網站互動性及知覺感對網站顧客購買意願之影響-以大學推廣教育課程招生網站為例

Abstract

本研究旨在探討在大學推廣教育課程網站中，顧客對於網站互動性、知覺風險、知覺品質、知覺價值、網站信任與顧客購買意願之間的影響關係。本研究採立意取樣進行問卷調查的方式來蒐集資料，研究的對象為具有使用大學推廣教育課程招生網站之顧客，問卷總回收316份，其中283份為有效問卷，有效回收率達89.56%；使用結構方程模式驗證本研究假設，透過AMOS 20 統計軟體進行量化統計分析，以探討各構面間之相關情形。資料分析結果顯示：一、大學推廣教育課程招生網站顧客普遍對網站互動性、知覺感、信任及購買意願具有良好的感知；二、大學推廣教育課程招生網站之網站互動性、知覺感、信任及購買意願之間是相互影響的；三、本研究模型具有良好適配度，表示網站互動性、知覺感及信任是影響顧客於大學推廣教育課程招生網站購買課程的重要因素。故建議應藉由提升顧客對課程網站的品質、價值及減少風險等正向知覺出發，顧客所知覺到的價值與服務品質等深深的影響著其對網路購物的意願。

The purpose of this study was to explore the relationship between customer interaction, perceived risk, perceived quality, perceived value, trust and the purchase intention of the customer on the continuing education website of Universities. In this study, questionnaires were collected by means of purposive sampling and the subjects were customers who have used the admission website to register courses. Overall, a total of 316 questionnaires was returned while 283 of them were valid, resulting in a return rate of 89.56%. To be specific, the structural equation Model was adopted for verification; also, quantitative analysis was performed through the AMOS 20 statistical software to investigate the correlation between the various facets. It was shown that: First, in general, this research sample had appears to acquire a positive feedback of the interaction, perception, trust and purchase intention of the continuing education website of the university. Second, the components of a university continuing education website, such as interaction, perception, trust and the purchase intention of the customers had become intertwined. Third, it was observed that with a high degree of interaction and excellent perception of the website, the purchase intention of the customers could be significantly enhanced. Therefore, it is suggested that by improving the customer's positive perception of the quality, value and risk reduction of the course website, the value and service quality perceived by the customer deeply influence their willingness to shop online.