消費者的決策行為一直是學者及行銷人員有高度興趣的主題。隨著電子商務網站及線上自我服務日趨普遍，如何協助消費者在線上購物的決策過程及這些過程有何特點，都是值得探討的重點。故本研究的目的是要探討消費者在網路購物的環境中，面對不同價位及複雜度的產品時，其決策行為及結果將有何差異，並探討相關個人因素對消費者決策行為的影響。
研究結果發現，產品複雜度對消費者決策行為有顯著的影響，當複雜度升高時，消費者所投入的努力(使用決策工具的次數)及時間都會顯著增加。且當對產品越熟悉、涉入程度越高、及電腦自我效能越高時，消費者會明顯地使用更多較困難的決策工具。但結果也發現產品價格對消費者決策行為並沒有顯著影響，這可能是因本實驗中不需實際購買而導致的結果。
由結果可見，不同的產品複雜度及消費者特質會影響消費者的線上購物決策行為，未來在電子商務購物平台的設計中，可針對不同的產品、不同的使用者提供合適的決策工具，以幫助消費者作出更完善的決策。

Consumer decision behavior has been an interesting research topic for researchers and marketing people. While E-Commerce websites and online self-service are becoming more and more popular, it is important to understand how to support consumer in their online shopping decision process. The purpose of this research is to understand how consumer’s decision behavior would be influenced in online shopping environment, when facing different product price and complexity, and discover the personal factors that might influence it’s decision behavior.
The result of our research showed that product complexity has significant influence on consumer’s decision behavior. When product complexity become higher, the effort and time for a consumer to complete a purchase decision will also become higher. When consumer is more familiar with the product, more involve with the product, or have higher computer self-efficacy, consumer will use much harder decision tools then usual. But our result also showed that product price has no influence on consumer’s decision behavior, this might be that in our experiment, consumers don’t really have to pay for the product, so the influence of product price has no effect on consumer.
From our result we can know that for different product complexity and consumer will result in different decision behavior. In the future, online shopping store can provide different decision tools for different consumer when facing different products, to help consumer make better decision.

第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 2
第三節、研究方法與流程 3
第四節、論文架構 5
第二章、文獻探討 6
第一節、消費者決策行為 6
一、消費者行為定義 6
二、消費者決策流程 7
三、產品評估 8
四、決策信心 11
五、決策滿意度 12
第二節、評估策略 13
一、評估策略之定義 13
二、評估策略之模式 13
三、影響消費者選擇評估策略的因素 15
小結： 18
第三節 產品價格 20
第四節、科技接受模式 21
第三章、研究架構與方法 23
第一節、研究架構 23
第二節、研究假設 24
一、產品價格與產品複雜度對線上決策行為的影響 24
二、決策行為對決策結果的影響 26
第三節、研究變數的定義與操作 26
一．自變數 27
二．干擾變數 27
三．中介變數 29
四．依變數 30
第四章、實驗設計 31
第一節、研究對象 31
第二節、實驗產品 32
第三節、實驗操作 33
第四節、參與實驗流程 33
一、實驗前 33
二、實驗過程 34
三、實驗後 34
第五節、實驗平台設計 34
一、網站功能架構 35
二、資料收集來源與前測 42
第五章、資料分析 44
第一節、統計分析方法 44
一、描述性統計 44
二、獨立樣本t檢定 44
三、單變量檢定(ANOVA) 44
四、多變量檢定(MANOVA) 44
五、線性迴歸(Regression) 45
第二節、假設檢定 45
第三節、驗證結果彙整 69
第六章、結論與建議 72
第一節、研究發現與結論 72
一、產品價格對線上決策行為的影響 72
二、產品複雜度對線上決策行為的影響 72
三、產品價格與產品複雜度對線上決策行為的交互作用 73
四、產品價格與複雜度對線上決策行為的影響受個人因素干擾之程度 73
五、線上決策行為與決策結果的關係 75
第二節、研究貢獻 75
一、學術上的貢獻 75
二、實務上的貢獻 76
第三節、研究限制 76
一、理論架構方面 76
二、研究方法方面 77
三、研究流程方面 77
第四節、研究方向建議 77
參考文獻 79
中文部份 79
英文部份 79
網站 82
附錄A. 正式問卷 83
附錄B. 實驗網站簡介 87

中文部份
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網站
Active Decision, http://www.activebuyerguide.com
Amazon, http://www.amazon.com
Epinions, http://www.epinions.com/
Yahoo, http://www.yahoo.com