資策會產業情報所(MIC)指出隨著網路環境的成熟及線上購物行為日趨普及，台灣網購市場規模每年至少呈現20%以上的高度成長，經濟部商業司更預測，台灣網購市場產值在2015年將達1兆台幣，在在顯現網購市場是值得關注的市場。
台灣電子商務網站的經營者若要在網購市場中搶得商機，必需要能夠洞悉提升消費者使用網路購物的關鍵因素，因此，進一步瞭解台灣消費者對網路購物的相關消費行為，將有助於提高業者經營上的競爭優勢。據此，本研究的目的有三，將探討台灣網購市場中：
1.網購的知覺易用性與知覺有用性分別對網購態度的影響。
2.網購態度對網購的行為意圖的影響。
3.社會性規範對台灣消費者網購態度及網購的行為意圖的影響。

經由問卷回收後之資料分析，本研究結果為：
1.在台灣網購市場中，網購態度的知覺易用性及知覺有用性分別對網購態度都有顯著的影響。
2.在台灣網購市場中，網購的態度對行為意圖成正面且顯著的影響。
3.對台灣消費者而言，社會性規範對網購的態度及行為意圖都有正面的影響。

According to Market Intelligence & Consulting Institute (MIC), the gradual popularity of the Internet and on-line shopping causes Taiwan’s online shopping market to grow by 20% annually. Moreover, the Dept. of Commerce, Ministry of Economic Affairs predicts that the yield of Taiwan’s on-line shopping market will be up to NTD 1 trillion in 2015. Apparently, online shopping market is worth studying in every way.
If a manager of e-Commerce website intends to be successful in the market, it is necessary for this individual to comprehend the key factors to increasing consumers’ use of online shopping. In other words, the understanding of consumers’ online shopping behavior will benefit the corporations and improve their competitiveness in the market. Therefore, this study is aimed at discussing the following three issues:
1.How does the perceived ease of use of online shopping and the perceived usefulness affect consumers’ attitude toward online shopping respectively?
2.How does consumers’ attitude toward online shopping affect their behavioral intention of online shopping?
3.How does subjective norms affect consumers’ attitude toward online shopping and their behavioral intention of online shopping?

After analyzing the data collected through questionnaire survey, this study concludes its results as follows:
1.In Taiwan’s online shopping market, both the perceived ease of use and the perceived usefulness of online shopping have a significant impact on consumers’ attitude toward online shopping.
2.In Taiwan’s online shopping market, consumers’ attitude toward online shopping has a positive and significant impact on their behavioral intention.
3.To consumers on the island, subjective norms have a positive impact on consumers’ attitude toward online shopping and their behavioral intention.

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………………………………………………………	5
第三節	研究目的………………………………………………………	8
第四節	研究範圍與對象………………………………………………	9
第五節	研究流程………………………………………………………	10
第二章  文獻回顧與探討……………………………………………………	11
第一節	電子商務………………………………………………………	11
第二節	網路購物………………………………………………………	16
第三節	社會影響………………………………………………………	20
第四節	理性行為理論及科技接受模式………………………………	23
第三章  研究方法……………………………………………………………	31
第一節	觀念架構………………………………………………………	31
第二節	研究假說………………………………………………………	32
第三節	研究變數與操作性定義………………………………………	35
第四節	研究設計………………………………………………………	40
第五節	資料分析方法…………………………………………………	41
第四章 資料分析與結果………………………………………………………	44
第一節	敘述性統計分析………………………………………………	44
第二節	信度分析………………………………………………………	55
第三節	結構方程式分析………………………………………………	58
第五章 研究結論與建議……………………………………………………	70
第一節	研究結論………………………………………………………	70
第二節	研究發現………………………………………………………	72
第三節	研究限制與未來研究建議……………………………………	76
參考文獻 ………………………………………………………………………	77
附錄 研究問卷…………………………………………………………………	85

表目錄
表2-1	從不同角度對電子商務定義之彙整表…………………………	12
表2-2	電子商務特性之彙整表…………………………………………	14
表2-3	網路行銷的定義之彙整表………………………………………	17
表2-4	網路購物與傳統實體商店通路之比較彙整表…………………	19
表2-5	社群所帶來的影響因素…………………………………………	21
表3-1	知覺易用性之操作性定義與衡量題項…………………………	35
表3-2	知覺有用性之操作性定義與衡量題項…………………………	36
表3-3	社會性規範的操作性定義和衡量題項…………………………	37
表3-4	網購態度的操作性定義與衡量題項……………………………	38
表3-5	行為意圖的操作性定義和衡量題項……………………………	39
表3-6	問卷回收情況……………………………………………………	40
表3-7	整體配適度指標與理想準則……………………………………	42
表4-1	有無網購經驗……………………………………………………	44
表4-2	不使用網購的原因………………………………………………	45
表4-3	常使用的購物網站………………………………………………	46
表4-4	網購頻率…………………………………………………………	46
表4-5	平均每次網購金額………………………………………………	47
表4-6	最常網購的商品類型……………………………………………	48
表4-7	網購使用年資……………………………………………………	49
表4-8	有效樣本的性別資料……………………………………………	50
表4-9	有效樣本的年齡資料……………………………………………	51
表4-10	有效樣本的教育程度資料………………………………………	52
表4-11	有效樣本的婚姻狀況資料………………………………………	52
 
表4-12	有效樣本的職業資料……………………………………………	53
表4-13	有效樣本的每月所得資料………………………………………	54
表4-14	本研究各構面之Cronbach's α………………………………	56
表4-15	結構方程式之參數說明…………………………………………	60
表4-16	整體配適度衡量結果……………………………………………	63
表4-17	基本配適度指標分析結果………………………………………	65
表4-18	模型之研究假說與驗證結果……………………………………	66
表4-19	路徑效果分析……………………………………………………	69

 
圖目錄
圖1-1	研究流程…………………………………………………………	10
圖2-1	理性行為理論(TRA)架構圖………………………………………	24
圖2-2	科技接受模式理論(TAM)架構圖…………………………………	27
圖3-1	本研究觀念架構…………………………………………………	31
圖4-1	本研究的線性結構圖……………………………………………	59
圖4-2	本研究線性結構路徑關係圖……………………………………	67

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