臺灣博碩士論文加值系統

摘 要
近年來隨著網路購物趨勢高漲，在網路市場上，消費者多有從眾的現象，面對網購的從眾行為，特別未來在網站經營上，是個很重要的議題。因此，本研究以從眾理論分析購物網站之平台設計，透過獨立樣本T 檢定，藉由實證分析加以探討，同時更深入研析在品牌知名度干擾下對網路購物平台設計影響之差異性。
本研究發現，不同的從眾族群，相對於無從眾行為的消費者，在平台設計條件上，確存在部分差異，除「搜尋有價值資訊」從眾者對任何平台設計條件，都沒有差異性外，大多數從眾的消費者，在「購物網路環境」及「網頁美編設計」設計構面上，都有顯著的差異，尤其在「購物網路環境」上的安全性和「網頁設計」上的連結效率有明顯影響，此外，對於「參與他人活動」和「形成團體消費行為」兩族群，又在「建立社群網絡」有較強的差異性。
最後，『品牌知名度』確實在從眾者之網站購物行為中有干擾性，尤其在「網頁設計」連結效率上有明顯影響，對於「參與別人活動」的從眾消費者，在面對網路環境的方便性時，品牌知名度確會造成認知上的干擾，此外「降低風險承擔」從眾族群對「交易、學習效能」的交易效能亦呈現重大差異。

Abstract
The trend of E-shopping has been highly increasing in recent years. A large number of consumers are Conformity Behavior orientated at the Web market, which will be an important issue for future web management. Therefore, in this research, the T-test method, based on the Conformity Behavior theory, is applied to analyze networking platform design. In addition, the differences of networking platform design affected by brand interference will be revealed by Positive analysis.
From the results, partial difference exists in factors of networking platform design for groups of consumer with the Conformity Behavior, except the factor of “Valuable Information Searching”. However, “E-shopping Environment” and “Website Art Design” have significant influence to most consumers with Conformity Behavior; in particular, the security of “The E-shopping Environment” and the connection efficiency of “Website Design”. In addition, “Social Network Building” has stronger influence to the groups of “Participating activities of others” and “Group Buying”.
The research also reveals that “Brand Awareness” interfers E-shopping of consumers with Conformity Behavior; in particular, the influence in the “Web Design”connection efficiency is significant. The group of “Participating activities of others” is cognitive interfered by “Brand Awareness” when the convenience of web environment is concerned. In addition, “Transaction and Study Efficiency” has important influence to the transaction efficiency of the “Risk Reducing” group.

目 錄
摘 要 Ⅰ
Abstract Ⅱ
誌謝辭 Ⅲ
目 錄 Ⅳ
圖 目 錄 Ⅵ
表 目 錄 Ⅶ
第一章 緒論 1
1.1 研究背景與動機 1
1.1.1 研究背景 1
1.1.2 研究動機 2
1.2 研究目的 3
1.3 研究範圍與對象 3
1.4 研究流程與架構 4
第二章 文獻探討 5
2.1 從眾理論 5
2.1.1 從眾定義 5
2.1.2 從眾行為模式 6
2.1.3 造成從眾行為的因素 11
2.1.4 從眾、品牌與網站設計 19
2.2 網路行銷與平台 20
2.2.1 網路行銷 20
2.2.2 網路購物平台 21
2.2.3 購物網路平台設計 22
2.2.4 購物網站品牌知名度 30
第三章 研究方法 32
3.1 研究架構 32
3.2 研究假說 33
3.3 變數定義與衡量 34
3.3.1 從眾行為 34
3.3.2 網站設計 35
3.3.3 品牌知名度影響從眾行為對網站設計 37
3.4 資料分析方法 38
3.5 研究工具與執行程序 39
第四章 實證結果與資料分析 41
4.1 樣本敘述統計分析 41
4.2 問卷效度與信度分析 43
4.3從眾行為對網站設計之影響差異性分析 45
4.4從眾者之品牌認知對網站設計之影響 54
第五章 結論與建議 57
5.1 研究結論 57
5.2 研究貢獻 59
5.3 研究限制與建議 63
參考文獻 64
附錄一 品牌知名度對從眾者之T 檢定 73
附錄二 問卷 78

