臺灣博碩士論文加值系統

透過網站的無國界、無時差的特性，消費者能夠充分掌握產品、服務的資訊及功能特性，也是企業獲取競爭優勢與持續成長的關鍵因素所在，而企業網站與消費者的網路購物平台為消費者的交易與溝通平台，同時網站特徵的整體表現，包括網站的技術、產品與服務的特性等，實為決定消費者是否能正確評估可信賴購物網站之管道，決定消費者的網路焦慮與其採行的因應策略，進而創造企業虛擬行銷通路的關鍵成功因素，並延續其競爭優勢的關鍵所在。誠如上述，本研究提出主要研究目的為：(1)瞭解網路購物中三種類型（入口網站、購物網站及拍賣網站）的消費者現況；(2)希望可以提供更進一步的資訊幫助網路零售商了解網路購物消費者的特性與需求，建立完善的服務機制與品質，以改善及降低消費者的網路焦慮；(3)雖然網路零售的市場日趨成熟，但是零售商仍不了解消費者在網路購物上的內心深層的部份，在目前的研究中，相關的研究仍然不多，期望能有更多的學者進行此一領域的研究。本研究之研究對象係以北部地區的大專院校大學生與研究生進行抽樣問卷調查。
本研究結果指出，網站整體表現好/壞，對於消費者的網路焦慮都會產生一定程度的影響效果。而不論網站整體表現好/壞，對消費者的網路焦慮有顯著且負向的影響。關於網路焦慮對因應策略，本研究結果指出，在購物網站與拍賣網站這兩種網路購物平台中，消費者在處理其網路焦慮感都採用「求助友人策略」較多。本研究結果指出，在網路購物平台中，消費者對於互動訊息重要程度都有相當的影響效果，即消費者對於網站權益好/壞會受到個人的交易訊息保護和處理是否完善的干擾。即網站權益與互動訊息重要程度的高/低對於消費者的網路焦慮有著顯著且正向的影響。本研究結果指出，在拍賣網站與入口網站這兩種網路購物平台中，網路拍賣的顧客（網路買家與網路賣家）歸因有相當的影響效果，即網路拍賣顧客對於網站權益好壞會受到內部或外部歸因的干擾。
因此本研究建議，網路商店的業者或廠商必須做好網站本身的建置，包括服務品質、技術品質及資訊品質等層面。網路商店的業者可以在專業領域上進行深化，強化消費者的信心，以減少其焦慮與不安。

