網路商店線上瀏覽對採購行為影響研究──以投資理財與旅遊服務為例

The Study for the Influences of Purchase Behavior through Online Browsing in E-Tail – Investment and Travel Services as Example

在服務性產業的B2C網路電子商店中，市場規模佔比最大者，首推投資理財與旅遊服務。本研究目的在探討消費者對於網路投資理財與旅遊服務，線上瀏覽態度與意向對瀏覽與採購行為的影響，提供相關業者經營管理的參考。參考相關文獻回顧及許多實證研究結果後，本研究提出「網路商店瀏覽」模式。並使用結構方程模式（structural equation modeling, SEM）進行分析。研究發現消費者線上瀏覽態度與意向對其瀏覽與採購行為會產生一定程度的影響，就投資理財與旅遊服務而言，個人瀏覽安全體認影響效果較小，商品特性中的多樣性影響效果較大；不同之處在於投資理財方面為知覺瀏覽有用的影響效果較大，而旅遊服務則是知覺瀏覽容易的影響較大。建議網路電子商店業者提供多樣性商品服務並加強對瀏覽者的管理，以促使進行採購行為，如投資理財業者可提供較為有利用價值的資訊，而旅遊服務則需注意網頁導覽及功能使用簡便性。

The primary E-tails of the service industry in the B2C internet are investment, financial consultant, and travel service. The purpose of this study is to find the online browsing attitudes and intention influences of consumer browsing and purchasing behavior when facing two different service industries, financial consultant and travel service. We compared two different service industries for the E-tail owner’s management reference. We hereby submit the “E-tail Browsing Model” by studying the concerned reports as well as questionnaire from E-tail customers. Using SEM, Structural Equation Modeling, to study the relationship between exogenous variables and purchasing behavior. After research, we found consumer behavior for online browsing has some influences to their purchasing decision. For the financial consultant and travel service industries, the influences of Personal awareness of browsing security are quite smaller than the others. And variety is biggest of Merchandise. Furthermore, the biggest difference between the two industries is that Perceived usefulness of browsing has bigger effect to financial consultant industry. But the Perceived ease of browsing has bigger effect to travel service industry. We suggest E-tail provide more varietals products and intensify management to their potential browsing customers to achieve business. For instance, financial consultant can provide more useful information, and travel service provider need to simplify their web page use and introduction.