線上行銷資源對線上行為意圖之影響

The Influence of Firms' Online Marketing Resources on Online Behavior Intention

Online purchase behavior is quite different from the traditional consumer behavior (Butler & Peppard, 1998; Kono, 2009). Most research related to online consumer behavior mainly focused on consumers' decision process and seldom suggest what enterprises can do to capture online market. Therefore, this study integrated resources based theory and TAM (technology acceptance model) to explored the influence of online marketing key resources on consumers' purchase behavior. Furthermore, this study adopted trust and perceived usefulness as mediating variables. After surveying 340 valid questionnaires, we found that online reputation, online technological capabilities and online brand community have significantly positive effects on purchase intention. Besides, through both trust in shopping website and perceived usefulness, three kinds of online resources will significantly enhance consumers' purchase intention. These findings suggest that online vendor should cultivate the three key online marketing resources firstly. Trust and perceived usefulness are also key successful factors for online vendor. 線上購買行為與傳統消費者行為相當不同（Butler & Peppard, 1998; Kono, 2009）。大部分有關線上消費者行為的研究著重於消費者的決策過程，鮮少談到企業如何獲取線上的市場。因此，本研究整合資源基礎理論與TAM（科技接受模式）探討線上關鍵行銷資源對消費者購買行為的影響。再者，本研究採用信任與知覺有用性當作中介變數。調查340份有效問卷後，本研究發現線上聲譽、線上技術能力與線上品牌社群，對購買意圖有顯著的正向影響。此外，三類線上資源透過對購物網站的信任與知覺有用性，顯著地會強化消費者的購買意圖。這些發現建議線上賣家首先必須累積三類關鍵的線上行銷資源，而信任與知覺有用性也是線上賣家關鍵的成功因素。