現今網路科技的發展，使網路應用趨於多樣化，使用網路的人口急增。在網路消費方面，接受網路消費的比例增加，但是使用頻率及金額始終無法提高，大家仍然視網路購物為一新興的嘗試。此外，目前網路購物相關研究，多是探討消費者的購物意願，對於解決網路購物瓶頸尚無明顯成效。而所探討的影響因素多由實際觀察獲取，並無理論支持，使得後續相關研究的發展受到限制。
本研究修正之前相關文獻的不足，由理性及非理性消費出發，分別採用技術接受模式（TAM）及沈浸理論（Flow Theory）為基礎。另外根據網路特性，加入屬於非理性的流行因素，並以實際網路購物行為為反應變數，討論影響實際網路購物行為的因素。過去許多有關理性及非理性關係的研究中，理性及非理性間之因果關係的驗證並無一致的結果，本研究也將探討並釐清理性與非理性在網路購物中的因果關係。
研究以問卷調查方式進行，透過網路問卷及書面問卷形式進行資料蒐集，以線性結構模式（LISERL）及邏輯迴歸為資料分析方法，經由統計分析後發現：
1. 理性因素中的認知易用性影響網路購物行為
2. 理性因素中的認知效益性無法影響網路購物行為
3. 網路中非理性購物行為獲得證實
4. 流行可以帶動網路使用者進行網路購物
5. 網路購物情境中，非理性因素影響理性因素
6. 網路情境中不能單純再使用行為意向來代表實際行為，其中變數太多，需直接對實際行為進行研究。
本研究結果顯示網路中確實存在理性及非理性購物行為。網路在購物上除了有快速、便利的輔助功能能夠吸引消費者進行購物外，消費者也會因為感受到網路為一流行象徵而迷上網路、進行購物。網路營造出讓消費者娛樂感被提高、好奇心被激發的情境，也有助於發生購物行為。未來電子商務的發展，大家需要同時重視並加以應用非理性及理性的網路購物行為，如此才能有效改善今日電子商務的危機。

Nowadays, the development for networked technology has led applications of network to be diversified, and has made the amount of network users increasing rapidly. In terms of consumption on Internet, though the proportion of people who accept Internet shopping has risen, however, the Internet-shopping frequency and the sum of consumption do not increase as well. Most people still regard “Internet shopping” as an oncoming trial. Furthermore, so far most related researches on Internet shopping focus on studying consumers’ inclination towards shopping. Instead of choosing proper theory to support their research, they generalize its factors of effect from actual observations; as a result, the development for follow-up related study is restricted. As for how to solve the choke points of Internet shopping, there’s no obvious achievement.
With the starting point of rational and non-rational consumptions, and applying TAM and Flow Theory as theoretical basis, this study attempts to revise the inadequacy of former related researches. Moreover, according to the characteristics of network, we add “fashion” which belongs to non-rational factors, and use “actual Internet shopping” as a dependent variable to discuss factors that affect network-shopping behaviors. In the past, in lots of researches relative to rational and non-rational relationship, the verification for causality between rational and non-rational behaviors did not conclude an identical result; this essay is going to analyze and make clear the causality in Internet shopping.
This research proceeds with survey. Data was collected via on-line survey as well as survey in writing form and analyzed by LISERL and logic regression. The results show that:
1. In terms of rational factors, perceived ease of use (EOU) affects Internet-shopping behaviors.
2. Perceived usefulness of rational factors has no effect upon Internet-shopping behaviors.
3. Non-rational shopping behaviors on Internet have been proved.
4. Fashion can drive WWW users to proceed Internet shopping.
5. Non-rational factors do influence rational ones in Internet-shopping.
6. The behavioral intention in the environment of Internet shopping cannot simply be used to represent actual behaviors, because there exists too many variables. The research should be directed to actual behaviors.
The result of this research has revealed that rational and non-rational shopping behaviors do exist in Internet shopping. In addition to attracting consumers with prompt and convenient deals, Internet also fascinates them to shop via network because of their wooing fashion. The network constructs surroundings in which consumers are entertained as well as their curiosity is highly aroused, and therefore promotes behaviors of shopping. The development of E-commerce in the future, we need to emphasize, clearly generalize and apply to rational and non-rational internet-shopping behaviors, and then we can effectively improve the present risk of E-commerce.

