影響託運人使用定期貨櫃航商電子商務意願因素之探討

FACTORS AFFECTING THE USE INTENTION OF CONTAINER CARRIERS’ ELECTRONIC COMMERCE －FROM A SHIPPER’S PERSPECTIVE

本研究目的在探討影響託運人使用定期貨櫃航商電子商務意願之因素，透過結構方程模式(structural equation modeling, SEM)之建立，分析法規、成本、技術、安全與服務內容性等因素對電子商務使用意願之影響。經由 SEM模式分析結果：「技術因素」對使用「查詢服務意願」及「交易服務意願」有負向影響；「服務內容性因素」對使用「查詢服務意願」及「交易服務意願」有正向影響；另「成本因素」對「交易服務意願」亦有正向影響。不過「成本因素」對「查詢服務意願」、「安全因素」及「法規因素」對「交易服務意願」等之影響，在本研究並未獲得統計上之顯著支持。本研究試建立一影響託運人使用定期貨櫃航商電子商務意願因素之架構基礎，研究可提供給定期貨櫃航商與託運人發展電子商務策略之參考。

In this study we used a structural equation modeling (SEM) to examine the impacts of legal factor, technical factor, safety factor, cost factor and service factor on shippers’ use intention with container carriers’ electronic commerce services. Results indicated that technical factor was negatively related to shippers’ enquiry use intention and transaction use intention, whereas service factor positively influenced shippers’ enquiry use intention and transaction use intention. In addition, cost factor was positively related to shippers’ transaction use intention. However, the impacts of safety factor and legal factor on shippers’ transaction use intention were not supported, neither did cost factor significantly influence shippers’ enquiry use intention.