臺灣博碩士論文加值系統

網際網路的興盛，使得電子商務的發展一日千里，雖然經過不少的變化，但電子商務的未來仍是非常值得期待。然而電子商務的發展也受到一些阻礙，依據網路調查的結果，網路購物的安全與可靠性是消費者不願使用網路購物與擔心的主因，因此本研究即以網路購物為研究對象，探討認知風險對於認知品質─價值的影響。
延續服務品質領域的研究，認知價值在近幾年來逐漸受到重視，它在解釋消費者行為意向方面具有更好的效果。本研究嘗試將涉入與認知風險兩個構念引入認知服務品質與認知價值的概念模型，以網路購物的消費者為研究對象，提出了一個整合性的研究模型，並經由問卷調查的研究方法來進行實證研究。而經由線性結構關係模型的分析結果得知，本研究模型具有一定的適合度，且涉入與認知風險對於認知價值模式的影響也得到支持的結果。

The rise of Internet brings the quickly development of the electronic commerce. Though the electronic commerce faced once recession, the future of EC is still an interesting issue. There are some barriers in the development of the electronic commerce. According to an Internet survey, security and creditability problems are the important reason of customers not to use Internet shopping. This study focus on Internet shopping environment, try to investigate the impacts of perceived risk on perceived quality and perceived value.
Follow the research of service quality, the perceived value has been widely discussed in recent years, it has better result of explaining the consumer behavior intentions. This study integrated the involvement and perceived risk into the model of service quality and perceived value, and conducted empirical research based on customers of Internet shopping.
Through the analysis of LISREL, the research model fitness is verified, and the effect of involvement and perceived risk in the integrated perceived value model are significant.

第一章 緒論
第一節 研究背景與動機............................ 1
第二節 研究目的.................................. 2
第二章 文獻探討
第一節 電子商務與網路商店........................ 3
第二節 認知品質.................................. 9
第三節 認知品質－價格－價值關係模式............. 14
第四節 認知風險................................. 19
第五節 消費者涉入............................... 22
第三章 研究方法
第一節 研究架構................................. 27
第二節 研究假設................................. 31
第三節 變項定義與操作........................... 32
第四節 研究設計................................. 36
第五節 資料分析方法............................. 37
第四章 研究結果
第一節 樣本特徵分析與比較....................... 38
第二節 測量信度與效度........................... 43
第三節 結構模型分析............................. 46
第四節 影響效果分析............................. 53
第五節 假設檢定................................. 57
第五章 結論
第一節 研究結論................................. 60
第二節 研究貢獻................................. 62
第三節 研究限制................................. 63
第四節 後續研究建議............................. 63
參考文獻............................................. 65
附 錄 一 問 卷...................................... 70

一、中文部分
【1】 楊國樞、文崇一、吳聰賢、李亦園，社會及行為科學研究法，東華書局，民國七十八年十月。
【2】 翁崇雄，評量服務品質與服務價值之研究－以銀行業為實證對象，臺灣大學商學研究所未出版博士論文，民國八十二年六月。
【3】 翁崇雄，服務品質評量模式之比較研究，中山管理評論，國立中山大學管理學術研究中心，8(1)，2000(Spring)，頁105-122，民國八十九年。
【4】 謝清佳、吳琮璠著，資訊管理─理論與實務，四版，智勝文化，民國八十九年。
【5】 吳惠君，網路商店之商店印象與消費者購買行為之研究，台灣大學商學研究所未出版碩士論文，民國八十七年。
【6】 經濟部商業司，經濟部商業自動化計劃：1999年新版電子商業答客問，經濟部網際網路商業計劃成果展，民國八十八年六月。
【7】 李定家，網路購物之降低風險策略研究，中央大學資訊管理研究所未出版碩士論文，民國八十九年六月。
【8】 田文良，使用者涉入對網際網路線上服務品質的影響，台灣大學資訊管理研究所未出版碩士論文，民國八十九年六月。
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