五金傳統產業消費族群對線上購物系統之接受意圖的探討

Understanding Consumer Intentions toward Online Shopping in the Metal Industry

隨著電子商務環境的成熟及線上購物人口的持續上升，許多實體商店紛紛朝向虛實整合的經營模式前進。國內有部分的傳統零售業，例如五金產業，其消費族群多數擁有產品的專業知識，然而，由於年齡層較高及缺乏電腦使用經驗，因此，該群專業消費者的電腦自我效能可能較低，並影響其採用五金線上購物系統的意願。本研究以五金產業為例，並以自我效能及科技接受模式為理論基礎，探討五金產業的專業消費者與一般消費者對五金線上購物系統的接受意圖。研究結果發現過去經驗、替代經驗、口語說服、及電腦焦慮顯著影響電腦自我效能，並透過認知有用性與易用性影響消費者使用線上購物系統的意圖。而不同消費族群影響電腦自我效能的因素亦有所差異，且對線上購物系統的認知有用性與易用性的影響力也有所不同。最後，本研究發現對專業的消費族群而言，電腦自我效能是影響其使用線上購物系統的重要因素之一。研究結果可以做為五金產業及其他傳統相關產業經營電子商務的參考。

With the maturity of the e-commerce environment and the increase in numbers of online shoppers, numerous physical stores have adopted the clicks-and-mortar business model. For many traditional industries, such as the metal industry, most of their customers are specialized in metal industry products. However, these customers are frequently older, lack computer experience, and have low computer self-efficacy, all of which factors may influence their acceptance of online shopping systems. This investigation focused on the metal industry. Based on the self-efficacy theory and Technology Acceptance Model (TAM), this study investigated how the computer self-efficacy of professional and general consumers influenced their online shopping intentions. The research results demonstrated that performance, vicarious experience, verbal persuasion, and computer anxiety significantly influenced consumers' computer self-efficacy, which in turn affected their online shopping intention through their perceptions of ease of use and usefulness. Moreover, the factors which influenced on computer self-efficacy were varied between two groups of consumers, as did their perceptions of ease-of-use and usefulness. Finally, this research demonstrated that computer self-efficacy was one of the main influences on the online shopping intentions of professional consumers. The research results provide a reference for the metal industry and related traditional industries in operating e-commerce systems.