臺灣博碩士論文加值系統

全球網際網路的普及帶動電子商務活動的網路新經濟模式風潮，從個人消費、區域經濟到全球運籌，處處可見電子商務活動帶來無限的商業利益，然而利用網際網路進行網路誘騙與詐欺等方式，取得不法利益的案例，有日益增多的趨勢；其中網路釣魚攻擊(phishing attacks)就是主要的手法。本研究以解構式計畫行為理論(decomposed theory of planned behavior)的觀點，結合信任(trust)心理變數的行為意向做為研究模式，從使用態度、主觀規範和行為控制認知構面上，探討目前盛行於電子郵件的網路釣魚攻擊，對於消費者使用電子商務活動的行為意願是否有所影響；消費者對於網路釣魚所可能造成損失的威脅，是否會影響到信任的心理變數，進而降低使用電子商務活動的行為意願。本研究藉由網路線上問卷調查方式，共回收有效問卷229份。從文獻回顧顯示：消費者對於影響使用電子商務活動的行為意願之關鍵因素有自我評估、品牌影響、知覺風險、幫助條件、認知易用性、認知有用性、關心資訊、相容程度以及受他人的影響等多項因素；在知悉網路釣魚攻擊之考量後的主要影響意願因素，則以品牌影響、自我評估、幫助條件、認知有用性、關心資訊、知覺風險等決策情境的順序差異；目前使用電子商務活動的行為意願，認為很明顯以及有可能因網路釣魚而造成損失威脅之比例總計佔70%。本研究結果發現，在網路釣魚攻擊的影響下消費者的態度、行為控制認知及信任感三個構面，對使用電子商務活動的意願成正向相關，而對於主觀規範的構面，則不明顯會受到網路釣魚攻擊的影響。本研究的結論建議，網際網路供應商與企業組織在電子商務活動中應強化稽查仿冒電子郵件與網站的工作，以及明確宣告及教育消費者，重視保護個人隱私資料等資訊安全政策，運用反網路釣魚的科技來避免成為網路釣魚攻擊的目標，以阻絕網路釣魚攻擊的發生機會，增進消費者的信任和增強使用意願，同時也可降低消費者與企業組織的財務實質損失。

The Internet becomes more popular to promote the higher rapidly development of the new online business model, E-commerce. The E-commerce has brought the more benefits and convenience on the personal consumption, the regional economy, the global logistics as well as the online e-services. However, the online theft and attacks through the Internet tend to be on the rise progressively to gain illegal blood money. The Phishing attack is one of the major fraud crimes, which may inhibit consumers to use the e-commerce. Hence, we proposed a research model to explore the consumer intention of the e-commerce activities considering with the Phishing attack. This study is based on the Decomposed Theory of Planned Behavior with The Behavior Intention of Trust factor. By looking at the aspects of the Attitude to use, the Subjective Norm, and the Perceived Behavior Control, we will discuss if the attacks have affected the consumers’ behavior intention towards E-commerce activities under the epidemic Internet Phishing of E-mail attaches. Also, we will discuss if the threats of loses caused by Phishing attacks will affect consumers’ “Trust” and further reduce the intention of using the E-commerce. The sample size of data analysis is 229. Then the method of Structural Equation Modeling (SEM) is used to test the goodness of fit and the causal-effect of the proposed model. The result of this study shows that the model has the suitable goodness of fit. The major findings of this study are as follows：(1)”Perceived trust” will positively affect the consumer intention to use the e-commerce ;(2)” Perceived Phishing attack ” will negatively affect the consumer intention to use the e-commerce; (3)The consumers’ “Attitudes to use”, “Perceived Behavioral Control”, and “Trust” will has significantly positively affected consumers’ behavioral intention of using E-commerce. (4) As for the aspect of the Subjective Norm, it is unremarkably affected by the Phishing attacks. In the conclusion of this study, we suggest that ISPs and Enterprises should be the gatekeepers for the consumers. They should reinforce the inspection of Phishing attacks, Web-sites as well as E-mail. In addition, they should adopt the Anti-Phishing technology as well as definitely declare and educate the consumers to protect their own personal private information to avoid being the Phishing attacks. The more consumers trust to the e-commerce, the stronger consumers’ intention to use the e-commerce. Furthermore, it will decrease the consumers’ and the enterprises’ financial loses at the same time.

