2003年4月台灣爆發SARS(Severe Acute Respiratory Syndrome)疫情，也就是嚴重呼吸道症候群，SARS是一種人類從未知曉病毒，具傳染性，藉由便利的交通一路從中國大陸傳染至香港、台灣、新加坡、加拿大…等國家，使得每個人開始減少出入公共場所，出門戴上口罩，台灣近年來第一次發生實體商店、百貨公司、電影院等生意下滑，公眾活動紛紛取消，面對外在實體環境重大的改變，加上台灣網路環境成熟，人們似乎更加願意使用網路購物，以避免外出購物的機會。
本研究為了了解SARS對於台灣消費性電子商務的影響，利用網路問卷調查，了解SARS期間相對於一般時，網路使用者網路行為的情形，包括上網時間、網路購物產品種類以及購物意願等。發現SARS對網路購物有正面的影響，上網時間與網路購物次數比平常增加，上網購物意願也明顯增加。
另外，本研究以Maslow需求理論為架構，包括生理需求、安全需求、愛與歸屬的需求、尊重的需求、自我實現需求、認知與理解的需求、審美的需求以及根據Maslow理論所衍生出的娛樂需求，根據上述的需求種類調查一般人在SARS期間各種需求的增減程度，以及產品能夠滿足需求的程度，發展出需求滿足（需求適配度1）以及產品限制（需求適配度2）模式，以此推估消費者願意利用網路購物意願，並與資策會針對產業的調查加以比對發現結果相符。

SARS(Severe Acute Respiratory Syndrome)which caused a serious epidemic situation in Taiwan was a never known virus last year. People were fear of going out, and avoided entering to the public place, like theater, department store, bus…etc. in case to be infected with SARS. Under the completed network infrastructure and the changing environment, people seemed to intend shopping on line more than ever
To know the effect of SARS on electronic commerce of Taiwan, we tried to investigate the online behavior of users, such as the spending time on surfing, the products by online shopping, and the intention of online shopping. We found that SARS had a positive effect on electronic commerce.
Besides, this research uses Maslow’s need theory for the research framework, including the physiological needs, the safety needs, the belongingness and love needs, the esteem needs, the self actualization needs, the desires to know and to understand, the aesthetic needs and the entertainments needs which were derived form the need theory. Basing on the above needs, we investigated what kind of needs would be increasing and what kind of needs would be not during SARS. Moreover we also investigated the degree that products could satisfy the eight needs. Combined with the result of survey, we develop a fitting model to forecast the intention of online shopping and also fit with the result of MIC survey.

致謝詞……………………………………………………………………………….Ⅰ
摘要………………………………………………………………………………….Ⅱ
ABSTRACT……………………………………………………………………….Ⅲ
內容目錄……………………………………………………………………………..Ⅳ
圖表目錄…………………………………………………………………………….Ⅵ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第四節 論文結構 7
第二章 文獻探討 8
第一節 消費性電子商務 8
第二節 電子商務虛擬通路與購物 12
第三節 電子商務產品特性 16
第四節 動機需求與消費者關係 18
第五節 MASLOW需求理論 22
第三章 研究架構與方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變數與操作型定義 30
第四節 問卷設計 33
第五節 問卷調查與資料收集 38
第六節 資料分析方法 41
第四章 資料分析 43
第一節 樣本人口結構分析 43
第二節 平時與SARS期間網路行為分析 44
第三節 SARS特性 49
第四節 產品滿足需求的程度 51
第五節 SARS影響需求程度分析 54
第六節 SARS與產品適配度及購物意願 55
第七節 產品特性對消費性電子商務的影響 69
第五章 結論與建議 71
第一節 研究發現與結論 71
第二節 研究貢獻 72
第三節 研究限制 74
第四節 後續研究建議 75
附錄一 問卷 83

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