消費者運動用品線上商店購物使用意向之研究

A Study on the Purchasing Intention of Sports Supplies Consumers toward On-line Shopping

本研究主要以科技接受模式探討消費者使用運動用品線上商店購物的使用意向。以元豐東運動用品專賣店網站消費者為研究對象，採便利抽樣方式抽取260位元豐東運動用品專賣店網站消費者為研究樣本，總計回收243份，回收率為93.46%；而有效問卷數量為225份，有效問卷為92.59%。研究結果顯示：（一）認知易用性對認知有用性有顯著之影響；（二）認知有用性對使用態度有顯著之影響；（三）認知易用性對使用態度無顯著之影響；（四）使用態度對行為意圖有顯著之影響；（五）認知有用性對行為意圖無顯著之影響。研究結果期能供運動用品線上商店在設計網路購物系統上之參考。

This study uses the technology acceptance model to address users' intention of consumers toward on-line sports supplies shopping. Purposive sampling was used to investigate the consumers of on-line Yuan Feng Tung sports supplies shop with 300 copies of questionnaire returned, reaching 100% response rate. Among them, valid copies were 292 with 97.3% validity. Research results indicate that: (1) perceived ease of use has a significant influence on perceived usefulness; (2) perceived usefulness has a significant influence on users' attitude; (3) perceived ease of use has no significant influence on users' attitude; (4) users' attitude has a significant influence on behavioral intention; and (5) perceived usefulness has no significant influence on behavioral intention. The research results are expected to serve as a reference for the design of on-line shopping system of sports supplies.