在在線上平台事業的背景下, 以感知網絡規模衡量的直接網絡效應被廣泛認為是最重要的成功因素之一。儘管過去有幾項研究分析了感知網絡規模的特徵和結果，但是感知網路規模對於客戶行為的影響在目前行銷領域的文獻是有限的。本研究採用平行序列多重中介模型分析，檢視顧客感知價值、信任和轉換意圖對網路口碑(eWOM) 的中介效果。研究數據是在 2021 年 3 月至 4 月期間，透過線上問卷搜集共334 名臺灣蝦皮的用戶。研究結果指出感知價值、信任和轉換意圖為電子商務平台中感知網絡規模與eWOM之間有完全中介效果。這些結果不僅支持過去行銷領域文獻中的結果, 更是增強了我們對客戶感知網絡規模作為客戶行為和忠誠度等預測因素的信心。此外，本研究的結果能夠協助電子商務平台的高階經理人制定商業策略，達到實質的意義。

In the context of online platform businesses, direct network effects that are measured by perceived network size are widely considered to be one of the most vital success factors. Although there have been several studies analyzing the characteristics and consequences of perceived network size, its impacts on customer behaviors are still poorly understood in marketing literature. By adapting the parallel-sequential multiple mediator modeling analysis, this research examines the mediating effects of perceived value, trust, and switching intention on electronic word-of-mouth (eWOM). The research data was collected in the months of March-April 2021 from 334 Taiwanese Shopee users via a web-based structured survey questionnaires. Results highlight the full mediation of perceived value, trust, and switching intention, for determining the relationship between perceived network size and eWOM, in the e-commerce platform. These results not only lend support to earlier findings in the marketing literature but also strengthens our confidence in the important role of customer perceived network size as a predictor to many aspects of customer behavior and loyalty. In addition, the findings of this study also provide practical implications for top managers of e-commerce platforms in business strategy development.

TABLE OF CONTENTS
THESIS VALIDATION LETTER i
摘 要 ii
ABSTRACT iii
CHAPTER 1 INTRODUCTION 1
1.1 Research Rationale 1
1.2 Research Background 3
1.3 Research Structure 4
CHAPTER 2 LITERATURE REVIEW 6
2.1 Perceived Network Size 6
2.2 Perceived Value 8
2.3 Trust 9
2.4 Switching Intention 11
2.5 Electronic Word-of-mouth (eWOM) 13
2.6 Hypotheses Development 14
CHAPTER 3 RESEARCH METHODOLOGY 22
3.1 Sample and Data Collection 22
3.1.1 Sampling Process 22
3.1.2 Pretesting 23
3.1.3 Sample and Data Collection 24
3.2 Measurements and Control Variables 27
3.2.1 Measurements 27
3.2.2 Control Variables 27
3.3 Data Analytical Approach 29
CHAPTER 4 RESEARCH FINDINGS 30
4.1 Preliminary Analysis 30
4.2 Test of Hypotheses 32
CHAPTER 5 DISCUSSION AND CONCLUSION 36
5.1 Theoretical Contributions 36
5.2 Managerial Implications 38
5.3 Limitations and Future Research Directions 40
REFERENCES 42
APPENDIX 1: QUESTIONNAIRE IN ENGLISH 62
APPENDIX 2: QUESTIONNAIRE IN CHINESE 65

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