近年來隨著全球網路使用率的急遽提升，許多企業透過電子商務低成本及快速的方式進入國際市場，但卻發現對於國際市場之消費者的需求一無所知，因此深入了解不同文化之電子商務採用度與使用行為是重要的。為了探究跨文化之消費者使用電子商務的行為，本研究以科技接受模型為研究主要架構探討消費者對於使用電子商務的使用行為，並併入科技準備作為外部變數探究消費者本身對於科技的接受程度是否會影響使用行為，最後導入計劃行為理論強化科技接受模型之解釋力。

另一方面，本研究因應亞洲新興市場之國家為主要探討研究對象，分別為台灣、香港以及印尼，發放對象為具備線上購物經驗的跨國電子商務消費者，並利用SEM二代統計分析技術對回收樣本進行嚴謹的分析驗證。研究結果顯示，除了集群主義國家之消費者對於電子商務是否能幫助本身完成目的較不關心之外，其餘的科技接受模型假說與先前研究結果相符，而消費者的科技準備度對於感知科技的易用性與有用性有正向顯著的關係。本篇研究在最後的結論部分提供實務意涵建議，給企業做為發展跨國電子商務之策略制定參考。

In recent years, with the rapid increase in global internet usage, many companies have entered the international market through e-commerce. Which has been regarded as a low cost and speed way. However, these firms have found that there is a lack of knowledge in consumers’ needs in the international market, which lead a high fail possibility. Therefore, it is important for the firms to understand the e-commerce adoption and use of behavior in different culture environment. In order to explore the behavior of cross-cultural consumers using e-commerce, this study takes the Technology Acceptance Model (TAM) as the main structure to exam the use of e-commerce for consumers, and adopt technology readiness as external variable to explore if it will affect the use behavior, and finally some elements of Theory of Planned Behavior (TPB) have adopted in this study and intend to strengthen the TAM model.

On the other hand, this study is based on three Asian emerging market countries, including Taiwan, Hong Kong and Indonesia. This study-administrated questionnaires to the experienced online shoppers to compare their attitude and behavior in different culture environments. SEM is applied in this study as a main statistical analysis technology. Samples from these three countries were rigorously analyzed and verified. The results show that consumers in higher degree of power distance index (PDI) are less concerned about whether e-commerce can help their own accomplishments, and the rest of results verify the findings of previous studies. This study provides practical advices on the conclusion of the study, provided to the enterprise as a strategy for the development of cross-border e-commerce strategy.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 電子商務 6
第二節 科技接受模型與相關理論 9
第三節 科技準備 11
第四節 假說推導 14
第三章 研究方法 18
第一節 研究架構 18
第二節 變數的操作性定義與衡量 18
第三節 資料蒐集與分析方法 20
第四章 研究結果 23
第一節 敘述性統計 23
第二節 信效度檢定與驗證性因素分析 29
第三節 模型配適度與假說驗證 33
第四節 Pearson與ANOVA之事後分析 36
第五章 結論與建議 38
第一節 實證結果之討論 38
第二節 研究貢獻與管理意涵 40
第三節 研究限制與未來研究方向 41
參考書目 42
附錄 研究問卷 50

1.中文部分
(一)書目
張偉豪 (2011)。SEM論文寫作不求人。鼎茂出版社。

(二)網路資源
財經新報，2016年1月29日，亞馬遜2015年營收突破千億美元，購物旺季收入不如分析師預期：http://finance.technews.tw/2016/01/29/amazon-q4-2015-earnings/

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