以整合性科技接受模型研究影響網路花店使用意向之相關因素

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20402

Title:	以整合性科技接受模型研究影響網路花店使用意向之相關因素
Authors:	袁建華
Contributors:	資訊管理研究所碩士在職專班
Keywords:	網路花店整合性科技接受模型資訊系統成功模型
Date:	2010
Issue Date:	2011-11-14 15:43:35 (UTC+8)
Abstract:	臺北市於2010年首度舉辦國際花卉博覽會，值此臺灣第一次獲得國際認證授權舉辦世界級博覽會的至高榮譽之際，政府亦希望藉此提升我國花卉產業產值，進而帶動周邊產業的發展。根據粗估，我國花卉業產值約在新台幣150億元以上，實體花店以小規模經營居多，全省登記立案約3,000至4,000家(未包括個人工作室)，但由於花卉栽植成本的上漲與實體店面成本的不斷提高，許多傳統花店業者正被迫棄守最顯著的店面區而側身於巷弄，網路花店之所以能迅速在市場上站穩腳步，正是因為業者藉由科技的導入，解決了實體花店所面臨的成本挑戰，然而，科技導入服務接觸後，並非所有顧客都能欣然接受新科技。目前我國提供線上訂購交易的網路花店約有一百家，設有形象網站或部落格的花店多達數百家，但真正能藉由網路科技的運用而達到商業規模的卻寥寥可數，為探究其因，本研究以整合性科技接受模型與資訊系統成功模型為基礎，從消費者對網路平台的知覺與態度的瞭解出發，探究影響消費者對接受網路花店並願意使用該網站之服務的相關因素，以尋求符合消費者對透過網路機制訂購花卉的期望，進而促使消費者採取實際的訂購行為。 Taipei will be the host city of 2010 World Flowers Exhibition, which is the first time when Taiwan is authorized internationally to hold a world-class fair. As we are honored by this great event, our government intends to take the chance to raise the output value of flowers industry and promote the development of related industries. According to the rough estimation, the output value of flowers industry in Taiwan is above 1.5 billion. The majority of physical stores are run in a small scale. The registered stores around the nation are about 3000 to 4000, personal studios excluded. As the cost of cultivation and physical stores is getting higher and higher, many traditional flower shops are forced to withdraw from the streets areas and shift to the alley and lanes areas instead. The technology beats the cost challenge which the physical shops are facing, and that's why the online flowers shops are able to share the market in a short time. However, not all the customers are willing to accept the new technology connected with service. At present time, there are about 100 online flowers shops providing on-line trade in Taiwan. The shops with websites and blogs are more than hundreds, but there are few shops which can extend to business scale. Based on the Unified Theory of Acceptance and Use of Technology model and Information System Success Model, and in light of the customers' senses and attitude towards internet, this paper will investigate the related elements of the customers' acceptance of virtual flower shops and intention of using the shops' service in order to seek the expectation which the customers' on-line order will meet and promote the real purchase.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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