本研究針對影響集團會員電子商務系統的持續使用意圖之因素進行探討。研
究個案為某一大型集團，其已建置一個會員系統，會員在集團的消費可以累積點
數；該集團建置了一個提供會員使用累積點數消費的電子商務系統。
本研究針對該會員制電子商務系統的特性建構研究模型，利用問卷調查法來
收集使用者資料，共收集139 份有效問卷。
研究結果顯示，信任是影響使用者對會員制電子商務系統的態度最重要因素，
知覺有用次之，影響最小的是知覺易用；而影響使用者對系統滿意度的最重要因
素是對會員制電子商務系統的態度，知覺有用次之；影響會員持續使用電子商務
系統意圖的最重要因素是使用者對系統滿意度、會員制電子商務系統的態度次之，
但兩者的影響力差異不大。
本研究為首次針對集團會員制電子商務系統使用之研究，研究結果可以幫助該
集團瞭解電子商務導入後的現況，瞭解使用者對電子商務系統滿意程度及持續使
用意圖，也可以作為後續類似集團會員制電子商務系統導入的參考。

This study investigated the factors affecting continuance intention among users of
group membership e-commerce systems. The study case consisted of a large group that
has established a membership system in which members can accumulate points through
purchases within the group, and the group has also established an e-commerce system
allowing members to make purchases using their accumulated points.
This study constructed a research model of the characteristics of membership
system e-commerce systems, and employed a questionnaire survey to gather user data; a
total of 139 valid questionnaires were recovered.
The findings of this study indicated that trust is the most important factor affecting
users' attitude toward a membership system e-commerce system, and is followed by
perceived usefulness, while perceived ease of use had the least influence. The most
important factor affecting users' satisfaction with a membership system e-commerce
system is their attitude toward the system, followed by its perceived usefulness. The
most important factor affecting members' continuance intention toward a membership
system e-commerce system is their satisfaction with the system, which is followed by
their attitude toward the system, but there was little difference in the effect of these two
factors.
This study was the first investigation of the usage of group membership system
e-commerce systems, and the results of the study can help the group understand the
current state of its e-commerce, users' satisfaction with the e-commerce system, and
continuance intention, and also can also serve as a reference for similar future research
on group membership system e-commerce systems.

中文摘要 ........................................................................................................................... i
Abstract ............................................................................................................................. ii
誌謝 ................................................................................................................................. iii
目錄 ................................................................................................................................. iv
表目錄 .............................................................................................................................. v
圖目錄 ............................................................................................................................. vi
第一章 緒論 .............................................................................................................. 1
第一節 研究背景與動機 .................................................................................. 1
第二節 研究目的 .............................................................................................. 2
第三節 研究架構與流程 .................................................................................. 3
第二章 文獻探討與回顧 .......................................................................................... 5
第一節 電子商務 .............................................................................................. 5
第二節 信任 ...................................................................................................... 7
第三節 科技接受理論 ...................................................................................... 9
第四節 期望確認理論 .................................................................................... 12
第三章 研究方法 .................................................................................................... 14
第一節 個案介紹 ............................................................................................ 14
第二節 研究模型 ............................................................................................ 15
第三節 研究假說 ............................................................................................ 16
第四節 問卷設計 ............................................................................................ 19
第五節 統計分析方法 .................................................................................... 22
第四章 資料分析與結果 ........................................................................................ 26
第一節 基本資料分析 .................................................................................... 26
第二節 購買商品類別分析 ............................................................................ 27
第三節 衡量各構面題項之敘述性統計分析 ................................................ 28
第四節 信度與效度分析 ................................................................................ 32
第五節 結構方程模型 .................................................................................... 34
第五章 研究發現與討論 ........................................................................................ 37
第一節 研究結果 ............................................................................................ 37
第二節 研究限制 ............................................................................................ 38
參考文獻 ........................................................................................................................ 40
附錄一 問券調查 .......................................................................................................... 44

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