現今隨著網路的普及率上升，台灣上網的總人口逐年攀升，線上購物已成為上網人口的主要購物管道，根據資策會產業情報研究所(MIC)調查指出，2010年線上購物市場規模達到3583億元，而主要經營類型以開店平台店家為主即B2C交易模式。因此本研究將對於台灣網購商城(B2C)的消費者行為進行相關探討。
網購商城經營業者想要維持競爭優勢，必需能夠瞭解消費者在使用網路購物的關鍵因素。因此，進一步探討消費者對網購商城的相關消費行為，將有助於提高業者經營上的績效。據此，本研究的目的有三，將探討台灣網購商城市場中：
1.	台灣網購商城的消費者行為中，消費者對網購商城的網購態度對網購意圖之影響。
2.	台灣消費者對網購商城之知覺易用性與知覺有用性對於網購態度形成之影響。
3.	台灣網購商城個性化功能設計對網購態度及網購意圖之影響。
經由問卷回收後之資料分析，本研究結果為：
1.	在台灣網購商城中，網購態度確實是網購意圖形成的重要關鍵前因。
2.	消費者對網購商城所知覺到的易用性，會對網購商城的有用性知覺有直接的影響，而有用性知覺會對網購意圖有直接的影響，更會經由網購態度進一步影響網購意圖的發生，而其中知覺易用對網購態度的形成是沒有顯著的影響力。 
3.	網頁的個性化功能設計，對網購意圖沒有直接影響，但是會經由網購態度的中介對網購意圖形成影響。

As the Internet penetration rate goes up nowadays, the Internet population of Taiwan has risen year by year and online shopping has became the main shopping channel of Internet population. According to the research of Market Intelligence & Consulting Institute (MIC), it pointed out that the market scale of online shopping has reached to 35.83 billion in 2010, and the main business type is the stores of online shop platforms, that is, B2C trading mode. Therefore, this study is going to conduct related investigation to the consumer behavior of online shopping malls (B2C) of Taiwan. 
If the operators of online shopping malls want to maintain competitive advantages, they need to understand the key factors that consumers use the online shopping. Therefore, to further explore related consuming behaviors of consumers to the online shopping malls would contribute to improving operators’ business performance. Accordingly, there are three goals of this study and it is going to explore the following in the market of online shopping malls of Taiwan：
1.	In the consuming behaviors of online shopping malls of Taiwan, the effects of consumers’ online shopping attitudes to the online shopping malls on the online shopping intentions. 
2.	The effects of Taiwanese consumers’ perceived ease of use and perceived usefulness to the online shopping malls on the formation of online shopping attitudes.
3.	The effects of personalized function designs of Taiwanese online shopping malls on the online shopping attitudes and online shopping intentions.
Through the data analysis after receiving questionnaires, this research result found：
1.	In Taiwanese online shopping malls, online shopping attitudes certainly are the key antecedent of formation of online shopping intentions.
2.	The ease of use that consumers perceive to the online shopping malls would have a direct effect on the perceived usefulness of online shopping malls, and online shopping malls would have a direct effect on the intentions of online shopping, moreover, it would further effect the happening of online shopping intentions by online shopping attitudes, and of these, perceived ease of use doesn’t have significant effects on the formation of online shopping attitudes. 
3.	The personalized function designs of webpage don’t have a direct effect on the intentions of online shopping, but it would effect on online shopping intentions by the intermediary of online shopping attitudes.

目錄
目錄	………………………………………………………………………	I
表目錄	………………………………………………………………………	III

圖目錄	………………………………………………………………………	V
		
第一章	緒論…………………………………………………………………	1
第一節	研究背景………………………………………………………	1
第二節	研究動機………………………………………………………	4
第三節	研究目的………………………………………………………	7
第四節	研究範圍………………………………………………………	8
第五節	研究流程………………………………………………………	9
第二章  文獻回顧與探討……………………………………………………	10
第一節	電子商務的定義與發展………………………………………	10
第二節	理性行為模式和技術接受模型………………………………	17
第三節	個性化功能……………………………………………………	22
第三章  研究設計……………………………………………………………	28
第一節	觀念架構………………………………………………………	28
第二節	研究假說………………………………………………………	29
第三節	研究變數的操作性定義與衡量………………………………	32
第四節	研究設計………………………………………………………	37
第五節	資料分析方法…………………………………………………	38
第四章 資料分析與結果………………………………………………………	41
第一節	敘述性統計分析………………………………………………	41
第二節
第三節	網購使用行為的基本資料……………………………………
信度分析………………………………………………………	48
52
第四節	結構方程式分析………………………………………………	53
第五章 研究結論與發現………………………………………………………	65
第一節	研究結論………………………………………………………	65
第二節	研究發現………………………………………………………	67
第三節	研究限制與建議………………………………………………	70
參考文獻 ………………………………………………………………………	71
附錄 研究問卷…………………………………………………………………	79



























