第五章 結論與建議
第五節 未來研究方向
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第五節 未來研究方向
根據本研究的結果與研究過程中的心得，有若干值得後續研究努力的方向，在此提 出以方便未來對此相關議題有興趣的研究者一個參考的方向：
一、不同時期的消費者信任
本研究針對的是消費者對未知網路商店的初始信任，然而在不同的時期消費者建立 信任著重的變數可能有所不同，因此未來的研究可以往消費者對熟悉網站與不熟悉的網 站進行比較，找出不同時期消費者所注重的變數為何，如此一來不僅可協助網路商店建 立消費者的初始信任，亦可協助其維護既有的舊顧客之間的信任。
二、加入不同的實驗變數
消費者在實際的網路購物過程中，可能會遭受到不同的實驗變數所影響，像是商品 的價格、商品的種類等，甚至是不同的類型的網站，例如：資訊分享型網站、C2C 電子 商務型網站等。後續研究可以加入這些不同的實驗變數，探討結果是否相異並針對其中 之差異做進一步的探討。
三、探討行動商務與傳統電子商務的差異
行動商務擁有電子商務所沒有的特性，3G 網路的普及，使得消費者利用行動上網 的頻率提升、費率降低，消費者能夠藉由使用行動設備，例如：平板電腦、智慧型手機，
在任何時間、地點從事線上交易，無論是透過手機下載、購買應用程式(applications)，
或是透過手機在網路購物下單，對忙碌的現代人來說，增加了機動性與便利性。然而，
對消費者而言，在利用行動商務購物與透過傳統的電子商務網站購物時，兩者在取得消 費者信任之間是否存在差異，值得未來研究者深入去探討。
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購市場規模預估 3116 億」，網址：http://tinyurl.com/yzxbjnf，上網日期：2009-07-14。4. 資策會產業情報研究所（2010），「2010 台灣線上購物市場規模 3,583 億元」，網址：
http://tinyurl.com/2c9pfl7，上網日期：2010-10-18。
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32. 由於手錶的推薦人是很有資格的，讓我感覺可
靠。
33. 由於手錶的推薦人是具有專業技術，讓我感覺可
靠。
34. 我容易被稀少罕見的手錶所吸引。 35. 我很有可能因為手錶是稀有的而購買它。 36. 我享受擁有別人所沒有的樂趣。 37. 我喜歡比別人先嘗試新的商品或服務。 38. 信任這間網路商店讓我感覺良好。 39. 信任這間網路商店是個好主意。 40. 信任這間網路商店令人感到愉快。
第三部份：煩請您勾選以下基本資料。
1. 您的性別是？
男 女 2. 您的年齡是？
18 歲以下 18~25 26~-35 36~45 46 歲以上 3. 您的職業是？
學生 軍公教人員 自由業 工商業 農林漁牧 資訊工業/資訊服務業 其他
4. 您的教育程度是？
國中(含以下) 高中/職 大專/學 研究所(含以上) 5. 您最近一次到在網路上消費購物的時間約為？
一個月前 三個月前 半年前 一年以前
【問卷到此結束，由衷感謝您的協助，在此致上十二萬分的謝意。】
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附錄二：實驗網站
一、實驗說明頁面
二、實驗網站 A 首頁頁面
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三、實驗網站 A 產品列表頁面
四、實驗網站 A 購物車頁面
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五、實驗網站 B 首頁頁面
六、實驗網站 B 產品列表頁面
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七、實驗網站 B 購物車頁面
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附錄三：Pearson 相關分析表
認知診斷 認知保證 認知信心 認知能力 認知可靠 認知嚮往 信任態度 認知診斷 1
認知保證 0.636*** 1
認知信心 0.712*** 0.756*** 1
認知能力 0.612*** 0.803*** 0.731*** 1
認知可靠 0.571*** 0.649*** 0.638*** 0.685*** 1
認知嚮往 0.169*** 0.150*** 0.125** 0.181*** 0.249*** 1
信任態度 0.612*** 0.715*** 0.706*** 0.742*** 0.656*** 0.293*** 1
***表示 P<0.01，**表示 P<0.05。(雙尾檢定)