臺灣博碩士論文加值系統

網路購物已成為多數現代人生活中不可或缺的一部分，雖然商機龐大，但角逐
者眾，如何在競爭激烈的網路購物市場中勝出，是個重要的議題。我國電子商務雖
然已登上「兆元產業」寶座，但與世界的成長趨勢相比，仍然有很大的成長空間，
是每個業者亟需努力的。
信任和安全是網路購物者最在意的因素，因此如何提升消費者對網站的信任感
並降低消費者的購買風險，是電子商務業者在競爭激烈的網路購物市場中勝出的關
鍵。
本研究從建立消費者的信任感出發，針對剛在國內萌芽的第三方支付，以及有
待落實的網站交易保證機制，探討這些創新的電子商務模式是否可以建立起消費者
對交易網路的信任，降低購買的風險，進而提升其購買意願。
本研究利用網路問卷，針對有網路購物經驗的消費者收集資料。研究結果發
現：(1) 消費者對第三方支付的知覺高於網站保證機制；(2) 消費者對網路購物的知
覺風險仍高，對網站信任及購買意願也有加強的空間；(3) 聽過第三方支付的多，
但使用者少；(4)網路購物經驗越豐富的消費者，其網購的意願越高；(5) 第三方支
付和網站保證機制都能增進消費者對網站的信任感；(6) 第三方支付可以降低消費
者的隱私風險；(7)提升網站信任感、降低隱私風險都有助於消費者網路購物的意
願。也提出相關建議供業者參考。

Online shopping has become an indispensable part of modern life for most
people. Although the business is huge, but so as the crowd who want a share of this
pie. Thus, knowing how to stand out among the fierce competition of the Online
shopping market would be essential for every dealers. This study begins with the idea
of establishing consumer trust, exloring whether the innovative E-commerce models
such as the burgeoning third-party payment in Taiwan, and the yet to be implemented
website transaction guarantee mechanism, will establish the consumer's trust in
trading networks and decrease the risks in Online shopping, thereby improve the
consumer's willingness to purchase.
This study uses a web-based questionnaire to collect information from
consumers who have experience with online shopping. The reasearch results are as
followed: (1)Consumers are more aware of the third-party payment than the
transaction guarantee mechanism; (2)Consumer's perceived risks for Online shopping
is still high, and there's room for improvement regarding the consumer's trust for
websites as well as the willingness to purchase; (3)The more experiences the
consumers have, the more they are willing to shop Online; (4)Third-party payment
and website transaction guarantee mechanism can enhance the consumer's trust in the
site; (5)Third-party payment can reduce consumer's privacy risks; (6)Enhance the
trust of website, and reduce the privacy risks are conducive to the consumer online
shopping will. Relevant recommendations are provided in this text for reference.

誌 謝................................................................................................................................I
中文摘要.............................................................................................................................. II
Abstract................................................................................................................................III
目 錄.............................................................................................................................IV
表 目 錄.............................................................................................................................VI
圖 目 錄............................................................................................................................VII
第一章 緒論......................................................................................................................... 1
1.1 研究背景與動機.................................................................................................... 1
1.2 研究目的................................................................................................................ 3
1.3 研究流程................................................................................................................ 4
第二章 文獻探討............................................................................................................... 5
2.1 電子商務................................................................................................................. 5
2.1.1 電子商務的定義......................................................................................... 5
2.1.2 電子商務的經營模式................................................................................. 5
2.1.3 全球電子商務的規模................................................................................. 7
2.2 第三方支付.......................................................................................................... 12
2.2.1 第三方支付概述....................................................................................... 12
2.2.2 國外第三方支付的發展........................................................................... 14
2.2.3 我國第三方支付的發展............................................................................ 15
2.3 網站保證機制...................................................................................................... 16
2.3.1 國內外各知名網站的保證機制............................................................... 16
2.4 創新與創新模式................................................................................................... 18
2.4.1 創新........................................................................................................... 18
2.4.2 創新經營模式............................................................................................ 18
2.5 信任...................................................................................................................... 20
2.5.1 信任的定義............................................................................................... 20
2.5.2 電子商務的信任....................................................................................... 20
2.6 知覺風險.............................................................................................................. 22
2.6.1 知覺風險的定義........................................................................................ 22
2.6.2 知覺風險的構面........................................................................................ 22
2.6.3 電子商務的知覺風險............................................................................... 23
2.7 購買意願.............................................................................................................. 24
第 三 章 研究方法......................................................................................................... 25
3.1 研究架構.............................................................................................................. 25
3.2 研究假設.............................................................................................................. 25
3.3 研究設計.............................................................................................................. 28
3.3.1 變數的定義與衡量................................................................................... 28
3.3.2 資料收集方式........................................................................................... 30
3.4 資料分析方法...................................................................................................... 30
第 四 章 資料分析與解釋............................................................................................. 32
4.1 樣本特徵描述...................................................................................................... 32
4.2 各構面因素分析與信度檢驗............................................................................... 34
4.3 消費者對第三方支付、網站保證機制、對網站信任感、知覺風險及購買意願
之看法................................................................................................................... 36
4.4 網路購物最常使用的支付方式.......................................................................... 38
4.5 消費者「聽過」和「使用過」的第三方支付平台.......................................... 39
4.6 不同群體消費者對第三方支付、網站保證機制、網站信任、知覺風險及網路
購買意願之影響................................................................................................... 41
4.7 假設的驗證........................................................................................................... 48
第 五 章 結論與建議..................................................................................................... 53
5.1 結論....................................................................................................................... 53
5.2 管理意涵............................................................................................................... 55
5.3 後續研究建議....................................................................................................... 57
參考文獻............................................................................................................................. 59
一、中文文獻............................................................................................................. 59
二、英文文獻............................................................................................................. 60
三、網址..................................................................................................................... 63

