隨著科技發展及網路的普及，消費者在線上購物已是日常生活的一環，並有快速成長的趨勢；網路購物之所以這麼蓬勃發展，不外乎是方便搜尋比價、網路價格較優惠、可節省購物的時間和送貨到府或取貨方便等主要因素，驅使消費者從事此活動。因此本研究藉著網路購物發展迅速，欲探討個人在網路上購買海鮮產品的接受度。

本主題以科技接受度為基礎模型，另外配合口碑、品牌與安全性等觀點的相關研究，建立本研究模型，並彙整相關文獻之問項，修訂研究量表，以網路使用者為母體，採隨機抽樣方式，對樣本進行問卷調查，共獲得有效問卷246份，並利用因素分析與路徑分析二種方式，進行資料分析。

就本研究分析結果而言，研究結論顯示 （1） 在研究模型的兩個構面「感知易用性及實用性」與「安全性」中，屬於中高強度雖與消費者態度相關性顯著，但相關程度卻不高，顯示受到「感知易用性及實用性」與「安全性」影響的消費者，心態上或許比未受到「感知易用性及實用性」與「安全性」影響的消費者，傾向認為可以在網路上購買海鮮產品，但會就此採取實際行動的機會並不大。（2）本研究中各個構面與「態度」的關係普遍不顯著或低相關性顯著，代表本研究假設之「口碑」、「品牌」、「感知易用性及實用性」和「安全性」對於海鮮產品之購買「態度」已不是最重要的指標，而最重要的因素可能就是產品自己本身所影響的消費者態度。

With the technological development and popularity of the Internet user, online shopping for the consumer is becoming a part of everyday life and with a fast-growing trend. The reason why such a booming of online shopping is nothing more than a convenient search parity, Internet prices are concessions, saving time for shopping and delivery to a destination as the comsumer pointed or easy to pick up. Those factors are driving consumers to engage in this activity. Therefore, by the rapid development of online shopping, this study is going to investigate the acceptance of online shopping on seafood products.

This topic is based on technology acceptance model(TAM), with perspectives of Word of Mouth(WOM), Brand and Safety and with some modified measures. Also sinking of the question items of the relevant literature research to establish the research model. 246 valided samples were collected by stratified random sampling.

On the results of this study, the study concluded that (1) In the two dimensions of "perceived ease of use and usefulness" and "security" of the research model, which are in high-strength with consumer attitudes significantly, but not enough to affects consumer real actions. (2) In this study, the relationship of the various dimensions of "attitude" is generally not significant or low correlation significant. On behalf of this study assumes that the "word of mouth", "brand", "perceived ease of use and usefulness" and "security" for the "attitude" of seafood products online shopping is not the most important indicators. The most important factor may be the product itself which affected by the attitude of consumers.

論文審定書......................................…..........................................................i
中文摘要...............................................…....................................................ii
英文摘要......................................................................................................iii
誌謝...............................................…...........................................................iv
目錄..............................................................................................................v
圖次..........……............….......................................……............................vii
表次..........................……............................................................................ix
第一章 緒論......................……...................................................................1
第一節 研究背景與動機...........................…………..............................1
第二節 研究對象.....................…............................................................1
第三節 研究目的..............................…...................................................1
第四節 研究流程......................………...................................................2
第五節 研究架構...........................………………………......................3
第二章 文獻探討.............................................................…….……...........4
第一節 科技接受度..............................................…..........….................7
第二節 網路口碑的效應...........................…......…................................8
第三節 品牌形象的影響力………............................…...................…11
第四節 態度與安全性的影響..................................…….....................14
第三章 研究設計.........................................………..................................15
第一節 研究架構........................................................….......................15
第二節 研究變項之操作型定義及衡量方法..........................……….16
第三節 前測............................................…….......................................24
第四節 抽樣計畫..............…….............................................................37
第五節 資料分析方法............................…….......................................38
第四章 資料分析與討論.....................….….............................................40
第一節 有效樣本結構分析............................…...................................40
第二節 有效樣本敘述統計................................…...............................55
第三節 信度分析...............................................…...………….............61
第四節 效度分析........................................……...................................62
第五節 研究構面之關聯分析.............................…..............................66
第六節 「態度」之影響因素分析..........................….........................70
第七節 人口統計變數的影響.............................…..............................72
第五章結論與建議...................................………......................................82
第一節 結論.............................................………..................................82
第二節 管理意涵............................................……...............................83
第三節 後續研究建議..........................…….........................................85
參考文獻......................................…...........................................................87
附錄........................................….................................................................90

中文部分
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