在通訊日益發達的時代，網路也伴隨著這股浪潮而改變。在全球化的時代，虛擬世界所帶來的經濟商機，無非是企業盡全力追求的範疇。增加產品或服務的附加價值，以提升企業獲利能力。原來只被用來做實體店面銷售的產品與服務，加入了網路店面銷售而讓業績無形的高速成長。但，當經由網路服務，跟消費者接觸的產品和服務，跟實體店面有何差異呢? 會因為消費者的決策行為與其回應讓產品的屬性有何改變嗎?網路購物者的採購意願所依靠的重要因素是什麼呢?
虛擬經濟的特殊的屬性讓我們了解「信任」是讓消費者對所購買的商品和服務的品質認可的原因；對中介平台的服務認可，逐步累積形成消費者的忠誠度和採購意願。基於這種原因，我們探討了信任的前因，構面的屬性，以及信任如何連結到忠誠度和採購意願，以及它們的成份和影響因素，並依據潛在網路購物族群」為研究對象，探討對電子商務社群的信任伴隨的忠誠度和顧客購買意願。採隨機抽樣方式進行問卷調查，共獲得有效問卷248份，並利用路徑分析與逐步迴歸二種方式，進行資料分析。
研究結果顯示 1.「個性為基礎的信任」、「機構為基礎的信任」和「知識為基礎的信任」「中介機構的信任」，具體連結到「客戶忠誠度」及「採購意願」。2.信任中介機構對網路購物者購買意願，會透過「客戶忠誠度」直接與間接影響。3.分析網路購物者人口統計變數後發現，過去三個月有無購物體驗對中介機構的信任有顯著的差異。因此我們再次確認，網路社群的信任及其強關系項。

The era of increasingly well-developed communication, network, along with this wave of change, and the globalization, the economic opportunities brought by virtual world, is nothing more than companies do their utmost to pursue the scope. Increase the added value of products or services to enhance corporate profitability, originally only be used for sales of products and services in the physical store, joined network store sales and let the results of the rapid growth of invisible. But, what's the difference with the physical store, when in contact with the consumer products and services through web services. Will internet service changes product attributes in response of the consumers decision-making behavior? What's the important factor in rely on the procurement of online shoppers? The special attributes of the virtual economy, let us know, why trust is the reason of consumers purchase goods and services on recognized intermediary platform, and they gradually accumulating customer loyalty and purchasing intention.
For this reason, we explored the trust antecedents, attribute dimensions, and how trust link to the loyalty and purchasing intention, as well as their composition and influencing factors. And based on the objects of online potential shopping group for the research topic, the trust associated with e-commerce community loyalty and customer purchase intention. By the stratified random sampling, a total of 248 samples were taken, and use of path analysis and stepwise regression to analyze the data in parallelly.
In this study, convenience sampling questionnaire survey found that: "Personality-based trust", "institution-based trust" and "knowledge-based trust", link to the" customer loyalty "and" " purchase intention" via "Intermediaries trust. Trust in intermediaries’ link to online shopper’s purchases intentions, through "customer loyalty" with direct and indirect effects. The significant differences found, by analysis of the online shoppers demography of with and without the shopping experience in the past three months show on the trust of intermediaries. Therefore, we confirmed once again that the trust of the E-commerce community and its strong related items.

目 錄
論文審定 .....................................................................................................................i
誌謝 ....................................................................................................................ii
中文摘要 ................................................................................................................... iii
英文摘要 ................................................................................................................... iv
目 錄 ................................................................................................................... vi
圖 目 錄 ................................................................................................................. viii
表 目 錄 ……………………………………………………………………………ix
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 研究範圍和對象........................................................................................3
第五節 研究流程....................................................................................................3
第六節 論文架構....................................................................................................4
第二章 文獻探討......................................................................................................6
第一節 以知識為基礎的信任................................................................................6
第二節 以特徵為基礎的信任................................................................................8
第三節 以機構為基礎的信任................................................................................9
第四節 以個性為基礎的信任..............................................................................12
第五節 中介機構的信任......................................................................................14
第六節 忠誠度......................................................................................................16
第七節 購買意願..................................................................................................17
第三章 研究設計..................................................20
第一節 研究架構與假說......................................................................................20
第二節 研究變數與操作性定義..........................................................................22
第三節 量表設計..................................................................................................27
第四節 抽樣計劃..................................................................................................29
第五節 資料分析方法..........................................................................................30
第六節 前測..........................................................................................................32
第四章 資料分析與討論........................................... 38
第一節 樣特性分析..............................................................................................38
第二節 問卷之信度檢定與效度分析..................................................................42
第三節 因素分析..................................................................................................44
第四節 研究變項之相關分析..............................................................................48
第五節 中介機構信任之分析..............................................................................57
第六節 客戶忠誠之中介效果與路徑分析..........................................................64
第七節 人口統計變數分析..................................................................................66
第五章 結論與建議................................................70
第一節 結論..........................................................................................................70
第二節 管理意涵..................................................................................................74
第三節 研究限制..................................................................................................76
參考文獻...……………………………………………………………………………………………………………..77
附錄……………………………………………………………………………………………………………………....81

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