Nelson(1970) Kiang(2000)

............................................. 1

............................................1
............................................4
............................................6
............................................7
............................................9

........................................ 11

.............................11
...................16
...........................................23
.......................................30

........................................ 32

...........................................32
...........................................35
...................................41
...........................................45
...........................................47
.......................................48

........................................ 50

.....................................50
...........................................53
...................................53
...............56
.................................59
.......................59
.......................................62
.......................................64

...................................... 80

...........................................80
...........................................84
...........................................87
- III -

.................................88

................................................ 90

90
91

........................................ 97
........................................ 99

- IV -

2-1: ..........................................22
2-2: ..........................................26
3-1: ..........................................39
4-1: ............................................51
4-2: ..........................................53
4-4: ..................57
4-5: ......................58
4-8: ....................................59
4-9:.60
4-10:..................61
4-11: .................................62
4-12: .......................63
4-13: .........................................64
4-14:......65
4-16: T 66
4-17:......68
4-18: T ..................68
4-19: T 69
4-20:......70
4-21: T ..................71
4-22: T 71
4-23:......73
4-24: T ..................73
-V-

4-25: T 74
4-26:......75
4-27: T ..................76
4-28: T 76
4-29:......77
4-30: T ..................78
4-31: .................................79

- VI -

1-1 ..................................2
1-2 ..................................2
1-3 ..................................3
1-4 ..............................................9
2-1 .........................................13
2-2 ...................................14
2-3 .................................16
2-4 .....................................29
3-1 ...........................................34
3-2 .......................................40

- VII -

1991 National Science Foundation,

NSF

Phau and Poon(2000)

MIC 1999 203
1% 56%(CAGR)
2004 1,845 8%
1-1,2000

-1-

184.5

200
143.8

150
101.1

100
50
0

64.2
20.3

38.8

1999 2000 2001 2002 2003 2004

1-1
MIC ITIS 2000 1
1997 3.6 1999
16.3 430 ,2000

1-2

1,634

2000
1500

1000

631
360

500
0

1997

1998

1999

1-2
MIC ITIS 2000 1
-2-

(2000)
70%

1-3

...

5%

E-mail

5%
20%

70%

0%

20%

40%

60%

80%

10%

SET

2%
2%
8%
10%
13%
15%

40%

SSL

0%

10%

20%

30%

40%

1-3
MIC ITIS 2000 1

-3-

marketspace

World Wide WebHypermedia

Computer-mediated Environment, CME
(Rayport & Sviokla,1994)

InfoBeads 2000

International Data Corporation2000 2001

2002
Forrester Research2000
2000 2001 2004
1840

-4-

AmerzonYahoo
2000 3 Nasdaq

Bill Gates
(eBNews,2000)

Simeon(1999)

Johnston and Johal(1999)

Phau and Poon(2000) Peterson et al.(1997)

-5-

Eastlick and Lotz(1999)

Li et al.(1999)
Ward and Lee(2000)
Peterson et
al.(1997)Phau and Poon(2000)

-6-

(business to customer)
(World Wide Web)

Li et al.(1999) Eastlick and Lotz(1999)

-7-

-8-

1-4




pilot
test

1-4
-9-

- 10 -

Haynes(1995)Electronic Commerce
Segev et al.(1995)

Whinston, Stable and Choi1997

Kestenbaum and Straight1996

electronic funds transfer
EDI1997

- 11 -

Kalakota and Whinston1997

Kosiur(1997)

Bloch et al.(1996)

2-1

- 12 -

2-1
Michael Bloch,Yves Piigneur and Arie Seggev ,On the Road
of Electronic Commerce: A Business Value Framework. Gaining Competitive
Advantage and Some Research Issues,1996.

business to
business business to customer
intra-organization (Applegate et
al.,1996)Shaw,Gardner and Thomas(1997)
1.--
2.--
3.--
(1999)

Extranet
Internet

- 13 -

Intranet 2-2

Extranet

Intranet

Internet

2-2
1999

- 14 -

/
CD-ROM Lisanti(1995) Robins(1994)

Rogers(1983)

Shim and Drake(1990)

Shim and Mahoney(1991)

Kotler(1997)

- 15 -

2-3
World Wide Web

2-3
1997P.26
Deighton(1996)

- 16 -

Bellenger
and Goldstucker(1983)Berman
and Evan(1995)Ward and
Lee(2000)

(1996)

