近年來網際網路普及，台灣上網人口已超過80%，造就網路購物市場的良好成長環境，台灣的購物網站市場逐漸成熟。購物網站的方便比價，及商品取得的便利性，都是消費者使用之原因。近年有一種新興電子商務模式快速成長：團購網站。團購網站販售之商品，及消費者使用動機與一般購物網站相比不盡相同，本研究希望透過同時探討兩類網站的消費者行為，瞭解兩類型網站的異同點。
本研究以心理學S-O-R(stimulus-organism-response)模型作為基本架構，探討購物網站與團購網站的消費者行為。試圖瞭解網站刺激(網站特性和知覺公平)、消費者內在狀態(信任和不信任)，以及消費者行為(購買意願和網站黏著度)間之關係。並驗證購物動機對網站特性與信任和不信任間關係的干擾效果，及心流體驗對於信任和不信任與購買意願和網站黏著度間關係的干擾效果。本研究透過線性結構模式(linear structural relationship; LISREL)驗證模型與樣本的適配度，並驗證各變數間關係。干擾效果則使用SPSS 19進行層級迴歸分析。
研究結果指出，網站特性與知覺公平各構面中，部份為信任之前置因素，部份為不信任之前置因素，部份對兩者皆有影響，說明信任與不信任有著不同之前置因素，應為兩個不同構面。此外，對消費者而言，信任與不信任可以同時存在。信任與不信任對購買意願及網站黏著度有不同程度影響，信任對兩者之正面影響皆顯著，不信任則對網站黏著度沒有顯著負面影響。依消費者動機將樣本分群比較後發現，不同購物動機之消費者，其信任與不信任之前置因素亦不同。而消費者一旦沉浸於心流體驗，將使不信任對購買意願之負面效果降低，並使信任對購買意願之正面效果加強。最後，網站黏著度對消費者購買意願有顯著影響。然而，即使消費者不信任網站，雖會降低購買意願，但仍可能持續使用，此一現象顯示，網站黏著度並非消費者進行購買行為之保證，管理者應注意網站流量之迷思。

Shopping websites are now prosperous in Taiwan. Recent years, there’s a new kind of online shopping website, called “Group buying website”. Some reports indicate that the product and motive of consumers are different between general shopping websites and group buying wesites. Present study is trying to investigate whether the consumer behavior between these two category of websites are different.
This study constructs our framework based on S-O-R model (stimulus-organism-response). We introduced website characteristics and perceived justice as stimuli, trust and distrust as organism, purchase intension and website stickiness as response. We attempt to investigate the relationships among the variable mentioned above, also, we introduced two moderating factors, which is shopping motivation and flow experience, to see if the relations between those S-O-R variables changed in different condition. We use LISREL (linear structural relationship) to validate our model and estimate the relations between variables, and verifying the moderating role of shopping motivation and flow experience by stepwise regression.
A web-based survey was conduct during April, 2012. 598 respondents were sampled, 578 valid samples were collected. Results indicate that some factor of website characteristics and justice are antecedents of trust, some are antecedents of distrust, shows that antecedents of trust and distrust are different. Trust can increase purchase intension and stickiness, but distrust only decreases purchase intension, this result shows the consequences of trust and distrust are different, these result above indicate that trust and distrust are distinct construct. For consumer who has different motivation, the antecedents of trust and distrust are not the same. If consumer experience flow on website, the negative effect of distrust on purchase intension will be buffered, and the positive effect of trust on purchase intension will be enhanced. Stickiness will increase purchase intension, but even consumer distrust a website, he/she may visit that site as well, this tell us to interprete website traffic with caution.

