網站知名度與網站忠誠度之相關分析──以科技接受模式為中介變數

The Correlation between Website Awareness and Website Loyalty-Mediating by Technology Acceptance Model

為了探討企業在競爭激烈的網路購物市場如何留住忠實顧客的重要因素，以及各要素的因果關係，本研究運用科技接受模式（Technology Acceptance Model）的知覺易用性與知覺有用性做為中介變數，建構出一個分析網站知名度與網站忠誠度之關係的結構方程模型（Structural Equation Modeling）。本研究以曾於購物網站購買商品或服務之消費者為研究對象，進行實體與網路問卷調查，共計回收345份問卷，有效問卷219份，有效回收率63.4％，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式模式分析，以驗證本研究所提出之結構模式。研究結果顯示，網站知名度，受科技接受模式之中介，對於網站忠誠度具有顯著正向影響，網站知名度、知覺易用性、知覺有用性、網站忠誠度具有顯著結構關係存在。因此，本研究認為知名度高且網站介面易用有用的購物網站才能吸引與留住消費者；企業除了強化購物網站高度的正面名聲，對於網站的使用操作系統的設計務必簡單易學有用，以提高消費者偏好在網站購物，並願意在未來重複回到網站購物，成為網站的忠實顧客。最後，本研究提出結論與建議供企業與後續研究參考。

In order to understand the important factors and their cause-effect relationships about how business keep loyal customers in the on-line shopping market, this study hypothesized a structural equation modeling (SEM) on the relationship between website awareness and website loyalty, mediated by the technology acceptance model (TAM). Data was collected from customers who have had online shopping experience by on-site physical and internet questionnaire survey. A total of 345 questionnaires were returned with 219 valid, at a validity rate of 63.4%. Such statistical software as SPSS 19.0 and AMOS 20.0 were performed to test the hypothesized SEM model. The research results showed that website awareness, mediating by technology acceptance model, have a great impact on the website loyalty, the hypothesized structural relationship among website awareness, technology acceptance, and website loyalty was proved to be existed. The research findings were also provided as references for the e-commerce business and the future research.