探討服務便利性、網路安全性對購買意願之影響

The study on relationship among service convenience, internet security and purchase intention

商業環境不斷變遷的交易型態已經讓實體買賣行為逐漸轉換到網路購買現象，隨著網路購物平台的蓬勃，民眾也愈來愈習慣在網路上搜尋想要的商品來購買，也代表網路的服務便利性已深植於消費者的內心。然而，令人感到關心的是網路安全性的問題，無論哪一種交易模式，都必須建立在安全性的基礎之上，故本研究探討服務便利性與購買意願之間的網路安全性是否得以扮演重要的調節效果，利用問卷調查的方式蒐集資料，再以統計分析檢驗研究假設。結果發現網路安全性確實能顯著調節服務便利性與購買意願之間的關係，說明網路購物平台必須注重與加強安全性，才能使服務便利性對購買意願的正向關係更為強烈。結論提出相關建言讓網路購物平台實務管理者參考，對於網路交易的環境得以更加完善。

With the booming of online shopping platforms, people are more and more accustomed to searching for the products they want to buy on the Internet, which means that the convenience of online services has been deeply rooted in consumers' hearts. Therefore, this study investigates whether online security plays an important role in moderating the relationship between service convenience and purchase intention by using questionnaires to collect data and then testing the research hypothesis with statistical analysis. It is found that online security does significantly regulate the relationship between service convenience and purchase intention, indicating that online shopping platforms must focus on and strengthen security in order to make the positive relationship between service convenience and purchase intention stronger. The conclusion suggests relevant suggestions for the practical managers of online shopping platforms to improve the environment of online transactions.