Donthu and
Garcia(1999)

Ward and Lee(2000)

James
Cunningham(1987)

- 17 -

Gehrt
Carter(1992)

Eastlick and Lotz(1999)

(Hawkin,1995)Li et al.(1999)

Sheth and Parvatiyar(1995)

Swaminathan et al.(1999)
Li et al.(1999) Eastlick and Lotz(1999)

Stone(1954)

Economic Consumer
Personalizing Consumer
Ethical Consumer
Apathetic Consumer

- 18 -

Williams et al.(1978)
Involved Shopper
Convenience
ShopperPrice ShopperApathetic
Shopper

Bellenger et al.(1977)

Convenience ShopperRecreational Shopper

Bellenger and Korgaonkar(1980) Bellenger et al.(1977)

Convenience

- 19 -

Recreational

Westbrook and Black(1985)

Bellenger et al(1977) Bellenger and Korgaonkar(1980)

Recreational Shoppers

Lumpkin et al.(1986)
1.Inactive Inshoppers2.Active
Outshopper3.Thrifty Innovators

Li et al.(1999)

- 20 -

Convenience
Orientation Experience Orientation
Recreational Orientation
Price Orientation

Eastlick and Lotz(1999)

Recreational OrientationConvenience
Orientation
Planning Orientation
Economic
Orientation
Brand Orientation
Li et al.(1999)

2-1

- 21 -

2-1:

Economic Consumer

Stone(1954)

Personalizing Consumer
Ethical
ConsumerApathetic Consumer

Bellenger et
al.(1977)

Convenience Shopper

Bellenger and

Recreational Shopper

Korgaonkar(1980)
Williams et
al.(1978)

Involved Shopper
Convenience Shopper Price
ShopperApathetic Shopper

Westbrook and
Black(1985)

Lumpkin et
al.(1986)

Inactive Inshoppers

Active OutshopperThrifty
Innovators
Convenience Orientation

Li et al.(1999) Experience Orientation

Recreational
OrientationPrice Orientation
Recreational Orientation
Eastlick and

Convenience OrientationPlanning

Lotz(1999)

OrientationEconomic Orientation
Brand Orientation

- 22 -

Kotler(1997)

1923 Copeland

Nelson(1970)1.
experience good
2.search good

Darby
and Karni(1973)
credence good
Norton and Norton(1988) Nelson(1970)

Smith
and Park(1992)
Liebermann and
Flint-Goor(1996)
- 23 -

Ratchford(1987)/Think/Feel

Aaker(1997)
Ratchford(1987)

Peterson et al.(1997)
1.Cost and frequency of
Purchase
2.Value Proposition
3.Degree of
Differentiation 20

Phau and Poon(2000) Peterson et al. (1997)

1.
2.
3.

Phau and Poon Peterson et al.(1997)

Phau et al.
- 24 -

Peterson et al.(1997)

Peterson et al.(1997)Phau and Poon

Peterson et al. (1997)

Phau et al. Simeon(1999)

Johnston and Johal(1999)

Kiang et al.(2000)search
goodsexperience goods

2-2

- 25 -

2-2:

Nelson(1970)
Smith and
Park(1992)
Kiang et

experience goods
search
goods

al.(2000)
Darby and
Karni(1973)

Ratchford(1987) /Think/Feel
Norton and
Norton(1988)

Liebermann and
Flint-Goor(1996)
Aaker(1997)

Peterson et al. Cost and frequency of Purchase

(1997) Phau and Value Proposition
Degree
Poon(2000)

of Differentiation

- 26 -

Reynolds et al(1977) Akaah and Korgaonkar(1989)

Eastlick and Lotz(1999)

Kiang et al.(2000)
Peterson et al. (1997)
Phau and Poon(2000)

Stern(1996)
Lohse et al.(1998)

(1998)

Peterson et al.(1997)1.
2.3.

Peterson 1.

2.
(1995)1.
2.

- 27 -

3.
4.
5.6.
(1999)
1.2.
3.

4.
Donthu and Garcia(1999)

Phau and Poon(2000)

MIC 2000
54%
13%3C 10% CD
2002
2-4

- 28 -

1999

4%

3C
10%

CD
2%
3%

/
3%

1%

2%

12%

44%

19%

2002

12%

4%

1%

3C
10%

3C

3%

CD
2%
/
3%

1%

18%

3C

CD
/

2%

44%

CD
/

2-4
MIC ITIS 2000 1
CD3C

- 29 -

Smith(1956)--

Mccarthy(1981)
Homogenous Market
Kolter(1997)

Kolter 1.

