同儕壓力、知覺風險、顧客滿意度之結構模式研究──以科技接受模式為中介變項

A Study of Structural Equation Modeling on Peer Pressure, Perceived Risk and Customer Satisfaction - Mediating by Information Technology Acceptance

本研究以智慧型手機的普及情形為題，依據文獻探討所得，欲以同儕壓力、知覺風險為直接影響因素，科技接受模式為中介變數，建立其對顧客滿意度的結構影響關係，並試圖了解科技接受模式在此結構關係中是否產生具影響力之中介效果。本研究主要以高中（職）、大學（專）、碩士（以上）的在學學生為研究對象，進行問卷調查，回收問卷342份，有效回收率為95%。回收後的問卷資料先以SPSS19.0統計軟體進行樣本敘述性統計分析，再以AMOS20.0統計軟體進行驗證性因素分析與結構方程模式分析，以驗證本研究假設之顧客滿意度結構模式。研究結果顯示，科技接受模式之知覺有用性、同儕壓力對顧客滿意度具有顯著影響關係；而科技接受模式之知覺易用性、知覺風險對顧客滿意度並無顯著影響。進行中介效果影響之分析結果顯示，同儕壓力並不會透過科技接受模式影響顧客滿意度；但知覺風險卻會透過科技接受模式的完全中介效果影響顧客滿意度。

Aimed on the popularity of smart phones and research found by the literature review, the study took peer pressure, perceived risk and Technology Acceptance Model as determinants to explore their influences on customer satisfaction by establishing a structural equation modeling to test the relationships among these four factors. To examine the structural equation modeling established in the study, a questionnaire survey was designed. A total of 342 high school, college, and graduate students were validly sampled to collect data at a return rate of 95%. Statistical software, SPSS19.0 and AMOS20.0, were used to perform such statistical analyses as descriptive statistical analysis, confirmatory factor analysis and structural equation modeling analysis. Research results showed that perceived usefulness and peer pressure have a significant impact on customer satisfaction; while perceived ease of use of technology and perceived risk have no significant impact on customer satisfaction. Otherwise, research results also found that technology acceptance model has a mediating effect on the relationship between perceived risk and customer satisfaction.