臺灣博碩士論文加值系統

近幾年來，電腦的應用為人類生活帶來便利，更深深的影響了人類的生活。而網際網路，不僅消弭了國與國的界線，更提供了二十四小時不打烊的服務。根據Odom, Kumar, Saunders在2002年的研究表示，電子商務在這未來的幾年當中，將會普及並且以飛快的速度成長。而在MIC2006年的研究之下，台灣在2006年電子商務的市場產值為新台幣1,450億元，而MIC也預測在2007年時，台灣電子商務市場的產值將成長53個百分點，來到新台幣2,000億元。
然而，在虛擬的網路世界中，消費者很難有機會與網路零售商面對面的接觸，因此，如何在此虛擬環境中建立信任，成為十分重要的議題。過去許多學者建議：運用電子商務信任標章作為建立消費者與網路零售商之間信任的橋樑。而在本研究當中，將研究目前電子商務信任標章在台灣網路商店運用的情形。再者，也將研究消費者對於電子商務信任標章的認知，以及消費者認為其他可以讓網站更具信賴度的功能或因素。
本研究發現台灣運用電子商務信任標章的三大網路產業為：網路花商、網路書店以及電腦零件賣商。另外，在台灣被普遍使用的三大電子信任標章為Verisign, Verified, 以及ECPAY。除此之外，作者也發現台灣網站最常把電子商務信任標章放置於網頁的底部、中間及左邊位置。而在消費者端，台灣網路消費者對於電子信任標章並不十分了解。本研究當中，只有17%的受訪者曾經試著去查詢電子商務信任標章的真假以及使用期限。然而，絕大部分的受訪者在此研究之後，皆表示電子商務信任標章可以增進消費者對於該網站的信任。此外，受訪者也表示〝容易使用〞以及〝量身訂做〞為兩個最可以讓網站更具信賴度的構面。
綜合產業面以及消費者的觀點：在台灣網路世界中，電子商務信任標章的使用並不普遍。但由於受訪者對於電子商務信任標章存在著信任與憧憬，因此成立電子商務信任標章的第三方公司，應更著眼於推銷電子商務信任標章所帶來的功能及益處，來吸引更多消費者了解並促使更多的網路零售商加入電子商務信任標章的行列。

Recently, computer applications have greatly changed people’s daily lives making life more convenient. The Internet, one of the most important computer applications has erased national boundaries and now provides twenty-four hours’ service to people around the world. Furthermore, Internet commerce or electronic commerce is popular and predictions have it growing rapidly over the next few years (Odom, Kumar and Saunders, 2002). In the research of MIC (Market Intelligence Center, 2006), the market of Taiwan’s electronic commerce in 2006 was NT 145 billion, and this market will expand by 53 % in the next year breaking the 200 billion barrier.
However, consumers have little or no chance of meeting the e-vendors face to face, so a big issue in this virtual environment is how to build up trust. Previous scholars have mentioned trust marks as one of the ways to build up the trust between consumers and e-vendors. In this paper, the author investigated the current situation of trust marks used in Taiwan’s online websites. Furthermore, the author also investigated consumers’ knowledge about trust marks and rest factors which consumers consider can make the websites more credible.
The findings from the thesis are that the top three industries which implemented trust marks programs are: Online florists, online bookstores, and computer sellers. In addition, the top three trust marks used in Taiwan are Verisign, verified by Visa, and ECPAY. Moreover, the places where trust marks usually appeared are on the bottom, middle and left-hand side of the web pages. As for the consumers’ aspect, Taiwanese online consumers were not very familiar with trust marks – only 17% of the respondents had checked the reality and duration time of trust marks. However, the respondents had a positive belief in trust marks in this research. In addition, the author also found out that the Ease of Use and Tailoring Scales were the most two important dimensions which could make websites more credible.
When combining industrial and consumers’ perspectives, the author has concluded that the trust marks are not very popular in Taiwan. Since the respondents had a positive belief in trust marks, third-party organizations should put more effort in promoting the functions and benefits of trust marks to allow more consumers to know about trust marks and then push more e-vendors to participate in a trust marks program.

Chapter 1 Introduction 1
1.1 Background 1
1.2 Research Purpose 2
1.3 Research Limitation 3
1.4 Methodology 3
1.5 Organization of this Thesis 3
Chapter 2 Literature Review 5
2.1 Electronic Commerce 5
2.2 The Definition of Trust 6
2.2.1 The Integrated Trust Model 7
2.3 Why Trust is Important 11
2.4 Trust Issue in E-commerce 11
2.5 Trust Marks 12
2.5.1 The Online Trust Marks 12
2.5.2 E-vendors and Trust Marks 13
2.5.3 Consumers and Trust Marks 14
Chapter 3 Research Method 16
3.1 Case Study 16
3.2 Questionnaire 18
Chapter 4 Results 21
4.1 Study 1 21
4.1.1 Sample 21
4.1.2 Results 22
4.2 Study 2 35
4.2.1 Sample 35
4.2.2 Descriptive Statistics 35
4.2.3 Reliability and validity 35
4.2.4 Results 38
Chapter 5 Conclusions and Limitations 43
5.1 Conclusions 43
5.2 Managerial Implications 47
5.3 Limitations 48
Reference 49

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