度: 106
語文別: 中文
論文頁數: 97
中文關鍵詞: 延伸型整合科技接受模式社群網路服務接受模式O2O模式消費者產品涉入
英文關鍵詞: UTAUT2, SNS acceptance model, O2O, product involvement
DOI URL: http://doi.org/10.6345/THE.NTNU.GSLHM.023.2018.A05
論文種類: 學術論文
相關次數: 點閱:148下載:2
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  • 虛實整合 (Online to Offline/Offline to Online, O2O) 為電子商務其中一種模式,兼顧實體通路與虛擬通路,並可運用新的技術和營運模式開發出新的消費者,同時擴大市場。本研究針對餐旅業及觀光業之O2O,即於線上預訂餐廳、旅館或購買旅遊、SPA、健身房、電影、演唱會等餐飲、旅遊、休閒娛樂票券,再至實體店面體驗所預購的服務之消費模式,除了使用延伸型整合科技接受模式 (The extended unified theory of acceptance and use of technology, UTAUT2) 外,也根據過往網路使用行為相關文獻,加入社群網路服務接受模式 (Social Network Services Acceptance Model, SNS),許多消費行為研究證實,產品涉入程度對行為意圖具調節作用,故在本研究中亦加入消費者產品涉入程度為調節變項。本研究首先以過去文獻之問卷內容為基礎,經由訪談6位專家確定問卷內容效度,發放前測問卷並確認信度後,再以便利抽樣法於各網路平台發放問卷,以結構方程模型 (structural equation modeling , SEM) 進行模型適配度檢驗及路徑分析。根據本研究結果,態度、促進條件、享樂動機、績效預期、習慣及社會影響對行為意圖有顯著正向影響;預期科技安全對行為意圖有顯著負向影響。促進條件及隱私風險對使用行為有顯著負向影響;行為意圖對使用行為則有顯著正向影響。並發現高產品涉入者在績效預期對使用O2O模式之行為意圖具調節作用。最後根據實證結果提出管理意涵建議,使O2O平台業者與店家在發展O2O模式時能夠制定更符合消費者需求之經營策略。

    The O2O business model has become the prevailing e-commerce business model in the hospitality industry. However, there is still not enough research to be sure of the factors which will influence consumers’ intention and use behavior in O2O. This study aims to understand consumers’ use intention for O2O on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) by adding Social Network Services Acceptance Model (SNS). Furthermore, this study also added “product involvement” as a moderator in order to predict their use intention for O2O more precisely. This study used the structural equation modeling (SEM) to analyze the factors of consumers using O2O or not by using AMOS and the results from 166 collected samples indicated that attitude, hedonic motivation, performance expectancy, habit, and social influence had significant and positive effects on the behavior intention of using O2O; perceived technology security had behavior intention of O2O. Facilitating conditions and privacy risk had significant and negative effects on the usage of O2O; the behavior intention of using O2O had significant and positive effects on the usage of O2O. High product involvement had a moderated effect on performance expectancy for the behavior intention of using O2O. The future research and managerial implication are discussed.

    中文摘要 i 英文摘要 ii 謝誌 iii 目 次 iv 表 次 vi 圖 次 viii 第壹章 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 研究範圍與限制 4 第四節 研究重要性 5 第五節 研究流程 5 第六節 名詞操作性定義 6 第貳章 文獻回顧 8 第一節 電子商務 8 第二節 延伸型整合科技接受模式 9 第三節 社群網路服務接受模型 15 第四節 消費者產品涉入程度 17 第參章 研究方法 19 第一節 研究架構 19 第二節 研究對象與問卷設計 22 第三節 專家效度審查 23 第四節 分析方法 24 第五節 前測結果 25 第肆章 研究結果 26 第一節 描述性統計分析 26 第二節 驗證性因素分析 29 第三節 結構方程模型 48 第四節 調節變項檢驗 51 第五節 分析與討論 52 第六節 理論意涵 54 第七節 管理意涵 55 第伍章 結論與建議 58 第一節 結論 58 第二節 研究限制與未來研究建議 59 引用文獻 60 附錄一 專家效度問卷 68 附錄二 修正後前測問卷 80 附錄三 正式問卷 89

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