信任過去一直是許多學者研究網站影響使用者行為時所著重的一大要素，在電子商務中，消費者的信任感左右著網站的成功與否。而在今日Web2.0來臨的時代，Web2.0 典型網站「維基百科」之開放編輯模式同樣也面臨極大的信任危機，究竟原本的信任模式能否套用到此類不同於傳統網站的開放編輯網站，信任對於該網站使用者的採用行為是否同樣具有強大影響力，又或者其他因素如科技接受模式、評比機制等因素，才是影響開放編輯模式網站的使用者採用意願的主要因素，這些都是值得探討的議題。
本研究理論架構整合信任、科技接受模式以及網站內容評比等構面，其中「信任」包括能力、善意以及正直；而「科技接受模式」則以認知有用性與認知易用性及使用意圖為評估指標；「內容評比」則以評比等級與可信度 (credibility)，作為調節變數，探討其對於信任和採用之影響。
本研究以實驗設計配合問卷調查方式進行，由於大學生為主要上網族群，且對於維基百科內容操作較為熟悉，因此徵求中山大學231位學生參與實驗，分為四組實驗，設計任務要求受試者連上實驗網站進行指定資料瀏覽任務，完成任務後並進行問卷調查以測得信任、科技接受模式以及網站內容評比等構面對不同網路讀者的信任與行為意圖之影響，並測試以上因素如何適用於維基百科的網站使用者及其解釋。
研究結果顯示，信任與科技接受模式對於維基百科網站使用者的採用行為的確存在因果關係，可以直接影響讀者的採用意願。其中又以「認知有用性」具較高的直接影響力，顯示人們在使用維基百科時仍是以其是否能增進其工作效能為首要考量。而維基百科中的「評比機制」也被驗證可以有效調節信任與採用意願，所以維基百科目前的內容評比機制，的確可以有效促進個人的信任態度，在具有評比機制的情境下，可以經由信任有效減少讀者的社會不確定性，促進讀者的採用意願。
本研究提供信任與科技接受模式結合模式用於維基百科的適用性初探，也對於維基百科發展者在增進讀者使用意願上的實務運作提供建議，希望可藉此幫助開放編輯模式網路百科全書蓬勃發展，提供其未來發展方向之參考。

This study discusses how the online encyclopedia, Wikipedia, which adopts an open source model, affects its readers’ trust and related behaviors. The open editing format that every internet users can be an editor on the Wikipeidia arouse contiguous criticism for the knowledge accuracy and authority. The purpose of this research is to study the attitudes and usage intention of general Internet users for an online encyclopedia such as Wikipedia. We integrate trust, technology acceptance model (TAM), and content rating as the theory framework. It is of interest to approach why people would adopt Wikipedia as a knowledge resource and how they trust in it. In addition, we add the content rating as a moderator in the research model in order to verify whether the rating system on the Wikipedia would enhance trust or usage intention for readers.
This study proposes a quasi-experiment with college students as the subjects. Those students have to complete a task before they answer a questionnaire that is to reflect their attitudes and usage intention for the Wikipedia. After the statistic analysis and research discussion, we are able to verify the proposed theory framework and provide the interpretation for the results. The results show that there are relationships between trust and TAM. Among the constructs, the Perceved Usefulness has more direct influence toward use intention. This appears people would consider the Perceved Usefulness for first important element judging for adopting Wikipedia or not. The content rating of Wikipedia would effectively moderate the relatonships between trust and use intention. When the content rating situation exists, readers of Wikipedia would increase their intention through trust of Wikipedia.
For the managerial implication, the research findings can provide a reason why internet users trust the web site and how they will use it. The web site designers or operators should emphasize on enhancing features that would improve its accountability and credibility.

第一章 緒論..………………………………………………………………………1
第一節 研究背景與動機...……………………………………………………….1
第二節 研究目的...……………………………………………………………….3
第三節 研究流程...……………………………………………………………….4
第二章 文獻探討...………………………………………………………………….5
第一節 信任………………………………………………………………………5
第二節 理性行為理論…………………………………………………………..11
第三節 科技接受模式…………………………………………………………..13
第四節 內容評比………………………………………………………………..17
第五節 「科技接受模式」與「信任模式」的整合…………………………..18
第六節 維基百科網站信任機制與內容評比…………………………………..21
第三章 研究方法…………………………………………………………………..24
第一節 研究架構與假設………………………………………………………..24
第二節 變數的操作型定義與衡量. ……………………………………………28
第三節 實驗設計………………………………………………………………..30
第四節 問卷前測與修正………………………………………………………..47
第五節 資料收集………………………………………………………………50
第六節 資料分析方法…………………………………………………………52
第四章 研究結果…………………………………………………………………..54
第一節 研究變數描述性統計分析……………………………………………..54
第二節 效度分析………………………………………………………………..55
第三節 信度分析………………………………………………………………..59
第四節 結構方程模式（SEM）………………………………………………..61
第五章 討論與管理意涵…………………………………………………………..71
第一節 討論……………………………………………………………………..71
第二節 實務建議………………………………………………………………..74
第六章 結論與建議………………………………………………………………..78
第一節 研究結論………………………………………………………………..78
第二節 研究限制………………………………………………………………..81
第三節 對後續研究建議………………………………………………………..82
第四節 研究貢獻………………………………………………………………82
參考文獻……………………………………………………………………………84
附錄一 實測問卷…………………………………………………………………..91
附錄二 實驗說明文件……………………………………………………………..95
附錄三 問卷設定代號……………………………………………………………..98

中文部分

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