| 英文摘要 |
This study integrates Psychological Ownership (PO) and Technology Acceptance Model (TAM) in proposing the determinants of Generation Z’s online shopping behavior. 437 valid questionnaires were collected and the hypotheses were verified using Structural Equation Modelling (SEM). It was found that perceived control, coming to know intimately, and self-investment have a positive effect on PO and lead to positive consumers’satisfaction, repurchase intentions, and electronic word-of-mouth, with self-investment being the most significant trigger. Meanwhile, the perceived usefulness and ease of use of the TAM has a positive effect on consumers’satisfaction. It concludes that the PO is not only the most significant factor which influences online shopping behavior, but also better explanatory capabilities than TAM. The value of this study lies in verifying the importance of consumer participation and psychological ownership, hence providing guidance for e-commerce platform managers to formulate marketing strategies. |
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