近年來，隨著行動配備的普及，越來越多的企業開始以行動廣告做為宣傳產品或服務的新溝通管道，由於行動媒體極具個人化和隱私特性，因此，行銷人員不能無視消費者的觀感，而一味地大量傳送對和消費者無關的廣告內容，或是使用干擾的方式強迫消費者接收，甚至利用行動廣告的便利性發送詐騙簡訊，長久來看，消費者將對品牌主、電信業者產生不信任感，對於資訊安全和個人資料的法律保護，也將產生質疑和缺乏信心。 本研究以問卷調查法蒐集資料，透過統計分析和解釋，研究行動廣告關聯性和許可傳送對消費者信任、廣告接收反應的關係，並探討消費者信任傾向、適地性、行動媒體廣告態度是否對上述關係有干擾效果，最後，再了解消費者信任和廣告接收反應的關係。本研究結果發現： 一、當行動廣告與消費者關聯性越高時，消費者品牌信任、行動廣告信任越 高，閱讀、保留訊息、蒐集資訊、回復、參與活動、轉寄的可能性越高，而刪除的可能性會越低。 二、相對於非許可式行動廣告，消費者對許可式行動廣告有較高的品牌信任、行動廣告信任、資訊環境信任和法律信任，閱讀、保留訊息、蒐集訊息、回復、參與活動、轉寄的可能性會越高，刪除的可能性會越低。 三、相對於非許可式的行動廣告，許可式的行動廣告內容和消費者的關聯程度越高。 四、信任傾向對關聯性形成的「品牌信任、行動廣告信任」正向關係，與「閱讀、保留訊息、回復、參與活動」可能性之關係有干擾效果。 五、在消費者信任傾向高時，適地性對關聯性形成的「品牌信任」正向關係有干擾效果，此外，適地性也會干擾關聯性形成的「刪除、閱讀」可能性。而適地性不會干擾許可傳送方式對消費者信任的關係，但在消費者行動媒體態度佳的情況下，適地性對許可傳送形成的「閱讀」可能性有干擾效果。 六、行動媒體廣告態度對許可傳送形成的「品牌信任」正向關係、「閱讀」可能性有干擾效果。 七、消費者信任和廣告接收反應具有正向關係，亦即當消費者信任感越高，則廣告接收反應會越好。此外，消費者信任在行動廣告關聯性、許可傳送對廣告接收反應的影響間，扮演了部分的中介角色。

網際網路的成長，促使電子商務快速發展。然而，回顧電子商務的市場現況，即使網路購物規模不斷成長，但是卻仍有54.9%的網路商店未能達到損益平衡，主要原因在於激烈的市場競爭環境導致商品毛利率降低，獲利速度減緩。因此，資策會認為網路商店若想在競爭市場中脫穎而出，網站的技術安全必須值得消費者信任。 　　消費者不願意在網路上購買商品或服務，是因為缺乏對網路購物相關安全性的信任與缺乏對網路上企業可靠性的信任。因此，如何建立消費者對網路商店的「信任」，是企業獲得顧客的關鍵因素。 　　過去文獻指出，信任信念能藉由改善網站的結構性確保來提升，且消費者對網站的信任信念會影響到其信任網站的態度。因此，本研究根據文獻探討的方式找出Cialdini影響力模式及其所會影響的消費者信任信念的各個構面，並利用此模式作為結構性確保的實驗變數來設計網站，從中操弄各項實驗變數以探討各種不同影響力原則影響消費者信任信念之效果。接著，再進一步分析各個信任信念分別如何影響消費者的信任態度，以全盤了解消費者初次瀏覽網路商店網站時，利用Cialdini影響力模式所歸納的網站結構性確保所影響之效果。 　　本研究透過實驗室實驗法模擬網路商店的購物情境，並操控不同Cialdini影響力原則所設計的結構性確保，研究結果發現： 1. 除了「好感」原則的結構性確保外，網站中其餘的結構性確保在消費者瀏覽網路商店時，皆會正向影響到消費者的信任信念。 2. 消費者的「認知診斷」、「認知保證」、「認知信心」、「認知能力」、「認知可靠」、「認知嚮往」等信任信念的各個構面，會正向影響消費者的「信任態度」。 / The e-commerce environment has developed rapidly with the fast growth of Internet. However, by reviewing the market status of e-commerce, there were still 54.9% of Internet shops which couldn’t make the profit and loss balance even the internet shopping was growing constantly. The environment was so competitive that the profit margin of product reduced and the rate of making profits slowed down. Therefore, the Institute for Information Industry advised internet shops to enhance their internet security of websites if they wanted to stand out from the competitive environment. 　Consumers are not willing to purchase the products or services due to the lack of trust in the security of the website and credibility of the internet shops. For this reason, the key to gain the consumers is how to make them trust the internet shops. 　