應用延伸型整合科技接受模式探討線上購買意願－－以雙媒介之觀點

Applying the UTAUT 2 Model to Investigating Online Purchasing Intention: A Dual Media Perspective

隨著網際網路日趨普及，對民眾而言，使用網路已成了生活中的一部份，與生活密不可分；且現今的大環境下，無線網路（例如WiFi）的使用率也逐漸升溫，如今人們不僅於室內使用固定型電腦，智慧型手機亦逐漸廣受青睞，民眾利用行動裝置上網的情況亦日漸普遍，更以該裝置進行線上購物。由於網路購物機制的成熟，線上購物已成為民眾消費的另一種選擇，本研究以此背景為出發點，並以延伸整合型科技接受模式 (UTAUT2)作為基礎架構，另增添創新性，以便探究消費者對於線上消費之線上購買意願。再以電子商務為例，消費者已不再僅限於透過PC型式上網購物，行動商務亦被人們接受，對此，本研究再以雙媒介（PC型式、行動裝置）作為調節變數，探討消費者是否會因使用PC型式或行動裝置線上消費，進而增強其線上購買意願。本研究問卷調查法收集樣本，並以結構方程模式 (SEM)作為研究方法，得以檢驗整體架構之配適度。本研究結果發現，在UTAUT2模型下，雙媒介對於線上購物行為扮演重要之調節角色。本研究結果亦指出，透過PC型式與行動裝置之線上購買意願確實有所差異，並根據此結果，本研究提出理論與實務上之管理意涵。

Recently, the usage of wire-less has grown day by day as a result of smart phones, people do shopping online not only by personal computer or laptop, but also by mobile device. Owing to the mturity of online shopping system, if offers another option for people’s purchasing behavior. This study wsa aim to investigate customer’s purchasing intention for online shopping based on the UTAUT2 model, and add a factor, which was innovativeness. Further, this study takes a dual media perspective to divide as PC format and mobile device to explore the moderating effects on the purchase intention. The SEM analysis was conducted and showed that the moderating effect of PC formats and mobile devices significantly influenced on UTAUT2 model. Research findings also revealed that online shopping via PC format and mobile device are going to be different, and provided theoretical and practical implications. Even through mobile device has become popular, it cannot totally replace PC format in the context of online shopping.