旅遊電子商務網站中信任、互動、心流及使用行為意願之關聯性的探討

本研究目的主要在驗證旅遊電子商務網站中，信任與互動間的關係。接著探討信任以及互動的程度對於心流的影響。最後透過路徑分析來驗證心流確實是「信任」、「互動」及「使用行為意願」間之中介變數。並以實驗設計方式，運用相關分析、ANOVA、以及結構方程模式對假設進行驗證。結果證實在旅遊電子商務的網站中，信任以及互動間是存在著正相關。除了證明過去學者對於互動－心流、信任－心流之間的關係外，透過不同情境的實驗設計，可區別出在信任以及互動高低程度不同的情形下，心流程度的確存在差異性，並且以此對於業界想要建置網站的同時，可同時納入信任、互動以及心流的概念，來提昇使用者在網站中的購買以及資訊分享意願。

關鍵字

信任；互動；心流；旅遊電子商務

並列摘要

In the past, the domestic study almost focused on the existence of Flow with on-line game, or discussed what the influence between the trust and consumer behavior is and the impact of the business interact with their customers. However, no one has combined the trust, interaction, and Flow to discuss yet. The purpose of this study is to verify the relationship between the trust and the interaction in electronic commerce. Furthermore, we find the influence of the trust and the interaction of the different degree with Flow. Finally, we use path analysis to verify Flow as a mediator between the trust, the interaction, and the usage intention. The method of this study is Laboratory Experiment. We adopt Correlation Analysis, ANOVA, and SEM to test hypotheses of this study. We find there is a positive relationship between the trust and the interaction in electronic commerce. Besides proving the relationship between the interaction and the trust with Flow, and it exists a difference when we use different situation to test. This study suggests the vendor of the web site can incorporate with the three of the concept of the trust, the interaction, and Flow to build up, further to increase the intention of the purchasing and the information sharing of their users.