論文提要內容：
    台灣近幾年來線上購物的人口與市場呈現大幅的成長狀態，線上購物已經成為消費者在實體通路外的另一種選擇。根據資策會調查數據指出2004年B2C電子商務市場規模約為新台幣347.2億元，較2003年的220.9億元成長57.2％，而2005年台灣電子商務市場規模約新台幣598億元，較2004年的347.2億元成長72.2％，而今年台灣B2C的市場規模可望上看新台幣893億元，較去年成長近五成，有機會持續突破營收高點。但由於電子商店的進入門檻較低，近幾年無論是大公司或是個體戶，都紛紛投入虛擬的電子商店這塊市場。有鑑如此，本研究是幫助企業在經營電子商店時要如何留住顧客或是吸引新的顧客以維持利。本研究以有網路購物經驗者作為調查對象，並透過網路來發放問卷。本研究欲探討網路購物商店的特性和購物者的特徵是否會影響消費者對於該網路商店的態度與購買意願。且主要以結構方程式（structural equation modeling, SEM）進行資料分析，研究分析結果發現描述如下：
1.顧客對於網路購物商店的特性與線上購物的態度之間的關係是正向影響。
2.線上購物的態度也對該網路商店的購買意願則有正向的影響。
3.購物者的特徵對於線上購物之使用的態度呈現正向的影響。

Abstract of the Thesis：

It is a growing trend in the Taiwan’s internet shopping market that has become an alternative for consumers when making purchase decisions. According to the 2004 statistics made by the Institute for Information Industry, Business to Customer (B2C) electronic business market has been hit at a scope of NT 37.2 billion Dollars. In comparison with NT 22.09 billion Dollars in 2003, it has been grown by 57.2 %. The electronic business market in 2006 has been estimated positively to be reached at NT 89.3 billion Dollars, a 50-per-cent growth comparing to the previous year with a chance to grow even higher than expected.

However, due to the low entry requirement, no matter it is a big enterprise or small one, there is a huge flow into this virtual business market. Therefore, the purpose of this is research to provide know- how and strategies to those interested in operating electronic virtual shops. 

This research has been conducted on the basis of questionnaires collected by people having experiences on internet shopping in order to analyze whether consumers’ attitude and purchase intent have been influenced by characteristics of internet shops and user shopping traits. The use of structural equation modeling (SEM) is the main research method to conduct the analysis of information and has yielded the followings results:

1.Consumers’ attitude have been found positively influenced by characteristics of internet shops and user shopping traits
2.The attitude of on-line shopping has a positive affect towards purchase intent.
3.User shopping traits has moved positively towards the attitude of the use of internet shopping.

目  錄
目錄…………………………………………………………………… 1表目錄…………………………………………………………………Ⅱ
圖目錄…………………………………………………………………Ⅲ
第一章	緒論…………………………………………………………………1
第一節	研究背景與動機………………………………………………………1
第二節	研究目的與研究問題…………………………………………………2
第三節	研究重要性……………………………………………………………3
第四節	研究範圍與對象………………………………………………………3
第五節	研究流程………………………………………………………………4
第二章	文獻探討……………………………………………………………5
第一節	電子商務……………………………………………………………… 5
第二節	網路購物商店的特性…………………………………………………10
第三節	購物者的特徵…………………………………………………………17
第四節	態度……………………………………………………………………17
第五節	購買意願………………………………………………………………21
第三章  研究方法……………………………………………………23
第一節	研究架構………………………………………………………………23
第二節	研究假說………………………………………………………………24
第三節	研究變數之定義與衡量………………………………………………26
第四節	問卷設計與預試………………………………………………………33
第五節	正式調查………………………………………………………………37
第六節	資料分析………………………………………………………………37
第四章  資料分析與討論……………………………………………42
第一節	樣本描述………………………………………………………………42
第二節	信度分析………………………………………………………………46
第三節	結構方程式模式分析…………………………………………………48
第四節	整體模式之評估………………………………………………………52
第五章	結論與建議…………………………………………………56
第一節  研究結果 ……………………………………………………………56
第二節  研究發現 ……………………………………………………………57
第三節  研究限制與未來研究建議 …………………………………………58
參考文獻………………………………………………………………61
附錄一研究問卷………………………………………………………61

表目錄
表2-1-1電子商務的演進…………………………………………………………6
表2-1-1電子商務的演進（續)………………………………………………… 7
表2-1-2電子商務的定義與內容…………………………………………………7
表2-1-2電子商務的定義與內容（續）…………………………………………8
表3-3-1系統品質之變數定義與衡量………………………………………… 27
表3-3-2顧客支援服務之變數定義與衡量 ……………………………………28
表3-3-3購物商場的辨認之變數定義與衡量 …………………………………29
表3-3-4安全之變數定義與衡量 ………………………………………………30
表3-3-5追求快樂主義的特徵之變數定義與衡量 ……………………………30
表3-3-6追求快樂主義的特徵之變數定義與衡量 ……………………………31
表3-3-7態度之變數定義與衡量 ………………………………………………32
表3-3-8購買意願之變數定義與衡量 …………………………………………32
表3-4-1前測各研究變項之信度α值彙總表…………………………………36
表3-6-1其他指標及判斷標準 …………………………………………………41
表4-1-1樣本描述 ………………………………………………………………43
表4-1-2實際線上購物經驗之基本資料 ………………………………………45
表4-1-2實際線上購物經驗之基本資料（續） ………………………………46
表4-2-1複測各研究變項之信度α值彙總表…………………………………47
表4-3-2結構方程式模式之參數說明 …………………………………………50
表4-3-2結構方程式模式之參數說明（續1）…………………………………51
表4-3-2結構方程式模式之參數說明（續2）…………………………………52
表 4-4-1整體模式之配適度評估 ………………………………………………53
表 4-4-2研究假說驗證結果 ……………………………………………………54
表 4-4-3路徑效果之說明 ………………………………………………………55











圖目錄
圖1-5-1本研究之研究流程圖…………………………………………………… 4
圖2-4-1態度的三個組成要素……………………………………………………18
圖2-4-2信念、情感、行為意圖與行為間之關係………………………………19
圖2-4-3信念、情感、行為意圖與行為間之關係………………………………19
圖2-5-1消費者決策程序模式……………………………………………………22
圖3-1-1本研究之概念架構………………………………………………………23
圖4-3-1本研究整理模式之線性結構關係圖……………………………………49
圖4-4-1路徑分析圖………………………………………………………………54

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