探討網站品質認知對顧客再購意圖的影響 --以多邊平台電子商務網站為研究對象

Abstract

由於多邊平台上商店眾多且商品種類齊全，許多消費者都會選擇到多邊平台上搜尋所需的商品。而商家因為在多邊平台上設置線上商店網站快速且經營成本較低，加上有龐大的人流量已經聚集在平台上，所以越來越多商家進入多邊平台電子商務經營他們的線上商店。因此，近年來多邊平台電子商務日漸重要且受大眾關注。 電子商務透過網路傳遞資訊和進行交易，消費者無法觸碰商品、無法與賣家面對面溝通，使他們無法取得與實體商店一樣同質同量的資訊，因此消費者會積極利用購物網站的品質來輔助他們衡量商家和商品的品質，進而將影響他們回到線上商店再次購物的意圖。雖然商家形象會因此受各種網站屬性的品質所影響，可是在多邊平台上，平台提供者為了更好地管理平台秩序而鎖定部分網站屬性不開放予商家個別進行調整，使商家難以調整網站以更好地表現出他們良好的形象。因此本研究嘗試釐清平台提供者和商家各自所屬的網站屬性，並了解兩者的品質對消費者認知的影響，進而探討其對消費者於線上商店再購意圖的影響。 經實證研究發現，在具有規模且較為成熟的多邊平台上所經營之線上商店，其消費者會受商家負責管理的網站屬性品質影響較大，而對平台提供者負責管理的部分較不敏感。因此本研究認為，線上商店假如是開設於為人熟知的多邊平台上經營，只要提高商家自身可管理的網站屬性品質，即可有效提高消費者對其滿意度並提增消費者的再購意圖。

Consumers are willing to shop on the e-commerce multi-sided platform (MSP) because there are plenty of online stores and products for them to choose. On the other hand, businessmen are willing to establish their online market on MSP because of easiness of setting up website and low operating cost with the huge amount of visitors that a MSP already has. Therefore, e-commerce MSP becomes popular and is highly interested in people's daily life. E-commerce is fully executed by information technology. Consumers cannot touch products or communicate with sellers face-to-face, thus put them into a situation that cannot get enough clues to identify sellers and quality of products. In this case, through the past literatures, consumers usually use perceived website quality to rate the quality of sellers. Consumers’ satisfaction with the online store will be greatly affected by the result of evaluating quality of a few site features; therefore, affects the intention of repurchasing in the same online store in this particular MSP. However, platform providers hold authorization of several site features due to managing purposes, which makes sellers harder to adjust their online store to fit their consumers’ favor. Therefore, this research tries to classify website features by management responsibilities. Grouping them into “platform features”, which means site features that manage by platform provider, and “store features”, which means features that manage by sellers. In addition, propose a model to investigate how perceived quality of these two types of features will affect consumers’ satisfaction, which subsequently affects online repurchase intentions. Through empirical study we found that, high quality of store features is found to have greater influence on consumers’ perception, making them more likely to repurchase from the online store that has their favorite store features. On the other hand, consumers are not relatively sensitive with the quality of platform features when the platform provider is already well-known. Therefore, we suggest to those who are operating online stores on well-known MSP, it is more efficiently to enhance consumers’ repurchase intentions by making the quality of their store features better.