近年來，台灣人對於網路商店的認識及網路購物的習慣皆已日益成熟，業者對於網路商店之經營模式亦趨熟練，從網路商店至手機應用程式，甚至是粉絲專頁的經營，多有顯著成長。但網路商店發展成熟並非表示其所販售的商品可以符合消費者的期待，因消費者在進行網路購物時，無法實際以觸覺、視覺、嗅覺等感官去感受產品或服務之實質好壞，亦無法感受到產品真實樣貌及預期功能，且可能常有收到不確定資訊之經驗，使其在網路消費時對產品產生疑慮，而須承擔可能不符其預期之決策結果致使提高網路購物之認知風險。因此對網路購物消費者而言，如何改善網路購物無形性以降低消費者之認知風險即成為網路購物之重要考量問題。本研究提出消費者在網路購物時可能考量到認知風險，三種服務實質性能減少認知風險所帶來之影響，進而提升消費者其心理層面之決策績效，若可滿足消費者之心理需求，會使消費大眾在網路購物時感到更安心且享受網路購物之樂趣，亦可提供給網路商店實際建議消費者在網路購物實真正之需求及考量，進一步提升其服務實質性。

Recently, the development of online shopping has become more mature than before in Taiwan. Marketers have applied diverse mechanisms to promote online shop such as mobile phone applications and Facebook fanspage,. However, consumers still hesitate to shop online because they actually can not touch, feel, and smell the product before buying. They may feel uncertainty and risk and then give up their purchase decision. This may be due to the impact of unclear product information on purchase decision-making. Therefore, this brings the essential question: how to present more tangible information in order to reduce consumer’s perceived risk. This study proposes that three services tangibility—physical tangibility, mental tangibility and specificity—may help reduce consumers’ perceived risk and thus help consumers to build up their decision performance. These three service tangibility may provide consumers more tangible knowledge regarding the targeted product before buying. Further discussions for practice are also included in the conclusion.

目錄

中文摘要	i
英文摘要	ii
目錄	iii
圖目錄	v
表目錄	vi
第壹章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的與問題	3
第三節 論文架構	4
第貳章	文獻探討	5
第一節 網路購物之認知風險	5
第二節 服務實質性	7
第三節 決策績效	8
第參章	研究設計與方法	13
第一節 研究架構與假說推導	13
第二節 研究變數與衡量	17
第三節 研究對象與問卷蒐集方法	27
第四節 資料分析方法	28
第肆章	實證分析與討論	32
第一節 樣本基本資料分析	32
第二節 敘述性統計分析	35
第三節 信度分析	44
第四節 效度分析	52
第五節 結構方程模式分析	66
第伍章	結論與建議	78
第一節 研究結論	78
第二節 管理意涵	81
第三節 研究貢獻	82
第四節 研究限制與建議	83
參考文獻	84
附錄－批踢踢尋求幫助調查問卷	90

圖目錄
圖 1-3-1 圖論文架構	4
圖 2-1-1 認知風險之組成	6
圖 3-1-1 研究架構圖	13
圖 4-5-4 結構方程模式之路徑係數	77
表目錄
表 3-2-1 實體實質性之衡量問項	18
表 3-2-2 明確實質性之衡量問項	19
表 3-2-3 心理實質性之衡量問項	20
表 3-2-4 認知風險之衡量問項	22
表 3-2-5 決策信心之衡量問項	23
表 3-2-6 決策滿意度之衡量問項	24
表 3-2-7 節省成本之衡量問項	25
表 3-2-8 決策效率之衡量問項	26
表 3-4-1 基本適配度評量項目與標準	30
表 3-4-2 本研究所採用之適配度指標	31
表 4-1-1 樣本基本資料	33
表 4-2-1 心理實質性之敘述性統計量	36
表 4-2-2 實體實質性之敘述性統計量	37
表 4-2-3 明確實質性之敘述性統計量	37
表 4-2-4 認知風險之敘述性統計量	40
表 4-2-5 決策信心之敘述性統計量	41
表 4-2-6 決策滿意度之敘述性統計量	42
表 4-2-7 決策效率之敘述性統計量	42
表 4-2-8 節省成本之敘述性統計量	43
表 4-3-1 本研究各構面之信度分析	45
表 4-3-2 心理實質性之衡量問項信度分析	46
表 4-3-3 實體實質性之衡量問項信度分析	46
表 4-3-4 明確實質性之衡量問項信度分析	47
表 4-3-5 財務風險之衡量問項信度分析	47
表 4-3-6 績效風險之衡量問項信度分析	48
表 4-3-7 社交風險之衡量問項信度分析	48
表 4-3-8 時間風險之衡量問項信度分析	49
表 4-3-9 心理風險之衡量問項信度分析	49
表 4-3-10 決策信心之衡量問項信度分析	50
表 4-3-11 決策滿意度之衡量問項信度分析	50
表 4-3-12 決策效率之衡量問項信度分析	51
表 4-3-13 節省成本之衡量問項信度分析	51
表 4-4-1 心理實質性構面之驗證性因素分析	53
表 4-4-2 實體實質性構面之驗證性因素分析	54
表 4-4-3 明確實質性構面之驗證性因素分析	55
表 4-4-4 財務風險構面之驗證性因素分析	56
表 4-4-5 績效風險構面之驗證性因素分析	56
表 4-4-6 績效風險構面之驗證性因素分析	57
表 4-4-7 心理風險構面之驗證性因素分析	58
表 4-4-8 時間風險構面之驗證性因素分析	58
表 4-4-9 決策信心構面之驗證性因素分析	59
表 4-4-10 決策滿意度構面之驗證性因素分析	60
表 4-4-11 決策效率構面之驗證性因素分析	60
表 4-4-12 節省成本構面之驗證性因素分析	61
表 4-4-13 各構面組成信度及平均變異數萃取量	63
表 4-4-14 相關係數與區別效度分析	65
表 4-5-1 基本適配度評量項目與標準	67
表 4-5-2 結構方程模式之衡量分析結果	68
表 4-5-3 本研究整體模式適配度	72
表 4-5-4 各個假說之假設結果	75

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