影响二手教科书网路平台消费者使用意愿之研究-国家图书馆.PDFVIP

BIBLID 1026-5279 (2017) 106:2 p. 63-84 國家圖書館館刊 一○六年第二期（2017.12 ） 63   影響二手教科書網路平台消費者使用意願之研究 The Study of Factors Influencing Consumer Use Intention in Second-Hand Textbooks Online Platform 嚴竹華 Chu-Hwa Yan 康寧大學資訊管理科講師 Lecturer, Department of Information Management, Kang Ning University Email: echoyan@ukn.edu.tw 歐陽崇榮 James C. Ouyang 淡江大學資訊與圖書館學系副教授 Associate Professor, Department of Information and Library Science, Tamkang University Email: cjouyang@mail.tku.edu.tw 【摘要 Abstract 】 本研究主要探討個人心理因素、平台屬性因素、書籍屬性因素是否會影響消費者 使用二手教科書平台的使用意願，研究以某大學為例，採用網路問卷收集資料，有效 樣本 365 份，並以 SPSS 23.0 進行問卷信度、人口統計變數分析及以迴歸分析驗證研 究模式。研究結果發現個人心理因素、平台屬性因素、書籍屬性因素與消費者使用二 手教科書平台的使用意願之間有正向的顯著影響；本研究更進一步分析個人心理因素 構面中的學習態度、平台屬性因素中的系統品質、服務品質以及書籍屬性因素構面中 的書籍價格、書籍品質對消費者使用意願最具有影響，平台提供者可以強化其功能， 藉以提升消費者使用意願。 This paper mainly studied the factors of personal psychological issues, platform or website issues, books related issues, which affected the users’ intention in using the platforms or websites for second-hand books. The study used questionnaire (interview) as the investigation method and collected 365 effective samples. These samples were analyzed by SPSS 23.0 with respect to sample reliability, population statistic variables 64 國家圖書館館刊 一○六年第二期 （2017.12 ） analysis, and regression analysis, in order to verify and validate the research model. The research results show that those factors mentioned above have a positive and significant influence on the users’ intention in using the platforms or websites. Further analyses show that the learning attitude on personal psychological facets, the system quality and service quality on the website facets, the book price and book quality on the book facets are the most influential factors. Therefore, it is suggeste