影響文創工作者選擇電子商務平台之因素 = A study about the factors which affect creative workers choosing the e-commerce platform

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題名:
影響文創工作者選擇電子商務平台之因素 = A study about the factors which affect creative workers choosing the e-commerce platform
著者: 黃格宣
chi
主題: 文創工作者電子商務知覺易用性知覺有用性知覺風險; Creativeworkers E-commerce perceivedeaseofuse perceivedusefulness perceivedrisk
描述: 文創產業日漸受到各國重視，文創相關的電子商務平台也如雨後春筍般相繼成立，台灣文創相關的電子商務平台如2011年成立的Pinkoi、2013年成立的Fandorashop、2014年成立的Peoplelamp、2015年成立的62icon等。文創工作者除了開立實體店舖外，也可以選擇在電子商務平台上開立品牌館以販售商品。本研究藉由涉入認知作為科技接受模式的前置因素，探討文創工作者選擇電子商務平台的相關因素。本研究以質量並用法進行研究，以獲得量化研究的大量資訊與質性訪談較能獲得深度資料的特點。本研究透過網路問卷共發放342份，去除無效問卷後，實際回收103份。本研究透過SMART PLS3進行二階分析，並獲得以下研究結果：(1)由創造、溝通、傳遞與目標市場等構面所組成的涉入認知對於文創工作者使用子商務平台的知覺有用性與知覺風險有顯著影響。(2)使用電子商務平台的知覺有用性對文創工作者之態度沒有影響。(3)使用電子商務平台的知覺有用性對文創工作者之態度有顯著影響。(4)使用電子商務平台的知覺風險對文創工作者態度有負面的顯著影響。(5) 使用電子商務平台的態度對文創工作者之未來使用意圖與持續使用頻率有顯著影響。本研究藉由研究結果相關的學術意涵與實務意涵，並以訪談與問卷資料進行研究假設以外發現的結果進行討論，再分別對文創相關電子商務平台與文創工作者提出建議，期望電子商務平台能更了解文創工作者所重視的相關使用環境，以開發出更貼切與完善的電子商務平台，並讓文創工作者能透過相關功能與顧客進行溝通與互動，以開發出貼近市場需求的商品，進而提升顧客回流率以創造最大利潤。.
Culture industries have become an increasing important issue in the world. Also, many culture industry relative e-commerce platforms have been established. In this study, the cognitive involvement is used as the antecedent variable of the technology acceptance model, to discuss which factors will affect the selection of the e-commerce platform of creative workers. Furthermore, this study was conducted in terms of quality and usage to obtain a large amount of information and qualitative interviews in quantitative research. In this study, 103 cases were actually recovered after removal of invalid questionnaires. The following results are obtained: (1) The cognitive involvement composed of reflective variables such as create, communicate, deliver, target market will affect creative workers’ perceived usefulness and perceived risk on e-commerce platform. (2) perceived usefulness has no effect on attitudes of creative workers on e-commerce platform. (3) perceived usefulness has a significant effect on attitude of creative workers on ecommerce platform. (4) perceived risk and the attitude of creative workers are negative correlation on e-commerce platform. (5) Attitude of creative workers has a significant effect on future use intention on e-commerce platform. The result of this study discusses the academic results and practical implications, using quantify and interview material to discusses the results outside the hypothesis..
出版者: 碩士論文--國立臺南大學經營與管理學系科技管理碩士班.105學年度
建立日期: 民106[2017
格式: vii,127面 : 圖,表 ; 30公分..
語言: 中文
資源來源: NUTN ALEPH

連結

影響文創工作者選擇電子商務平台之因素 = A study about the factors which affect creative workers choosing the e-commerce platform

黃格宣 chi 民106[2017

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