臺灣博碩士論文加值系統

電子商務的開始約在二十世紀九O年代，透過入口網站為媒介，消費者於網路上之行為更趨多元化，像是公開資訊的找尋、網路購買產品與服務；B2C網路交易模式為傳統面對面交易模式帶來很大的衝擊，伴隨著網路交易的風行，很多研究指出信賴關係對消費者行為意圖有直接的影響，而購物網站的正當性對消費者之行為意圖影響卻少為人所討論，為本研究之主要目的。

由本研究以口碑、資訊品質、價格正當性為網站正當性形象影響因子，服務品質與隱私為網路顧客關係之影響因子；透過一連串的資料蒐集與LISREL分析，得到以下結論：（1）影響消費者於購物網站之再購意願、再度拜訪或介紹他人使用之行為意圖表現，主要影響為網路顧客關係之維持，其次是購物網站正當性形象。（2）口碑、資訊品質與價格公正環繞著網站正當性的建立，隱私、服務品質對網路信賴關係形成扮演了重要的角色，消費者將先透過外在網站正當性環境建構後，才會再進一步經由購買過程產生網路信賴關係。

E-commerce was emerged approximately in 1990’s. The consumer’s behavior tends to diversification by way of the medium of portal website. For example, searching for public information, purchasing product and service on network. The B2C network transaction brings the very profound impact for the traditional face-to-face transaction. Follows the network transaction being in fashion, many research pointed out that the trust have the direct influence to the consumers’ behavioral intention. But very few related discussions in legitimacy of website to consumers’ intention have been done. The purpose of this study is to examine how legitimacy of website would influence the consumers’ response.

In this study we took word of mouth, information of quality and price faimess as the influence factors of legitimacy of the website, and service of quality and privacy as the influence factors of custumer relation of network. We used LISREL to analyze, and the following results are found：(1) Influence on consumer repurchasing, visiting or the behavior of introducing others to use and the intend of shopping website once again, the first that mainly influenced is keep the relationship with customers, Second main effect is legitimate image of shopping website. （2）This theory model has proved that word of mouth、information of quality and price fairness effect the legitimate image of websites. The privacy and the service of quality are play an important role to the build up of trust. After the build of legitimacy first, and then to form the trust by through the consumptive process.

目錄
誌 謝 ………………………………………………………………… i
中文摘要 ………………………………………………………………… ii
英文摘要 ………………………………………………………………… iii
目 錄 ………………………………………………………………… iv
表 目 錄 ………………………………………………………………… vi
圖 目 錄 ………………………………………………………………… vii

第一章 緒論 1
第一節 研究背景 ………………………………………………………… 3
第二節 研究動機 …………………………………………………………… 7
第三節 研究目的 …………………………………………………………… 10
第四節 研究流程 …………………………………………………………… 12
第五節 研究範圍 …………………………………………………………… 13

第二章 文獻討探 14
第一節 網路顧客關係 ……………………………………………………… 14
第二節 行為意圖 ………………………………………………………… 16
第三節 研究架構與假設 …………………………………………………… 18

第三章 研究設計與研究方法 37
第一節 變數定義與衡量 …………………………………………………… 37
第二節 問卷設計 …………………………………………………………… 43
第三節 問卷調查方法及預試 ……………………………………………… 44
第四節 資料統計與分析 ………………………………………………… 47
第四章 研究分析與結果 48
第一節 資料描述 ……………………………………………………………… 48
第二節 敘述統計 ……………………………………………………………… 51
第三節 量表信度分析 ………………………………………………………… 53
第四節 各構面影響關係驗證 ……………………………………………… 56
第五節 小結 ……………………………………………………………… 63

第五章 結論與建議 66
第一節 研究結論 …………………………………………………………… 66
第二節 管理的意涵 ………………………………………………………… 67
第三節 研究限制與未來研究建議 ………………………………………… 68

表目錄
表1-1 2001/09~2003/10亞太及世界各國網路使用人口成長統計 …………………… 2
表1-2 亞太地區及世界各國網路使用人口統計 ……………………………………… 3
表1-3 美國B2C市場銷售成長統計表 …………………………………………………… 5
表1-4 交易行銷、資料庫行銷、關係行銷比較表 ……………………………………… 9
表 2-1 正當形象的觀點 ………………………………………………………………… 20
表 2-2 線上交易的討論研究 …………………………………………………………… 22
表 2-3 口碑的定義 ……………………………………………………………………… 25
表 2-4 資訊品質建立要素 ……………………………………………………………… 27
表 2-5 價格公正對消費者行為之影響定義 …………………………………………… 30
表 2-6 2004 年網路商店經營整體環境問題 ………………………………………… 35
表 2-7 研究假說整理 …………………………………………………………………… 36
表 3-1 口碑之操作型定義與問卷題目發展 …………………………………………… 37
表 3-2 資訊品質之操作型定義與問卷題目發展 ……………………………………… 38
表 3-3 價格公正形象之操作型定義與問卷題目發展 ………………………………… 39
表 3-4 服務品質之操作型定義與問卷題目發展 ……………………………………… 39
表 3-5 隱私之操作型定義與問卷題目發展 …………………………………………… 40
表 3-6 正當性之操作型定義與問卷題目發展 ………………………………………… 41
表 3-7 信賴之操作型定義與問卷題目發展 …………………………………………… 41
表 3-8 購買意願之操作型定義與問卷題目發展 ……………………………………… 42
表 3-9 問卷方法列表 …………………………………………………………………… 43
表 3-10 預試資料信度分析 …………………………………………………………… 45
表 4-1 樣本資料描述 …………………………………………………………………… 49
表 4-2 敘述統計分析 ………………………………………………………………… 51
表 4-3 各變數衡量項目信度分析 ……………………………………………………… 53
表 4-4 量表信度分析 …………………………………………………………………… 55
表 4-5 理論模型配適度 ……………………………………………………………… 59
表 4-6 SEM 最終模式分析結果 …………………………………………………… 60
表 4-7 本研究假說成果彙總 ………………………………………………………… 65

圖目錄
圖 1-1 2001~2003年過去半年內上網消費者次數 …………………………………… 4
圖 1-2 2004~2008我國線上購物市場規模 …………………………………………… 6
圖 1-3 2004~2007美國線上銷售成長情況 …………………………………………… 6
圖 1-4 市場分析與策略規劃 …………………………………………………………… 9
圖 1-5 研究流程圖 …………………………………………………………………… 12
圖 2-1 關係行銷模式 ………………………………………………………………… 15
圖 2-2 顧客行為模式 ………………………………………………………………… 17
圖 2-3 研究架構圖 …………………………………………………………… 18
圖 2-4 承諾的三個過程 ……………………………………………………………… 23
圖 2-5 服務品質概念模型 …………………………………………………………… 32
圖2-6隱私-信賴-行為意圖模型 …………………………………………………… 34
圖4-1 本研究SEM模型路徑及集結問項 ……………………………………………… 57
圖4-2 LISREL模型分析 …………………………………………………………… 58

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