網際網路的興起帶動了服務的e化，各式網站紛紛開設，企業藉由網站提供符合顧客需求的商品或服務，提昇顧客的生活品質與便利性，以期在競爭激烈的產業環境中開拓更多的通路，進而強化本身的競爭優勢。本研究以台灣寬頻使用者為研究對象，分北、中、南、東四區採用簡單隨機分層抽樣的方式取得樣本資料，利用結構化模式進行分析，旨在探討網站的特性與內容及設計品質對網站效果的影響，並找出讓消費者對網站產生吸引力及信賴度，甚至會主動為該網站傳播的因素，俾提供企業能快速掌握網站經營的方式與方向，帶來更高的商機，創造價值。 本研究驗證結果顯示整體模式配適標準及模式內在結構配適度均達檢定水準，表示本研究的理論模型可獲得支持，進而分析各構念間的影響關係結果如下：（1）網站顧客對網站特性（含系統使用及學習效能）的認知程度，對網站效果的影響不顯著，此結果顯示網站顧客對網路使用過程的隱私性保護仍心存疑慮，且對與網站互動的期盼頗高。（2）網站顧客對網站內容（含資訊品質、系統品質及娛樂性）的認知程度，對網站效果有顯著的正向影響，此結果顯示網站經營者對資訊的呈現、即時更新與資料提供等均能獲網站顧客正面的肯定，若能持續，對網站效果的提升有相當大的助益。（3）網站顧客對網站特性、網站內容的認知程度對網站設計品質的感受有顯著的正向影響，此結果顯示網站經營環境，在整體的展現格調上仍受高度的重視。（4）網站設計品質與網站效果有極顯著的正向影響，此結果顯示提升網站技術及運用的功能，使網站能呈現更多元化的效果，對網站顧客將產生更大的吸引力與信賴度。（5）網站特性與網站內容透過網站設計品質的結果對網站效果有顯著的影響，此結果顯示網站設計品質在網站特性與網站效果之間及網站內容與網站效果之間具有中介效果。 The rise of the internet network drives e-services, and all kinds of websites thrive in recent years. Enterprises advance the customer life quality and convenience by offering the commodities or services of meeting customers’ needs, in order to carve out some more channels in the blooming industry's environment, and strengthen their competition advantage. This research took the wideband users in Taiwan as research object and acquired sample data by adopting simple random stratified sampling from areas including northern, central, southern and eastern part of Taiwan. The data were then analyzed by employing Structure Equation Model (SEM), and the focus was on the website effect in the feature, content and design quality. The objective was to find out the factors of how a website can attract and earn the confidence of its consumers or even cause initiative diffusion from the users. That would help enterprises master their website management's styles and directions quickly, bring more businesses chances and create values. The research results show that the fittness standard of the global mode and the structure fittness of the inner mode reach the statistical test level. It therefore means the theoretical model of this research is acceptable. The furthur analysis extended to the influence relationships between structures as follows : (1) The cognition degree of website customers on the website features ( including system use and learning capability). The influence on the website effect is not significant.(2)The cognition degree of website customer on the website contents (including information quality, system quality and playfulness) can directly affect website effect.(3) The cognition degree of website customer on the website feature and content can directly affect design quality.(4) The website design quality can directly affect website effect.(5) The website feature and content via high quality design result in conspicuous influence on website effect, that is website design quality has mediating effect on the ＂website feature/content vs. website effect＂.
