現今網路快速崛起，透過網路處理的事情越來越多，購物就是其中一項很重要的事，與各種網路服務應用相比，網路購物是一種更靈活的經濟應用，儘管網路購物使用率不低，但在零售業中的總體中，網路購物率仍有相當大的增長空間。此研究針對網路購物使用者做了一些面向的深入研究，希望能對網路購物市場的發展提供一些貢獻。本研究向全台灣所有的網路購物使用者發送問卷，使用任意抽樣方式取得本研究所需之資料。將所得到的608份有效問卷，使用結構化方程式模型，將網路口碑、知覺風險、網路購買意願及網路涉入程度進行理論模型驗證。結果發現：(1) 知覺風險對網路口碑有正向影響關係；(2) 網路口碑對網路購買意願有正向影響關係；(3) 網路口碑對知覺風險與網路購買意願有中介效果；(4) 網路涉入程度對於網路口碑有調節中介作用。最後就著本研究之研究發現與管理意涵，延伸探討並提出建議，以供學術界與企業界參考之用。

Internet technology has been growing very rapidly recently. More and more things are handled through the Internet and shopping is one of the most important things. Compared with various online service applications, online shopping is a more flexible economic application. Although the usage rate of online shopping is not low in the overall retail industry, there is still considerable room for growth in the online shopping. This study has done some in-depth research for online shopping users and maybe can provide some contribution to the development of online shopping market. This study sends a questionnaire to all online shopping users in Taiwan and uses convenience sampling method to obtain the information needed for this study. The theoretical model of electronic word-of-mouth, perceived risk, online purchase intention and online involvement with 608 valid questionnaires has been verified by structural equation model (SEM). The indirect effect of perceived risk on online purchase intention through Electronic word-of-mouth is stronger at low degrees of online involvement than at high degrees of online involvement. Finally, the research findings and management implications of this study are used to discuss and make suggestions, which can be used as a reference for academia and business.

中文摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 4
第二章 文獻探討 6
2.1知覺風險 6
2.2網路口碑 7
2.3網路購買意願 8
2.4網路涉入程度 9
2.5研究假設 10
2.5.1知覺風險與網路購買意願之間的關係 10
2.5.2知覺風險與網路口碑之間的關係 11
2.5.3網路口碑與網路購買意願之間的關係 11
2.5.4網路口碑對知覺風險及網路購買意願之間的中介效果 12
2.5.5網路涉入程度對於中介變項網路口碑的調節效果 13
第三章 研究方法 15
3.1 研究架構 15
3.2 研究變項操作性定義與測量工具 16
3.2.1 知覺風險 16
3.2.2 網路口碑 16
3.2.3 網路購買意願 17
3.2.4 網路涉入程度 18
3.3 研究對象與抽樣方式 19
3.4 問卷設計與前測問卷的信度分析 19
3.5 資料分析方法 20
第四章 資料分析與結果 24
4.1 敘述性統計分析 24
4.2 估計方法之選擇 29
4.3 測量模型分析 30
4.3.1 驗證性因素分析 30
4.3.2 信度分析 31
4.3.3 效度分析 33
4.4 相關分析 34
4.5 理論模型 37
4.5.1 理論模型分析 37
4.5.2 假設驗證 38
4.5.3 中介效果檢定 39
4.5.4 調節中介-網路涉入程度對於網路口碑的作用 39
第五章 結論與建議 42
5.1 研究結果 42
5.2 管理意涵及貢獻 43
5.3 研究限制 46
參考文獻 48
中文文獻 48
英文文獻 50
網路資料 56
附錄 57
問卷 57

表目錄
表3- 1前測問卷之信度分析表 20
表4- 1問卷回收統計表 25
表4- 2人口變項資料彙整表 27
表4- 3研究變項之平均數、標準差、偏態與峰度 30
表4- 4測量模型驗證性因素分析結果 31
表4- 5正式問卷因素信度分析結果表 32
表4- 6因素收斂效度分析結果表 33
表4- 7因素區別效度 34
表4- 8構面相關矩陣 35
表4- 9各變項路徑彙總表 38
表4- 10中介變項路徑表 39
表4- 11網路口碑的調節變項高低區分 41
表4- 12網路涉入程度在知覺風險與網路口碑間的中介效果調節檢定 41
表5- 1理論模型研究假設與驗證結果彙整表 43

圖目錄
圖1- 1研究流程圖 5
圖3- 1研究架構圖 15
圖4- 1研究路徑圖 37
圖4- 2網路涉入程度對於網路口碑的調節中介架構圖 40

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網路資料
Taiwan Market Intelligence and Consulting Institute (Taiwan MIC) (2019). 2018 Taiwan Electronic Commerce Market Survey。2020年2月16日，取自： https://mic.iii.org.tw/Industryobservation_MIC01views.aspx (accessed 20 Dec, 48 2019)