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消费价值对持续使用线上购物之影响

【中文摘要】:由于网路购物已经成为人们常见且熟悉的消费型态,而且网购市场产值逐年稳定成长中,因此本研究从「持续使用」角度来探讨网购消费行为。
本研究以IS接受后期

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望确认理论为研究架构,蒐集400份有实际网购经验之样本资料来探讨网路购物之持续使用行为。另外,结合享乐型购物价值及实用型购物价值为调节变数,以讨论对满意度、持续使用意愿与知觉有用性的效果与影响。
本研究分析工具採用Mplus进行结构方程式分析,其中以知觉有用性对持续使用意愿影响最重要。研究结果发现,实用型与享乐型购物价值会对满意度对持续使用网购意愿及关係有调节效果,其中以高享乐

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型相较于低享乐型消费者、低实用型相较于高实用型消费者,会带来较高的调节作用。相反地,对于知觉有用性与持续使用意愿的调节效果,低享乐型相较于高享乐型消费者、高实用型相较于低实用型消费者,会带来较高的调节作用。
【英文摘要】:As online shopping has become a common and familiar consumption patter,and the online shopping market value is growing up, this research discusses the online shopping consumer behavior from “continued use’’ standpoint.
This research use the framework of ECT-IS model to empirically examines the continence intention of online shopping with a sample of 400 data from consumers who have actual online shopping experience. The research also examines the moderator of utilitarian and hedonic shopping values.
Structural equation modeling is used to test the hypotheses, and the analysis technique is Mplus. The result of this analysis shows that perceived usefulness has stronger impact on continence

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intention.
Utilitarian and hedonic shopping values are found to moderate the relationship between satisfaction and continence intention. The moderator effect of hedonic shopping value shows that the effect of satisfaction on continence intention is significantly stronger among consumers with high hedonic value compared to those with low hedonic value. The moderator effect of utilitarian shopping value shows that the effect of satisfaction on continence intention is significantly stronger among consumers with low utilitarian value compared to those with high utilitarian value.
On the contrary, The moderator effect of hedonic shopping value shows that the effect of perceived usefulness on continence intention is significantly stronger among consumers with low hedonic value compared to those with high hedonic value, and consumers with high utilitarian value compared to those with low utilitarian value.
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  • 来源:中山大学;作者:杨雅婷
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