賣家選擇電子商務平台之影響因素

Abstract

電子商務平台在傳統電子商務中扮演媒介的角色，調合買賣雙方達成交易，進而從中獲取利潤。為此，本研究將以賣家做為主要研究對象，探討在電子商務平台中如何得以實現人人都是老闆的概念。在先前的研究中，鮮少提及為何選定電子商務平台經營網路商店，因此將透過研究來說明是甚麼因素對賣家使用電子商務平台產生影響。 本研究以使用調查研究法，發放電子問卷來回收樣本，並以SPSS20.0作為研究分析工具，共回收有效樣本170份。主要研究結果為：（1）網站品質對轉換成本、經營績效與使用意圖有正向影響；（2）品牌知識對使用意圖有正向影響；（3）轉換成本是網站品質對使用意圖之中介效果；（4）品牌形象是品牌知名度對使用意圖之中介效果。 根據研究發現，電子商務平台應維護良好的網站品質，提供簡潔、圖象化的排版與恰如其分的輔助功能，讓使用者能夠在第一次使用此服務就產生深刻印象；同時，也需建立眾所周知的品牌知名度，基於電子商務流動量大、點擊率高與開店成本低的優點，有效提升使用意圖，進而幫助使用者提升經營績效。

In recent years, e-commerce increase gradually its popularity all over the world. It has already been indispensable and essentials to everyone’s life. While e-commerce is generally favored by users, there are few researchers that discuss the factors of user’s choices on e-commerce platforms. Therefore, this study aims to explicate the effect and factors on user’s choices on e-commerce platforms. Using the survey methodology, we collected 170 valid questionnaires from sellers using Google form. The SPSS20.0 was applied as the analyzing tool in this study. The major findings of this study are summarized as following: (1) E-quality have significant and positive effect on switching cost, performance and intention; (2) Brand knowledge has a significant and positive effect on intention; (3) E-quality has a significant and positive effect on user intention through switching cost; (4) Brand awareness has a significant and positive effect on intention through brand image. According to the results, the e-commerce platforms should be having a good quality, such as: the appropriately function which will make an impression. At the same time, the brand name awareness should be enforced. Based on the advantages, it will raise the user’s intention and performance.