本研究以心理面（沉浸經驗）與技術面（科技接受模式），透過科技接受模式探討消費者對網路購物的認知與接受程度，在加入沉浸經驗為影響科技接受模式中之變數，以建立更具解釋力之網路購物之採用行為模式。採用問卷調查法，以曾經使用過網路購物平台進行購物的消費者為調查對象，使用統計方法包括描述性統計、因素分析、信度分析、T 檢定、單因子變異數分析及迴歸分析等，以進行資料分析。 本研究的主要發現：(1)不同個人特徵的網路購物消費者於沉浸經驗及科技接受模式有部分顯著差異情形；(2) 在科技接受模式中，認知易用性顯著正向影響到認知有用性、使用態度、行為意圖及沉浸經驗；認知有用性顯著正向影響到使用態度、行為意圖及沉浸經驗；使用態度顯著正向影響到行為意圖；沉浸經驗顯著正向影響到使用態度及行為意圖； (3)透過沉浸經驗之中介效果，認知易用性及認知有用性會影響網路購物消費者的行為意圖。本研究依實證研究結果提出建議，以提供網路購物經營者之對策及未來研究之參考。 This study will combine the psychological (flow experience) and technical (technology acceptance model), through technology acceptance model to research consumer awareness and receptivity of Internet shopping. And then adds the flow experience in technology acceptance models as a variable to build up a more explanation model on consumer adoption of online shopping behaviors. This study utilizes the questionnaire inquisition to research the consumers who have the experience of online shopping. The researcher applies statistic methods to analysis the data, including descriptive statistics, factor analysis, reliability analysis, t-test, ANOVA, regression analysis, etc. The results of this study are as follows: (1) Different personal characteristics of online shoppers in the immersion experience and the technology acceptance model, some significant differences have been observed. (2) In Technology Acceptance Model, cognitive ease of use significantly positive effect on the perceived usefulness, used attitude and immersion experience. Perceived usefulness has a significant positive effect on attitude, behavioral intention and immersion experience. Used attitude has a significant positive effect on behavioral intention. Immersion experience has a significant positive effect on used attitude and behavior intention. (3) Through immersion experience of the intermediate results, cognitive ease of use and perceived usefulness will affect the online shopping consumer behavioral intentions. According to the above results, the researcher makes some suggestions to education administration and future researchers.
