依據訊號理論，有效的訊號常被視為解決服務提供者與消費者間資訊不對稱的問題。本研究旨在調查線上指導平台或線上外包平台中的服務提供者如何利用有效訊號傳遞自身品質進而影響消費者的選擇意圖，然而影響選擇意圖的因素是否會因為目的及專業背景的不同而異。本研究採用要素調查法，招募 144 位受試者評估服務提供者的虛構情境，此種方法結合實驗和調查方法的優勢，從而確定受試者判斷和意圖的基本原則。多層次分析表明，在學習目的中選擇意圖受工作經歷和評論影響；外包目的選擇意圖則受專業技術和專案經歷影響；資訊與非資訊背景在選擇意圖中皆受工作經歷及專案技術影響，然而非資訊背景的受試者加以自我介紹作為衡量依據。本研究基於要素調查法提供線上指導及外包平台於選擇意圖的研究，同時釐清訊號內容的相對重要性，後續有利服務提供者或平台經營作為參考。

According to signaling theory, effective signals are often regarded as solving the problem of information asymmetry between service providers and consumers. The aim of this study is to investigate how service providers use key signals to convey their own qualities and influence consumers' choice intentions in the online mentoring platform or online labor market. However, whether the factors that affect choice intentions vary by purpose and customer knowledge. In a factorial survey experiment, a total of 144 respondents were asked to rate a set of fictional service providers. This approach allows combining advantages from both experimental design and survey methodology, enabling the determination of the underlying principles of the judgments and intentions of respondents. Multilevel analysis indicated that the choice intention in the online mentoring platform is impacted by employment and reviews. The choice intention in the online outsourcing platform is impacted by expertise and projects. Both information and non information backgrounds are impacted by employment and project in their choice intention. Respondents with non-information backgrounds will pay more attention to the self-introduction of the service provider. This study provides a guide to contemporary factorial survey analysis and points the way to its further development. At the same time, clarifying the relative importance of key signals can serve as an insight for service providers or platform operations.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第二章文獻探討 7
第一節 線上指導平台（以Codementor平台為例） 7
第二節 訊號理論 (Signaling Theory) 12
第三節 要素調查法 (Factorial Survey Experiments) 19
第三章研究架構與方法 24
第一節 研究模型 24
第二節 研究假說 25
第三節 實驗設計 28
第四節 研究設計 30
第四章研究分析結果 38
第一節 樣本結構與描述 38
第二節 要素調查資料分析與結果 39
第五章結論與建議 53
第一節 研究結論 53
第二節 研究貢獻 58
第三節 研究限制與未來研究方向 60
參考文獻 61
附錄一 問卷前測情境問卷 70
附錄二 維度資料 78
附錄三 要素調查情境組合 79
附錄四 問項操作 80
附錄五 正式實驗基本資料填寫 81

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