隨著網路普及，以及全球上網人口數持續增加，在全球景氣不甚理想的情況下，網路市場持續的蓬勃發展。根據台灣資策會產業情報研究所MIC估計，台灣線上購物市場規模在2013年將突破5000億元新台幣。另創市際市場研究針對台灣網友上網行為調查研究顯示，網路購物已成為台灣網民主要線上活動之一。在台灣B2C市場佔總規模六成，其中有近八成以「開店平台」為網商店經營類型，顯見在台灣B2C網購商城購物模式普遍為一般民眾購物管道。
因此網購商城業者需提升消費者在網購商城購買意圖，了解消費者使用網購商城購物的關鍵因素，提升經營的競爭優勢。據此，本研究的目的有三：
1.	探討台灣消費者對網購商城的態度是否會影響網購意圖的發生。
2.	探討台灣消費者，對於知覺到的網購商城之服務品質有形性、可靠性及反應性是否會影響網購態度及網購意圖。
3.	探討知覺犧牲是否對台灣消費者的網購態度及網購意圖有所影響
經由問卷回收後之資料分析，本研究結果為：
1.	在台灣網購商城市場中，消費者的網購態度對網購意圖有正面且顯著的影響。
2.	在台灣網購商城市場中，消費者知覺到的有形性、可靠性對於網購態度及網購意圖都有正面的影響力。而反應性對於網購態度及網購意圖且無影響力。
3.	台灣網購商城市場中，消費者的知覺犧牲會經由網購態度影響網購意圖，且對網購意圖有直接影響。

With internet popularized and the continuous enhancement of internet use in worldwide population, even though global economy growth is not as market expectation, the network business is still boosted dramatically. According to Taiwan Institute for Information Industry Intelligence MIC estimation, the value of online shopping business will be over 500 billion NTD in 2013. Another research with regard to online behaviors among Taiwan internet users indicates that online shopping becomes one of the major activities in the internet use. In Taiwan, B2C market occupies 60% of online shopping market. And the business working model among 80% of B2C market belongs to ‘Open Platform’. Obviously, B2C online shopping becomes a general shopping method in Taiwan.
  So the managers of online shopping mall need to enhance the consumer purchase intention in online shopping mall, online shopping consumers to understand the key factors shopping mall, improve business competitive advantage. The research wants to find out that the impact of SERVQUAL and perceived sacrifice on the internet consumer behavior.
  There are three findings from this research: (1) In Taiwan online shopping mall market, the consumers' attitudes will impact on its purchase intension. (2) In Taiwan online shopping mall market, tangible and reliability for online shopping mall attitudes and purchase intention have a positive influence. (3) In Taiwan online shopping mall market, consumers perceived sacrifice will influence purchase intention through online shopping mall attitudes, and on purchase intentions have a direct impact.

目錄
目錄…………………………………………………………………………………………………….	Ⅰ
表目錄…………………………………………………………………………………………………	Ⅲ
圖目錄…………………………………………………………………………………………………	Ⅳ
第一章　續論	
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………………………………………………………………………………	5
第五節　研究流程………………………………………………………………………………	6
第二章　文獻回顧	
第一節　網路購物發展及定義……………………………………………………………..	7
第二節　知覺服務品質………………………………………………………………………..	14
第三節　知覺犧牲、網購態度、網購意圖……………………………………………	18
第三章　研究設計	
第一節　觀念架構………………………………………………………………………………	20
第二節　研究假說………………………………………………………………………………	21
第三節　研究變數、操作性定義與衡量題項………………………………………..	23
第四節　研究設計………………………………………………………………………………	28
第五節　資料分析方法………………………………………………………………………..	29
第四章　資料分析結果	
第一節　敘述性統計分析……………………………………………………………………	32
第二節　網購商城相關消費行為…………………………………………………………	38
第三節　信度分析……………………………………………………………………………….	42
第四節　結構方程模式分析…………………………………………………………………	44





第五章　研究結論與發現	
第一節　研究結論………………………………………………………………………………	55
第二節　研究發現………………………………………………………………………………	57
第三節　研究限制與未來研究建議………………………………………………………	61
參考文獻	
中文部分……………………………………………………………………………………………..	62
英文部分……………………………………………………………………………………………..	63
附錄　研究問卷………………………………………………………………………………	70

 
表目錄
表1-1 台灣網購市場成長率……………………………………………………………….	2
表2-1 Kalakota&Whinston對電子商務的定義彙整表…………………………	8
表2-2 電子商務特性之彙整表……………………………………………………………	9
表2-3網路購物相關文獻……………………………………………………………….……	11
表2-4服務品質構面比較表…………………………………………………………………	15
表2-5 SERVQUAL量表衡量構面及組成問項一覽表………………………………	16
表2-6 e-SERVQUAL 量表……………………………………………………………………	17
表3-1有形性之操作性定義與衡量題項………………………………………………	23
表3-2可靠性之操作性定義與衡量題項………………………………………………	24
表3-3反應性之操作性定義與衡量題項………………………………………………	24
表3-4知覺犧牲之操作性定義與衡量題項……………………………………………	25
表3-5網購態度之操作性定義與衡量題項……………………………………………	26
表3-6網購意圖之操作性定義與衡量題項……………………………………………	27
表3-7 問卷回收情況…………………………………………………………………………..	28
表3-8 整體配適度指標與理想準則……………………………………………………..	30
表4-1 有效樣本之性別分佈情形…………………………………………………………	32
表4-2 有效樣本之年齡分佈情形…………………………………………………………	33
表4-3 有效樣本之教育程度分佈情形…………………………………………………	34
表4-4 有效樣本之婚姻狀況資料…………………………………………………………	35
表4-5 有效樣本之職業類別分佈情形…………………………………………………	36
表4-6 有效樣本之每月平均所得分佈情形…………………………………………	37
表4-7 有效樣本之聽過的網購商城分佈情況………………………………………	38
表4-8 有效樣本之瀏覽過的網購商城分佈情形……………………………………	38
表4-9 有效樣本之一周瀏覽網購商城時數分佈情形……………………………	39
表4-10 有效樣本之過去一年的網購次數分佈情形………………………………	39
表4-11 有效樣本之最常購買的商品種類前兩名分佈情形……………………	40
表4-12 有效樣本之平均每次購買金額分佈情形…………………………………	40
表4-13 有效樣本之較常使用的付款方式分佈情形………………………………	41
表4-14 本研究各構面之Cronbach's α……………………………………………	42
表4-15 結構方程式之參數說明………………………………………………………...	46
表4-16 整體配適度衡量結果………………………………………………………………	48
表4-17 衡量模式之評估……………………………………………………………………..	49
表4-18 整體研究假說與驗證結果………………………………………………………	52
表4-19 本研究之因子對於網購意圖的直接、間接影響效果彙整…………	54
 
圖目錄
圖1-1 研究流程圖………………………………………………………………………………	6
圖3-1 本研究觀念架構……………………………………………………………………….	20
圖4-1 本研究的線性結構圖………………………………………………………………..	45
圖 4-2 整體結構關係路徑分析圖………………………………………………………..	53

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