商品真實性認知、網路購物態度與網路購物意願的結構關係模型分析

Abstract

隨著網際網路日漸普及，電子商務的發展漸趨成熟，網路購物使用人口不斷增加，網路購物已紮根深入許多消費者的生活中。在網路購物普及的同時，全球經濟發展的軌跡從商品經濟、服務經濟，到現在逐漸邁入了體驗經濟時代。根據學者Gilmore & Pine在2007年出版的「Authenticity: What Consumers Really Want」一書中，指出消費者在體驗經濟時代之下，進行消費時將更加重視商品的真實性。商品真實性除了關乎商品本身的真假，也與消費者自我印象息息相關。書中進而指出了消費者所重視的五大真實性：天然性、原創性、獨特性、參照性以及影響性，當商品及服務的本質或包裝設計融入了這些要素時，消費者便會感受到商品的真實性。 商品真實性會影響消費者在實體通路的消費行為，然而在網路時代下，商品真實性會如何地影響消費者的網路購物行為呢？本研究希望透過實證研究，使用結構方程模式LISREL軟體，探討影響消費者商品真實性態度的因素、影響消費者網路購物態度的因素為何、商品真實性態度與網路購物態度的連結關係，以及商品真實性態度和網路購物態度對網路購物意願的影響。 根據實證資料分析結果顯示，消費者對商品天然性、原創性以及影響性三項因素與商品真實性具有正向顯著連結，對購物網站信任以及獲得利益因素與網路購物態度具有正項顯著連結。消費者對商品真實性的態度也會正向顯著影響其網物購物態度，而商品真實性態度雖不能直接影響網路購物意願，但可透過間接影響網路購物態度，進而影響網路購物意願。 依據實證顯示結果，本研究發展了針對商品真實性與網路購物特性所做的實務策略建議，以期提高廠商營運購物網站的成效。

Since the maturity of internet, e-purchasing action has been one of an important issue of electronic commerce in consumer behavior research. Meanwhile, global economy has changed from industrial economy, service economy to experience economy. According to Gilmore & Pine, the author of 「Authenticity: What Consumers Really Want」, consumers put emphasis on the authenticity of products in the state of experience economy. There are five factors in the product authenticity: natural, original, exceptional, referential, and influential authenticity. When products or services apply the concept of authenticity mentioned above, they will make consumers impressed more. Therefore, this article is focus on the relationship between product authenticity and e-purchasing attitude of consumers. A questionnaire survey was conducted on 226 consumers familiar with online shopping. After the analysis with LISREL method, we found that: (1) There is positive interaction between consumers’ attitude about the concept of “authenticity,” with the concept of natural, original and influential authenticity. (2) There is positive interaction between consumers’ attitude toward e-purchase, and the trust of shopping websites and the profit of e-purchase. (3) There is positive interaction between consumers’ attitude toward authenticity and e-purchase. (4) Though there is no positive interaction between consumers’ e-purchasing intent and their attitude of authenticity, we could influence their shopping intent through the positive interaction between their attitude about authenticity and e-purchase. By the results of this thesis, the author provides some management implications and a few future research directions.