本研究目的為探討嬰兒潮世代消費者為何繼續利用網路來購物之因素。本文以雙元模型研究，發現知覺有用、知覺價值、信任、參與創新對忠誠度有正面的影響，個人化、習慣、約定成本對轉換成本有正面的影響，忠誠度及轉換成本則對續用網路購物之意圖有正面的影響。在以上提到的因素中，知覺有用、習慣及忠誠度可用以預測續用網路購物意圖的變異。研究結果亦發現嬰兒潮世代認同繼續使用網路購物是必然的選項，並提供業者經營上的建議。

This research intends to study the reasons why the Baby Boomer consumers continue to shop online. This research uses a dual model to discover that perceived usefulness, perceived value, trust and participative innovation have positive influence on loyalty. Personalization, habit and convention cost have positive influence on switching cost. Loyalty and switching cost have positive influence on the intent to continue shopping online. Among the factors identified above, perceived usefulness, habit and loyalty can be used to predict the variations in the intent to continue shopping online. The research concludes that the Baby Boomers consider it inevitable to continue shopping online, and gives business advice to the industry.

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 研究目的……………….…………………...……………………………….. 2
第四節 研究貢獻……………….…………………...……………………………….. 3
第二章 文獻探討……………………………………………………………………………5
第一節 電子商務市場現況…………………………………………………………….5
一、 電子商務的定義……………………………………………………………….5
二、 電子商務的分類……………………………………………………………….5
三、 電子商務的市場...............................................................................7
第二節 嬰兒潮世代的消費者........................................................................9
一、 戰後嬰兒潮世代的定義...................................................................9
二、 戰後嬰兒潮世代的特性..................................................................10
(一) 人口現況......................................................................................10
(二) 嬰兒潮世代相對過去世代的比較......................................................11
三、 嬰兒潮世代的使用網路..................................................................17
(一) 使用網路及網路購物現況...............................................................17
(二) 預為退休後生活準備......................................................................19
第三節 以雙元模型建構嬰兒潮繼續使用網路購物的意圖................................23
一、消費者使用網路購物的研究...............................................................23
二、Kim與Son的雙元模型.......................................................................28
三、嬰兒潮世代繼續使用網路購物意圖.....................................................32
(一) 貢獻機制......................................................................................34
(二) 約束機制......................................................................................42
第三章 研究方法 ..........................................................................................49
第一節 研究架構.......................................................................................49
一、忠誠度及轉換成本正向影響嬰兒潮繼續使用網路購物意圖....................50
二、知覺有用、知覺價值、信任、參與創新正向影響嬰兒潮忠誠度..............50
三、個人化、習慣、約定成本正向影響嬰兒潮轉換成本..............................52
第二節 研究假設........................................................................................53
第三節 研究對象........................................................................................53
第四節 變項定義........................................................................................54
第五節 研究變項衡量.................................................................................55
第六節 研究步驟........................................................................................57
第七節 問卷調查........................................................................................58
一、編製問卷題項..................................................................................58
二、問卷發放與回收...............................................................................59
三、回收問卷資料分析............................................................................60
第四章 研究分析與結果.................................................................................63
第一節 描述性統計分析..............................................................................63
第二節 信效度分析....................................................................................66
第三節 相關分析.......................................................................................70
第四節 迴歸分析.......................................................................................72
一、共線性分析.....................................................................................72
二、多元迴歸分析..................................................................................72
第五節 小結..............................................................................................75
第五章 討論.................................................................................................76
第一節 貢獻機制與續用網購意圖.................................................................76
第二節 約束機制與續用網購意圖.................................................................78
第三節 人口變項與續用網購意圖.................................................................79
第六章 結論.................................................................................................81
第一節 研究發現........................................................................................81
第二節 研究限制........................................................................................82
第三節 未來研究方向.................................................................................82
參考文獻.....................................................................................................84
附錄一 前測問卷 .........................................................................................101
附錄二 前測問卷受訪者意見.........................................................................107
附錄三 問卷...............................................................................................108
附錄四 捐款收據 .........................................................................................114

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