A Study of Medical Equipment Purchase Intention of Internet Customers：The Case of S Company

近年來隨著全球網際網路的普及化及使用網路購物的人口大為增加，另外工商社會轉為以服務業為主的社會型態，使得多數消費者較無時間逛街購物，轉由網路購物。其中，具有「價格透明化｣、「購物安全有保障｣及「具有方便性、時效性｣的網路購物平台成為僅次於實體通路的外的主要銷售管道，這種宅經濟風氣一直在持續發酵中。因此，探討網路購物消費者的購買意圖因素，更加顯得格外重要。 本研究以科技接受模型為主軸探討網路顧客購買醫療器材意願之因素，透過發放3000份網路問卷，經由回收253份有效問卷，利用SPSS及AMOS針對「認知風險」、「認知可信賴度」、「認知有用性」、「認知易用性」、「信任」及「購買意圖」六構面之間的相互影響進行S公司之案例分析。 經由此研究可以探討出網路顧客主要購買醫療器材為何選擇網路購買而非到實體店面的關鍵因素。藉此結果可以作為日後探討網路購物者行為研究的依據。在管理上的貢獻則提供網路販售醫療器材業者未來經營的思考架構，透過本研究模型強化網路購買醫療器材消費者購買意圖。 路徑分析結果發現除「認知風險」對於網路顧客「購買意圖」及「信任」會產生負向顯著影響之外，「認知易用性」、「信任」、「認知可信賴度」及「認知有用性」對於網路顧客購買意圖皆為顯著正向影響。 本研究發現一項新穎的結果，單純就路經分析結果而言，認知風險、認知可信賴度、信任、認知易用性、認知有用性五項變數對購買意圖影響最大的因素為認知有用性、其次依序為認知易用性、認知風險、信任、認知可信賴度；然透過效果分析，考量直接影響與間接影響的條件下，認知風險、認知可信賴度、信任、認知易用性、認知有用性五項變數對購買意圖影響最大的因素為信任，其次依序為認知易用性、認知風險、認知有用性、認知可信賴度。此發現可推論在電子商務平台發展的過程中，因特別注重消費者對於此商務平台的「信任」觀感，即可間接促使消費者使用商務平台進行購買行為。The popularity of internet and growth of e-commerce enable consumers to make the shopping online instead of in physical stores. The on-line store platform, with the characteristics of price transparency, safe shopping guarantee, convenience, and effectiveness, has been an important sale channels. The popular Otaku Economy makes it more critical for the marketing decision makers to understand the key factors that lead to the on-line shoppers to take actions on shopping. Based on Technology Acceptance Model(TAM), and taking S company as an example for case study, this study explores the factors influencing on-line shopper's intention on buying medical equipments by analyzing the data collected out of 3,000 online questionnaires, 253 of them are effective ones. By using statistics software, SPSS and AMOS, this survey makes comparisons of the inter-influence among the six dimensions of Perceived Risk, Perceived Credibility, Perceived Usefulness, Perceived Ease of Use, Trust, and Purchase Intention. This study tries to figure out the key factors for the on-line shoppers intending to buy medical equipments on line rather than in physical stores. The results of this study could be valuable for future about on-line shopper's purchasing behaviors. Besides, in the aspect of marketing management, it would provide the on-line store owners in medical equipment industry a good model of making business decisions to enhance the purchase intention of on-line shoppers to buy their products. According to the results of the Path Analysis, except Perceived Risk, all of the others, namely Perceived Ease of Use, Trust, Perceived Credibility, and Perceived Usefulness have positive effects to on-line shopper's Purchase Intention. Perceived Risk negative effects to on-line shopper's Purchase Intention and Trust. The Path Analysis of this study is with an rather innovative finding that, among Perceived Risk, Trust, and Perceived Credibility, Trust, Perceived Ease of Use, and Perceived Usefulness, Perceived Ease of Use affect Purchase Intention most, then Perceived Ease of Use, Perceived Risk, Trust, and Perceived Credibility in turn. According to the Effect Analysis, by taking direct influence and indirect influence into account, among Perceived Risk, Perceived Credibility, Trust, Perceived Ease of Use, and Perceived Usefulness, Trust affect the Purchase Intention most, then Perceived Ease of Use, Perceived Risk, Perceived Usefulness, and Perceived Credibility in turn. Per the findings of this study, in the process of developing e-commerce platform, the marketing decision makers need to pay most attention to the Trust of the platform, as it affects the on-line shopper's purchase behavior most.摘要……………………………………………………………………………….……i Abstract………………………………………………………………………….…….ii 目次……………………………………………………………………………….…..iv 表目次…………………………………………………………………………….….vii 圖目次…………………………………………………………………………….…viii 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機 4 1.3 研究目的 4 1.4 研究方法 5 1.4.1科技接受模型 5 1.4.2問卷調查法 5 1.4.3個案研究 6 1.5研究步驟與流程 6 第二章 文獻探討 8 2.1全球網路普及率 8 2.2電子商務發展 9 2.2.1 電子商務定義 9 2.2.2 電子商務發展與模式 10 2.2.3 電子商務模式 10 2.3醫療器材定義 10 2.3.1 醫療器材分類 10 2.4 認知風險 14 2.5 信任.………………………………………………………………………..15 2.5.1 傳統信任 15 2.5.2 線上信任 15 2.6 科技接受模型 16 2.6.1 科技接受模型由來 16 2.6.2 理性行為理論 16 2.6.3 計畫行為理論 17 2.6.4 科技接受模型 17 第三章 研究方法 19 3.1 研究架構 19 3.2 研究假說 19 3.2.1 認知風險 20 3.2.2 認知可信賴度 21 3.2.3 認知有用性 21 3.2.4 認知易用性 22 3.2.5 信任 22 3.2.6 購買意圖 23 第四章 實證結果與分析 24 4.1 敘述性統計分析 24 4.1.1 樣本結構特徵分析 24 4.1.2 樣本個別變項之敘述性統計 27 4.2 信度分析 30 4.3 因素分析 31 4.3.1 KMO值與Bartleet檢定 31 4.3.2 限定因素萃取 32 4.4 建構效度分析 33 4.5 結構方程分析 34 4.5.1 模型適配度分析 34 4.5.2 路徑分析 36 4.5.3 效果分析 37 第五章 結論 39 5.1 研究發現與結論 39 5.2 研究限制與未來研究方向 40 參考書目 41 1. 中文部分 41 2. 西文部分 43 附錄一：前測研究問卷內容 45 附錄二：研究問卷內容 51 附錄三：購物網站A 58 附錄四：購物網站B 6