近年來網際網路飛速發展，網路購物等電子商務服務隨之出現，人們的生活型態也隨之改變，獲取資訊和購物的方式變得不再單一，而是變得豐富且多元，2019年新型冠狀病毒(COVID-19)的出現，更加速完善了線上購物平台的發展。線上購物平台於賣家而言，進入門檻相對較低、開店無時間地點的限制，也能免去店租的壓力；於消費者而言，隨時隨地皆能購物、不須到實體店面取貨、方便比價更能無接觸的收到商品。當面臨到網路上眾多商家和商品的選擇時，「印象」和「比較」變成為了消費者做決策的基石，此二者為最直觀且方便快速的決策依據。在此情況下消費者容易被非產品屬性相關的因素所影響，會直覺地認為自己做出了最理性的選擇，在消費者對於商品並非無所不知的情境下，商家會對傳達給消費者的訊息進行操控。
隨著現今網際網路發展的趨勢，儘管目前對於線上購物平的研究眾多，但針對台灣MOMO購物網和台灣蝦皮購物平台本身所使用的行為經濟學理論研究較少，因此本研究為彌補此學術上之缺口，分別針對台灣的前兩大線上購物平台進行行為經濟學理論應用的探討，找出二者應用了哪些理論和實際上期望帶來的效益為何。透過研究分析，台灣前兩大線上購物平台，MOMO購物網和蝦皮購物應用的行為經濟學理論，依據各個線上購物平台的銷售方式和目標而有不同的行銷方向。

In recent years, with the rapid development of the Internet, e-commerce services such as online shopping have emerged, and people's lifestyles have also changed. The appearance of the Coronavirus disease (COVID-19) in 2019 has accelerated and improved the development of online shopping platforms. For sellers, online shopping platforms have relatively low barriers to entry, and there are no time and place restrictions for opening stores, which can also eliminate the pressure of store rentals. For consumers, shopping can be done anytime, anywhere, and there is no need to pick up goods at physical stores, which is convenient, the price comparison can be easy, also provides option of contactless to receive the goods. When faced with the choice of many merchants and products on the Internet, "impression" and "comparison" have become the cornerstones of consumers' decision-making. These two are the most intuitive, convenient and fast decision-making basis. In this case, consumers are easily affected by constituent that are not related to product attributes, and they will intuitively think that they have made the most rational choice. In a context where consumers are not omniscient about products, merchants manipulate messages to consumers.
With the development of the Internet, although there are many studies on online shopping platforms, there are few studies on the behavioral economics theory used on the Taiwan MOMO shopping network and the Taiwan Shopee shopping platform. Therefore, this study is to make up for this academic, in order to find out the gaps in the application of behavioral economics theory on the top two online shopping platforms in Taiwan, we will find out which theories are applied and what the actual expected benefits are. Through research and analysis, the top two online shopping platforms in Taiwan, MOMO shopping network and Shopee shopping application of behavioral economics theory, have different marketing directions according to the sales methods and goals of each online shopping platform.

目錄
審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究流程 3
1.5研究流程圖 4
第二章 文獻探討 5
2.1電子商務相關研究 5
2.1.1電子商務定義 5
2.1.2網路購物定義 6
2.1.3電子商務平台類型 6
2.1.4電子商務模式之延伸 7
2.2消費者行為 9
2.2.1錨定效應 9
2.2.2促發效應 12
2.2.3心理帳戶 14
2.2.4 框架效應 18
2.2.5 框架效應的延伸 23
第三章 研究方法 24
3.1研究方法 24
3.2個案研究法 24
3.3個案研究法之特性 25
3.4個案研究法之優缺點 25
3.5個案研究法的六種證據來源和優缺點 26
3.6研究議題 28
第四章 個案分析 29
4.1個案：MOMO購物網 29
4.1.1背景及起源 29
4.1.2限時搶購 31
4.1.3品牌日 32
4.1.4一般商品 33
4.2個案：蝦皮購物 34
4.2.1背景及起源 34
4.2.2限時特賣 37
4.2.3品牌日 38
4.2.4 一般商品 39
4.3 小結 39
4.3.1錨定效應 39
4.3.2促發效應 40
4.3.3心理帳戶 41
4.3.4框架效應 42
第五章 結論 45
5.1研究結論與建議 45
5.2研究限制 46
參考文獻 47

圖次
圖1-1 95-109曾經使用行動上網比 1
圖1-2 研究流程圖 4
圖2-1 信用卡實驗反面訊息操控 21
圖2-2 風險選擇框架-正面框架22
圖2-3 風險選擇框架-負面框架22
圖4-1 MOMO購物網手機版首頁30
圖4-2 MOMO購物網電腦板首頁 30
圖4-3 MOMO購物網限時搶購之商品頁 31
圖4-4 MOMO購物網資生堂品牌日 32
圖4-5 MOMO購物網雅詩蘭黛粉持久粉底液商品頁 33
圖4-5 蝦皮購物手機板首頁 35
圖4-6 蝦皮購物電腦板首頁36
圖4-8 蝦皮購物限時特賣之商品頁37
圖4-9 蝦皮購物屈臣氏品牌日38
圖4-10 蝦皮購物植村秀無極限光澤水粉底液商品頁39

表次
表2-1電子商務模式比較表8
表2-2 框架效應分類表22
表3-1個案研究法24
表3-2 個案研究法之優缺點26
表3-3 個案研究法的六種證據來源和優缺點26
表5-1 MOMO購物網和蝦皮購物應用之消費者行為經濟學理論之比較43

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參考網址
http://terms.naer.edu.tw/detail/1681584/
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