臺灣博碩士論文加值系統

網際網路的興起，改變現代人類的生活型態，而資訊科技的蓬勃發展，使得網際網路成為最佳資訊傳播網以及行銷媒體。近年來，企業為了因應民眾的生活型態而發展與顧客接觸的管道，造就電子商務網站的商機。海峽兩岸的電子商務市場逐年擴增，消費者的網際網路購物行為可能隨著所處的文化以及地理因素而有所差異。為了瞭解兩岸大學生對於電子商務之消費行為的影響因素為何，本研究利用計劃行為理論為研究基礎，並以結構方程模式(SEM)與SPSS統計軟體的方法，將所蒐集的台灣(317份)與大陸(413份)的資料，試圖發展具有理論與實證性的研究模式。
研究結果發現，影響兩岸消費者採用網路購買意圖最主要決定因素為產品涉入，另外，態度與知覺行為控制亦有些微的正向影響，消費者是否採用網路購物的考量為消費者對於網路購物的需求與興趣的重要程度，其次為消費者對於採用網路購物的感受與評價，最後為消費者考量是否有足夠採用網路購物的能力與資源。主觀規範對網路購買意圖沒有顯著的影響，推論原因可能為各個構面彼此之間具有消除效果，因此大學生可能較不會考量參考群體的意見而採用網路購物。關於，大陸和台灣消費者的網路購物意願影響因素確有所差異，其中除了態度、產品涉入與網路購買經驗沒有顯著的差異之外，兩岸之間網路購買意圖、主觀規範、知覺行為控制與產品知覺皆有顯著的差異。

With the advance of Internet and rapid development of information technology, changing people’s lifestyle and making Internet to be best information communication network and marketing media. In recent years, enterprises in order to response to people's lifestyles and development the customer contact channels, creating business opportunities for Electronic Commerce. E-commerce market across Taiwan and China are expansion every year, consumer’s Internet shopping behavior may be with the cultural and geographical factors have difference.
In order to understand both Taiwan and China of the students for e-commerce what factors influence consumer behavior. In this study, based on the Theory of Planned Behavior and the collection of Taiwan and China experimental targets, and uses the method of structural equation modeling (SEM) and SPSS statistical software, attempting to develop theoretical and empirical of the research model.
The results show that product involvement toward e-commerce, in addition, attitudes and perceived behavioral control are the main factors that affect the decision to purchase from electronic commerce. China and Taiwan influence consumers' online shopping factors have difference, between Internet purchase intention, subjective norm, perceived behavioral control and product perception are significant differences, on the contrary, attitude, product involvement and shopping experience were not significantly different.

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、研究程序 4
第二章、文獻探討與回顧 5
第一節、兩岸電子商務之消費行為 5
第二節、計劃行為理論 12
第三節、產品涉入 18
第四節、網路購物經驗 21
第五節、產品知覺 24
第三章、研究方法 26
第一節、研究架構 26
第二節、研究假說 27
第三節、操作性定義與衡量 29
第四節、問卷設計 34
第五節、研究對象與方法 34
第六節、資料分析方法 35
第七節、問卷之信度分析 36
第四章、資料分析 38
第一節、台灣樣本分析 38
第二節、大陸樣本分析 56
第三節、台灣與大陸的比較 73
第五章、結論與建議 78
第一節、研究結果與發現 78
第二節、研究貢獻 81
第三節、研究限制 82
第四節、未來研究建議 83
參考文獻 84
中文文獻 84
英文文獻 86
附錄一、台灣問卷 94
附件二、大陸問卷 97

中文文獻
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