臺灣博碩士論文加值系統

網路電子商務的興起使得企業主與消費者紛紛投入於虛擬網路交易市場，依據資策會市場情報中心2007年企業對消費者（B2C）網路購物產值約1,080億相較去年增加31.2％，資策會市場情報中心針對2008年消費者（B2C）網路購物產值之預測約為1,384億，年成長率將達 28.1％。
過去相關研究多以單一通路服務品質為研究對象，甚少研究係以同時討論實體通路與虛擬通路服務品質為研究範圍。因此，本研究擬以消費者同時考慮實體及虛擬通路服務品質知覺水準下，對選擇虛擬通路消費意向之影響探究服務品質對信任、知覺風險、轉換成本、及購買意向之影響為本研究探討之重點。
本研究以網路問卷調查方式，成功蒐集500份有效樣本，經由結構方程模式分析發現，當網路商店通路服務品質愈佳時，會使顧客對虛擬通路的信任程度提升、知覺風險降低、轉換成本減少；但當實體通路服務品質提升時，則不會產生任何正向影響。此外，信任程度提升和轉換成本減少，將會對虛擬通路的購買意向提升產生顯著正向影響。最後，本研究根據實證結果，提出相關結論與意涵。

Electronic commerce emergence causes business owners and the consumers to involve into the internet market. According to the Market Intelligence Center（MIC）in 2007, the sales of online B2C market are approximately NT$ 108 billion, an 31.2% increase comparing to 2006. MIC also forecasts the sales of online B2C market in 2008 will approximately be NT$ 138.4 billion , an 28.1% increase to 2007.
Past researches were only focused on a single distribution channel, either physical or virtual channel. Very few researches were discussing the buying behavior between both channels. Therefore, this purpose of this study is to find out the customers how to choose physical or virtual channel, based on their perception of service quality from both channels, and perceived trust, perceived risk and switching costs while using or switching to online channels.
This research collects 500 samples from internet survey. Based on the results of empirical study, it shows while on-line channel has better service quality, it will improve perceived trust, reducing perceived risk and switching costs. However, while offline channel has better service quality, it will not make any postitive effect on online channels. In addition, improving perceived trust and reducing switching costs will increase purchase intention on virtual channels. Finally, the research also provides further conclusions and implications.

謝辭 I
中文論文提要 II
英文論文提要 III
目錄 V
圖次 VII
表次 VIII
第一章 緒論 - 1 -
1.1研究背景與動機 - 1 -
1.2 研究目的與範圍 - 4 -
1.3 研究流程 - 5 -
第二章 文獻回顧與探討 - 6 -
2.1 通路服務品質 - 6 -
2.2信任 - 13 -
2.3 知覺風險 - 17 -
2.5 轉換成本 - 21 -
2.5 購買意向 - 23 -
2.7 小結 - 25 -
第三章 研究方法 - 30 -
3.1 研究架構 - 30 -
3.2 研究假說 - 31 -
3.3 研究變數之操作性定義 - 34 -
3.4 問卷設計及資料蒐集方法 - 39 -
3.5 資料分析方法 - 41 -
第四章 實證分析與討論 - 49 -
4.1 敘述性統計分析 - 49 -
4.2 信度與效度分析 - 50 -
4.3 實證模式分析 - 55 -
4.4 ANOVA 分析與結果 - 59 -
第五章 結論與建議 - 63 -
5.1 研究發現與討論 - 63 -
5.2 研究貢獻 - 66 -
5.3 研究限制與後續研究建議 - 68 -
參考文獻 - 70 -
中文部份 - 70 -
英文部份 - 70 -
網路資源 - 79 -
附錄 - 80 -
正式問卷 - 80 -
著作權聲明 - 84 -
簡歷 - 85 -

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