隨著投資理財活動的盛行，投資者對財經資訊的需求也更加迫切。在網際網路興起後，打破了原先財經資訊傳輸上的限制，更創造出財經資訊市場的新商機。
本研究主要是應用科技接受模式為研究架構，探討金融從業人員對財經資訊網站的態度與使用意願，並分析可能的影響因素。本研究所建構的延伸式科技接受模式主要是在原始科技接受模式架構中，加入資訊內容品質、網站設計、網站功能、個人因素、工作因素，成為一個擴充式的研究模型；本研究以問卷調查法進行，有效樣本共308份，並使用線性結構方程模式驗證研究假設。綜合實證分析結果，本研究發現如下所述：
一、財經資訊網站使用者最重視網站提供其資訊要最即時、完整、正確的訊息。
二、財經資訊網站擁有多元的金融新聞整理，及重要國際金融指數報價，是使用者認為越來越重要的功能。
三、個人化的的金融投資功能其中的電子報、投資組合運算、設定自我需求版面是使用者認為是網站提供服務的重要項目。
最後，本研究依據實證結論提出建議供財經資訊網站規劃者在建構各項線上服務時之參考。對學術研究者用另一個角度從金融從業人員使用意圖來衡量財經資訊網站使用需求。

With the Investment is an essential activity for the business world and it is getting more popular recently. The emergence of the Internet breaks through the limitations of financial communication and creates new opportunities for the development of a new financial communication market.
The purpose of this thesis is to apply the Technology Acceptance Model (TAM) as a structure for discussing the attitudes and intentions of financial staff when using Financial Websites and analyze some possible factors. The structure of the extended TAM is derived from the original one but adds five external variables: quality of information content, website designs, function of websites, individual factors, and job factors. This thesis involves qualitative research, including 308 valid samples. Structural Equation Modeling (SEM) is employed to examine the entire pattern of inter-correlations among these proposed hypotheses. The results are the following:
1. The users of financial information websites most value the instantaneity, completeness, and correctness of information.
2. The users also more and more value the function of multifaceted financial news hyperlinks and the important international finance index quoted price.
3. The users regard these financial investment functions as important services on the websites: personalized electronic newsletters, investment portfolio operation and the ability to manage one’s own layout of the website based on personal needs.
Finally, based on the conclusion of the research, this thesis provides suggestions and reference for authors of financial information websites. As a researcher, I provide another perspective from financial staff to evaluate the needs of financial information websites.

誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
1.1 研究背景動機 1
1.2 研究目的 2
1.3 研究範圍與對象 3
1.4 研究流程 3
1.5 論文架構 5
第二章 文獻探討 6
2.1 財經資訊服務之發展與現況 6
2.2 財經資訊網站類型 12
2.3 各類財經網站介紹 15
2.4 財經資訊網站服務內容構面 23
2.5 科技接受模式 29
2.6 網路外部性理論 35
2.7 主觀規範 37
2.8 電腦自我效能 39
2.9 主管與工作環境影響 40
2.10 網站服務品質 44
第三章 研究方法 47
3.1 研究架構 47
3.2 研究變數與操作型定義 48
3.3 研究假說 53
3.4 問卷設計 55
3.5 問卷前測 56
3.6 資料蒐集方法 56
3.6.1 研究對象選擇 56
3.6.2 抽樣方法 56
3.7 資料分析方法 57
第四章 實證分析 58
4.1 樣本基本資料分析 58
4.2 信度與效度分析 61
4.2.1 信度分析 61
4.2.2 效度分析 66
4.3 相關分析 78
4.4 整體結構模式分析 80
4.5 假說關係驗證 86
第五章 結論與建議 90
5.1 研究結果與建議 90
5.2 研究限制 91
5.3 未來研究方向 92
參考文獻 93
附錄（研究調查問卷） 100

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