本研究目的乃是探討網路購物行為網民世代差異，網路購物的速度在持續增長，但是多數年長消費族群並未充分利用網路的好處及網路購物的便利性。根據科技接受模型(TAM)了解到人們對於網路購物的使用受到其對使用該系統的知覺有用性、知覺易用性、態度所影響；同時，根據計畫行為理論(TPB)了解到人們在於特定行為的意圖亦會受到主觀規範、知覺控制能力所影響，故本研究針對各世代網民在這些變數上的表現進行調查，進一步探討各世代在於網路購物行為以及各影響因素上的差異。本研究透過網路進行調查，共計有效樣本 277 份。研究結果發現各世代在網路購物意圖上有顯著差異，其中嬰兒潮顯著低於其他世代，進一步檢視嬰兒潮在知覺網路購物的有用性、易用性、對於網路購物之態度、對於網路購物行為之主觀規範、知覺控制能力各變數上普遍低於其他世代，此結果能提供網路購物平台業者參考，若有意擴大年長者網購市場可以朝向提高嬰兒潮在上述各變數的知覺做起，例如線上線下的網購系統操作教學、更為友善年長者的使用介面設計、提高年長者對於使用網購，得以與時俱進更能受到社會支持。
The purpose of this study is to explore the differences of online shopping behavior between generations of Internet users. The efficiency of online shopping continues to evolve, but most elderly consumers do not make full use of the advantages and convenience of online shopping. According to TAM, we know that people's use of online shopping is influenced by their perceived usefulness, perceived ease of use and attitude towards using the system. At the same time, according to TPB, we know that people's intention of specific behavior is also influenced by subjective norms and perceived control ability. Therefore, this study focuses on the expression of these variables among different generations of Internet users This is a survey to further explore the differences in online shopping behaviors and influencing factors among different generations. A total of 277 valid samples were collected through the Internet. The results show that in different generations, there are significant variances in the inclination to make online purchases . Among these generations, the baby boomers’ inclination to shop online is significantly lower than other generations. Further examination shows that the baby boomers are generally lower than other generations in the variables of perceived usefulness, ease of use, attitude towards online shopping, subjective norms of online shopping behavior, and perceived control ability. This result can provide references of online shopping for shopping platform operators. If they want to expand the online shopping market for the elderly, they can start with improving the baby boomers' perception of the above variables, such as online and offline online shopping system operation teaching / training, more friendly user interface designed for the elderly, and improving the elderly's awareness of keeping up with the times / receiving social support.
