數位內容創新通路之購買意願研究－以"GotoWatch"寬頻影音網站爲例

Integration of virtual and physical channels has been a crucial research issue to practitioners and academicians in recent years. However, most past studies on this area focused mainly on physical products rather than intangible products. To fill in this need, this research examined the relationships among consumers’ perception, attitude, and purchase intention toward the digital-content products of a broadband-video website. According to a literature review (i.e., TAM model, EKB model, ELM model, flow theory), this research proposed a model of purchase intention of digital-content products on web channels. The model delineated the relationships among six major constructs: perceived playfulness, perceived interactivity, perceived usefulness, perceived risks, attitude of adoption and purchase intention. This research used laboratory experiment and convenience sampling. An effective sample size of 305 business students was collected from a famous university in the mid-south of Taiwan. By following an instruction book, students firstly filled out part-A questionnaires (i.e., product involvement and knowledge), then navigated the contents of a pre-chosen website, and lastly complete part-B questionnaires (i.e., perceived playfulness, perceived usefulness, perceived risk, attitude of adoption, and purchase intention). The findings of SPSS and LISREL showed: (1)The proposed model was partially supported. (2)Attitude of adoption was found positively related to perceived playfulness and perceived usefulness but negatively related to perceived risk. (3)Adoption attitude was positively related to purchase intention. (4)Purchase intention was positively related perceived playfulness but negatively related to perceived risk. (5)Product involvement and subjective knowledge had mediating effects on perception, attitude of adoption, and purchase intention.