臺灣博碩士論文加值系統

　　網路購物的市場隨著科技的進步，提供給消費者更新更多樣化的選擇，也暗示著有許多的商機可透過網路實現。依據Forrester Research報告顯示，2002至2006年B2C市場規模年成長最高者為拉丁美洲(93％)，東歐(80％)次之，第三名則為亞太地區(67％)。2003年亞太地區B2C規模佔全球比重的21.4％，預期2006年將提升為35.8％。經濟部商業司公布，2003年我國B2C電子商務市場規模達新台幣220.9億元，較2002年的157.5億成長近40.3%，資策會亦報導，截至2003年9月底止，我國經常上網人口達877萬人，網際網路普及度為39%，每年仍以1.3倍的速度增加。這些資訊顯示消費者愈來愈能接受網路購物的行為，尤其消費者不須要上街購物，在家輕鬆上網，一彈指之間即可購足所欲購買商品。

　　本研究藉由已有網路購物經驗消費者的購物行為，透過E.B.M.消費者購買行為模式，作為網站知名度與交易安全機制可能影響消費者網路購買願之推論，並嘗試探討有網路購物經驗之消費者是否能以生活型態加以區隔，來探討集群在人口統計變數、網站屬性評估準則、網站知名度、付款安全性、隱私權保護以及第三信任團體標章變數的差異性。另外，就受測者有無網路購物經驗的分類，探討消費者的網路購物經驗在網路使用行為、人口統計變數以及消費實態變數上是否有差異。最後，透過複迴歸分析探究網站知名度、付款安全性、隱私權保護以及第三信任團體標章對消費者網路購買意願之影響，做為網路商店業者未來提高消費者購物意願之準則，更用以提供業者制定策略。

　　本研究探用網路問卷調查法進行資料的蒐集，以大台北地區的網路使用者為主要研究對象，收集有效樣本675份，有網路購物經驗者佔65.6％；在分析方法上，以次數分配百分比、因素分析、信度分析、集群分析、區別分析、變異數分析、雪費檢定、卡方檢定、複迴歸分析等統計方法，對蒐集之樣本資料進行分析。

　　研究結果發現，生活型態可以有效區隔有網路購物經驗之消費者；在人口統計變數上，性別與教育程度皆有顯著差異；在網站屬性評估準則重視程度上之網站的購物機制、網站的版面設計、網站的互動性、網站的品牌形象、網站的特惠活動、網站的多媒體設計皆有顯著差異；在網站知名度、隱私權保護以及第三信任團體標章變數的認知上有顯著差異；消費者的網路購物經驗在網路使用行為上，使用網路的頻率有顯著差異；消費者的網路購物經驗在人口統計變數上，年齡與每月平均收入有顯著差異；消費者的網路購物經驗在消費實態上，得知網路商店的主要訊息來源、主要購買（瀏覽）的產品、主要（最願意選擇）的付款方式、主要購物（瀏覽）的網路商店類型有顯著差異；最後，網站知名度、付款安全性、隱私權保護以及第三信任團體標章對消費者網路購買意願有影響。

　　就全部樣本分析，整體來看不論是否有網路購物經驗，消費者接觸網路的時間以6年以上為最多，佔了43.9％，其次是5年∼未滿6年和4年∼未滿5年，將近八成的消費者接觸網路的時間超過4年以上；在消費者使用網路的頻率上，集中於每天多次佔71.1％，其次為每天一次，將近九成的消費者每天至少使用網路一次；在消費者平均每次上網時數上，以4小時以上為最多佔32.1％，其次是1~2小時和2~3小時。在人口統計變數上，消費者的性別男女差距並不大，男性略多於女性；消費者的年齡集中於21-30歲佔82.8％，其次為31歲以上；消費者的職業以學生為最多佔56.4％，其次是電子資訊業；消費者的婚姻狀況以未婚為最多佔92.6％；消費者的教育程度以大學(專)為最多佔64.4％，其次是研究所(含)以上；消費者的每月平均收入集中於2萬元以下佔57.3％，其次為2-4萬元。在消費實態變數上，消費者得知網路商店的主要訊息來源多來自於網路搜索引擎佔44.4％，其次為網路廣告；消費者主要購買(瀏覽)的產品為3C產品佔27.7％，其次為書籍報紙雜誌；消費者主要(最願意選擇)的付款方式為貨到付款佔25.0％，其次為信用卡線上付款；消費者主要購物(瀏覽)的網路商店類型為3C產品網路商店佔35.4％，其次為網路書店。

　　研究結果同時亦發現，消費者在網站屬性方面特別重視網站對個人資料的保密性、網站的交易安全性、網站的信用度、網站資訊的可靠度、網站上產品價格合理程度以及網站的資訊豐富度，平均重視程度都超過4.5以上，也就是接近非常重視的程度，顯示消費者非常重視網站的安全控管層面以及產品價格和網站資訊豐富度。


