過去數年間，受益於網路的普及，電子商務的市場有了卓越的成長。隨著市場收益一同而來的是越來越多試圖找出是什麼促進消費者在網路上進行購物的相關研究。為了達成這目的，許多過往研究探討了線上消費者體驗與重要商業結果如購買意願彼此之間的關係。本研究同樣採用該研究方向並基於了過往研究中提出的概念模型及研究發現提出我們的研究模型。同時，我們也將產品類別納入模型中做為調節變項以提供更多有用的學術洞見。我們以496份透過網路問卷收集而來的樣本，並採用結構方程模式驗證我們的研究模型。最後，我們找出了四個線上消費者體驗因素─知覺易用性、知覺有用性、知覺服務品質、知覺商品價格。這些變項對消費者對線上購物的態度有正向效果，而正向的線上購物態度會增加消費者進行線上購物的意願。我們也發現產品類別會影響到知覺易用性與消費者對線上購物態度之間的關係。總結來說，本研究的貢獻為：提供實證證據支持過去研究中提出的關於線上消費者體驗的概念模型、找出了四個具體的線上消費者體驗變項，並且擴大了我們對於產品類別在線上購物情境中所扮演的角色的理解。

In the past few years, market of electronic commerce benefited from the widespread of access to the Internet and experienced remarkable growth in profit. Along with the growth of profit were numerous relevant studies aimed to figure out what would stimulate customers to make purchases online. To achieve this goal, many previous studies investigated the link between online customer experience and important business outcomes such as purchase intention. In this research, we followed this direction and proposed our research model based upon conceptual model and findings from previous research. We also included product type as a moderator in our model in order to provide more useful insights. We tested our model by conducting structural equation modeling with 496 samples we collected through online survey. Eventually, we identified four specific online customer experience factors, namely perceived ease of use, perceived usefulness, perceived service quality and perceived price. These factors were found to have positive effect on attitude towards online shopping which will in turn increase customer’s purchase intention. We also found that product type had an impact on the relationship between customer’s perceived ease of use and attitude towards online shopping. In conclusion, this research contributed by providing empirical evidence to support the conceptual model of online customer experience, identified four specific online customer experience factors and expanded our understanding of the role product type plays in the context of online shopping.

Chapter 1 Introduction 6
Chapter 2 Literature Review and Theoretical Framework 7
Section 1 Belief-Attitude-Intention model 8
Section 2 Online Customer Experience 9
Section 3 Antecedents of OCE 10
Section 4 Effect of Product Type 17
Chapter 3 Research Method 19
Section 1 Research Design 19
Section 2 Data Analysis 23
Chapter 4 Results 24
Section 1 Sampling 24
Section 2 Measurement Model 25
Section 3 Structural Model 27
Chapter 5 Conclusion 31
Section 1 Summary and Discussion 31
Section 2 Limitation and Future Research 35
Reference 35

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