線上瀏覽行為之抑制因素：以刺激－有機－反應理論為基礎

Abstract

瀏覽行為是一個常見的消費者行為。消費者在進行線上購物之前，可能會到網站進行多次的搜尋與確認商品資訊。因瀏覽是線上購物的一部份且與線上購物息息相關；故，線上瀏覽行為成為線上零售網站經營者關注的重要議題。近期的研究曾探討線上瀏覽相關議題，例如：線上瀏覽行為的前因與後果。然而，許多過往研究主張負向影響因子的重要性；但，卻少有研究關注影響線上瀏覽行為之抑制因素。了解影響線上瀏覽行為之抑制因素可幫助購物網站以及線上零售商店的管理者避免負向因素所造成的影響，並提升競爭力。因此，本研究聚焦於探討影響線上瀏覽行為之抑制因素。本研究根據刺激－有機－反應理論，並整合習慣、信任與感知網站複雜度的文獻，提出線上瀏覽行為之研究模型。本研究透過線上調查方式，共蒐集366份有效問卷。分析結果顯示感知元件複雜度與感知動態複雜度皆負向影響瀏覽習慣與信任、感知協調複雜度正向影響信任、信任會正向影響瀏覽習慣，以及瀏覽習慣正向影響瀏覽行為。本研究結果可供後續學者與實務業者參考。

Browsing is a common consumer behaviour. A consumer may visit a website for four or five times to search products and acquire product information before purchasing online. Since browsing is a part of e-shopping and related to online purchases, online browsing behaviour is an important issue for managers of e-retails. Recent studies have explored various online browsing behaviour issues including the antecedents and consequences of online browsing behaviour. However, the issue regarding inhibitors of online browsing behaviour has received relatively little attention although previous studies argued that key factors negatively impacting usage are worthy to be discussed. Understanding the inhibitors of online browsing behaviour can help managers of shopping websites and e-retailers to avoid demerits and obtain competitive advantages. Thus, this study explores the inhibitors of online browsing behaviour. Based on the stimulus-organism-response theory, this study integrates literature of habit, trust, and perceived website complexity and proposes a research model of online browsing behaviour. An online survey was conducted. 366 valid questionnaires were collected. Analytical results showed that perceived component complexity and perceived dynamic complexity negatively affect browsing habit and trust; perceived coordinate complexity positively affects trust; trust positively affects browsing habit; browsing habit positively affects browsing behaviour. Theoretical and practical contributions are also outlined.