行動購物持續使用意圖之期望確認模式

 

An expectation-confirmation model of continuance intention to use mobile shopping

 

曾淑美

義守大學資訊管理學系

高雄市大樹區學城路一段一號

y97576@isu.edu.tw

 

高芝婷

義守大學資訊管理研究所

高雄市大樹區學城路一段一號

ting8308@gmail.com

 

 

摘要

網路購物是現代人的消費趨勢,網際網路的進步與行動裝置的普及讓消費者隨時隨地都能進行購物,也因為網路購物的業績持續成長著,各家購物業者紛紛建置網站平台搶攻這個網路市場。檢視過去有關網路購物的文獻發現,雖然有許多研究網路購物行為意圖的相關文獻,但甚少研究將行動裝置與網路購物做結合,加入期望確認理論的文獻更是微乎其微。因此,本研究以網路問卷調查方式來深入探討行動購物的知覺服務品質、確認、滿意度、知覺有用性、知覺風險以及持續使用意圖之間的關係。在資料蒐集部份,本研究採用立意抽樣方式,研究對象則以曾使用MoMo行動購物購買過商品或服務的顧客為主,總計回收173份有效問卷。研究結果顯示行動購物網的知覺服務品質對滿意度與確認、確認對滿意度與知覺有用性、知覺有用性對滿意度與持續使用意圖,以及滿意度對持續使用意圖皆具有正向且顯著的影響;而確認對知覺風險以及知覺風險對滿意度則皆具有負向且顯著的影響。最後,本研究提出提升顧客對行動購物滿意度與持續使用意願的具體建議,以供未來網路購物業者永續經營之參考。

 

關鍵詞:行動購物、期望確認理論、知覺服務品質、知覺風險、知覺有用性、持續使用意圖

 

Abstract

It is a newtrends that consumers are shopping on the Internet now. The advantage of the Internet and the rise popularity of mobile devices make consumers can shop anytime and anywhere. The phenomenal growth have attracted businesses to built online shopping platforms to share the market. After a review of literature on online shopping, it was found that most studies have revolved around the behavior and intention to online shopping. There are still few studies on mobile devices and online shopping simultaneously from the perspective of expectation-confirmation theory. The research thus applied questionnaire survey method to explore the relationship among perceived service quality, confirmation, satisfaction, perceived useability, perceived risk and intention to continue using mobile shopping. In the data collecting, this research applied the purposive sampling to collect the data from respondents who have experiences in buying products and services through the MoMo mobile shopping. The questionnaires were distributed via Internet and a total of 173 valid questionnaires have been collected. The results showed that perceived service quality on satisfaction and confirmation, confirmation on satisfaction and perceived useability, perceived usability on satisfaction and intention to continue using mobile shopping, as well as satisfaction on intention to continue using mobile shopping that all have significantly positive influences. Confirmation on perceived risk and perceived risk on confirmation both have significantly negative influences. Finally, this search offers concrete suggestions to enhance customer satisfaction and their intention to us mobile shopping.

 

Keywords: Mobile Shopping, Expectation-Confirmation Theory, Service Quality, Perceived Risk, Perceived Usability, Continuance Intention to Use