關鍵詞：網路購物、網站屬性、網站知名度、安全交易機制、付款安全性、隱私權保護、第三信任團體標章、網路購物意願

　　With the development of technology, the internet shopping market providers more and more parti-color choices, it also means there are many business opportunity can realize through the internet. According to the report of Forrester Research, Latin America is the highest grow area which in the B2C internet shopping market scale between 2002 to 2006, East-Europe is the second area, and Asia area is the third area. In 2003, Asia area B2C scale is 21.4% compare to world, expect the rate will reach to 35.8% in 2006. The MOEA appears the B2C market scale in Taiwan had reached 22.09 billion dollars in 2003, it grows about 40.3% which compares to 15.75 billion dollars in 2002, the Institute for Information Industry also reports that the usual internet population had reached 8770 thousands people in September, 2003. The internet prevalence is 39%, which increases 1.3 speeds each year, these information appears the consumers could more and more accept the internet purchasing behavior, especially they can buy something they want in their house and don’t need to go out.
　　The research through the purchasing behavior of the consumers who ever shopping in the internet, and uses the E.B.M. consumer purchasing behavior model to do the argumentation which web awareness and transaction security mechanism could influence consumers’ internet purchasing behavior, and try to discuss if consumers who ever shopping in the internet can be segmented by life style, to discuss the differences of clusters in demographic variables、website attribute assess guideline、web awareness、security、privacy protection、trusted third party parameters. According to the classify of internet shopping experience, to discuss the differences of consumers’ internet shopping experience in internet use behavior、demographic variables and consume attitude parameters. Final, through the multi-regression analysis to find the effect of website awareness、security、privacy protection、trusted third party parameters to consumers’ internet purchasing behavior, to make a guideline for internet stores to increase the shopping intention of consumers.
　　This research adopts the internet questionnaire way to get the data, the research subjects are the people who live in Taipei district, and total effective samples are 675 units, people who had internet shopping experience are about 65.5%; All data analyzed with the following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, MANOVA Analysis, Scheffe’s Test, Chi-square Test and Multiple Regression Analysis.
　　The research result shows that internet users who had internet shopping experience could be effectively segregated by life style; in addition, we found the demographic variables shows difference do exist in terms of the gender and education level; we found that in the website attribute assess guideline respect level shows difference do exist in terms of the website shopping mechanism, website page design, website interactivity, website brand image, website special sale activity, website multimedia design; we found the internet use behavior parameter shows difference do exist in internet use frequency. Analysis all date, consumers who had internet shopping experience compare to no internet shopping experience consumers, we found the demographic variables shows difference do exist in terms of the age and monthly average revenue; we found the consume attitude parameters shows difference do exist in terms of the origin of internet store message, major buying or review product, major payment way, major visit internet store style. Final, we also found that website awareness、security、privacy protection、trusted third party parameters could influence consumers’ internet purchasing behavior.
　　To all data, no matter if the consumers had internet shopping experience, 43.9% internet users contact internet for six years, about 80% internet users contact internet more than four years; in the internet use frequency, 71.1% internet users contact internet many times a day, about 90% internet users contact internet use internet at least one time; in the average use internet time, 32.1% internet users’ average use internet time more than four hours; in the demographic variables, male are more than female; 82.8% internet users’ age is between 21-30 years old; 56.4% internet users’ career is students; 92.6% internet users’ marriage status is single; 64.4% of internet users’ education level is university; 57.3% of internet users’ monthly average revenue is below 20 thousand dollars. In consume attitude parameters, 44.4% internet users know internet store message from internet search engineer; 27.7% internet users buy or review 3C products; 25% internet users payment way is pay after receiving product; 35.4% internet users like to visit 3C internet store.
　　This research has also found that in website attribute, consumers respect the protection for private information on website, website transaction security, website reliability, website information reliability, website product price reasonable level and website information enrich, average respect level over 4.5 points, it shows consumers very care the website safety control level, product price and the website information enrich.

Keyword: Internet shopping, website attribute, website awareness, security, privacy protection、trusted third party parameters, internet shopping intention, consumer behavior, life style, marketing segmentation.

