近年來科技的進步讓許多人選擇在網路上而非實體店面購物。本研究探討網路購物平台的品 質與認知需求是否會影響消費者的購買意願以及影響的程度。本研究將套用 DeLone 和 McLean 提出的檢測資訊系統成功因素的三大面向：資訊、系統及服務品質，利用消費者的 購買態度作為中介變數，檢測是否對消費者的購買意願有所影響。另外，本研究利用消費者 的認知需求作為調節變項，檢測是否會加強或減弱消費者的購買態度及購買意願之間的關係。
此研究採取量化問卷方式進行，總共搜集了 316 份有效問卷，並採取 CFA 和 SEM 進行分析 來測量題目間的整體效度和關係。研究結果指出：(1)在測量網站品質中，和系統品質以及服務品質相較之下，資訊品質不能有效預測消費者購買態度，而服務品質最能有效預測消費者態度。(2)消費者態度能有效預測消費者購買意願。(3)消費者態度對於網站品質以及購買意願間的關係有部分中介效果。(4)認知需求無法有效調節消費者購買態度以及購買意願之間的關係。根據研究結果，網站設計者或是網路賣場經營者能改善或加強售後服務、客服方面等服務面向之品質，增加消費者滿意度，進而提升消費者的購買意願。

As technology advances, more and more people are choosing to shop online. This research aimed to investigate the influence of the quality and cognitive needs of online shopping platforms on consumers' purchase intentions. This study applied the three main aspects of DeLone and McLean information system's success: Information Quality, System Quality, and Service Quality. Consumers’ purchase attitude was used as a mediating variable to observe whether they have an impact on consumer purchase intentions. Need for cognition was used as a moderator to test whether they strengthen or weaken the relationship between consumer attitudes and purchase intentions.
This study was conducted using a quantitative questionnaire method. A total of 316 valid questionnaires were collected. CFA and structural equation were used for analysis to measure the relationship between items and overall validity. The research results indicated: (1) In measuring website quality, compared with system quality and service quality, information quality could not effectively predict consumer purchase attitude, while service quality could most effectively predict purchase attitude. (2) Consumers’ purchase attitude could effectively predict consumer purchase intention. (3) Consumers’ purchase attitude had a partial mediation effect on the relationship between website quality and purchase intention. (4) Cognitive needs could not effectively moderate the relationship between consumer attitudes and purchase intentions. According to the research findings, website designers or online shopping operators can improve or strengthen aspects of service quality such as customer service and after-sales service in order to increase consumer satisfaction, and thereby increase their purchase intention.

Thesis/Dissertation Validation letter.................................................................. i
Abstract (Chinese) ......................................................................................ii
Abstract (English) ......................................................................................iii
Chapter 1 Introductions..................................................................................1
1.1 Background & Motivation...................................................................1
1.2 Research Purpose and Research Questions............................................3
1.3 Contributions to the study......................................... ......................4
Chapter 2 Literature review............................................................................6
2.1 Website quality ...........................................................................6
2.1.1 DeLone & McLean Information system success model.....................6 2.1.2 Information Quality...............................................................8
2.1.3 System Quality....................................................................9
2.1.4 Service Quality....................................................................9
2.2 Relationship between website quality, attitude and purchase intention..........10
2.3 Need for Cognition......................................................................12
Chapter 3 Method.......................................................................................14
3.1 Procedure.................................................................................14
3.2 Participants...............................................................................15
3.3 Data analysis ............................................................................18
3.3.1 Measures.........................................................................18
3.3.2 CMV..............................................................................20
Chapter 4 Result…………………………………………………………………………...22
4.1Descriptive statistics…………………………………………………………...22
4.2 Group comparisons……………………………………………………………23
4.2.1 t-test………………………………………………………………….…23
4.2.2 ANOVA………………………………………………………………..23
4.3 Correlation Report……………………………………………………………..24
4.4 Structural equation model (SEM)…………………………………………….25
4.5 Hypothesis testing………………………………………………………….….26
4.5.1 Website quality & consumer’s purchase attitude relationship……..…..26
4.5.2 Consumer’s purchase attitude & purchase intention relationship …......27
4.5.3 Need for cognition & purchase intention relationship………................28
4.5.4 Results of the hypotheses………………………………………………30
Chapter 5 Discussion………………………………………………………………………..31
5.1 General discussion………………………………………………………….....31
5.1.1 The effect of website quality on consumer’s purchase attitude……….31
5.1.2 The effect of consumer’s purchase attitude on purchase intention…….32
5.1.3 The relationship between website quality and purchase intention via consumer’s purchase attitude ………………………………………………………………33
5.1.4 The effect of need for cognition on the association between consumer’s purchase attitude and purchase intention…………………………………………….……..33
5.2Implications……………………………………………………………………34
5.3 Limitations of the study and suggestion for future research…………………..35
References…………………………………………………………………………………..37
Appendix (Chinese Version)……………………………………..…………………………41
Appendix (English Version) ……………………………………..……...…………………45
List of Figures
Figure 2-1 The D&M (2003) updated IS success model…………………………………6
Figure 3-1 Research model………………………………………………………………15
List of Tables
Table 2-1The academic's view of information quality……………………………………8
Table 3-1. Effective questionnaire rate…………………………………………………..15
Table 3-2. Age distribution of the participants…………………………………………..16
Table 3-3. Demographic statistics………………………………………………………..16
Table 4-1 Descriptive Statistics of website quality………………………………………21
Table 4-2 T-test result for difference in need of cognition according to gender…………22
Table 4-3 ANOVA results of occupation…………………………………………………23
Table 4-4 Correlations matrix…………………………………………………………….23
Table 4-5 Standardized direct effects……………………………………………………..25
Table 4-6 Mediating role of consumer’s purchase attitude……………………………….26
Table 4-7 The effect of need for cognition on purchase intention………………………..27
Table 4-8 Results of the hypotheses………………………………………………………29

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