近年來，由於科技的發達及網路的普及之下，人們的消費習慣也從實體店面購物改變從網路上進行購物行為。網路店面及市場也成為兵家必爭之地，而對於具備實體店面的傳統零售店說亦是重要的行銷市場。部分量販店業者試著利用網路行銷開拓新客源，本研究以科技接受模式探討流暢經驗與信任對知覺有用性、知覺易用性及消費意願之間關係差異，以瞭解量販店消費者對於量販店購物網站線上消費的認知程度及使用意願。本研究根據文獻分析編制問卷「量販店消費者網路購物意願調查表」為研究工具，以新竹市民眾為主要樣本，發出問卷330份，經施測回收有效問卷為314份，有效問卷回收率為95.15%，利用結構方程模式(SEM)方法進行結果分析。研究結果顯示如下，消費者對於量販店購物網站的信任感受會正向影響其知覺有用性和知覺易用性，消費者對於量販店購物網站的流暢經驗會明顯的影響其知覺有用性及消費者的消費意願，消費者對於量販店購物網站的知覺易用性不會正向影響其知覺有用性，消費者對於量販店購物網站的知覺有用性會顯著的影響其消費意願。 In recent years, due to the popularity of the technology and its network under the spending habits of people shopping from physical stores to change shopping behavior on the Internet. Internet storefront and the market has also become a battleground, traditional retail stores have physical stores that also is an important marketing market. Part of the discount store industry who tried to take advantage of Internet marketing to new customers, this study, smooth experience and the trust of the perceived usefulness, perceived differences in the relationship between ease of use and consumer willingness to explore the technology acceptance model to understand the hypermarket consumers Awareness and willingness to use the hypermarket shopping site online consumer. Discount store consumers online shopping willingness of this study, based on the literature review the preparation of the questionnaire as a research tool in Hsinchu City public sample, 330 questionnaires were issued, 314 copies of Surveying valid questionnaires, the valid response rate was 95.15%, the results were analyzed using structural equation modeling (SEM) method. The results shown below, consumers trust hypermarket shopping site will feel positive effect on perceived usefulness and perceived ease of use, consumers will significantly affect the smooth experience of hypermarket shopping site its perceived usefulness and consumers consumer wishes, consumers perceived ease of use will not be shopping site for discount stores positive influence on its perceived usefulness to consumers' perception of hypermarket shopping site will be a significant impact on their willingness to consume.
