現今的社會當中，網路對於人們的日常生活來說已經是不可或缺的一項工具，而國際發卡商針對台灣網購消費者所做的調查顯示，台灣消費者在消費金額以及使用網購的年資上都是亞洲國家中的佼佼者，由此可知台灣網購市場已經相當成熟，而且資策會產業情報研究所(MIC)調查指出台灣網購市場產值年年都以百分之20的成長率在成長，以上種種都代表台灣網購市場是相當具規模，經濟部商業司也預測網購有機會成為下一個兆元產業。
對網購經營業者來說，掌握消費者的需求是他們亟需努力的方向，而知覺價值被許多學者認為是消費者衡量商品以及服務的指標，因為它可以讓廠商了解消費者的需求，甚至進一步預測消費者的購買意圖，故去探討知覺價值、與消費者一切購買相關行為將有助於網購經營業者建立自我的競爭優勢。
本研究目的有三，將深入去探討在台灣網購市場中：
1.深入剖析知覺價值與消費者的網購意圖之間兩個變數的關係。
2.探討消費者的態度是否會影響消費者網購意圖的發生。
3.了解在知覺價值影響網購意圖的過程中，態度是否扮演重要的中介角色。
問卷回收結果經資料分析後，本研究結果為：
1.在台灣網購市場中，網購價值會對消費者的網購意圖造成影響。
2.在台灣網購市場中，網購態度是網購意圖的關鍵要素。
3.在台灣網購市場中，網購態度是網購意圖與網購價值之間的重要中介角
色。

Internet has become an essantail part of daily life nowdays. Based on report of VISA, consumer in Taiwan is on the top of amount and years of online shopping between Asian countries. Therefore, online shopping in Taiwan has became a popular and normal shopping tool. According to the researches from MIC, the market of electronic commerce, especially in online shopping, is now growing up with a stunning speed.
The research used 25-item measure. SPSS and LISREL, that can be used to
assess the e-customer value, attitude, and behavior intention in online shopping environment. Five value dimensions emerged that were termed hedonic, utitarian, social, epistemic and perceived sacrifices.
There are two findings from this research:
(1) In Taiwan online shopping market, e-store operator should improve e-consumer value.
(2)E-store operater should focus on e-consumer attitude toward online shopping.

目錄
目錄………………………………………………………………………………… Ⅰ
圖目錄……………………………………………………………………………… Ⅲ
表目錄……………………………………………………………………………… Ⅴ
第一章 緒論
第一節 研究背景…………………………………………………………… 1
第二節 研究動機…………………………………………………………… 3
第三節 研究目的…………………………………………………………… 5
第四節 研究範圍與對象…………………………………………………… 6
第五節 研究流程…………………………………………………………… 7
第二章 文獻回顧
第一節 電子商務…………………………………………………………… 8
第二節 網購價值…………………………………………………………… 11
第三節 網購態度…………………………………………………………… 19
第四節 網購意圖…………………………………………………………… 21
第五節 國內外相關研究…………………………………………………… 23
第三章 研究方法
第一節 觀念架構…………………………………………………………… 28
第二節 研究假說…………………………………………………………… 29
第三節 前測分析…………………………………………………………… 31
第四節 正式問卷研究變數與操作性定義………………………………… 36
第五節 研究設計…………………………………………………………… 43
第六節 資料分析方法……………………………………………………… 44
第四章 資料分析與結果
第一節 敘述性統計分析……………………………………………………… 47
第二節 信度分析……………………………………………………………… 55
第三節 結構方程式分析……………………………………………………… 57
第五章 研究結論與發現
第一節 研究結論……………………………………………………………… 70
第二節 研究發現……………………………………………………………… 71
第三節 研究限制……………………………………………………………… 76
II
參考文獻
中文部份………………………………………………………………………… 77
英文部份………………………………………………………………………… 78
附錄 研究問卷…………………………………………………………………… 85

表目錄
表1-1台灣網購市場成長圖……………………………………………………   2
表2-1 Kalakota & Whinston的電子商務定義之彙整表……………………   8
表2-2 顧客知覺價值定義彙整表………………………………………………  12
表2-3 顧客知覺價值衡量構面彙整表…………………………………………  16
表2-4 網購價值彙整表…………………………………………………………  18
表2-5 顧客態度定義彙整表……………………………………………………  20
表2-6 顧客行為意圖定義彙整表…………………………………………   21
表3-1 知覺價值題項彙整表……………………………………………………  31
表3-2 網購態度題項彙整表……………………………………………………  32
表3-3 網購意圖題項彙整表……………………………………………………  32
表3-4 享樂價值的前測信度……………………………………………………  33
表3-5 功利價值的前測信度……………………………………………………  33
表3-6 社會價值的前測信度……………………………………………………  34
表3-7 知覺犧牲的前測信度……………………………………………………  34
表3-8 知識價值的前測信度……………………………………………………  34
表3-9 網購態度的前測信度……………………………………………………  35
表3-10網購意圖的前測信度……………………………………………………  35
表3-11 享樂價值操作性定義與衡量題項……………………………………   36
表3-12 功利價值操作性定義與衡量題項……………………………………   37
表3-13 社會價值操作性定義與衡量題項……………………………………   38
表3-14 知覺犧牲操作性定義與衡量題項……………………………………   39
表3-15 知識價值操作性定義與衡量題項……………………………………   40
表3-16 網購態度操作性定義與衡量題項……………………………………   41
表3-17 網購意圖操作性定義與衡量題項……………………………………   42
表3-18 問卷回收情況…………………………………………………………        43
表3-19 整體配適度指標與理想準則…………………………………………    45
表4-1 有無網購經驗…………………………………………………………         47
表4-2 不使用網購原因…………………………………………………………       48
表4-3 常使用的購物網站………………………………………………………      48
表4-4 網購頻率…………………………………………………………………         49
表4-5 平均每次網購金額………………………………………………………       49
表4-6 最常網購的商品類型……………………………………………………      50
表4-7 網購使用年資……………………………………………………………        51
表4-8 有效樣本之性別資料……………………………………………………      52
表4-9 有效樣本之年齡資料……………………………………………………      52
表4-10 有效樣本知教育程度資料……………………………………………     53

表4-11 有效樣本之婚姻狀況資料……………………………………………   53
表4-12 有效樣本之職業資料…………………………………………………    54
表4-13 有效樣本之每月所得資料……………………………………………   54
表4-14 本研究各構面之Cronbach’s α……………………………………55
表4-15 結構方程式之參數說明………………………………………………   59
表4-16 整體配適度衡量結果…………………………………………………    62
表4-17 基本配適度指標分析結果……………………………………………   63
表4-18 模型之研究假說驗證結果……………………………………………   65
表4-19 路徑結果分析…………………………………………………………      69

圖目錄
圖1-1 研究流程………………………………………………………………             7
圖2-1 Shim and Eastlick觀念架構圖……………………………………    23
圖2-2 Li and Huang觀念架構圖…………………………………………       24
圖2-3 Chen and Dubinsky觀念架構圖……………………………………    24
圖2-4 Chanaka觀念架構圖………………………………………………          25
圖2-5 陳俐伶觀念架構圖……………………………………………………          26
圖2-6 曾薇之觀念架構圖……………………………………………………          27
圖3-1 本研究觀念架構圖……………………………………………………          28
圖4-1 本研究線性結構圖……………………………………………………          58
圖4-2 本研究線性結構關係圖…………………………………………           67

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