網站特性對顧客利益與行為意向分析
研究生：趙崇志 指導教授：丘宏昌 博士
中文摘要
近年來，網際網路的興起已對企業經營帶來莫大的衝擊。就現有企業經營的網站功能特性中，所展現的特性大致分為幾項，分別是：連結性、資訊品質性、互動性、娛樂性、探索性與安全性。然而這些特性哪些是滿足功利性利益，哪些是滿足快樂性利益，以及顧客利益對行為意向之影響皆是本次研究討論的重點。
此外，性別的差異對於顧客利益與行為意向的影響，一直是企業與學界，有興趣的研究之一，因此本研究根據性別之不同採分群分析。依據上面所述，研究發現如下：
一. 網站特性對顧客利益之分析：
本研究發現，網站特性中所提供之資訊品質性所提供之功利性利益不顯著以及娛樂性所提供之快樂性利益不顯著之外，連結性、互動性、探索性、安全性均可以顯著的呈現何者屬於功利性利益何者屬於快樂性利益。
二. 顧客利益對行為意向之分析：
網站特性所形成之顧客利益對於行為意向均呈現正向顯著的影響。
三. 性別差異之分析：
在性別差異部分，發現女性在於互動性上比男性更為重視，表示網站經營者若要提升女性消費者之功利性利益可以加強其互動性功能，對於其行為意向會有正向的效果。
關鍵詞：網站特性、功利性利益、快樂性利益

The Characteristics of Web Sites , Customer Benefits and Behavioral Intention
Student: Chin Chung Chao Advisor: Dr. Hung-Chang Chiu
Abstract
The purpose of this study is to explore the characteristics of web sites, customer benefits and behavioral intentions. After conducting an empirical study in Taiwan, the characteristics of connectivity, interactivity, exploration and security on Web sites have positive impacts on customer benefits, and these benefits have positive impacts on customer behavioral intentions. Additionally, female customers think interactivity is more important than male customers.
Key Words: Characteristics of Web sites, Utilitarian benefit, Hedonic benefit

目 錄
頁次
目錄 I
表目錄 Ⅲ
圖目錄 Ⅳ
第壹章 緒論
第一節 研究動機與目的 1
第二節 研究目的 5
第三節 研究步驟 6
第貳章 文獻探討
第一節網站特性與行為意向之關係 8
第二節 顧客利益 14
第三節 行為意向 16
第四節 性別角色 19
第參章 研究設計與方法
第一節 觀念架構 20
第二節 變數定義 22
第三節 變數衡量 26
第四節 研究假設 31
第五節 研究過程 37
第六節 資料分析方法 38
第四章 研究結果 41
第一節 樣本基本資料分析 41
第二節 問卷之信度與效度分析 44
第三節 研究假設之統計分析 49
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究貢獻 64
第三節 研究限制 65
第四節 後續研究建議 66
參考文獻 67
附錄A 研究問卷 77

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