誌謝
摘要
ABSTRACT
目錄
表錄
圖錄
一、緒論
1.1研究動機
1.2研究目的
1.3研究範圍與對象
1.4研究流程
二、文獻探討
2.1電子商務
2.1.1電子商務的定義
2.1.2電子商務活動的種類
2.1.3電子商務的特性
2.1.4影響消費者使用電子商務意願的因素探討
2.1.5電子商務的安全
2.1.6小結
2.2 網路釣魚攻擊
2.2.1網路釣魚攻擊定義與型態
2.2.2網路釣魚攻擊案例與影響層面探討
2.2.3網路釣魚攻擊對電子商務活動的可能影響
2.2.4網路釣魚攻擊步驟與防阻策略
2.3 使用行為之相關理論
2.3.1解構式計畫行為理論
2.3.2信任
2.3.2.1信任的定義
2.3.2.2信任與電子商務的關係
2.4 文獻整理
三、研究方法
3.1研究架構
3.2研究假設
3.3研究設計
四、資料分析
4.1問卷回收與資料分析方法
4.2描述性統計分析
4.2.1 基本資料分析
4.2.2 樣本描述性分析
4.3項目分析
4.4信度、效度分析
4.5因素分析
4.6Pearson積差相關分析
4.7修正模式架構
4.8結構方程模式
4.8.1測量模式分析
4.8.2結構模式分析析
4.9假設檢定
五、結論與建議
5.1研究結論與建議
5.2研究限制
5.3後續研究建議
參考文獻
簡歷

[1]林傳敏，「電腦稽核─網路世代不能沒有電腦稽核觀念(上) 」，企銀報導，第十八卷，第六期，第44-55頁，民國八十九年六月。
[2]沈榮華，「網路犯罪相關問題之研究」，國防管理學院法律研究所碩士論文，民國九十一年五月。
[3]洪國興，「資訊安全影響因素與評估模式之研究」，國立政治大學資訊管理研究所博士論文，民國九十二年。
[4]黃耀輝，「電子商務之資訊不對稱與因應機制---以網路書店」，國立台灣大學商學研究所碩士論文，民國八十六年。
[5]陳進成，「電子商務顧客價值、滿意度與忠誠度之研究 -以電子商店為例」，中原大學資訊管理研究所碩士論文，民國九十一年。
[6]尤婷靜，「影響網路報稅接受意向之關鍵因素：三種理論模式之比較」，國立中正大學資訊管理研究所碩士論文，民國九十二年七月。
[7]溫素真，「消費者使用簡訊折價劵之行為意圖」，國立高雄第一科技大學行銷與流通管理研究所碩士論文，民國九十三年六月。
[8]邱顯貴、楊亨利 ，「線上購物網站值得消費者信任的因素之研究」，資訊社會研究，第五期， 第139-174頁，民國九十二年七月。
[9]徐承鍇，「電子商務中信任及互動對使用意願的驗證-以心流為中介變數」，靜宜大學企業管理研究所研究所碩士論文，民國九十一年。
[10]簡廷印，「消費者參與線上拍賣行為意圖之實證研究—整合計劃行為理論與社會認知理論」，樹德科技大學經營管理研究所碩士論文，民國九十四年。
[11]黃芳銘，社會科學統計方法學--結構方程模式，初版，五南圖書出版股份有限公司，台北，民國九十三年。
[12]邱皓政，結構方程模式-LISREL的理論、技術與應用，初版，雙葉書廊有限公司，台北，民國九十二年。
[13]施又瑄，「影響購物網站使用意願之關鍵因素：”科技接受模式”和”使用與滿足理論”之比較」，第十六屆國際資訊管理理論研討會（ICIM2005），輔仁大學，台北，民國九十四年五月。
[14]Dayal , “How to Build Trust online,” Marketing Management,Vol. 3, No. 8, pp. 64-69, 1999.
[15]Kalakota and Whinston,”Electronic Commerce：A Manager’s Guide,”Addison Wesley,1997.
[16]Gefen, David, “Customer loyalty in e-commerce,” Journal of the Association of Information Systems, Vol. 3,pp. 319-340,2002.
[17]Davis, F.D., “Perceived Usefulness, Perceived Ease of Use,and User Acceptance of Information Technology,” MIS Quarterly,pp. 319-340,1989.
