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研究生：	廖宥任 Liao, You-Ren
論文名稱：	網路購物中自我效能與知覺可信度對信任的意圖之影響-技術接受模式(TAM)觀點 The Impact of Self-efficacy and Perceived Credibility on Trusting Intention in Web Shopping-Perspectives of Technology Acceptance Model
指導教授：	蔡明田 Chi, Ming-Dian
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	67
中文關鍵詞：	認知易用性、自我效能、知覺可信度、技術接受模式(TAM) 、認知有用性、忠誠的意圖
外文關鍵詞：	Self-efficacy, Perceived Credibility, Perceived Ease of Use, Perceived Usefulness, Trusting Intention, Technology Acceptance Model (TAM)
相關次數：	點閱：115 下載：45
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隨著網路的發展，越來越多的消費者會進行網路購物，而且他們期望網路購物可以帶給他們更多的方便性與更便宜的商品。如此一來，忠誠的意圖就成為了影響消費者購買決策的重要因子。所以我們想要去了解哪些因素會對於忠誠的意圖有正面的影響。
根據文獻上的技術接受模式(TAM)，當人們有比較高的認知易用性與認知有用性時，會對於意圖有正面的影響。另外一些文獻顯示出自我效能與知覺可信度對於意圖也有正面的影響，而且自我效能與知覺可信度跟科技接受模式(TAM)中間還有存在著相關性。因為上述這些想法，我們想要使用科技接受模式(TAM)去建立一個模型來解釋每個因素中間的相關性。經過測試，我們得到的結果如下：
1.自我效能對於認知易用性存在著正面的影響，但對於忠誠的意圖，只有在人們擁有高度的自我效能時，才會存在著正面的影響。
2.知覺可信度對於認知有用性與信任的意圖存在著正面的影響

With the growth of internet, more and more consumers purchase on online shopping, hoping the online shopping website can let them shop more conveniently and cheaper. Base on this, the trusting intention is a very important factor to affect the consumers when they do the shopping decisions. So we want to realize the factors which would have positively effect on trusting intention.
According to literatures of Technology Acceptance Model (TAM), people with high perceived ease of use and usefulness will have positively effect on intention. Other literatures show the self-efficacy and perceived credibility have positively effect on intention, and self-efficacy and perceived credibility also have relationships with the TAM. Because of above thinking, we want to establish a structure with TAM to explain the relationships between each factor in this study. After the test, the results as follow:
1.Self-efficacy have positively effect on perceived ease of use but have positively effect on trusting intention only when individual have higher self-efficacy.
2.Perceived credibility have positively effect on perceived usefulness and trusting intention.

