| 摘要: | 由於網際網路的普及，又網站內容的豐富性及多樣性、和網路服務(Network service)的多元性已大大影響了人們的生活。本研究探討影響網路活動之使用者行為品質的因素及其相關變項，採用問卷調查法，以所有網路之使用者為研究對象，問卷內容包含個人基本資料、網路使用經驗及影響使用者行為品質因素等三個部分。使用描述性統計、獨立樣本t檢定、單因子變異數分析及因素分析等統計方法檢定各項研究。經分析發現虛擬網路活動應包含虛擬社群、網路交易、網路交友、休閒娛樂、數位學習及搜尋資訊等六類。本研究探討網路行為品質因素，包含信任(trust)、聲譽(reputation) 、網路安全性(internet security)、口碑(word-of-mouth)、隱私權(privacy)及網路易用性(internet ease of use)等六項。本研究以因素分析發現：(1)影響個人網路使用行為的因素中，聲譽與口碑係屬同一類；(2)網路安全性內含隱私權。故依據本研究，在進行或評估影響網路使用者行為品質之網路活動時，應同時考量信任、聲譽、網路安全性及網路易用性因素指標。
Under the popularization and fast development of the Internet, people’s life has been greatly affected by the abundant website content or diversified network services. The study explored user behavioral quality factors of network activities and relevant variables. This study adopted questionnaire to survey the users of internet services. The questionnaire content includes basic personal information, internet using experiences, and quality factors that could influence user’s network behaviors and cooperate with other users. Also the statistical methods including descriptive statistics, independent-sample t-test, one-way ANOVA, and factor analysis had been used to analyze the data collected by questionnaire. The research found that virtual network activities should be decomposed into six types: virtual community, internet transaction, internet friend-making, leisure and recreation, e-learning (digital learning), and information search. The study explored six user behavioral quality factors of network activities: trust, reputation, internet security, word-of-mouth, privacy and internet ease of use. The study found that among the factors that influenced personal internet using behavior, reputation and word-of-mouth belonged to same category, and internet security contained right of privacy; therefore, the quality factors that influenced internet behavior could be divided into four items of trust, reputation, internet security, and internet ease of use on research contributions. |