[18]Bhattacherjee, A., “Acceptance of E-Commerce Services: The Case of Electronic Brokerages,” IEEE Transactions on Systems, Man, and Cybernetics-Part A:System and Humans,Vol. 30,No. 4,pp. 411-420,2000.
[19]Bandura, A., “Self-efficacy: Toward a Unifying Theory of Behavioral Change, “ Psychological Review,Vol. 84, No. 2, pp. 191-215, 1977.
[20]Furby, L., Fischhoff B., and Morgan,M., “Rape prevention and self-defense: At what price, “Women’s Studies International Forum,Vol. 14,pp. 49-62,1991.
[21]Rousseau, D.M., Sitkin, S.B., Burt, R.S. Camerer, C., “Not so different after all: A cross-discipline view of trust,” Academy of Management Review, Vol. 23,No. 3,pp. 393-404, 1998.
[22]Kini, A. and Choobineh, “Trust in Electronic Commerce: Definition and Theoretical Considerations,” Thirty-First Annual Hawaii International Conference on System Sciences,Volume 4, pp.51-61, 1998.
[23]Nicholson, C.Y., Compeau, L.F. and Sethi,R, “The Role of Interpersonal Liking in Building Trust in Long-term Channel relationships,” Journal of the Academy of Marketing Science,Vol. 29,No. 1,pp. 3-15,2001.
[24]Jarvenpaa, S.L., N. Tractinsky, L. Saarinen, and M.Vitale, “Consumer Trust in an Internet Store: across-cultural validation,” Journal of Computer-Mediated Communication, 5(2), pp. 44-71,1999.
[25]David, G., Trust and TAM in oneline shopping: An integrated model, MIS Quarterly, Vol. 27, No.1,pp.51-90,2003.
[26]Daignault et al., “enabling trust online, Proceedings of the 3rd International Symposium on Electronic Commerce (ISEC‘02),” 2002.
[27]Mcknight, D.H., Choudhury, V., and Kacmar, C., “Developing and Validating Trust Measures for E-Commerce: A integrative Typology,” Information System Reseach,Vol. 13, No. 3,pp. 334-359, 2002.
[28]Gunter Ollmann, “The Phishing Guide：Understanding & Preventing Phishing Attacks,” NGSSoftware Insight Security Research, 2004.
[29]Aaron Emigh, “Online Identity Theft: Phishing Technology, Chokepoints and Countermeasures, ” ITTC Report on Online Identity Theft Technology and Countermeasures, 2005.
[30]Avivah Litan , “Increased Phishing and Online Attacks Cause Dip in Consumer Confidence,” Gartner reports,pp.1-6, 2005.
[31]Unknown, “Phishing Attacks On Bank Customers Are On the Rise”, Gartner reports,pp. 1-1 ,2005.
[32]Engin Kirda and Christopher Kruegel, “Protecting Users Against Phishing Attacks with AntiPhish,” Proceedings of the 29th Annual International Computer Software and Applications Conference, 2005.
[33]Davis, S.M., “The Power of the Brand,” Strategy and Leadership,Vol. 28,No.4,pp. 4-11,2000.
[34]Deshpande and Zaltman, “Factors affecting trust in market research relationships, “Journal of Marketing. Chicago, Vol. 57,No.1,pp. 81-102,1993.
[35]Sonja Grabner-Kraeuter, “The role of consumers' trust in online-shopping, “ Journal of Business Ethics, pp.43-50,2002.
[36]Bentler P. M. and Chou C. P., “Practical Issues in Structural Modeling”, Sociological Methods and Research, Vol.16, pp.78-117,1987.
[37]Hair et al., “Multivariate Data Analysis,” Prentice Hall, New Jersey,1998.
[38]Tanaka, J., “How Big is Enough? Sample Size and Goodness-of-Fit in Structural Equation Models with Latent Variables,” Child Development,Vol.58, pp.134-146,1987.
網站資料
[39]資策會電子商務研究所，http:// www.find.org.tw/
[40]中華民國刑事警察局，http://www.cib.gov.tw/
[41]Sophos資訊安全業者，http://www.sophos.com/
[42]Anti-Phishing Working Group，http://www.antiphishing.org/
[43]Truste網路隱私觀察組織，http://www.truste.org/