網路書店對於傳統書店帶來的產業衝擊，也讓許多傳統實體書店意識到書店勢必走向數位化的趨勢，台灣目前各大連鎖書店，均已在經營網路書店。
本研究從消費者的角度出發，探討大學生對於TAM科技接受模式之易用性知覺與有用性知覺、服務品質、企業形象與信任是否會影響消費者購買意願，希望能幫助書店業者在對於行銷策略上有參考的幫助。
研究結果顯示，TAM科技接受模式會去影響消費者購買意願，但是其影響力不會比服務品質與其相關因素來得重要，所以服務品質與其相關因素會對於消費者的購買意願而言是不可或缺的重要因素。

Online bookstores have excised a major impact on the bookstore industry. Many of the traditional bookstores have recognized the trend of digitization and entered into the business of online commerce.
This study investigated the attitudes of university students toward the online bookstore. Using the constructs in technology acceptance model (TAM) and service marketing literature, the relationships between perceived ease of use, perceived usefulness, service quality, corporate image, trust, and purchase intentions were explored. The research purpose is to provide some insights for the marketing strategy of bookstore industry.
The empirical results indicated that, while TAM constructs were important to the purchase intention of our sample, service quality and other constructs in service marketing literature were much more important. Therefore, online bookstores cannot count on the advantages of online commerce alone to defeat competition.

目 錄
摘要............................................i
英文摘要........................................ii
目錄 ...........................................iii
表目錄...........................................v
圖目錄 ..........................................vii
第一章 緒論
第一節 研究背景 ..................................1
第二節 研究動機與目的 .............................2
第三節 研究範圍 ..................................2
第二章 文獻探討
第一節 科技接受模式 ...............................3
第二節 服務品質 ...................................5
第三節 服務品質相關變數 ............................7
第三章 研究方法
第一節 研究架構與假說 ..............................11
第二節 研究工具 ...................................12
第三節 研究對象 ...................................13
第四節 統計方法 ...................................14
第四章 研究結果
第一節 樣本敘述統計資料分析.........................15
第二節 因素分析與信度分析.................. .........18
第三節 相關分析....................................21
第四節 迴歸分析....................................24
第五章　研究結論與建議
第一節 研究結論....................................30
第二節 理論與實務意涵...............................32
第三節 後續研究建議.................................34
參考文獻
一、中文部分 ......................................35
二、英文部分 ......................................36
附件　研究問卷 ....................................43

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