CONTENTS
摘要Ⅰ
ABSTRACTⅡ
誌謝Ⅲ
CONTENTS Ⅳ
LIST OF TABLES Ⅶ
LIST OF FIGURES Ⅷ
CHAPTER ONE INTRODUCTION 1
1.1 Research Motivations 1
1.2 Research Objectives 2
1.3 Research Flows and Research Structure 3
1.4 The Structure of This Study 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Technology Acceptance Model (TAM) approach 5
       2.1.1 Perceived Usefulness 6
       2.1.2 Perceived Ease of Use 6
       2.1.3 Technology Acceptance Model (TAM) Context 7
2.2 Theory of Planned Behavior (TPB) 9
       2.2.1 Attitude 11
       2.2.2 Subjective Norm 11
       2.2.3 Perceived Behavioral Control 11
2.3 Self-efficacy 12
       2.3.1 Dimensions of Self-efficacy 13
       2.3.2 Computer Self-efficacy 14
2.4 Perceived Credibility 14
2.5 Trusting Intention 15
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 17
3.1 Research Model 17
3.2 Hypotheses to Be Tested 17
3.2.1 Self-efficacy and Perceived Ease of Use 18
3.2.2 Self-efficacy and Trusting Intention 18
3.2.3 Perceived Credibility and Perceived Usefulness 18
3.2.4 Perceived Credibility and Trusting Intention 18
3.2.5 Perceived Ease of Use, Perceived Usefulness, and Trusting Intention 9
3.3 Operationalization of Research Variables 19
3.4 Construct Measurement 20
3.4.1 Perceived Ease of Use 20
3.4.2 Perceived Usefulness 21
3.4.3 Perceived Credibility 21
3.4.4 Self-efficacy 22
3.4.5 Trusting Intention 23
3.5Methodology 23
3.5.1 Sampling Design 24
3.5.2 Questionnaire Design 24
CHAPTER FOUR RESEARCH ANALYSIS AND RESULT 25
4.1 Introduction 25
4.2 Descriptive Analysis 25
4.2.1 Data Collection 26
       4.2.2 Characteristics of Respondents 26
4.3 Reliability of Constructs 28
       4.3.1 Self-efficacy 29
       4.3.2 Perceived Credibility 30
       4.3.3 Perceived Usefulness 32
       4.3.4 Perceived Ease of Use 35
       4.3.5 Trusting Intention 36
4.4 Interrelationships among Research Variables 38
4.4.1 The Effect of Self-efficacy on Perceived Ease of Use 38
4.4.2 The Effect of Self-efficacy on Trusting Intention 39
4.4.3 The Effect of Perceived Credibility on Perceived Usefulness 40
4.4.4 The Effect of Perceived Credibility on Trusting Intention 41
4.4.5 The Effect of Perceived Ease of Use on Trusting Intention 42
4.4.6 The Effect of Perceived Ease of Use on Perceived Usefulness 43
4.4.7 The Effect of Perceived Usefulness on Trusting Intention 44
4.4.8 The Mediating Effect of Perceived Ease of Use between Self-efficacy and Trusting Intention 45
4.4.9 The Mediating Effect of Perceived Usefulness between Perceived Credibility and Trusting Intention 46
4.4.10 The Mediating Effect of Perceived Usefulness between Perceived Ease of Use and Trusting Intention 47
4.4.11 Multiple Regression 49
4.5 Structural Model Analysis 51
       4.5.1 Overall Model Fit Estimating 52
       4.5.2 Low Self-efficacy competed with High Self-efficacy 54
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 57
5.1 Research Conclusions 57
5.2 Research Limitation and Future Research 59
REFERENCE 61
APPENDIX 65
    Survey Questionnaire 65
LIST OF TABLES
Table 4-1 Characteristics of the Respondents (N=411) 26
Table 4-2 Results of Factor Analysis on Self-efficacy 29
Table 4-3 Results of Reliability Tests on Self-efficacy 30
Table 4-4 Results of Factor Analysis on Perceived Credibility 31
Table 4-5 Results of Reliability Tests on Perceived Credibility 32
Table 4-6 Results of Factor Analysis on Perceived Usefulness 33
Table 4-7 Results of Reliability Tests on Perceived Usefulness 34
Table 4-8 Results of Factor Analysis on Perceived Ease of Use 35
Table 4-9 Results of Reliability Tests on Perceived Credibility 36
Table 4-10 Results of Factor Analysis on Trusting Intention 37
Table 4-11 Results of Reliability Tests on Trusting Intention 37
Table 4-12 Effects of Self-efficacy on Perceived Ease of Use 39
Table 4-13 Effects of Self-efficacy on Trusting Intention 40
Table 4-14 Effects of Perceived Credibility on Perceived Usefulness 41
Table 4-15 Effects of Perceived Credibility on Trusting Intention 42
Table 4-16 Effects of Perceived Ease of Use on Trusting Intention 43
Table 4-17 Effects of Perceived Ease of Use on Perceived Usefulness 44
Table 4-18 Effects of Perceived Usefulness on Trusting Intention 44
Table 4-19 Effects of Self-efficacy and Perceived Ease of Use on Trusting Intention 46
Table 4-20 Effects of Perceived Credibility and Perceived Usefulness on Trusting Intention 47
Table 4-21 Effects of Perceived Ease of Use and Perceived Usefulness on Trusting Intention 48
Table 4-22 Multiple Regression (Effect of Self-efficacy, Perceived Credibility, Perceived Ease of Use, and Perceived Usefulness on Trusting Intention) 49
Table 4-23 Multiple Regression (High Self-efficacy) 50
Table 4-24 Multiple Regression (Low Self-efficacy) 51
Table 4-25 Overall Model Fit Estimating 52
Table 5-1 Proofs of Hypotheses 58
LIST OF FIGURES
Figure 1-1 The Conceptual Framework of this Study 2
Figure 1-2 Research Flow Chart 4
Figure 2-1 : The original Technology Acceptance Model 8
Figure 2-2 : Validated Technology Acceptance Model (Adapted from: Ma & Liu, 2004) 8
Figure 2-3 The Theory of Planned Behaviour 9
Figure 3-1 The Research Model of This Study 17
Figure 4-1 Structural Model Analysis 53
Figure 4-2 Structural Model Analysis (Low Self-efficacy) 55
Figure 4-3 Structural Model Analysis (High Self-efficacy) 56
                                    

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校內：2010-06-24公開
校外：2010-06-24公開

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