隨著網際網路和電子商務的發展，以及行動裝置的便利性，推動了行動購物蓬勃興起。然而相對於傳統的B2C商業模式，C2C購物的買家可能面臨更多的認知不確定性。因此本研究以刺激-有機體-反應(S-O-R)模型為主體架構，探討C2C行動購物的買家對賣家/產品的認知不確定時，信任在認知不確定性與猶豫購買間關係是否具有中介效果，並同時探討社會臨場感在認知不確定性與信任的關係中是否具有調節效果。本研究共收回443份有效問卷。研究結果證實：(1)信任對認知不確定性與猶豫購買具有部份中介效果；(2)社會臨場感在認知不確定性與信任之間具有顯著正向的調節效果。

The development of the Internet, e-commerce, and mobile devices has greatly stimulated the growth of mobile shopping. However, buyers engaging in C2C transaction may perceived more uncertainty compared to traditional B2C transaction. Based on the Stimulus-Organism-Response (S-O-R) model, this study investigates whether trust plays as a mediator between perceived uncertainty and online shopping hesitation when buyers feel uncertain about sellers/products as well as whether social presence has a moderating effect on the relationship between perceived uncertainty and trust in C2C mobile shopping platforms. This research consists of 443 samples in C2C mobile shopping platforms. The results indicate that (1) trust partially mediates the relationship between perceived uncertainty and online shopping hesitation; (2) social presence has a significant positive moderating effect on the relationship between perceived uncertainty and trust.

致謝 i
中文摘要 ii
Abstract iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與研究目的 3
第四節 研究重要性與貢獻 4
第五節 研究範圍與對象 5
第六節 研究流程 5
第二章 文獻探討 7
第一節 C2C行動購物 7
第二節 刺激-有機體-反應(S-O-R)模型 8
第三節 認知不確定性(Perceived Uncertainty) 9
第四節 信任(Trust) 10
第五節 猶豫購買(Online Shopping Hesitation) 11
第六節 社會臨場感(Social Presence) 13
第三章 研究方法 15
第一節 研究架構與研究假說 15
第二節 研究變數操作性定義與衡量 16
第三節 問卷設計 28
第四節 資料收集方法 28
第五節 資料分析方法 29
第六節 共同方法變異問題之處理與檢測 36
第七節 問卷前測結果分析 37
第四章 資料分析 43
第一節 正式問卷發放 43
第二節 敘述性統計分析 45
第三節 共同方法變異檢測 46
第四節 信度與效度分析 47
第五節 中介效果分析和條件過程分析 60
第五章 結論與建議 67
第一節 結論 67
第二節 管理意涵與貢獻 68
第三節 研究限制與後續研究建議 70
參考文獻 74
附錄一、前測問卷 92
附錄二、英文原始量表 96
附錄三、前測共同方法變異檢測-探索性因素分析 99
附錄四、前測各構面量表收斂效度分析 100
附錄五、前測區別效度分析暨變數相關係數表 106
附錄六、前測各構面信度分析 107
附錄七、正式問卷 112

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