台灣使用網際網路的人口上升，因此帶動了台灣電子商務市場的快速發展，也提供使用者除了傳統購物外更多的選擇。在過去研究中可發現，學者十分著重在如何提高使用者使用網路購物的意願，從早期的認知易用、認知有用對使用網路購物意願的影響，到發展不同間接影響意願的前置因子，都是期望能夠了解哪些因素會影響使用者採用網路購物的意願。然而，過去研究普遍建立在TAM的基礎之上，並因其探討的情境不同，而發現不同的前置因子，因此對於影響使用網路購物的因素仍然缺乏一個完整性的架構。
本研究透過變革理論將個人從不使用到使用網路購物的過程，分為變革三階段探討，並應用開放式問卷蒐集方式，實際了解哪些因素會影響使用者對網路購物態度上的變化，期望能了解使用動機的形成、實際使用的影響因素與最後使用者會持續採用網路購物的影響因素。此外，加入創新擴散理論的觀點，將使用者分為五種創新擴散族群，藉此進一步探討此五種族群在不同變革階段下的差異。
本研究共蒐集150份開放式問卷樣本資料，以內容分析法輔以SPSS對本研究架構進行分析。結果顯示不同的創新擴散族群在使用網路購物的動機上有顯著的不同，也證實個人接受網路購物的過程並非一成不變，而是隨著階段性的推進而有所改變，並提出學術與實務上的建議與本研究的限制。
關鍵字：網路購物、變革理論、創新擴散理論、消費價值理論、動機、嘗試使用、持續使用

With rising population using the Internet in Taiwan, Taiwan electronic commerce market develops fast and also provides consumers more choices except traditional shopping. Studies in the past indicated that researchers emphasize on how to improve users’ intentions for shopping via Internet, from the impact of perceived ease of use and perceived usefulness on intentions to purchase online to developing distinct factors affecting shopping intentions indirectly. All studies expected to realize what factors influence users’ intentions of online shopping.
However, based on the foundation of TAM and different situation focused on, researches in the past found out distinct factors. Therefore, factors affecting online shopping do not form an integrated structure. Our study divides the procedure for transformation, from personal shopping offline to online, into 3 stages of change via Theory of Change. Moreover, We also apply open questionnaire to realize what factors affect consumers’ attitudes toward online shopping, and further to realize how the motivation behind use forms, what factors are influential in practical use and consumers’ continued purchase online. In addition, with Diffusion of Innovations Theory, we classify consumers into five types of adopters and study differences between five types under distinct transforming stages further.
Our study collects 150 samples of open questionnaire and analyses via Content analysis and SPSS. The result shows that there are significant differences beteen different types of adopters’ factors during online shopping, proves that the procedure for personal online shopping varies with phased improvements. It also indicates academic and practical advices and limitations in this research.
Keyword: Online Shopping, Theory of Change, Diffusion of Innovations Theory, The theory of Consumption Values, Motivation, Trying to Use, Continued Use

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1.資策會產業情報研究所(MIC)，「2008年台灣線上購物市場發展趨勢」，2008。
2.財團法人台灣網路資訊中心(TWNIC)，「2009年台灣寬頻網路使用調查報告」，2009。
3.楊孝榮著，社會及行為科學研究法，台北市：台灣東華，1989。

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