| Abstract: | 隨著經濟全球化的發展以及電腦網路與手機的普及，電子商務發展進入了無遠弗屆的境界，這雖然帶來了龐大的商機，但隨之而來的問題也不容小覷。像是交易成本、物流模式及購買行為等諸多因素都需納入考量。跨境電子商務在近幾年快速發展，憑藉方便、迅速、節省成本等銷售購物方式，成功驅動民眾的消費潛力，並發展出了第三方支付模式。然而消費者對於第三方支付系統之接受度及使用此系統付款購買商品之意願仍有許多不確定因素存在，第三方支付亦潛藏著風險與障礙。跨境電子商務之交易過程產生了許多成本，在交易中由於付款方式、交易流程等因素，而產生出了消費者對於系統安全性的成本，交易後由於消費者因擔心賣家信譽及個人資料保護等因素產生出了信任成本。本研究為探討消費者對於第三方支付系統之使用意願以及其對交易成本之影響，以及第三方支付之交易成本對消費者進行跨國購買意願之影響，並探討彼此間的相互影響關係。
本研究採用便利抽樣法，共計回收340份有效問卷，回收後之資料，以統計套裝軟體作為資料分析之工具，選定合適之統計分析方法以利相關資料分析與驗證，其中包括了信效度分析、相關性分析、線性結構分析(Structure Equation Model ; SEM)、單因子變異數分析(One-way ANOVA)等推論性統計分析。
本研究的結論摘要如下：
一、第三方支付之知覺有用性對跨境電商信任有正向影響。
二、第三方支付之知覺有用性對跨境電商安全性有正向影響。
三、第三方支付之知覺易性對跨境電商信任有正向影響。
四、第三方支付之知覺易性對跨境電商安全性有正向影響。
五、跨境電商信任對跨國購買意願有正向影響。
六、跨境電商安全性對跨國購買意願有正向影響。
七、跨國網路購買經驗對跨國購買意願具有正向影響。
八、商店形象對跨國購買意願具有正向影響。
With the development of economic globalization and the spread of Internet and smart phones, e-commerce has entered a far-reaching realm. While this has brought huge business opportunities, the problems behind it should not be underestimated. Such as transaction costs, logistics and buying behavior and many other factors need to be considered. In recent years, cross-border e-commerce grows rapidly, with convenience, efficiency, cost-saving and many other ways to shop and sale, it has successfully driven people''s consumption potential, and developed a third-party payment mode. However, it still has lots of uncertain reasons of consumer acceptance and use of third-party payment system to purchase. Third-party payment also has potential risks and obstacles. Cross-border e-commerce transaction process generated a lot of costs, due to the payment ways, transaction process and many other factors during the transaction, , resulting in consumer costs for system security. After the transaction, as consumers might concern about the deception from sellers and information security issues or any other factors, this will generate the cost of trust. This research was to explore consumer willingness to use third-party payment system, and how it influences on the cost of the transaction, and how the transaction cost of third-party payment affects the consumers’ willingness to use transnational purchase. At the end, we will discuss the mutual influence of the relationship between them.
This research used convenience sampling method and collected 340 valid questionnaires in total. We processed those recovered data by using statistical data analysis software and several appropriate statistical analysis methods for the benefit of selected data analysis and verification, including reliability and validity analysis, correlation analysis, linear structural analysis (Structure Equation Model; SEM), the number of single- factor analysis of variance (One-way ANOVA) and other inferential statistical analysis.
Conclusions of this study are as follows:
1. Perceived usefulness of the third-party payment has a positive impact on the trust of cross- border e-commerce.
2. Perceived usefulness of the third-party payment has a positive impact on security of cross- border e-commerce.
3. Perceived ease of use of the third-party payment has a positive impact on trust of cross- border e-commerce.
4. Perceived ease of use of the third-party payment has a positive impact on security of cross- border e-commerce.
5. Trust of cross- border e-commerce has a positive impact on cross-border purchase intention.
6. Security of cross- border e-commerce have a positive impact on cross-border purchase intention.
7. Transnational network purchase experience has a positive impact on cross-border purchase intention.
8. Store image has a positive impact on cross-border purchase intention. |
