近來，線上購物消費型態比起以前更重要得多，因為人們使用網路的習慣已成為日常生活不可缺的一部分。購物行為不再僅限於實體通路，網路購物行為更是無處不在。生鮮電子商務能夠以較低的成本和更便捷的方式為農民和供應商提供產品信息和服務，是生鮮配送的重要新方式。
因此，本研究基於刺激-有機體-反應（S-O-R）理論，建構電子商務環境刺激和消費者再購意圖的概念和內涵。使用生鮮電商網站平台的資訊品質、認證產品提供、網站或平台的易用性以及產品供應的情形，對消費者信任、情感價值、價格價值、功能價值和再購意圖的影響進行衡量。設計及建構問項，使用李克特量表進行問卷調查數據的實證分析和假說驗證，得到以下結論：
首先，當消費者透過生鮮電商網站或平台購買生鮮農產品時，電商平台的資訊品質、易用性和產品供應情形對消費者的信任及感知價值有正向影響。
其次，消費者對生鮮電商的感知價值和信任對其再購意圖也有顯著影響。

Recently, online shopping is much more important than before, since people are using internet in their daily lives. Shopping behaviors are not only be limited in physical channels; online shopping behaviors are existing everywhere.Fresh food E-commerce can provide information and service to peasants and suppliers with much lower cost and more convenience, which is a new and important way to fresh produce distribution.
Therefore, this research is based on the Stimulus-Organism-Response (S-O-R )theory, defined the concept and connotation of e-commerce environmental stimuluates and consumer repurchase intention, Use the fresh food e-commerce website platform's information quality, certified product offering, ease of use of the website or platform, and product availability to measure the impact on consumer trust, emotional value, price value, functional value, and repurchase intention. Designed question items and constructed the Likert scale and did empirical analysis and demonstration hypothesis through data from questionnaire survey, and we can reach the following conclusion:
First, when consumers buy fresh produse through the e-commerce platform, the information quality of the e-commerce, ease of ues and product providing quality of the e-commerce platform, have a positive impact on the consumer’s perceived value and trust.
Second, the consumer’s perceived value of the fresh produce e-commerce and trust of the fresh produce e-commerce is also have a significant impact on the consumer repurchase intention.

論文審定書 i
摘 要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與問題 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 生鮮農產品 (Fresh produce) 5
第二節 生鮮電商 (Fresh produce E-commerce) 5
第三節 S-O-R理論 (Stimulus-Organism-Response Theory) 7
第三章 研究方法 9
第一節 研究模型 9
第二節 研究假說 10
第三節 操作型定義 13
第四節 研究設計 14
第四章 資料分析 17
第一節 人口統計基本資料分析 17
第二節 測量模型分析 24
第三節 結構模型分析 28
第五章 結論與建議 30
第一節 研究結果 30
第二節 理論與實務意涵 35
第三節 研究限制與未來研究方向 35
參考文獻 37
附錄 本研究正式問卷 44

Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling In Practice - A Review And Recommended 2-step Approach. Psychological Bulletin, 103(3), 411-423.
https://doi.org/10.1037/0033-2909.103.3.411
Bagozzi, R. P. (1986). Attitude formation under the theory of reasoned action and a purposeful behavior reformulation. British Journal of Social Psychology, 25, 95-107.
https://doi.org/10.1111/j.2044-8309.1986.tb00708.x
Blanco, C. F., Sarasa, R. G., & Sanclemente, C. O. (2010). Effects of visual and textual information in online product presentations: Looking for the best combination in website design. European Journal of Information Systems, 19(6), 668-686.
https://doi.org/10.1057/ejis.2010.42
Cang, Y. M., & Wang, D. C. (2021). A comparative study on the online shopping willingness of fresh agricultural products between experienced consumers and potential consumers. Sustainable Computing-informatics & Systems, 30.
https://doi.org/10.1016/j.suscom.2020.100493
Chen, J., Zhang, Y., Zhu, S., & Liu, L. (2021). Does COVID-19 Affect the Behavior of Buying Fresh Food? Evidence from Wuhan, China. International Journal of Environmental Research and Public Health, 18(9).
https://doi.org/10.3390/ijerph18094469
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
https://doi.org/10.1111/j.1365-2575.2012.00407.x
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
https://doi.org/10.2307/249008
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30.
https://doi.org/10.1080/07421222.2003.11045748
Demangeot, C., & Broderick, A. J. (2016). Engaging customers during a website visit: a model of website customer engagement. International Journal of Retail & Distribution Management, 44(8), 814-839.
https://doi.org/10.1108/IJRDM-08-2015-0124
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere - an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing - A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
https://doi.org/10.1016/S0148-2963(99)00087-9
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses [https://doi.org/10.1002/mar.10064]. Psychology & Marketing, 20(2), 139-150.
https://doi.org/https://doi.org/10.1002/mar.10064
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error - algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
https://doi.org/10.2307/3150980
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
https://doi.org/10.2307/30036519
Google. (2021). 2021智慧消費關鍵報告. Google Taiwan. https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/2021-%E6%99%BA%E6%85%A7%E6%B6%88%E8%B2%BB%E9%97%9C%E9%8D%B5%E5%A0%B1%E5%91%8A/
Hair, J. F., Black, W. C., & Babin, B. J. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education.
https://books.google.com.tw/books?id=SLRPLgAACAAJ
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
https://doi.org/10.2753/MTP1069-6679190202
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469-479.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information technology and management, 1(1), 45-71.
Jiang, X. (2015). Establishment and analysis of the sales model of fresh agriculture food based on business to business e-commerce platform. Advance Journal of Food Science and Technology, 9(3), 202-205.
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374-387.
https://doi.org/10.1016/j.elerap.2012.04.002
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention. Journal of Research in Interactive Marketing, 7(1), 33-56.
https://doi.org/10.1108/17505931311316734
Kim, S. Y., & Lim, Y. J. (2001). Consumers' Perceived Importance of and Satisfaction with Internet Shopping. Electronic Markets, 11(3), 148-154.
https://doi.org/10.1080/101967801681007988
Li, H., Jiang, J., & Wu, M. (2014). The effects of trust assurances on consumers’ initial online trust: A two-stage decision-making process perspective. International Journal of Information Management, 34(3), 395-405.
Lin, J. C. C., & Lu, H. P. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197-208.
https://doi.org/10.1016/S0268-4012(00)00005-0
Liu, D., & Wu, D. (2020). Consumer Trust in Purchasing Fresh Agricultural Products Online Based on the Signal Theory: Take the Coastal City of Dalian for Example. Journal of Coastal Research, 104(sp1), 711-716.
https://doi.org/10.2112/jcr-si104-123.1
Manganari, E. E., Dennis, C., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9/10), 1140-1153.
https://doi.org/10.1108/03090560910976401
Manganari, E. E., Siomkos, G. J., Rigopoulou, I. D., & Vrechopoulos, A. P. (2011). Virtual store layout effects on consumer behaviour. Internet Research, 21(3), 326-346.
https://doi.org/10.1108/10662241111139336
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour. British Food Journal, 107(8), 606-625.
https://doi.org/10.1108/00070700510611002
Patnayakuni, R., Rai, A., & Tiwana, A. (2007). Systems development process improvement: A knowledge integration perspective. IEEE transactions On Engineering Management, 54(2), 286-300.
https://doi.org/10.1109/TEM.2007.893997
Petter, S., Straub, D., & Rai, A. (2007). Specifying formative constructs in information systems research. MIS Quarterly, 31(4), 623-656.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal Of Applied Psychology, 88(5), 879-903.
https://doi.org/10.1037/0021-9010.88.5.879
Sarstedt, M., Ringle, C. M., Henseler, J., & Hair, J. F. (2014). On the Emancipation of PLS-SEM: A Commentary on Rigdon (2012). Long Range Planning, 47(3), 154-160.
https://doi.org/10.1016/j.lrp.2014.02.007
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
https://doi.org/10.1016/S0022-4359(01)00041-0
Torjusen, H., Lieblein, G., Wandel, M., & Francis, C. A. (2001). Food system orientation and quality perception among consumers and producers of organic food in Hedmark County, Norway. Food Quality and Preference, 12(3), 207-216.
https://doi.org/10.1016/S0950-3293(00)00047-1
Wang, H. H., Hao, N., Zhou, Q., Wetzstein, M. E., & Wang, Y. (2019). Is fresh food shopping sticky to retail channels and online platforms? Evidence and implications in the digital era. Agribusiness, 35(1), 6-19.
https://doi.org/10.1002/agr.21589
Wang, W.-T., Wang, Y.-S., & Liu, E.-R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53(5), 625-642.
https://doi.org/10.1016/j.im.2016.01.006
Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74-104.
https://doi.org/10.1108/IntR-08-2016-0250
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value - a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
https://doi.org/10.2307/1251446
未來流通研究所. (2021a). 【產業地圖圖解】一張圖看懂台灣「生鮮&食品電商」產業風貌. 未來流通研究所. Retrieved 04/20 from
https://www.mirai.com.tw/taiwan-grocery-ec-industry-map/?fbclid=IwAR0MDAm_oj9kIbAlnhBzd84Kpcce-XaEi-1q2u3QJNCbRsY9P9zMuTljASE
未來流通研究所. (2021b). 買菜不用上市場，一張圖看懂台灣「生鮮與食品電商」產業新貌. The News Lens關鍵評論. Retrieved 04/29 from https://www.thenewslens.com/article/150080
李宗儒, 鐘秀欣, 劉曼貞, & 陳麒文. (2005). 以消費者的觀點來進行農産品網路商店功能之分析 [Designing E-store Functions in Selling Agricultural Products from Consumer Viewpoint]. 電子商務學報, 7(3), 215-238.
https://doi.org/10.6188/JEB.2005.7(3).01
李卿雅. (2018). 生鮮類電商行銷策略研究─以安永鮮物為例 [國立政治大學].
http://dx.doi.org/10.6814/THE.NCCU.MBA.079.2018.F08
肖哲暉. (2015). 電子商務環境下生鮮農產品消費者信任研究 [博士, 華中科技大學].
京東大數據. (2018). 環球尋味 進階的中國年-2018生鮮年貨消費報告.
https://research.jd.com/content/contentDetail/toDetail?contentCode=33
邱皓政. (2017). 多元迴歸的自變數比較與多元共線性之影響：效果量、優勢性與相對權數指標的估計與應用 [The Impact of Multicollinearity on the Evaluations of Regressors: Comparisons of Effect Size Index, Dominance Analysis and Relative Weight Analysis in Multiple Regression]. 臺大管理論叢, 27(3), 65-108.
https://doi.org/10.6226/NTUMR.2017.JAN.A103-022
黃璋如, & 周孟萱. (2009). 以聯合分析法評估有機農產品之驗證政策 [Using Conjoint Analysis to Evaluate the Certification System of Organic Products]. 應用經濟論叢(86), 69-94.
https://doi.org/10.7086/TJAE.200912.0069
遠見雜誌. (2018). 前進荷蘭 小國也有大農業. 遠見雜誌農業特刊, 74-77.