摘 要

網路書店藉由網路科技，發展各項個人化服務提供輔助交易決策的訊息，降低消費者的交易成本，從而建立顧客忠誠度，創造競爭優勢。服務機制的建立是為了維繫消費者，因此，了解消費者對個人化服務的使用意向，必將有助於網路書店建置個人化服務並增進服務的實用價值。

　　本研究以交易成本理論作為科技接受模型的延伸觀點，分析網路書店個人化服務是否對消費者的交易成本造成影響，並探究其效益是否因其它因素影響而有所差異。藉由對交易成本的分析，探究消費者的有用認知，進而推衍消費者對網路書店個人化服務的使用意向。藉由本研究的探討，可瞭解消費者對網路書店各項個人化服務的接受程度，並描述影響消費者接受個人化服務的可能因素。

本研究發現：個人化服務對交易成本的效益受到交易頻率的影響，當消費者
交易活動越頻繁，個人化服務的效益也越明顯。消費者認為網路書店提供個人化服務能降低其各項交易活動的交易成本，且可讓消費者個人主觀感覺自身或其需求受到重視。同時，不同的個人化服務內容因其本身帶給消費者的感受和認知不同，而讓消費者產生不同程度的有用認知。

根據研究發現得知，消費者對網路書店不同的個人化服務均有相當程度的有用認知，尤以訂購暨處理回報及一對一售後服務為最，而書訊電子報的有用認知程度雖相對較低，但仍十分明確。依據科技接受模型，本研究結果顯示消費者對網路書店個人化服務有高度的使用意向。

Abstract

By taking the advantages of the Internet technology, the online bookstores developed personalized services, such as providing information for making transaction decision which lowers the consuming cost, fastens the customer loyalty, and creates competitiveness. The purpose of setting up the service mechanism is to win back the consumer. Therefore, understood the customer’s usage intention on the personalized services would benefit the online bookstores to build up their personalized service mechanism and to improve the practical values of the personalized services.

　　Utilizing Transaction Cost Theory as the extended viewpoint of Technology Acceptance Model, this thesis not only analyzed if the online bookstore’s personalized services impact the consumer’s transactional cost, but also investigated if the benefits arisen from the personalized services vary by other factors. By means of the analysis of the transaction cost and the investigation of the consumer’s useful recognition, the usage intention of the online bookstore’s personalized services can be reasoned out. In this thesis, the acceptability of the online bookstore’s personalized services is realized, the possible factors that could affect the consumer’s usage intention are discussed.

The major findings are: the benefits of transaction cost arisen from personalized services were affected by the transactional frequency. More transactional activities, more benefits arisen from the personalized services were observed. Consumers believe that the personalized services provided by online bookstores can lower their transactional cost while their subjectiveness and need are being cared. In addition, different levels of consumer’s useful recognition were obtained while the personal feelings or realizations vary with the contents of the personalized services.

According to the findings, the online bookstore’s personalized services are highly recognizable by consumers, especially at the fields of “Purchase & Process Feedback Service” (PPFS) and “One-by-one Customer Service” (OCS). The useful recognition for “E-papers Service” is also sound but relatively lower than that of the others. Referring to the Technology Acceptance Model, the findings show that consumers are highly intentioned to use the online bookstore’s personalized services.

目 次

中文摘要………………………………………………………………………………I
Abstract...………………...……………………………………………………………II
目次…………………………………………………………………………………..III
表次…………………………………………………………………………………...V
圖次…………………………………………………………………………………VII

第一章 緒論…………………………………………………………………………1
第一節 研究背景與動機………………………………………………………1
第二節 研究目的與問題………………………………………………………3
第三節 研究流程與論文架構…………………………………………………4

第二章 文獻探討……………………………………………………………………5
第一節 網路書店相關研究……………………………………………………5
第二節 個人化服務相關議題………………………………………………..12
第三節 交易成本理論………………………………………………………..21
第四節 科技接受模型………………………………………………………..30
第五節 電腦自我效能………………………………………………………..34

第三章 研究方法…………………………………………………………………..36
第一節 研究架構……………………………………………………………..36
第二節 研究變數與操作化…………………………………………………..38
第三節 研究假說……………………………………………………………..41
第四節 研究設計……………………………………………………………..42
第五節 資料分析方法………………………………………………………..44

第四章 資料分析…………………………………………………………………..45
第一節 信效度分析…………………………………………………………..45
第二節 有效樣本敘述性統計分析…………………………………………..47
第三節 個人化服務與有用認知之分析……………………………………..54
第四節 個人化服務與交易成本各構面之分析……………………………..57
第五節 個人化服務與知覺受重視之分析…………………………………..64
第六節 有用認知的影響因素之分析………………………………………..67
第七節 個人差異的影響……………………………………………………..72
第八節 假說檢定結果………………………………………………………..76

第五章 結論與建議………………………………………………………………..77
第一節 研究發現與結論……………………………………………………..77
第二節 研究限制……………………………………………………………..80
第三節 研究建議……………………………………………………………..81

參考文獻……………………………………………………………………………..83
　一、中文文獻……………………………………………………………………..83
　二、英文文獻……………………………………………………………………..86

附錄（一）：Scheffe多重比較之詳細表格………………………………………….93
附錄（二）：本研究問卷…………………….……………………………………….96

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