目 錄
致謝………………………………………………………………………I
中文摘要…………………………………………………………………II
英文摘要…………………………………………………………………III
目錄………………………………………………………………………V
圖目錄……………………………………………………………………VII
表目錄……………………………………………………………………VIII
第一章 緒論……………………………………………………………01
第一節 研究背景與動機………………………………………………01
第二節 研究問題………………………………………………………02
第三節 研究目的………………………………………………………02
第二章 文獻探討………………………………………………………04
第一節 消費者購物行為………………………………………………04
第二節 技術接受模式（Technology Acceptance Model）…………07
第三節 技術接受模式（TAM）與網路購物……………………………13
第四節 沈浸理論（Flow Theory）……………………………………16
第五節 流行理論（Fashion Theory）………………………………25
第六節 結語.……………………………………………………………30
第三章 研究方法……….………………………………………………31
第一節 研究架構………………………………………………………31
第二節 研究命題……………………………………………………34
第三節 問卷設計與前測……………………………………………39
第四節 研究對象與資料蒐集………………………………………41
第五節 資料分析方法………………………………………………42
第四章 資料分析與說明………………………………………………47
第一節 樣本基本資料分析…………………………………………47
第二節 問卷之信度與效度分析……………………………………50
第三節 研究假設檢定─LISREL……………………………………56
第四節 研究假設檢定--邏輯回歸分析（ logistic regression ）……………………63
第五節 探索性分析…………………………………………………65
第六節 結語.…………………………………………………………68
第五章 結論與建議……………………………………………………69
第一節 研究結論……………………………………………………69
第二節 研究貢獻…………………………………………………………………………73
第三節 研究限制……………………………………………………74
第四節 後續研究建議………………………………………………75
參考文獻
中文參考文獻……………………………………………………………77
英文參考文獻……………………………………………………………78
附錄一：正式研究問卷…………………………………………………84
圖 目 錄
圖2-1 TRA模型……………………………………………………08
圖2-2原始技術接受模型…………………………………………09
圖2-3微電腦使用的概念模型……………………………………11
圖2-4微電腦使用動機模型.………………………………………13
圖2-5網站接受研究架構圖…………………………………………15
圖2-6技術接受模式網路延伸架構圖………………………………23
圖3-1本研究架構圖…………………………………………………33
圖4-1本研究LISREL架構模型………………………………………57
圖4-2 LISREL模型檢測結果圖………………………………………61
圖4-3 非理性因素影響理性因素LISREL模型圖……………………66
圖4-4 理性因素影響非理性因素LISREL模型圖……………………66
表 目 錄
表2-1沈浸理論的探索與研究………………………………………22
表2-2 流行方式矩陣…………………………………………………27
表3-1本研究變數定義表……………………………………………32
表3-2 變數操作化來源表…………………………………………40
表3-3 問卷各部分分配表…………………………………………41
表4-1樣本基本特性整理表…………………………………………47
表4-2本研究樣本統計分析與蕃薯藤入口網站網路調查（2001）
比較表…………………………………………………………………48
表4-3 網路使用行為及網路購物統計表……………………………49
表4-4 Bartlett''s-test及KMO檢定表…………………………………51
表 4-5 認知全神貫注5構面轉置後成分矩陣表………………………52
表4-6 認知全神貫注問卷題項之構面分佈表…………………………53
表 4-7 認知全神貫注主成分分析法轉置後成分矩陣表……………53
表4-8 三構面信度分析…………………………………………………54
表4-9 無區分構面之構念因素分析表…………………………………55
表4-10 構念信度分析表………………………………………………55
表4-11 整體模式配適度評鑑…………………………………………60
表4-12 潛在變數路徑係數表…………………………………………60
表4-13邏輯回歸檢定表………………………………………………64
表4-14邏輯模組模式分類表…………………………………………64
表4-15 模型整體配適度的評鑑指標比較表…………………………67
表4-16 兩模型變數間路徑係數表……………………………………68
表 ５-1 反應變數的結果比較………………………………………72

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