本研究由科技接受度模型為出發點，探討台灣50歲以上國民對於網路購物平台的使用習慣及態度，加入不同的外部因素分析，包含人群接觸偏好、自我實踐、認知有用、認知易用、購物動機、知覺風險及關係品質，目的在於了解不同的外部因素對此一族群最後是否會回到同一個購物平台購買商品之影響，意即對網路購物平台產生忠誠度，並且加入寂寞感作為使用者態度與忠誠度之間的調節變數。採用問卷調查法隨機抽樣，同時發放紙本及網路問卷，有效回收173份，網路回收效果較佳，佔有效問卷的84%。 透過研究結果得知，自我實踐與人群接觸偏好皆對於科技接受模型當中的認知有用有直接的影響，顯示出50歲以上的國民在使用網路時，會受到過去的購物經驗（與人購買商品）的影響，不過對於新科技保持積極學習心態的個體會有意願嘗試使用網路購物。而當個體感受到網路購物是省時或是省錢的（認知有用）、認為操作是簡單明瞭的（認知易用）都會提高消費者使用網路購物的意願。 此外，消費者對於在網路購物平台上付費是否安全以及付費之後是否真的能拿到符合期待的商品有疑慮時，會降低網路購物的意願，因此網路購物平台業者要重視並且消弭這樣的知覺風險，這同時也將會提升消費者在網路購物的動機；如同實體商店，消費者也重視與網路購物平台業者之間的關係，也就是說，當有網路購物平台業者提供的客服是良善的，在購物前、中、後都重視消費者的感受、照顧消費者，建立一個良好的顧客關係，不僅提升消費者使用網路購物平台的意願，更能夠加深消費者對該網路購物平台的忠誠度。 然而，在調節項寂寞感的作用之下，並無明顯的調節效果，本研究建議後續相關研究者可以針對此項因素的影響力進行質化研究，例如深度訪談法。實務貢獻提供網路購物平台業者對於50歲以上國民的行銷策略上，除了以折扣優惠吸引此一族群的消費者之外，也應重視消費者心理層面上的感受、並且提供完整的資訊及即時有效的客服幫助消費者解決購物問題，建立消費者在網路購物平台上的專屬資產成本，達到良好的顧客關係循環。 / The purpose of the present study was to examine the influence of various external factors, including preference of human contact, self-actualization, perceived usefulness, perceived ease of use, shopping motivation, perceived risk, relationship quality and loneliness on consumer attitude toward online shopping and customer loyalty to the particular online shopping platform. We studied the relationship among the variations by using paper-based survey and the online survey. Our target participants were the people who over 50 years old in Taiwan. The data supports the following findings: if the consumer who has higher self-actualization would more likely agree that using online shopping platform to buy goods is useful. However, if the consumer has a higher preference for human contact will have a negative impact on perceived usefulness. Besides, to increase consumer's desire to use online shopping, we should notice that decreasing consumer’s perceived risk such as secure payment service and clear return rules and build a reliable customer relationship are crucial. That means, in addition to giving discounts to attract this group of consumers, online shopping platform company should also pay attention to consumer feelings. In the end, limitations and suggestions to future studies were provided.

本研究針對企業赴海外上市決策面的三個構面進行探討並以台商為例，首先是探討企業赴海外上市前的動機為何，其次是企業如何選擇海外上市的地點，最後探討這些企業赴海外上市後的效益，也就是企業在海外上市的前、中、後三個不同階段所可能遭遇到的問題進行實務的探討，並以多重個案分析與類型比對的方式，以及一些台商上市現況的統計數字，希望以過去文獻中曾探討的議題來加以研究。 由於過去的研究偏重於台灣、香港、中國大陸三地市場，為了將層面擴大，特別從台商目前赴海外投資最最多的前十名的國家當中，挑出較為重要的六個國家，分別是香港、中國大陸、新加坡、美國、越南、泰國，並研究當地的已上市台商的現況，從當地上市台商所屬產業家數最多者，挑出具代表性的公司，進行個案研究及比較分析。 從個案研究發現，企業赴海外上市的動機，結果是“有利於開拓海外市場”及“易招募優秀人才”的營運面動機較多；企業海外上市地點的選擇，多半因為“市場流動性及規模及本益比”及“資金運用限制”；至於企業赴海外上市後的效益，結果是“提高公司聲譽”及“有助於產品銷售”另外，並發現香港及大陸上市後股東財富增加顯著。 最後，建議企業未來在選擇海外上市地點時，應多方面考量及評估，並非單純僅就幾個因素就決定企業海外的上市地點，應從各利害關係人的角度，去仔細思考在何處上市將是對企業最有利的。 / The research discusses three perspectives on the decision of enterprise go listing abroad and takes Taiwan enterprise as an example. Firstly, to study what are the motives of enterprises go listing abroad. Secondly, to research how enterprises choose listing place abroad. Finally, to discuss the benefits of these enterprises after go listing abroad. That is to say, to discuss the practiced issue that enterprise might encounter with the problems in the three different stages which before, in, after they go listing abroad, and analyze by way of pattern match, and the statistics of present status of some listed Taiwan enterprises with multiple cases, hope to research on the subjects has been discussed in the literature in the past. Because similar researches emphasize three stock markets in Taiwan, Hong Kong and Mainland China in the past, in order to expand the scope, especially from the top ten area invested by Taiwan enterprise at present, choosing six comparatively important area, including Hong Kong, Mainland China, Singapore, U.S.A., Vietnam, Thailand, and study the present situation of the already locally listed Taiwan enterprises, find the most ones from the local listed Taiwan enterprise's affiliated industry, choose the representative company, proceed with case study and comparative analysis. Find from case study, the motives of enterprises go listing abroad are " Contribute to exploit the overseas market " and " It is apt to recruit outstanding talents " the operation motives are more; the choices of enterprises’ overseas listing places, mostly because "Liquidity and scale and p/e ratio of stock market" and " Restriction on funding usage " ; and the benefits after listing abroad as for enterprises are " Improve company's reputation " and " Contribute to the product’s selling " In addition, the research shows shareholder's wealth increased apparently after listed in Hong Kong and Mainland China. Finally, the research suggests enterprises while choosing the listing place abroad in the future, it is considered and evaluated that should be in many aspects, not to determine the overseas listing place of enterprises alone simply rely on some factors, should think carefully in where to go listing is the most favorable to enterprise itself in terms of every interested party.