台灣網路購物市場經過了2009年金融風暴後，仍然以可觀的速度持續成長，但近年來網際網路上的詐騙、入侵、病毒破壞、資料竊取等資訊安全事故及以及售後服務與退貨保證等問題一再發生，讓消費者感承受到不少網路購物的風險。本研究探討消費者採行網路購物行為時的知覺風險及購買後的顧客滿意度，以台灣在網路購物3C的消費者為研究對象，用網路問卷的方式進行實證分析，共收集140份有效問卷，以SPSS進行統計分析，獲得以下幾點結論：1.消費者特性中對知覺風險有顯著關係，尤其以教育程度對隱私安全風險及內在環境特性對財物及功能風險最為明顯。2.知覺風險中的隱私安全風險對網路購物行為具有顯著的負相關。3.顧客滿意度為顧客忠誠度前因變項具有顯著的正相關。

After 2009 the Global Financial Storm, the internet shopping market still continually grew by the considerable speed, but in recent years, Internet cheating, invasion, viral destruction, data steals and information security accidents, questions about produce services and returned goods guarantee are occurs repeatedly, let the consumer feel risky about internet shopping.
This study discusses the consumer internet shopping behaviour, perceived risk and customer satisfaction, take 3C internet shopper in Taiwan as the object of study, analysis with the network questionnaire, altogether collects 140 effective questionnaires and statistical analysis by SPSS, obtains following several conclusions: In the consumer characteristic has the remarkable relations to perceived risk, especially the education level is most obvious to the privacy security risk and the intrinsic environment characteristic to the belongings and the function risk.2. In perceived risk, privacy risk has the remarkable inverse correlation to the internet shopping behavior.3. The customer satisfaction has the remarkable positive correlation for the customer loyalty.

摘 要 I
ABSTRACT II
謝 誌 III
目 錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 相關理論與文獻回顧 6
第一節 網路購物消費者特性 6
第二節 網路購物行為 10
第三節 知覺風險 13
第四節 顧客滿意度 17
第五節 顧客忠誠度 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 24
第三節 研究變數與操作定義 26
第四節 問卷設計與抽樣方法 30
第五節 研究分析方法 30
第四章 資料分析結果與討論 32
第一節 問卷資料敘述統計資料分析 32
第二節 信度分析 38
第三節 卡方獨立性檢定、T檢定、變異數分析、相關分析 38
第四節 迴歸分析 53
第五章 結論與建議 55
第一節 結論 55
第二節 建議 57
第三節 後續研究之建議 58
參考文獻 59
附錄 67
表目錄
表1-1-1 2009年台灣十大網購商品 ........................................................... 2
表2-1-1 影響消費者購買決策過程因素 ................................................... 8
表2-3-1 國內外學者網路購物知覺風險衡量構面表 ............................. 16
表3-3-1 消費者特性之操作型定義及衡量變項 ..................................... 26
表3-3-2 網路購物行為之操作型定義及衡量變項 ................................. 27
表3-3-3 知覺風險之操作型定義及衡量變項 ......................................... 28
表3-3-4 顧客滿意度之操作型定義及衡量變項 ..................................... 29
表3-3-5 顧客忠誠度之操作型定義及衡量變項 ..................................... 29
表4-1-1 有效樣本最常去之購物網站 ..................................................... 32
表4-1-2敘述分析人口統計表 .................................................................. 33
表4-1-3敘述分析人口統計之外在環境資料統計表 .............................. 35
表4-1-3敘述分析網路購物行為統計表 .................................................. 37
表4-3-1網購頻率與性別交叉表 .............................................................. 39
表4-3-2網購頻率與年齡交叉表 .............................................................. 40
表4-3-3網購頻率與職業別交叉表 .......................................................... 40
表4-3-4網購頻率與教育程度交叉表 ...................................................... 41
表4-3-5網購頻率與月帄均收入交叉表 .................................................. 41
表4-3-6網購消費額度與性別交叉表 ...................................................... 42
表4-3-7網購消費額度與年齡交叉表 ...................................................... 42
表4-3-8網購消費額度與職業別交叉表 .................................................. 43
表4-3-9網購消費額度與教育程度交叉表 .............................................. 43
表4-3-10網購消費額度與月帄均收入交叉表 ........................................ 44
表4-3-11網購頻率與網路使用年齡交叉表 ............................................ 45
表4-3-12網購頻率與每周上網頻率交叉表 ............................................ 45
表4-3-13網購頻率與每次上網時間 ........................................................ 46
表4-3-14網購頻率與瀏覽網路商店頻率交叉表 .................................... 46
表4-3-15網購消費額度與網路使用年齡交叉表 .................................... 47
表4-3-16網購消費額度與每周上網頻率交叉表 .................................... 47
表4-3-17網購消費額度與每次上網時間交叉表 .................................... 48
表4-3-18網購消費額度與瀏覽網路商店頻率交叉表 ............................ 48
表4-3-19性別對各構面之T檢定 ............................................................ 49
表4-3-20消費者特性與各構面ANOVA分析 ........................................ 50
表4-3-20消費者特性與各構面ANOVA分析(續) ................................. 51
表4-3-21教育程度對隱私風險帄均數表 ................................................ 51
表4-3-22瀏覽網路商店頻率對再購意願帄均數表 ................................ 52
表4-3-23 內在環境與知覺風險PEARSON相關分析表 ........................... 52
表4-3-24內在環境與顧客滿意度、忠誠度PEARSON相關分析表 ....... 53
表4-4-1購物行為與各構面之迴歸分析 .................................................. 54
表5-1-1研究假設檢定結果 ...................................................................... 55
表5-1-1研究假設檢定結果(續) ............................................................... 56
圖目錄
圖1-3-1研究架構流程圖 ............................................................................ 5
圖2-1-1 消費者特性 .................................................................................... 6
圖2-5-1顧客忠誠度整合性架構 .............................................................. 21
圖3-1-1 研究架構 ...................................................................................... 23

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