A Study of the Consumer Purchase Intention of TV Shopping through Extended Technology Acceptance Model

• Main Authors: Ching-Hung Liu, 劉慶鴻
• Other Authors: De-Chih Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/89427375414500266203

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === A Study of the Consumer Purchase Intention of TV Shopping through Extended Technology Acceptance Model Student : Ching-Hung Liu Advisor : Prof. De-Chih Lee D a –Y e h U n i v e r s i t y ABSTRACT This study aimed to discuss the effects of the consumer purchase intention through extended technology acceptance model. The study adopted not only two core items of integrated technology acceptance models, perceived usefulness and perceived ease of use, but also an external variable -the requirements of commercial information from the hosts (sellers). The study adopted questionnaire survey method. There were 500 questionnaires totally, and 500 response questionnaires. After deducting 38 invalid questionnaires of unfinished questionnaires and none TV shopping experiences questionnaires, there were 462 valid questionnaires for all, and the effective response rate was 92.4%. The results of this study were shown as follows: 1. All five aspects of the requirements of commercial information from the hosts (sellers) showed positive significance inferences toward perceived usefulness and perceived ease of use, including the rational requirement, the reward requirement, the perceptual requirement, the authority requirement, and the threaten requirement. 2. Positive significance inferences also showed on the consumer purchase intention of TV shopping in all five aspects of requirements of commercial information from the hosts (sellers) – the rational requirement, the reward requirement, the perceptual requirement, the authority requirement, and the threaten requirement, perceived usefulness, and perceived ease of use. 3. Among all five aspects of requirements of commercial information from the hosts (sellers), the reward requirement influenced the consumer purchase intention of TV shopping the most, and secondary the threaten requirement. Key Words : Technology Acceptance Model 、 perceived usefulness、 perceived ease of use 、Purchase Intention