2.
3.

Haley(1968) Descriptive
FactorsCausal Factors

Frank, Massy and Wind(1972)

General Customer Characteristics

- 30 -

Situation-Specific Customer Characteristics

Demographics
Socio-Economic

PersonalityLife Style

Plummer(1974)
People-OrientedProduct-Oriented

Kotler(1997)1.Geographic
Variables 2. Demographic Variables 3.
Psychographic Variables4.Behavior Variables

- 31 -

Business to Customer
World Wide WebWWW

/
CD-ROM

Nelson(1970)
1.experience goods
2.search goods

- 32 -

Smith and Park(1992)

Kiang et al.(2000)Convenience
goodsShopping goodsSpecialty goods
Unsought goodsNondurable goods
Durable goodsService

Kiang et
al.(2000)
Li et al.(1999)
--
Eastlick and Lotz(1999)

Li et al.(1999) Eastlick and Lotz(1999)

Eastlick
and Lotz(1999)

- 33 -

3-1

3-1

- 34 -

Eastlick and Lotz(1999)

Peterson et al.(1997)
Phau and Poon (2000)

Donthu and Garcia (1999)

brand
consciousness
Ward and Lee(2000)

- 35 -

H1a

H1b

Reynolds(1974)

Hoffman and Novak(1997)

Croft (1998)

Donthu and Garcia (1999)

Eastlick and Lotz(1999)

H2a

H2b

Gehrt and Carter(1992)

- 36 -

(Shim and Drake,1990;Gehrt and Carter,1992) Donthu and

Gilliland(1996)
Hoffman and Novak(1997)
(in
flow) Eastlick and
Lotz(1999)

H3a

H3b

Berkowitz et al. (1979)

Darian(1987)
--

Cox and Rich(1964)Jame and Cunningham(1987) Eastlich and

Feinberg(1999)

Burke(1997)

Eastlick and Lotz(1999)

Donthu and Garcia(1999)

- 37 -

Phau and Poon (2000)

H4a

H4b

Martin(1971) Seitze(1988)
Gehrt and Carter(1992)
Mcdonald(1993)
Donthu and Gilland(1996)

Hoffman and Novak(1997)

Donthu and
Garcia(1999)Eastlick
and Lotz(1999)

H5a

H5b

- 38 -

3-1
3-2
3-1:

H1a

H1b
H2a

H2b
H3a

H3b
H4a

H4b
H5a

H5b

- 39 -

H1H2H3H4H5

3-2

- 40 -

1
Eastlick and Lotz(1999) Brand
Orientation

Eastlick and Lotz(1999)

Donthu and Garcia(1999)

2
Eastlick and Lotz(1999) Planning
Orientation

Eastlick and Lotz(1999)

- 41 -

Donthu and
Garcia(1999)

3
Eastlick and Lotz(1999)Recreational
Orientation

Eastlick and Lotz(1999)

Donthu and Garcia(1999)

4
Eastlick and Lotz(1999)Convenience
Orientation (Eastlick and
Lotz,1999)
Eastlick and Lotz(1999)
Donthu and Garcia
1999

- 42 -

5
Eastlick and Lotz(1999) Planning
Orientation

Eastlick and Lotz(1999)

Strader and Shaw1999
Donthu and Garcia1999

Nelson(1970)

CD3C

MIC
3C
PDACD

- 43 -

/
CD-ROM .
/
Leo et al.2000

Phau and
Poon2000

- 44 -

Nelson(1970)
Donthu and
Garcia(1999)Phau and Poon(2000) MIC2000
34

Eastlick and Lotz(1999)Donthu and Garcia(1999)

Strader and Shaw(1999)

- 45 -

9 1~6
7~9

- 46 -

PDA 8

- 47 -

P&G

EMBA

SPSS 8.0 for Windows

one-way ANOVA

t
Paired-Samples t test

- 48 -

One-way ANOVA

- 49 -

24 24

5 1
3 3

3.875
3.708
3.667
3.6253.583

PDA3.542
3.542
3.417 8
2.2082.208
2.292
2.458
2.5
2.583

2.7082.708 8 4-1

- 50 -

4-1:

3.625

CD

2.958

2.708

2.833

2.75

3.125

2.208

3.417

3.042

3.875

3.292

2.875

3.667

2.917

3.25

2.208

3.125

2.08

3.583

- 51 -

2.917

2.583

2.292

2.875

PD A

3.542

3.208

2.708

2.958

2.458

3.292

3.708

3.375

2.5

3.542

- 52 -

368
320 53 267
72.55%
4-2:

368

320

267

100%

86.96%

72.55%

4-3

- 53 -

4-3:

126

47%

141

53%

20

39

14.6%

21~30

160

59.9%

31~40

49

18.4%

41

19

7.1%

0.4%

13

4.9%

163

61%

90

33.7%

NT19,999

148

55.4%

41

15.4%

43

16.1%

12

4.5%

16

6%

NT100,000

2.6%

40

15%

17

6.4%

22

8.2%

24

9%

1.5%

10

3.7%

146

54.7%

1.5%

NT20,000
NT39,999
NT40,000

NT59,999
NT60,000
NT79,999
NT80,000
NT99,999

- 54 -

226

84.7%

27

10.1%

0.4%

10

3.7%

1.1%

4-3 47% 53%

Find 2000
30 74.5%
30 20 14.6%21~30
59.9% Find 2000
94.7%
61% 33.7% Find 82%

39,999 7 19,999
78%
54.7% 43.8 Find
2000 83%
84.7%
- 55 -

4-2

4-4
53.93%

62.6%

53%
MIC
MIC,2000
57.7%
/
76.3%
89.6%

- 56 -

4-4:

29

10.86%

38

14.24%

56

20.97%

144

53.93%

123

46.07%

144

53.93%

77

62.6%

6~10

31

25.2%

11~15

5.7%

16~20

2.4%

21

4.1%

80

53%

26

17.2%

22

14.6%

1.3%

21

13.9%

154

57.7%

113

42.3%

142

76.3%

44

23.7%

0%

138

89.6%

6~10

14

9.1%

11~15

1.3%

16~20

0%

21

0%

- 57 -

4-5

4-5:

11

31

40

13

23

CD

15

16

18

41

17

11

PDA

12

10

32

14

31

70

- 58 -

Cronbach 4-8
0.7

4-8:

Cronbach

0.8317

0.7988

0.7061

0.6586

0.7496

20
Principle Component Analysis
eigen-value 1 Varimax
Orthogonal Rotation
Factor Loading 0.5

0.5 4-9

- 59 -

4-9:

3.703

19.488 %

6121517

2.620

33.278 %

27916

2.260

45.172 %

3111320

1.754

54.405 %

481418

1.475

62.169 %

11019

- 60 -

4-10

4-10:

6
12
15
17
2
7
9
16
3
11
13
20
4
8
14
18
1
10
19

0.903
0.835
0.760
0.697
0.851
0.816
0.517
0.884
0.785
0.710
0.740
0.627
0.673
0.732
0.626
0.743
0.741
0.806
0.846

4-10 Eastlick and Lotz(1999)

Donthu and Garcia1999
- 61 -

5
K
K-means cluster
4-11
4-11:

77

28.8%

41

15.4%

39

14.6%

51

19.1%

59

22.1%

19

4-12

- 62 -

4-12:

-0.58425 -1.11822 0.388868 -0.58425 -0.58425 69.54856

0.000

0.379791 -0.19583 0.379791 -1.36472 0.699836 70.45965

0.000

-0.29273 0.251341 0.199702 -0.09584 0.159958 3.277239

0.012

0.307252 -0.26574 -1.59113 0.434552 0.383711 63.18035

0.000

0.643159 -1.03835 0.486036 0.284 -0.68458 51.45904

0.000

- 63 -

4-13:

H1 H5

- 64 -

H0-1a

H0-1b

One-way ANOVA

t 4-14 4-15
4-14:

SS

df

MS

9.598

2.399

123.616

262

0.472

133.213

266

Sig

5.086

0.001***

*** p<0.01

4-14
0.001
H0-1a

- 65 -

4-15: t

39

2.7949

228

Sig

0.7095

-3.954

0.000***

3.5044

*** p<0.01

4-15

P=0.000 H1a
t Paired-Samples t
test
4-16
4-16: t

39

3.4092

39

Sig

0.2556

2.111

0.041**

3.1536

** p<0.05

4-16
0.041

- 66 -

H0-1b H1b
3.4092
3.1536

H0-2a

H0-2b

One-way ANOVA

t 4-17 4-18

- 67 -

4-17:

SS

df

MS

6.223

1.556

48.571

262

0.185

54.794

266

Sig

8.391

0.000***

*** p<0.01

4-17
0.000
H0-2a
4-18: t

77

3.7792

190

Sig

0.5319

3.709

0.000***

3.2474

*** p<0.01

4-18

P=0.000 H2a
t Paired-Samples t
- 68 -

test
4-19
4-19: t

77

3.3727

77

Sig

-0.1313

-2.305

0.024**

3.5040

** p<0.05

4-19
0.024
H0-2b H2b
3.5040
3.3727

H0-3a

- 69 -

H0-3b

One-way ANOVA

t 4-20 4-21
4-20:

SS

df

MS

69.390

17.347

666.011

262

2.542

735.401

266

Sig

6.824

0.000***

*** p<0.001

4-20
0.000
H0-3a

- 70 -

4-21: t

59

2.8814

208

Sig

-0.6667

-4.294

0.000***

3.5481

*** p<0.01

4-21

P=0.000 H3a
t Paired-Samples t
test
4-22
4-22: t

59

3.2014

59

Sig

-0.2215

-3.167

0.002***

3.4219

*** p<0.01

4-22
0.002

- 71 -

H0-3b H3b
3.4219
3.2.14

H0-4a

H0-4b

One-way ANOVA

t 4-23 4-24

- 72 -

4-23:

SS

df

MS

31.956

7.989

339.370

262

1.295

371.326

266

Sig

6.168

0.000***

*** p<0.01

4-23
0.000
H0-4a
4-24: t

51

3.8431

216

Sig

0.5468

3.291

0.001***

3.2963

*** p<0.01

4-24

P=0.001 H4a
t Paired-Samples t
- 73 -

test
4-25
4-25: t

59

3.3324

59

Sig

-0.0895

-1.272

0.209

3.4219

4-25
0.209
H0-4b H4b
3.4219
3.3324

H0-5a

- 74 -

H0-5b

One-way ANOVA

t 4-26 4-27
4-26:

SS

df

MS

1.228

0.307

33.476

262

0.128

34.704

266

Sig

2.402

0.050*

* p<0.1

4-26
0.050
H0-5a

- 75 -

4-27: t

41

3.4634

226

Sig

0.07403

0.401

0.689

3.3894

4-27

P=0.689 H5a
t Paired-Samples t
test
4-28
4-28: t

41

3.3768

41

Sig

0.07878

0.883

0.383

3.2980

4-28
0.383
H0-5b H5b

- 76 -

3.3768
3.2980

One-way ANOVA

t
4-29 4-30
4-29:

SS

df

MS

10.976

2.744

54.200

262

0.207

65.176

266

Sig

13.265

0.000***

*** p<0.01

4-29
0.000

- 77 -

4-30: t

154

3.7532

113

Sig

0.8329

6.675

0.000***

2.9204

*** p<0.01

4-30
P=0.000

H1aH2aH4a H3a

H5a

H1bH2bH3b

H4bH5b

4-31

- 78 -

4-31:

H1a

H1b

H2a

H2b

H3a

H3b

H4a

H4b

H5a

H5b

- 79 -

Donthu and Garcia (1999)

brand consciousness
Ward and Lee(2000)

- 80 -

Hoffman and Novak(1997)Donthu and Garcia (1999)

Donthu and Gilliland(1996)

Eastlick and
Lotz(1999)

Burke(1997)

Eastlick and Lotz(1999) Donthu and Garcia(1999)

- 81 -

Donthu and Garcia(1999)Eastlick and Lotz(1999)

Peterson et al.(1997) Phau and Poon (2000)

- 82 -

Rogers(1983)

- 83 -

ISP

- 84 -

- 85 -

- 86 -

34

- 87 -

t
Paired-Samples t test

Ward and Lee(2000)

Eastlick and Lotz(1999)

- 88 -

Simeon(1999)
Johnston and Johal(1999)

- 89 -

1.eBnews

http://ebsolution.ithome.com.tw/column/digital/20000622_1_ema
il.html 89 6
2.Moore Geoffrey A Inside the tornado

3.Internet
84 6 80-85
4.

5.

88 135
6.
http://www.ec.org.tw/info/others/ectime.htm 86
7.

87 1
58-61
8.
89
9. MIC ITIS 89 1
10. 1999
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11.
88 557-580
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87
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