近年來網路科技的不斷發展，網速越來越提升及電子商務無所不在的特性，帶動電子購物的普及化，再加上2020年新冠肺炎全球疫情嚴重，更造就新一波的電子商務宅經濟的成長。本研以S-O-R 理論作為基礎架構，用以了解使用者在瀏覽電子購物網站時，那些因素會產生刺激(Stimulus)，影響使用者的心理變化 (Organism)，進而使消費者有所反應 (Response)而產生購買意圖。
本研究採用線上問卷形式蒐集樣本，並以Shopback購物網站介紹影片輔助填答者了解返現購物網站，共回收373份有效問卷，透過統計分析檢驗本研究之研究模型及設計構面具有足夠之信效度。
研究結果顯示，網站整體品質對於消費者的心理因素包含臨場感、娛樂性及信任有正向及顯著的影響，本研究的分析結果也證明出消費者的心理因素正向顯著影響購買意圖，網站的聯盟品牌及返現資訊的提供也顯著影響信任及進而正向顯著影響購買意圖。研究分析的結果也顯示出，信任亦是影響消費者購買意圖的重要因素，當信任感越高時，消費者的購買意圖會越高。最後，本研究提出理論及實務意涵之建議，期望對未來相關研究有所助益。

The recent years have seen continuous development of the Internet technology. The increasing Internet speed and the ubiquitous nature of e-commerce are driving the popularity of electronic shopping. Besides, the severity of COVID-19 pandemic across the globe in 2020 has fueled another wave of growth of the stay-at-home economy. Using S-O-R theory as a foundation, this study explores which factors can create a stimulus, influence the organism, and further induce a response (i.e. purchase intention) in people when they visit an electronic shopping website.
In this study, an online questionnaire was administered to collect the sample, and the introductory video of Shopback website was used as an aid to increase participants’ understanding of cash back websites. A total of 373 valid responses were collected. These responses were analyzed using statistical methods to examine the research model as well as the reliability and validity of each dimension in the model.
The results indicate that overall website quality has a positive and significant effect on consumers’ psychological factors, including presence, entertainment, and trust. Besides, consumers’ psychological factors are positively and significantly related to purchase intention, and the allied brands of the website and provision of cash back information also significantly affect trust and may further positively and significantly affect purchase intention. Moreover, the analysis results also reveal that trust is an important factor of consumers’ purchase intention. The higher the trust, the higher the purchase intention. Finally, this study proposes theoretical and practical implications, in hope of making a contribution to future research.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 消費返利商業模式 4
第二節 S-O-R理論 4
第三節 網站品質 5
第四節 信任 5
第三章 研究方法 7
第一節 研究模型 7
第二節 研究假說 8
第三節 操作型定義 11
第四節 研究設計 13
第四章 資料分析 18
第一節 樣本基本資料分析 18
第二節 衡量模型 20
第三節 結構模型及假說驗證 29
第五章 結論與建議 32
第一節 研究結果與建議 32
第二節 理論及實務意涵 33
第三節 研究限制與未來研究方向 34
第六章 參考文獻 35
附錄：本研究正式問卷 39

中文文獻
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問卷影片
Channel ShopBack Taiwan (2018)，用ShopBack賺現金，一指搞定！Retrieved from (https://www.youtube.com/watch?v=p_ZGM4HtfU0)
中天新聞 (2017)，有感回饋！電商推「消費返現」最高達20%。Retrieved from (https://www.youtube.com/watch?v=wVTKu-ByqQI&list=PLwlY8HdFm9lkF-oTdB7dkHV2QUtWmChXR&index=1)
Channel USTV (2016)，【非凡新聞】台灣網購產值破兆 新加坡電商搶灘。Retrieved from (https://www.youtube.com/watch?v=h2drlzxXx6E&list=PLwlY8HdFm9lkF-oTdB7dkHV2QUtWmChXR&index=12)
Channel Blaire理財分享 (2019)，只要用這個免費app日常消費月賺2000台幣??我邊旅行邊賺旅費的方法。Retrieved from (https://www.youtube.com/watch?v=sDYfyMBn7Io)

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