拜網路資訊越來越發達所賜，現在的消費者於購物時能取得更多產品方面的資訊，而不再侷限於地域的影響。而顧客從傳統到實體店面購買產品，逐漸轉變為上網購物，而上網購物也從原先台灣本土的購物網站延伸至國外的購物網站。總體而言，消費者的購買行為在近幾年出現了相當大的轉變，也連帶帶動了跨境電商的每年統計的交易人數及金額屢創新高。
然而，跨境購物畢竟是線上虛擬交易行為，如何使國外的客戶透過網路充足地了解產品資訊等議題，進而產生消費者的滿意度及購買意願，是各個跨境電商需要思考與努力的方向。
本研究以Lin(2007)的IS模型為基礎，並加入顧客的購買意願，藉以探索什麼樣的構面會成為顧客購買的決定性因素。另本研究採方便抽樣法，總樣本數為156人，根據研究結果所示如下:
1.「資訊豐富性」、「交易安全性」、「信賴性」對資訊品質有顯著的正向影響。
2.「口碑效果」、「回應性」對服務品質有顯著的正向影響。
3. 資訊品質及服務品質對顧客滿意度有顯著的正向影響。
4. 顧客滿意度對購買意願有顯著的正向影響。
本文最後根據研究結果提出建議，以供跨境電商參考。

Thanks to the technology, modern customers are able to get much more products’ information which is restricted by the geographical reasons before. The buyers who used to purchasing products from stores in the past are gradually changing to purchase online from local website to foreign website. In general, the customers’ purchasing behavior has transformed tremendously. The number of traders and transaction amount toward cross border e-commerce are breaking a record every year.
However, purchasing cross border is belonged to virtual transaction. The cross border e-commerce should ponder and improve the websites in order to get customers’ satisfaction and purchase intention, which are based on thoroughly disclosed the purchase information to buyer and so on.
The study is based on IS model of Lin (2007) and added Purchase Intension to research which kind of factors will crucially influence customer to purchase. Moreover, the research uses convenience sampling which concludes the samples are 156, and the results are listed as follows:
1. Informativeness, Transaction Safety and Trust have significant positive impacts on Information Quality.
2. Word of Mouth Referral and Interactivity have significant positive impacts on Service Quality.
3. Information Quality and Service Quality have significant positive impacts on Customer Satisfaction.
4. Customer Satisfaction have significant positive impacts on purchase intention.
According to the result, the study finally lists the suggestions toward e-commerce.

論文審定書 i
誌謝 ii
摘要 iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 跨境電商的定義及現況 5
第二節 全球跨境電子購物的趨勢 5
第三節 影響顧客滿意度之跨境購物因素 6
第四節 顧客滿意度對於購買意願的影響 10
第三章 研究設計 12
第一節 研究架構 12
第二節 操作型定義及衡量方法 14
第三節 問卷架構 18
第四節 問卷發展 20
第五節 資料分析方法 20
第四章 資料分析與討論 22
第一節 跨境電商使用者樣本特性分析 22
第二節 跨境電商使用者樣本特性分析研究構面之相關分析 54
第三節 跨境電商購物之顧客滿意度分析 62
第四節 跨境電商使用人口統計變數分析 69
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理意涵 90
第三節 建議 92
參考文獻 93

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三、網站部分
許昌平(2016年9月4日)。跨境電商大車拚，決勝物流【旺報】。取自:
https://www.chinatimes.com/newspapers/20160904000665-260303
資策會產業情報研究所。網路購物消費者調查(2017)。取自:
https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=488
賴宏昌(2017年4月24日)。美國今年恐將有8,600家零售店面關門，破產已逾
去年【Money DJ】。取自: http://blog.moneydj.com/news/2017/04/24/美國今年恐將
有8600家零售店面關門，破產已逾去年/
陳芷鈴(2014年2月5日)。今年全球電商銷售可達1.5兆美元，亞太市場將超越北美
【數位時代】。取自: https://www.bnext.com.tw/article/30979/BN-ARTICLE-30979
羅之盈(2016年1月5日)。跨境電商 台商西進新商機【天下雜誌】。取自:
https://www.cw.com.tw/article/article.action?id=5073670