一、中文文獻
1.宋科杰(2015)，影響網路消費者對第三方支付使用意願之研究，世新大學資訊傳播
學學系碩士論文。
2.李儀坤(2014)，國內電子支付業立法方向之研討，臺灣經濟金融月刊，50(2)， 40-48
祝道松、盧正宗、徐雅培(2007)，制度型信任與知覺風險影響網路消費者購物意圖之
研究-以 Yahoo！奇摩購物為例，電子商務學報，9(2)，291-320。
3.林芳儀(2009)，信任轉移對拍賣網站使用者購買意願之研究，國立中正大學資訊管
裡學系碩士論文。
4.林玉婷(2014)，電子商務平台網路保證機制之實證研究，輔仁大學資訊管理學系碩
士論文。
5.何沛蕊(2015)，台灣消費者對於『電子商務結合第三方支付或傳統支付模式』使用
意願與影響因素，國立暨南國際大學國際企業學系碩士論文。
6.曹志強(2015)，第三方支付、第三方認證標章與網站保證機制對線上購物之信任與
購買意圖影響研究，輔仁大學資訊管理學系碩士論文。
7. 陳宏欣 (2016) ，跨境電商全球概況 ( 上 ) ， 台 灣 經 貿 網 。
http://info.taiwantrade.com/CH/bizsearchdetail/373046/I
8.陳詩蘋(2012)，風起雲湧的第三方支付， 財金資訊季刊，71，28-31。
9.張郁芝(2013)，我國發展電子商務之現況與未來趨勢－以第三方支付為例，經濟研
究，14，109-129。
10.劉常勇 (1999)，知識管理的策略。http://www.cme.org.tw/know/
11.蔡岡霖(2015)，臺灣第三方支付法制現況與發展之探討 - 國家政策研究基金會。
http://www.npf.org.tw/2/15264
12.蔡瑞真(2015)，消費者採用第三方支付意願之研究，輔仁大學資訊管理學系碩士論
文。
13.魏杏如(2014)，不可不知的「第三方支付」，叡揚 e 論壇 ，7 5 ，1 1-13
14.賴彥廷(2015)，網路購物知覺價值、知覺風險、知覺易用與使用態度對使用意願影
響之研究－以第三方支付服務為例，南華大學企業管理學系碩士論文。

二、英文文獻
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working partnerships. Journal of Marketing, 54 (January), 42-58.
2.Ariff, M. S. M., Yan, N. S. Zakuan, N., Bahari, A. Z. & Jusoh, A. (2013). Web-based
factors affecting online purchasing behavior. IOP Conf. Series: Materials Science and
Engineering, 46, 1-10
3.Afuah, A. (2004). Business Models: A Strategic Management Approach. McGraw-Hill:
New York.
4.Ba, S. & Pavlou, P. (2002). Evidence of the effect of trust building technology in
electronic markets：price premiums and buyer behavior. MIS Quarterly, 26, 243-268.
5.Barber, B. (1983). The Logic and Limits of Trust. New Brunswick, New Jersey: Rutgers
University Press.
6.Bauer, R.A. (1960). Dynamic marketing for a changing world. Consumer behavior as
risk taking. In R. S. Hancock (Ed.), Chicago: American Marketing Association,
389-398.
7.Cunningham, S. M. (1967). The major dimensions of perceived risk. In D. F. Cox.
(ed.), Risk-taking and information handling in consumer behavior (82-108). Boston:
Harvard University Press.
8.Dayal, S., Landesberg, H. & Zeisser, M. (1999). How to build trust online. Marketing
Management, 8(3), 64-69.
9.Dirks, K. T. (1999). The effects of interpersonal trust on work group performance.
Journal of Applied Psychology, 84(3), 445-455.
10.Doney, P.M. & Cannon, J.P. (1997). An examination of the nature of trust in
buyer-seller relationships. Journal of Marketing, 61 (2), 35-51.
11.Dowling, G.R. (1986). Perceived risk: the concept and its measurement. Psychology and
Marketing, 3(3), 193-210.
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and End User Computing, 18(1), 1-22.
14.Engel, J. F., Blackwell, R. D. & Miniard, P. W., 2010. Consumer Behavior. 12th Ed.,
The Dryden Press, Fort Worth, TX.

三、網址
1.中華民國電子商務年鑑：http://ecommercetaiwan.blogspot.tw/
2.PChome 商店街保證機制：http”//www.pcstore.com.tw/adm/flow.htm
3.Yahoo！奇摩購物中心保證機制：
https://tw.buy.yahoo.com/help/helper.asp?p=company_service
4.淘寶網保證機制：http://www.cna.com.tw/postwrite/Detail/58665.aspx#.WFqK-tJ94Y0