| Summary: | 博士 === 國立東華大學 === 企業管理學系 === 93 === The rapidly evolving phenomenon of the World Wide Web and the creation of a new international arena for electronic commerce have expanded the possibilities for the marketing of products and services. For Technology Acceptance Model (ATM) have been widely used to understand the user perception and behavior toward using information system, TAM was adopted to explore the online behavior of consumer. There are four essays in this study. This study conducted Structual eqautaion modeling (SEM) approach and questionnaire survey from the customers with online shopping experience. 1258 valid questionnaires are regained. The results of this studies are discussed as four parts as follow:
In the study 1, TAM is applied to explore the consumer’s acceptance of using e online shops. Furthermore, for the browsing behiaovr is not equivalent to purchasing behavior, we separate using behavior into browsing behavior and purchasing behavior and then we apply TAM to explore browsing behavior and purchasing behavior. The empirical results indicate that the browsing behavior model and purchasing behavior model have much better performance of using behavior model, it implies that TAM model is suitable to analyze customer online behavior when separating using behaviors into browsing behavior and purchasing behavior. Moreover, after investigating the online behavior among genders and different types of websites (Portal shop, Book shop, Travel agency, Action site), we find that there is significant difference of browsing behavior among different genders, but there is no significant difference of browsing behavior or purchasing behavior among various websites.
Because trust plays an important role of the interaction between seller and buyer in the virtual environment, trust is added to explore the role of trust in customer online behavior in the Essay II. The empirical results indicated that perceived use of use and perceived usefulness toward the online shops effects customer trust, and further, effect customer’s attitude, intention and behavior towards browsing and purchasing.
Furthermore, customer satisfaction and customer loyalty widely discussed in marketing literature. But there are few studies explore the role of customer satisfaction and customer loyalty based on TAM framework. Therefore, in the Essay III, customer satisfaction and customer loyalty are integrated into research models to investigate the effects of customer satisfaction and customer loyalty on customer online behaviors. The empirical results indicated that perceived use of use, perceived usefulness, and trust significant effect the attitude, online satisfaction and online loyalty of customer, and further, effect customer’s intentions and behaviors toward browsing and purchasing.
Besides, there are many factors might affect customers’ online behaviors. However, there are few empirical studies have examined it with theoretical frameworks. In the essay IV, SERVQUAL is applied to measure the perception toward online shops by customer; information system studies are applied to investigate the effects of information system quality on customer’s online behaviors; transaction costs analysis (TCA) provide a economic view to measure the costs of online shopping. These several theoretical frameworks are applied in the Essay IV to explore the effects of service quality, information quality, system quality, and transaction cots on customer’s online behavior toward browsing and purchasing. Empirical results indicate that service quality, information quality, system quality, and transaction cots have significant effects on the perception of perceived use of use, perceived usefulness, and trust, and further, effect customer’s intentions and behaviors toward browsing and purchasing.
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