目錄
中文摘要
英文摘要
誌謝
目錄 I
表目錄 III
圖目錄 VI
第一章　　緒論 1
　　　第一節　　研究背景與研究動機 1
　　　第二節　　研究目的 6
　　　第三節　　研究範圍與觀念性架構 8
　　　第四節　　研究流程 9
第二章　　文獻探討 10
　　　第一節　　網路購物相關文獻探討 10
　　　第二節　　網路權益 19
　　　第三節　　互動訊息內涵 26
　　　第四節　　歸因文獻 48
　　　第五節　　網路焦慮相關文獻 55
　　　第六節　　消費者因應策略相關文獻 67
第三章　　研究設計與研究方法 72
　　　第一節　　研究架構 72
　　　第二節　　實驗設計 75
　　　第三節　　變數與操作化定義 77
　　　第四節　　前測 82
　　　第五節　　實驗操弄 89
　　　第六節　　問卷設計與實驗施測程序 100
　　　第七節　　統計分析方法 107
第四章　　研究結果 109
　　　第一節　　基本統計資料分析 109
　　　第二節　　實驗操弄確認分析 119
　　　第三節　　量表信度與效度檢測 121
　　　第四節　　假設檢定 127
　　　第五節　　結果分析與討論 149
第五章　　結論與建議 156
　　　第一節　　研究結論 156
　　　第二節　　研究貢獻與實務意涵 160
　　　第三節　　研究限制與未來研究建議 163
參考文獻 166
附錄一：第一階段前測問卷 178
附錄二：第二階段預試問卷 184
附錄三：正式問卷 189
附錄四：故事版本 202
表目錄
表1-1-1 一個月內在家從事的網路活動 3
表2-1-1 網路商店與實體商店之比較 13
表2-1-2 網路購物發展的五個階段 16
表2-2-1 網路資訊品質的評估構面 20
表2-2-2 SERVQUAL 之構面與意義 22
表2-2-3 網路商店PZB 構面之意義 23
表2-2-4 E-QUAL 之構面與SERVQUAL之五構面之說明 24
表2-3-1 訊息與控制的分類 29
表2-3-2 McMillan（2000）四種網路互動模式 31
表2-3-3 互動定義在”流程”之相關研究 32
表2-2-4 互動定義在”特徵”之相關研究 33
表2-3-5 互動定義在”知覺”之相關研究 34
表2-3-6 互動定義結合”流程、特徵及知覺”之相關研究 35
表2-4-1 消費者反應的知覺影響在發生原因構面 50
表2-5-1 情緒的內涵 56
表2-5-2 電腦焦慮影響因素 60
表2-5-3 衡量電腦焦慮、網際網路焦慮相關量表 61
表2-5-4 電腦焦慮、網際網路焦慮考量因素文獻整理表 65
表3-2-1 實驗設計變數組合矩陣 76
表3-4-1 拍賣網站網路觀察表格 83
表3-4-2 入口網站及購物站網路觀察表格 84
表3-4-3 網站整體表現比較 87
表3-4-4 網站權益重要因素排序 88
表3-5-1 模式一：不同網路特徵分群之操弄比較 91
表3-5-2 模式一：不同互動訊息重要性程度分群之操弄比較 92
表3-5-3 模式一：不同歸因分群之操弄比較 93
表3-5-4 模式二：不同網路特徵分群之操弄比較 94
表3-5-5 模式二：不同互動訊息重要性程度分群之操弄比較 95
表3-5-6 模式二：不同歸因分群之操弄比較 96
表3-5-7 模式三：不同網路特徵分群之操弄比較 97
表3-5-8 模式三：不同互動訊息重要性程度分群之操弄比較 98
表3-5-9 模式三：不同歸因分群之操弄比較 99
表3-6-1 本研究問卷的主要內容和問卷來源 100
表3-6-2 故事情境操弄確認問項 101
表3-6-3 網路焦慮問項 102
表3-6-4 消費者因應策略問項 103
表3-6-5 人口統計變數問項 104
表3-6-6 問卷回收狀況 106
表4-1-1　二十四個版本問卷回收狀況 110
表4-1-2 各模式樣本分佈 111
表4-1-3 各模式架構：人口統計變數表－性別分佈 112
表4-1-4 各模式架構：人口統計變數表－年齡分佈 112
表4-1-5 各模式架構：人口統計變數表－學歷分佈 113
表4-1-6 各模式架構：人口統計變數表－學院別分佈 113
表4-1-7 各模式架構：人口統計變數表－每月平均可支配所得分佈 114
表4-1-8 各模式架構：人口統計變數表－是否在入口網站購物分佈 115
表4-1-9 各模式架構：人口統計變數表－是否在購物網站購物分佈 115
表4-1-10 各模式架構：人口統計變數表－是否在拍賣網站購物分佈 115
表4-2-1　問卷操弄確認回收情形 119
表4-2-2　各版本操弄確認回收情形 120
表4-3-1 網路焦慮與因應策略之信度分析 122
表4-3-2 因應策略之因素分析表 124
表4-4-1 模式一：網站權益對網路焦慮之影響單因子變異數分析 128
表4-4-2 模式二：網站權益對網路焦慮之影響單因子變異數分析 128
表4-4-3 模式三：網站權益對網路焦慮之影響單因子變異數分析 129
表4-4-4 網站權益對網路焦慮之平均數與變異數 129
表4-4-5 網路焦慮對各因應策略之Pearson相關分析 132
表4-4-6 模式一：網站權益、互動訊息對網路焦慮之影響二因子變異數分析 134
表4-4-7 模式二：網站權益、互動訊息對網路焦慮之影響二因子變異數分析 134
表4-4-8 模式三：網站權益、互動訊息對網路焦慮之影響二因子變異數分析 135
表4-4-9 網站權益、互動訊息對網路焦慮之平均數與變異數 135
表4-4-10 模式一：網站權益、歸因對網路焦慮之影響二因子變異數分析 140
表4-4-11 模式二：網站權益、歸因對網路焦慮之影響二因子變異數分析 140
表4-4-12 模式三：網站權益、歸因對網路焦慮之影響二因子變異數分析 140
表4-4-13 網站權益、歸因對網路焦慮之平均數與變異數 141
表4-4-14 模式一：網站權益、互動訊息、歸因對網路焦慮之影響三因子變異數
分析 144
表4-4-15 模式二：網站權益、互動訊息、歸因對網路焦慮之影響三因子變異數
分析 145
表4-4-16 模式三：網站權益、互動訊息、歸因對網路焦慮之影響三因子變異數
分析 145
表4-4-17 模式三：網站權益、互動訊息、歸因對網路焦慮之平均數與變異數
146
表4-5-1 研究假設之檢定結果 149
表4-5-2 網路購物途徑、網站權益、互動訊息、歸因對網路焦慮之影響四因子
變異數分析 155
圖目錄
圖1-4-1　本研究之研究流程 9
圖2-2-1 網站權益的架構 21
圖2-3-1 互動性主要構面圖 36
圖2-3-2 廠商端之網路交易決策流程圖 39
圖2-3-3 消費者端之網路交易決策流程圖 40
圖2-4-1 歸因理論一般模式 48
圖3-1-1 本研究架構圖 73
圖4-4-1 模式一：網站權益對網路焦慮之關係圖 129
圖4-4-2 模式二：網站權益對網路焦慮之關係圖 130
圖4-4-3 模式三：網站權益對網路焦慮之關係圖 131
圖4-4-4　模式一：網站權益、互動訊息對網路焦慮之交互作用圖 136
圖4-4-5　模式二：網站權益、互動訊息對網路焦慮之交互作用圖 137
圖4-4-6　模式三：網站權益、互動訊息對網路焦慮之交互作用圖 138
圖4-4-7　模式一：網站權益、歸因對網路焦慮之交互作用圖 141
圖4-4-8　模式三：網站權益、歸因對網路焦慮之交互作用圖 142
表4-4-9 模式三：網站表現好時交易訊息組合與歸因組合對網路焦慮之交互作
圖 146
表4-4-10 模式三：網站表現壞時交易訊息組合與歸因組合對網路焦慮之交互作
圖 147

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