表目錄

表1-1 台灣網路商店獲利情形表……………………………………         6
表2-1 從不同的角度對電子商務定義彙整表………………………        11
表2-2 電子商務四流的定義彙整表…………………………………        12
表2-3 網購商城與傳統商店比較表…………………………………        15
表2-4 國內外有關TAM研究主題整理表……………………………        20
表2-4 個性化功能定義整理…………………………………………        23
表3-1 知覺易用性題項整理總表……………………………………        32
表3-2 知覺有用性題項整理總表……………………………………        33
表3-3 個性化功能題項整理總表……………………………………        34
表3-4 網購態度題項整理……………………………………………        35
表3-5 網購意圖題項彙整……………………………………………        36
表3-6 問卷回收情況分析表…………………………………………         37
表3-7 配適度指標與理想準則………………………………………         40
表4-1 有效樣本之性別分佈情形……………………………………        41
表4-2有效樣本之年齡分佈情形……………………………………         42
表4-3有效樣本之教育程度分佈情形………………………………         43
表4-4有效樣本之婚姻狀況資料……………………………………         44
表4-5有效樣本之職業類別分佈情形………………………………         45
表4-6有效樣本之每月平均所得分佈情形…………………………         46
表4-7目前最常使用的構物管道……………………………………         47
表4-8 有效樣本之聽過的網購商城分佈情況………………………        46
表4-9 有效樣本之瀏覽過的網購商城分佈情形……………………        46
表4-10有效樣本之一週瀏覽網購商城時數分佈情形………………        49
表4-11 有效樣本之過去一年的網購次數分佈情形………………         49
表4-12 有效樣本之最常購買的商品種類分佈情形………………         50
表4-13 有效樣本之平均每次購買金額分佈情形…………………         51
表4-14有效樣本之較常使用的付款方式分佈情形………………          51
表4-15 本研究各構面之Cronbach’s α…………………………          52
表4-16 結構方程式之參數說明……………………………………          55
表4-17 整體配適度衡量結果………………………………………          58
表4-18 基本配適度指標分析………………………………………          59
表4-19 整體研究假說與驗證結果…………………………………           62
表4-20 本研究之因子對於網購意圖的直接、間接影響效果彙整           64













圖目錄
圖1-1 台灣網路商店主要經營類型………………………………            3
圖 1-2 本研究流程圖………………………………………………           9
圖2-1 理性行為模型(TRA)架構圖………………………………            17
圖2-2 計畫行為理論(TPB)架構圖………………………………            19
圖2-3 技術接受模型(TAM)架構圖………………………………            20
圖3-1 本研究之觀念架構…………………………………………           28
圖4-1 本研究的線性結構圖………………………………………           54
圖 4-2 整體結構關係路徑分析圖…………………………………           63

一.	中文部分

李宛穎(2000)，線上銷售考量因素之研究，國立中山大學企業管理研究所未出版碩士論文。

李友錚、鄧肖琳(2005)，大專學生修習電子商務學程行為意向及其影響因素研究，中華管理學報，電子商務專刊，pp. 35-46。

余強生(2008)，網路銀行的採用與採用持續性，刊於Journal of E-Business 第十卷 第四期 pp.1067-1106

周文賢(2002)，多變量統計分析:SAS/STAT 使用方法，台北:智勝文化。

陳志豪(2007)，個人化DM的廣告效果，國立中山大學管理研究所碩士論文。

陳禹辰、尚榮安、何照義、謝素娟(2008)，公共服務事業員工的E化科技接受意圖–以TAM與TTF探討，刊於Journal of E-Business 第十卷 第一期 pp. 305-328。

經濟部商業司(1997)。「電子商業答客問(FAQ)」。初版，台北：經濟部商業司。

經濟部商業司(1999)。「電子商業答客問(FAQ)」。台北: 經濟部商業司。

劉昌鈞(2007)，以延伸科技接受模式探討學務系統使用行為研究，大葉大學資訊管理學系碩士論文。

盧希鵬(2005)，「電子商務：產業架構、經營模式與電子化策略」，雙葉書廊出版。










二.	英文部分

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Bagozzi, R. P and Y. Yi (1998), “On The Evaluation of Structural Equation Models,” Journal of The Academy of Marketing Science, Vol.16, No.1, pp.74-94.

