臺灣博碩士論文加值系統

網際網路的發展，促使電子商務的產值快速成長。然而，環顧網際網路的現況，即使網路購物市場規模一直成長，但是網路零售佔整體零售市場卻還不及1%。資策會認為，交易安全、網路商店信用度不明，不能先鑑賞和試用等，都是網友不願意嘗試的主要原因。
消費者不願意在網路上購買產品或服務，是因為缺乏對網路購物相關安全性的信任與缺乏對網路上企業可靠性的信任。因此，如何說服消費者建立對網路商店的「信任」，是企業獲得顧客的關鍵因素。文獻指出，網路商店通常會提供一些信任相關的論據，包含網站名聲、第三方信任標章、交易安全保證、提高產品資訊品質等，希望說服消費者建立對網站的信任。但目前並沒有文獻探討到，論據對不同特性的消費者會產生何種影響。根據推敲可能模式(Elaboration Likelihood Model; ELM)，當個人同時具有動機以及能力時，會經由中央路徑進行與議題相關的資訊處理行為。而當動機或能力相對較弱時，態度與信念的改變則是會由周邊路徑而來。因此，本研究以ELM 理論為基礎，探討消費者的涉入程度（動機）與特質焦慮（能力）對網站信任建立的影響。
本研究採實驗室實驗法模擬線上購物的情境，並從中操弄各變數，研究結果發現：
1. 「第三方信任標章」的呈現會提高消費者「網路商店的信任」，也會間
接地透過「知覺保證程度」影響網路商店信任。
2. 網站「產品資訊品質」的高低會透過「結果可預測性」程度間接地影響
網路商店信任。
3. 涉入低的消費者會經由周邊路徑建立對網站信任。涉入高的消費者會經
由中央路徑建立對網站的信任也會經由周邊路徑建立對網站的信任。
4. 低涉入或高焦慮的消費者會經由周邊路徑建立對網站信任。高涉入且低
焦慮的消費者會經由中央路徑建立對網站的信任。

目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與範圍 3
第四節 研究程序 4
第二章 文獻探討 5
第一節 推敲可能模式(ELM) 5
第二節 涉入程度(INVOLVEMENT) 10
第三節 焦慮傾向(ANXIETY) 17
第四節 信任相關文獻回顧 21
第三章 研究模型與方法 31
第一節 研究架構 31
第二節 研究假說 34
第三節 變項的定義與操作化 45
第四節 研究設計 52
第四章 資料分析 57
第一節 樣本基本資料分析 57
第二節 效度與信度檢測 59
第三節 假說檢定 62
第五節 假說驗證結果 86
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理實務建議 91
第三節 研究限制 94
第四節未來研究方向 95
參考文獻 97
一、中文部分 97
二、英文部分 98
附錄一：前測使用之個人涉入量表 108
附錄二：實驗網站畫面 110

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