人力資本(human capital)基本上就是一種知識、技巧，或者說是人們的專業知識，它是透過投資在正式或非正式的教育、訓練、或邊做邊學（learning by doing）來取得。如果我們採用家計的生產模型在消費者行為上，家計單位或消費者可視為在家計裡製造物品或勞動然後再賣給自己，實際上，很自然的就將勞動用在家計上，於是人力資本就可當作在家計生產過程中的一項重要投入。

在網際網路發達的今天，網路購物已經成為一種全新的消費趨勢。從人力資本的角度來看，網路購物模式提供了消費者更多商品、價格等相關訊息資源，但是重點建立在消費者蒐集資訊的技巧。當消費者有能力使用電腦、網路來購物，並且藉由一次次的網購經驗來熟悉整個網路拍賣流程，進而提高了網路購物的消費，這就是一種人力資本累積的效果。

很多實證研究發現，網路使用者的學歷普遍偏高，而另一部份從事資訊工作者上網購物的比例也逐漸增加，學生與資訊工作者皆是電腦網路的重度使用者，由此可見，上網購物與否和接觸網路的程度與教育程度確實有關。

所以本文利用人力資本的概念來解釋消費者網路購物的動機，當消費者有能力使用電腦、網路來購物，並且藉由一次次的網購經驗來熟悉整個網路拍賣流程，累積人力資本，降低了消費者網路購物的完全價格，進而提高了網路購物的消費；而且網路外部性正是網路購物的特殊效果，網路外部性的外生效果也讓消費者在從事網路購物的完全價格進一步降低了，這也解釋了為什麼會有越來越多人願意在網路上消費。本文的研究目的在於利用人力資本的一般化模型加入網路外部效果，探討消費者在進行網路購物的活動時，人力資本在消費者行為所扮演的角色。

Human capital is basically knowledge, skill, or expertise embodied in people and acquired through investments in formal or informal education, training, or learning by doing. If one adopts the household production model of consumer behavior in which the household or consumer is viewed as producing goods or services in the household that they sell to themselves, in effect, it is natural to think of labor used in the household. It follows that human capital should be an important input to the process of household production.

Following the prevailing of the internet, on-line shopping is the whole new tendency towards consumption. In the view of human capital, on-line shopping provide more information about goods and prices to consumers, but the point is that consumers build the skill to search information. When consumers have the ability to shop by computer and internet, and are also familiar with the on-line shopping procedure through on-line shopping experience, it may rise the consumption of on-line shopping. This is a kind of accumulated human capital effect.

Many empirical research show that most internet users have higher degree, and on the other hand the percentage of employees from information industries is also increasing. Students and employees from information are the large weight users. Thus it can be seen that shopping on the web or not depends on the degree of eduction and contact with internet.

This study use the concept of human capital to explain the motive of on-line shopping. When consumers have the ability to shop by computer and internet, and are also familiar with the on-line shopping procedure through on-line shopping experience, it would lower the full price of on-line shopping, and then increase the consumption. It involves with the effect of network externality, therefore this external effect lower the full price and rise the consumption of on-line shopping. That is why more and more people are willing to consume on the wed. The purpose of this study is using the generalized human capital model under the network externality to discuss the role of human capital when consumers consume the activities of on-line shopping.

目錄
謝辭............................................................... I
中文摘要.......................................................... III
英文摘要........................................................... V
目錄............................................................. VII

第一章 緒論........................................................ 1
第一節 研究動機與背景.......................................... 1
第二節 研究目的................................................ 2
第三節 研究架構................................................ 4

第二章 文獻回顧.................................................... 5
第一節 癮好的人力資本模型...................................... 5
第二節 人力資本模型的應用...................................... 7
一、消費的模式和生活型態..................................... 7
二、消費者搜尋............................................... 7
第三節 網際網路的相關探討...................................... 8
一、網際網路的商業應用....................................... 8
二、網路購物................................................. 9
三、網路外部性效果.......................................... 10

第三章 理論模型................................................... 12
第一節 人力資本之一般化模型..................................... 12
第二節 人力資本應用在家計生產................................... 17
一、生命週期的消費............................................ 17
二、消費的模式和生活型態....................................... 20
三、消費者搜尋................................................ 24

第四章 網路購物的基本模型......................................... 28

第五章 結論與建議................................................. 36
第一節 研究結論與意涵........................................... 36
第二節 研究限制與未來研究方向................................... 37

參考文獻.......................................................... 39

附錄.............................................................. 42

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