Bhattacherjee, A. (2000), “Acceptance of E-commerce Service: The Case of Electronic Brokerages,” IEEE Transactions on Systems, Man & Cybernetics: Part A, Vol.30, No.4, pp.411-420.

Blom, J. (2000). Personalization—a taxonomy. Extended Abstracts of the CHI 2000 Conference on Human Factors in Computing Systems, pp. 313-314. New York: ACM.

Bouganis C., Koukopoulos, D. and Kalls, D. (1999), A Real Time Auction System over the WWW, Conference on Communication Networks and Distributed Systems Modeling and Simulation, San Francisco, CA, USA .  

Bosnjak, M., Obermeier, D. and Tuten, T. L. (2006), “Predicting and Explaining the Propensity to Bid in Online Auction: A Comparison of Two Action-Theoretical Models,”Journal of Consumer Behavior, Vol.5, No.2, pp.102-115. 

Chang, M. K., Cheung, W., and Lai, V. (2005)“Literature Derived Reference Models for the Adoption of Online Shopping,” Information & Management, Vol.42, No.4, pp. 543-559.


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Davellis, R. F. (1998), Scale Development: Theory and Application, Newbury Park, CA: Stage

Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effect of Price Brand, and StoreInformation on Buyers’Product Evaluations,”Journal of Marketing Research, Vol.28, No.3, pp.307-319.

Eirinaki, M., Vazirgiannis, M., and Varlamis, I. (2003)“SEWeP: Using Site Semantics and A Taxonomy to Enhance the Web Personalization Process.”Proceedings of the ACMKDD2003 Conference. Washington.

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Gefen , D., Karahanna, E. and Straub, D. W.(2003),“Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, Vol.27, No.1, pp.51-90.

Hason, W. (2000) ,“Internet Marketing”, South-Western, Chicago：Sage

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Igbaria, M., Guimaraes, T. and Davis, G. B. (1995). “Testing the determinants of microcomputer usage via a structural equation model. ”Journal of Management Information System, Vol.11, No.4, pp.87-114.


Igbaria, M. and Tan, M. (1997),“The Consequences of Information Technology Acceptance on Subsequent Individual Performance,” Information and Management, Vol. 32, No.3, 113-121.

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Kalakota, R. and Whinston, A.B.,(1997) “Electronic Commerce：A Manager’s Guide,”Addison-Wesley Publishing Inc.

Kim, D.J., Ferrin, D. L., and Rao, R. H.(2008) “A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and their Antecedents,” Decision Support System, Vol.44, No.2, pp.544-564.

Kleijnen, M., Wetzels, M. and de Ruyter, K. (2004) Consumer Acceptance of Wireless Finance, Journal of Financial Services Marketing, 8, 206-217. 

Kobsa, A., Koenemann, J. and Pohl, W., (2001), “Personalized Hypermedia Presentation Techniques for Improving Online Customer Relationships, ” The Knowledge Engineering Review Vol.16, No.2, pp.111-155.

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Liang, T., Lai, H., and Ku, Y. (2007)“Personalized Content Recommendation and User Satisfaction: Theoretical Synthesis and Empirical Findings,”Journal of Management Information Systems, Vol.23, No.3, pp.45-70.

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Moon, J. W. and Kim, Y. G. (2001), “Extending the TAM for A World-Wide-Web Context,” Information & Management, Vol.38, No.4, pp.217-230.

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三.	網站部分

Allen. C.,(1999)“Personalization vs. customization,” available at 
http://www.searchz.com/Articles/0713991.shtml.

Dean,R., (1998)“Personalizing your web site,” available at 
http://www.builder.com/business/personal.

Ochs. N. V.,( 1999)“Personalization and customization: Where are they now?” available at http://msdn.microsoft.com/workshop/management/planning/site052099.asp

Wachob, C.,“What are personal and customization?”, June, available at：
http://www.workz.com/cgi-bin/gt/tpl_page.html,template=1&content=1193&nav1=1&