頁次
中文摘要……………………………………………………………………………………Ⅰ
英文摘要……………………………………………………………………………………Ⅲ
誌謝…………………………………………………………………………………………Ⅴ
目錄…………………………………………………………………………………………Ⅵ
表目錄………………………………………………………………………………………Ⅸ
圖目錄………………………………………………………………………………………11
第一章 緒論
1.1 研究背景與動機…………………………………………………………………… 1
1.2 研究目的…………………………………………………………………………… 1
1.3 研究架構…………………………………………………………………………… 3
1.4 研究範圍與對象…………………………………………………………………… 3
1.5 研究流程與論文結構……………………………………………………………… 4
第二章 文獻探討
2.1 網路購物…………………………………………………………………………… 6
2.1.1 網路購物的流程……………………………………………………………… 8
2.1.2 網路商店………………………………………………………………………10
2.1.3 適合在網路上交易的產品特性………………………………………………11
2.1.4 網路購物的優點………………………………………………………………12
2.2 網站屬性……………………………………………………………………………13
2.3 網站知名度…………………………………………………………………………15
2.4 安全交易機制………………………………………………………………………15
　 2.4.1 付款安全性……………………………………………………………………16
　　2.4.2 隱私權保護……………………………………………………………………19
　　2.4.3 第三信任團體標章……………………………………………………………22
2.5 網路購物意願………………………………………………………………………23
2.5.1 購物意願………………………………………………………………………23
2.5.2 影響網路購物意願之消費者因素……………………………………………24
2.6 消費者行為及決策理論……………………………………………………………25
2.6.1 消費者行為的定義……………………………………………………………25
2.6.2 消費者決策理論及模式………………………………………………………26
2.6.3 消費者決策行為在傳統市場與網路市場中的差異…………………………32
2.7 生活型態理論………………………………………………………………………34
2.7.1 生活型態的定義………………………………………………………………34
2.7.2 生活型態對消費者決策的影響………………………………………………35
2.7.3 生活型態的應用………………………………………………………………37
2.7.4 生活型態的衡量方法…………………………………………………………38
2.8 市場區隔理論………………………………………………………………………40
2.8.1 市場區隔的定義………………………………………………………………40
2.8.2 市場區隔的基礎………………………………………………………………40
2.8.3 市場區隔的方法………………………………………………………………41
2.8.4 市場區隔的步驟………………………………………………………………42
2.9 網路購物相關研究探討……………………………………………………………43
　 2.9.1 網路購物相關研究彙整………………………………………………………43
　 2.9.2 網路購物相關研究變數整理…………………………………………………45
2.10 本研究之觀念性架構………………………………………………………………48
第三章 研究方法
3.1 操作性架構與研究變數……………………………………………………………49
　　3.1.1 操作性架構……………………………………………………………………50
　　3.1.2 研究變數………………………………………………………………………51
3.2 研究假設……………………………………………………………………………54
3.3 問卷設計……………………………………………………………………………56
3.4 資料收集……………………………………………………………………………62
　　3.4.1 調查方法及資料收集方式……………………………………………………62
　　3.4.2 樣本結構………………………………………………………………………64
3.5 資料處理與分析方法………………………………………………………………70
3.6 效度與信度分析……………………………………………………………………73
　　3.6.1 效度分析………………………………………………………………………73
　　3.6.2 信度分析………………………………………………………………………73
3.7 研究限制……………………………………………………………………………76
第四章　資料分析與發現
4.1　消費者的網路購物經驗在網路使用行為及人口統計變數之分析………………77
　　4.1.1 消費者的網路購物經驗在網路使用行為之分析……………………………77
　　4.1.2 消費者的網路購物經驗在人口統計變數之分析……………………………79
4.2 消費者的網路購物經驗在消費實態變數之分析…………………………………84
4.3 網路購物者的生活型態之分析……………………………………………………89
　　4.3.1 網路購物者生活型態因素構面之分析………………………………………89
　　4.3.2 集群分析………………………………………………………………………93
　　4.3.3 區別分析………………………………………………………………………94
　　4.3.4 各集群在生活型態上之差異分析……………………………………………95
4.4　生活型態區隔在人口統計變數之分析……………………………………………96
4.5　生活型態區隔在網站屬性評估準則之分析…………………………………… 101
4.5.1 網站屬性之因素分析……………………………………………………… 101
4.5.2 各集群在網站屬性上之差異分析………………………………………… 105
4.5.3 不同網站屬性項目之分析………………………………………………… 106
4.6 生活型態區隔在網站知名度、付款安全性、隱私權保護、第三信任團體標章
之分析…………………………………………………………………………… 109
　　4.6.1 網站知名度、付款安全性、隱私權保護、第三信任團體標章
之因素分析………………………………………………………………… 109
　　4.6.2 各集群在網站知名度、付款安全性、隱私權保護、第三信任團體標章
　　　　　認知上之差異分析………………………………………………………… 112
4.7　生活型態區隔之綜合分析……………………………………………………… 114
4.8　網路購物意願變數分析………………………………………………………… 115
4.8.1 網站知名度、付款安全性、隱私權保護、第三信任團體標章對消費者
　　　網路購買意願影響之迴歸分析…………………………………………… 117
4.8.2 網站知名度、付款安全性、隱私權保護、第三信任團體標章在消費者
　　　網路購買意願上預測能力之分析………………………………………… 119
4.9　本研究假設驗證之總彙整……………………………………………………… 120
第五章　　結論與建議
5.1 結論……………………………………………………………………………… 122
5.2 建議……………………………………………………………………………… 127
　　5.2.1 管理實務上之建議………………………………………………………… 127
　　5.2.2 對未來研究之建議………………………………………………………… 134
參考文獻………………………………………………………………………………… 135
附錄－本研究問卷……………………………………………………………………… 142

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