隨著網際網路的發展，資訊超載已成為現今普遍面臨的問題，也促使推薦系統得到廣泛的討論與應用。先前的研究大多著重於技術面，而推薦系統的主要目的是提供個人化推薦給消費者，因此本研究以使用者的觀點探討持續使用推薦系統之影響因素。除此之外，過去的文獻只有討論單一網站的推薦系統與至多三個推薦品質的特性，而本研究則歸納出五項知覺推薦品質特性並首次將驚喜性納入研究模型中，以更完整的角度去探討不同網站類型的推薦系統。
本研究結合期望確認理論、IS接受後持續使用模式以及過去文獻中提出之架構來探討消費者持續使用推薦系統的因素。期望確認理論可以說明知覺推薦品質會影響確認程度，而確認程度則會影響滿意度，最後持續使用意圖會受到滿意度的影響。IS接受後持續使用模式則主張確認程度會影響知覺有用性，且滿意度與持續使用意圖皆會受到知覺有用性的影響。除此之外，推薦系統衡量架構中提出個人特性與情境特性也是重要的影響因素。
本研究回收了667份有效問卷，驗證不同推薦特性對於確認程度之影響，其中個人特性與情境特性也具有一定的影響力，且其結果支持期望確認理論以及IS接受後持續使用模式。本研究提供有別於以往的消費者持續使用推薦系統之研究，且結合相關的理論與架構來驗證消費者持續使用推薦系統的影響變數，可以提供建議給網站供應商參考，以利後續推薦系統之改良。

With the development of the Internet, the information overload has become a common problem nowadays, and also promotes recommender system to be more widely discussed and applied. Previous research mostly focused on technical aspect. The main purpose of the recommender system is to provide personalized recommendations to consumers, therefore, this study explores the factors that affect the continuous use of the recommender system from the user’s perspective. In addition, the past literatures only discussed the single website and three characteristics of perceived recommendation quality at most. While this study generalizes five characteristics and serendipity is included in the research model for the first time to discuss from a more complete perspective of different website types.
This study combines the Expectation Confirmation Theory, post-acceptance model of IS continuance and the framework proposed in past literature to explore the factors that consumers continue to use the recommender system. Expectation Confirmation Theory can explain that the perceived recommendation quality affects the confirmation, and the confirmation affects satisfaction, then the continuance intention will be affected by satisfaction. Post-acceptance model of IS continuance claims that the confirmation will affect the perceived usefulness, and both satisfaction and continuous intention will be affected by the perceived usefulness. Moreover, personal characteristics and situational characteristics proposed in the evaluation framework for recommender system are also important factors.
This study collected 667 valid samples, then verified the influence of different recommended characteristics on the confirmation, personal characteristics and situational characteristics also have an influence. In addition, the results support the Expectation Confirmation Theory and post-acceptance model of IS continuance. This research provides a study that is different from the previous research, then combines with related theory and framework to verify the influence variables of continuous use of the recommender system. As a result, this research can provide suggestions for the website suppliers in practice, and assist the improvement of the follow-up recommender system.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
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 4
第二章 文獻探討 5
第一節 推薦系統(Recommender System) 5
第二節 期望確認理論(Expectation Confirmation Theory, ECT) 12
第三節 IS接受後持續使用模式(Post-Acceptance Model of IS Continuance) 13
第四節 信任(Trust)與信任傾向(Disposition to Trust) 15
第三章 研究方法 17
第一節 研究模型 17
第二節 研究假說 18
第三節 操作型定義 25
第四節 研究設計 26
第四章 資料分析 31
第一節 敘述性統計(Descriptive Statistics) 31
第二節 衡量模型(Measurement Model) 34
第三節 結構模型與假說檢定(Structural Model and Hypothesis Testing) 44
第四節 討論(Discussion) 47
第五章 結論 52
第一節 結論 52
第二節 學術貢獻 52
第三節 實務意涵 53
第四節 研究限制 54
第五節 未來建議方向 54
第六章 參考文獻 55
附錄：正式研究問卷 64

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