表目錄	iv
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	6
第三節　研究流程	8
第二章　文獻探討	9
第一節　S-O-R架構	9
第二節　刺激	12
第三節　有機	23
第五節　購物動機與心流	29
第三章　研究架構與假說推論	34
第一節　研究架構	34
第二節　研究假說	36
一、網站特性與信任及不信任間之關係	36
二、消費者知覺公平對信任與不信任間之關係	41
三、消費者購物動機干擾網站特性與信任及不信任之關係	42
四、信任和不信任以及消費者購買意願	44
五、信任和不信任以及消費者網站黏著度	45
六、心流體驗對信任及不信任與消費者購買意願/網站黏著度間之關係的影響	46
七、網站黏著度與購買意願間之關係	48
第三節　變數定義與衡量	49
一、網站特性	49
二、知覺公平	52
三、信任	53
四、不信任	53
五、購買意願	54
六、網站黏著度	54
七、購物動機	55
八、心流體驗	55
第四章　資料分析	56
第一節　敘述性統計分析	56
第二節　信效度分析	60
一、信度分析	60
二、內容效度	60
三、收斂效度	60
四、區別效度	68
五、同源偏誤檢測	69
第三節　LISREL模型適配度與路徑分析	70
第四節　干擾效果	75
一、購物動機干擾效果	75
二、心流體驗對購買意願干擾效果	82
三、心流體驗對網站黏著度干擾效果	84
第五節　研究假說驗證結果	86
第五章　結論與建議	87
第一節　研究結論	87
第二節　管理意涵	92
第三節　研究限制與後續研究建議	95
參考文獻	98
中文部份	98
英文部份	98
附錄 – 研究問卷	110

表目錄
表1 S-O-R架構應用於一般與線上零售環境文獻整理 ........................................ 10
表2 網路購物網站設計相關文獻整理 .................................................................. 13
表3 應用公平理論的買賣關係以及電子商務環境文獻整理 .............................. 20
表4 信任與不信任文獻整理 .................................................................................. 25
表5 網站黏著度相關文獻 ...................................................................................... 27
表6 目標導向行為與體驗性導向行為之區別 ...................................................... 29
表7 心流相關研究整理 .......................................................................................... 31
表8 網站特性衡量問項 .......................................................................................... 49
表9 知覺公平衡量問項 .......................................................................................... 52
表10 信任衡量問項 ................................................................................................ 53
表11 不信任衡量問項 ............................................................................................ 53
表12 購買意願衡量問項 ........................................................................................ 54
表13 網站黏著度衡量問項 .................................................................................... 54
表14 購物動機衡量問項 ........................................................................................ 55
表15 心流體驗衡量問項 ........................................................................................ 55
表16 樣本基本資料分佈情形 ................................................................................ 56
表17 網站特性因素負荷量 .................................................................................... 61
表18 公平構面因素負荷量 .................................................................................... 63
表19 信任與不信任因素負荷量 ............................................................................ 65
表21 購物動機與心流因素負荷量 ........................................................................ 67
表22 各變數間標準化相關係數 ............................................................................ 68
表23 網站特性於高目標動機且高體驗性動機消費者中對不信任之影響 ........ 72
表24 網站特性於團購網站消費者中對不信任之影響 ........................................ 73
表25 購物動機四象限分析 .................................................................................... 75
表26 網站特性於目標導向消費者中對信任與不信任之影響 ............................ 76
表27 網站特性於體驗性消費者中對信任與不信任之影響 ................................. 77
表28 購物網站樣本之購物動機四象限分析 ........................................................ 79
表29 團購網站樣本之購物動機四象限分析 ........................................................ 79
表30 網站類型與消費者購物動機交叉表分析 .................................................... 80
表31 信任與不信任四象限分析 ............................................................................ 80
表32 單向卡方檢定結果 ........................................................................................ 81
表33 心流體驗對購買意願干擾效果 .................................................................... 82
表34 心流體驗對網站黏著度干擾效果 ................................................................ 84
表35 假說驗證結果摘要表 .................................................................................... 86

圖目錄
圖1 研究流程圖 ........................................................................................................ 8
圖2 本研究架構 ...................................................................................................... 35
圖3 理論架構路徑分析 .......................................................................................... 70
圖4 不同心流程度對不信任與購買意願關係影響之斜率比較圖 ...................... 83

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