科技接受模型應用於再購意願之研究

Abstract

本論文乃研究科技接受模型是否可用於解釋再購意願，以「信任」及「形象」為外在變數，探討現有使用者的「知覺有用性」、「知覺易用性」對其「再購意願」的影響。本研究以結構方程式建構研究模型並探討各變數之間的關係，實證結論及管理意涵如下：1.對現有使用者而言，「知覺有用性」對其「再購意願」有顯著的影響；「知覺易用性」無法對「再購意願」形成顯著的影響。因此科技接受模型無法用於解釋現有使用者的「再購意願」。2.「知覺有用性」會影響現有使用者的「再購意願」。因此業者可對現有使用者加強產品用途的宣導，增加其「知覺有用性」認知，進而提升「再購意願」。3.「知覺易用性」雖無法直接影響現有使用者的「再購意願」，卻對「知覺有用性」有顯著的影響力。因此業者可對現有使用者加強「操作方式」教學，或改善操作流程，使產品更易於使用，藉由加強「知覺易用性」而影響其「知覺有用性」，間接提升「再購意願」。4.「企業形象」、「信任」主要乃透過直接影響力以影響現有使用者的「再購意願」。因此業者可對現有使用者加強「企業形象」的塑造，增加其「信任」感，使其成為永久的忠實客戶。

This study explores the practicality of using the Technology Acceptance Model (TAM) to interpret the repurchase willingness of users. Using ‘trust’ and ‘corporate image’ as external variables, the study looks into how ‘perceived usefulness’ and ‘perceived ease of use’ of current users affect their willingness to repurchase. This paper adopts the structural equation modeling technique to construct the research model, as well as to evaluate the relationships among these variables. The findings are as follows: 1. While ‘perceived usefulness’ has a significant effect on current users’ willingness to repurchase, ‘perceived ease of use’ does not possess the same obvious effect. Therefore TAM cannot be used to analyze the repurchase willingness of current users; 2. As ‘perceived usefulness’ could affect the repurchase willingness of users, suppliers may heighten current users’ awareness of product usage in order to increase their repurchase willingness; 3. Although ‘perceived ease of use’ does not have a direct impact on the repurchase willingness of current users, it does have a significant effect on ‘perceived usefulness’. Suppliers shall therefore make their products more easy to use, by enhancing information on product instructions or by improving operating procedures. By doing so, ‘perceived usefulness’ can be increased and ‘repurchase willingness’ can be promoted; 4. As ‘corporate image’ and ‘trust’ have a direct effect on the repurchase willingness of current users, suppliers may therefore increase the sense of ‘trust’ and loyalty of current users by reinforcing the development of cooperate image. Key words: Technology Acceptance Model, TAM, Repurchasing intention, Structural Equation Modeling, SEM