圖 目 錄
圖 1-1 歷年我國經常上網人口成長情況 1
圖 1-2 研究架構流程 4
圖 2-1 從眾行為的模型18
圖 2-2 網站設計中各專業領域之關係24
圖 3-1 研究架構32

表 目 錄
表 2-1 從眾行為之理論依據 11
表 2-2 可能影響從眾行為的特性 17
表 2-3 網站設計原則及相關準則 23
表 2-4 設置網站要素 27
表 2-5 購物網路功能特性之理論依據 30
表 3-1 從眾行為之操作定義與文獻來源 34
表 3-2 從眾行為變數之衡量項目 34
表 3-3 網站設計之操作定義與文獻來源 35
表 3-4 網路功能變數之衡量項目 36
表 3-5 品牌知名度特質之操作型定義與文獻來源 37
表 3-6 品牌知名度干擾變數衡量項目 38
表 3-7 問卷發放與回收受測對象份數 40
表 4-1 樣本結構基本資料分析 42
表 4-2 各構面題目內容之 Cronbach’s α 值 43
表 4-3 「參考他人意見」之次數分配表 45
表 4-4 「參考他人意見」之T 檢定 46
表 4-5 「參考他人意見」之組別統計量 46
表 4-6 「參與別人活動」之次數分配表 47
表 4-7 「參與別人活動」之T 檢定 47
表 4-8 「參與別人活動」之組別統計量 48
表 4-9 「降低風險承擔」之次數分配表 48
表 4-10 「降低風險承擔」之T 檢定 49
表 4-11 「降低風險承擔」之組別統計量 49
表 4-12 「形成團體消費行為」之次數分配表 50
表 4-13 「形成團體消費行為」之T 檢定 50
表 4-14 「形成團體消費行為」之組別統計量 51
表 4-15 「搜尋有價值資訊」之次數分配表 51
表 4-16 「搜尋有價值資訊」之T 檢定52
表 4-17 「搜尋有價值資訊」之組別統計量 52
表 4-18 「從眾行為」對「購物網站設計」之假設驗證結果彙整表 53
表 4-19 「從眾行為」對「購物網站設計」之差異性分析 53
表 4-20 從眾者品牌知名度次數分配表 54
表 4-21 品牌知名度對從眾者之干擾性(一) 55
表 4-22 品牌知名度對從眾者之干擾性(二) 55
表 4-23 「品牌知名度」對「購物網站設計」之假設驗證結果55
表 4-24 「品牌知名度」對「購物網站設計」之干擾性 56
表 5-1 相關研究之設計構面比較 60
表 5-2 從眾行為設計差異性分析 61
表 5-3 從眾者品牌認知設計差異性分析 61

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D、網站資料
1. 光明日報（2005），從眾行為的經濟學分析。
http://theory.people.com.cn/BIG5/40551/3393631.html
2. 徐向群（2000），談課堂教學中學生的從眾行為，2006年11
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http://www.wxgyzx.com/html/jxky/congzong.htm
3. 資策會（2012），資策會FIND網站（2012年3月底止台灣上
網人口）。
http://www.find.org.tw/find/home.aspx?page=many&id=334
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計。 http://www.bnext.com.tw/article/view/cid/103/id/24388
5. 鄒淑文（2012），電子商務破6600億商業司助網路安全交易
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6. 創新發現誌(ideas)（2011），「網購，我最大！」第40期
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7. 蕃薯藤網路調查網（2003），台灣網路使用調查。
http://survey.yam.com/survey2003。
8. 蕃薯藤網路調查網（1998），台灣網路使用調查。
http://company.yam.com/webnews/yam_news_1998dec23.html。
9. 蕃薯蕂網路調查網（2004），台灣網路使用調查。
http://survey.yam.com/survey2004/chart/a.php?fid=9。