Examining the Factors InfluencingPerceived Value, Consumer Satisfactionand Purchase Intention

[[abstract]]電子商務網站蓬勃發展，改變了消費者購物與消費習慣。然而，消費者透過電商網站購物，其消費者購買意圖值得探究主要影響因素。因此，本研究主要的目的，是在於探討服務品質透過知覺價值對於消費者購買意圖之影響，並討論知覺易用性與知覺有用性透過消費者滿意度對於購買意圖之影響。本研究以曾經具有電子商務購物經驗消費者為研究對象，使用問卷調查法進行資料收集，共回收有效問卷 103 份。資料經由統計分析檢定結果發現，知覺價值與消費者滿意度對消費者購買意願有著顯著影響。服務品質將會正面影響知覺價值，同時也發現知覺易用性與知覺有用性會正向影響消費者滿意度。[[abstract]]E-commerce websites are booming and changing the habits of consumer shopping.On the other hand, it is worth to explore the main factors that influence their purchase intention when consumers shop on e-commerce stores. Therefore, this study aims to examine the effect of service quality on consumers' purchase intention through perceived value, and to discuss the effect of perceived ease of use, and perceived usefulness on purchase intention through consumer satisfaction. A total of 103 valid questionnaires were collected from consumers who have e-commerce shopping experiences. The results of statistical analyses show that perceived value and consumer satisfaction had a significant influence on consumer purchase intention. Service quality will positively affect perceived value, while perceived ease of use and perceived usefulness are also found to positively affect consumer satisfaction