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Chien-Wen ChenDepartment of Management Business Administration, Feng Chia University
Eldon Y. Li Department of Management Information Systems, National Chengchi University
H.J. Rebecca YenDepartment of Information Management, National Central University
C.Y. John ChengDepartment of Information Management, National Central University
AbstractWith the maturity of e-commerce and constant IT advancement, the number of
customers who make purchases online is ever-increasing both globally and domestically. The critical success factors of online shopping lie in the Website quality and the actual usage level. To understand the relationship between user satisfaction and usage level, most businesses and scholars rely upon IS success model. Since the advent of IS success model, it has been adopted as the basis of IS evaluation. Many experts have supported the use of Website quality, user satisfaction, and actual usage level as the constructs of EB success model. However, previous studies seem to overlook the fact that actual usage level and behavioral intention occur in different sequences and at different phases of purchasing process (pre-purchase, purchase, post-purchase), causing evaluation errors and research failures. The aim of this study is to construct a pre-purchase shopping Website acceptance model using IS Success Model and the Theory of Reasoned Action as a foundation. We selected users who have browsed shopping Websites as the sample for our study. After statistical analysis, we come to the following conclusions: (1) In the pre-use phase, potential customers browse and collect product information using the Website and experience the quality of service, therefore actual usage occurs before user satisfaction. (2) Actual usage level indirectly affects user satisfaction though value judgment. (3) Quality of Website indirectly affects behavior intention through user satisfaction, which coincides with what
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the Theory of Reasoned Action depicts.
Key words: IS success model, satisfaction, theory of reasoned action, behavior intention, pre-purchase phase
的結果 (Roca et al. 2006)。因此資訊品質可以看成是系統在處理正確性、即時性、相關性、完整性及可理解性等訊息的能力 (DeLone & McLean 2004),而系統品質是系統具有可靠度、回應性以及彈性等能力來維持網站運作 (Seddon 1997),服務品質則代表整體而言,購物網站可以提供良好的服務 (Parasuraman et al. 1988)。DeLone與McLean (2003)指
消費者使用購物網站之行為模式 11
出資訊品質、系統品質與服務品質對使用者滿意度有正向的影響,Bharatia與Chaudhury (2004)沿用IS成功模式來衡量決策資訊系統,結果發現資訊品質與系統品質為決策滿意度之影響因素。此外Negash et al. (2003)發現資訊品質與系統品質對使用者滿意度有正向的影響,但服務品質對使用者滿意則沒有影響,然而 Lai (2004)針對手機簡訊使用者衡量其滿意度,發現服務品質具有正向之影響。透過上述文獻探討,本研究認為良好的網站品
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