由於網際網路普及，不僅改變了我們的生活也改變了消費者的購物行為。在網際網路市場中包含了高度不確定性且缺少合法保護，因此信任在其中扮演了關鍵角色。本研究主要目的在於了解消費者信任與其線上購物經驗之間的關聯性。

本研究採用線上問卷調查法，研究對象為台灣線上消費者，617位有效受訪者，男性230位，女性387位；以因素分析、單因子變異數、皮爾森相關係數與多元回歸的方式進行統計分析，其分析主要結果歸納如下：

1.線上消費者對購物網站的信任因素經過因素分析可分為八個因素：「對經營者仁慈心的信任度」、「對經營者能力/正直的信任度」、「對資訊系統技術勝任的信任度」、「對資訊系統網站介面設計/可信的信任度」、「對資訊系統接近/便利性的信任度」、「對資訊環境第三信任團體的信任度」、「對資訊環境安全機制的信任度」與「對資訊環境隱私的信任度」

2.消費者信任會受其消費者特性影響，而消費者經驗也會因為其信任因素的不同而有所差異。

3.經過典型相關與迴歸分析後發現，消費者特性與消費者信任對其線上購物經驗有不同程度的關聯和解釋力。

The diffusion of Internet has changed our life and also changed the consumer buying behavior. Trust plays a key role in the electronic market that involves high uncertainty and lack of legal protection. Trust plays a key role in the electronic market that involves high uncertainty and lack of legal protection. This research is to investigate the relationship between consumer trust and the experiences in online shopping.

A stratified sampling is conducted to the online user in Taiwan, resulting 617 valid questionnaires of 230 male and 387female. Factor analysis, one-way ANOVA, Person correlation coefficient and multiple regression are conducted to analyze data. The major findings are as follows：

1. The factor analysis identified the consumer trust into eight dimensions: “benevolence”, “ability/integrity”, “technical competence” , “ website design/ reliability”, “closing/convenience” , “effectiveness of the third party certification”, “effectiveness of security infrastructure”, “privacy solution”.

2. Consumers’ characteristics affect their online trust. Moreover consumer behavior is also influenced by different factors of trust.

3. Multiple regression and canonical correlation shows that there are different degree of relationship and explanations between the consumer characteristics , the consumer trust as well as consumer experiences online.

中文摘要 I
英文摘要 II
目錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 4
第四節 研究範圍與對象 5
第二章 文獻探討 6
第一節 線上購物 6
2.1.1 線上購物的定義 6
2.1.2 線上購物的流程 7
第二節 線上購物相關研究 12
2.2.1 網站特性 12
2.2.2消費者特性 20
第三節 線上購物與信任 25
2.3.1信任相關研究 25
2.3.2線上購物消費者信任感 28
2.3.3 小結 33
第三章 研究方法 37
第一節 研究架構 37
第二節 變數的操作性定義與衡量 37
第三節 問卷設計 41
第四節 資料分析方法 43
第四章 資料分析 45
第一節 前測分析 45
第二節 問卷回收狀況與樣本結構 46
第三節 消費者信任度之因素分析 53
第四節 消費者特性與網路購買經驗之關係 64
第五節 消費者特性與信任度各變項之關係 72
第六節 消費者信任感與消費者經驗之典型相關分析 79
第七節 信任度對消費者經驗之預測能力分析 83
第五章 討論與建議 88
第一節 研究結果 88
第二節 研究討論 93
第三節 研究建議 94
參考文獻 96
附錄一：網路商店應有的特性 101
附錄二：影響消費者信任感之屬性與網站特性之比較 102
附錄三：項目分析 103
附錄四：研究問卷 105

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