Past researches indicated that the consumer’s trusting beliefs can be enhanced by improving the structural assurance of the website. In addition, these trusting beliefs were positively related to the trusting attitude toward the website. Therefore, we identified the constructs of the trusting beliefs which could be affected by Cialdini’s Influence Model from literature review. We used this model to design the structural assurances of the website as experimental variables to probe the differences of consumer’s trusting beliefs under the model’s principles. Furthermore, we understand the effect of structural assurance by analyzing how the constructs of trusting beliefs affected consumers’ trusting attitude when consumers visit the Internet shop at the first time. 　This research manipulated the principles of Cialdini’s Influence Model to design the structural assurance of website and simulated the situation of internet shopping via laboratory experimentation. The research result was shown as below: 1.　The structural assurances designed by Cialdini’s Influence Model were positively related to the trusting beliefs of consumers except the “Liking” principle. 2.　The constructs of consumer’s trusting beliefs were related to the trusting attitude toward the website positively and respectively.

本研究之目的在於探究何謂完整之網路企業自律機制？目前廣為採用之信賴標章、規範承諾、網路評分等網路企業自律機制，何者能夠得到消費者信任？網路企業如何透過不同的自律機制，使得消費者認知其交易安全與資訊隱私已被保護？網路消費者如何經由認知其交易安全及資訊隱私已被保護，進而產生其對於網路企業之信任?信賴標章、規範承諾、網路評比等網路企業之自律機制，何者較能夠得到網路消費者的信任？ 過去研究極少著墨於網路自律機制對於消費者信任之影響，本研究除了希望對於缺乏資源及品牌聲譽之網路企業有所啟發外，也探討網路企業在既有的法律、管理及技術之環境架構下，應如何取得消費者信心，並以文獻探討、問卷分析及個案討論與分析等方法來驗證網路自律機制對於消費者信任之影響。 在文獻探討上，本研究針對國內外學者對保護資訊隱私及交易安全之制度及作法、企業自律機制之規範及作法、消費者信心等相關研究加以歸納，並輔以國內外個案研究，一方面摘要學者對以上議題的研究成果與看法，一方面彙整相關文獻，進而發展出本研究相關之研究假設。並從文獻彙整摘要中，提出研究架構及假設，並就各構面及假設之變數賦予操作型定義，選定適宜之統計方法予以檢測，且根據前測問卷之結果，於全省各地進行717份之問卷調查及回收作業。回收之問卷均透過檢查、編碼、整理，並進行樣本特徵、信度與效度分析，進一步驗證及解釋各研究假設。 除了定量分析外，本研究亦由十個與問卷相關的個案中，研究該些網路企業之營運模式、產品、服務及交易流程，了解其自律機制與消費者保護之作法，進而與統計分析相關的資料做交叉分析，並對應先前之研究假設，以進一步分析網路企業自律機制、消費者保護構面與消費者信任之間的關係。 本研究結果包含三部份，分別為自律機制(信賴標章、承諾規範、網路評比)與消費者保護(資訊隱私保護認知、交易安全保護認知)之關係、消費者保護與消費者信任之關係、自律機制與消費者信任之關係；最後提出五項管理意涵，包括網路企業得到消費者信任之重要因素及關鍵因素、網路企業如何建立專屬的自律機制及消費者保護機制、進而發展值得信賴的網路購物環境。 / The objective of this article is to study on what a complete self-regulatory mechanism of an internet business is, The article also explore if the existing online self-regulatory mechanisms including trustmarks, commitments and rankings are able to get trust of consumers, in order to let consumers recognize their personal data and security of online transactions being protected, thus consumers are able to trust the internet business they deal with? Which of the above existing self-regulatory mechanisms is more capable to get trust of consumers? Even though limited literatures focus on the impact of online self-regulatory mechanisms to trust of consumers, by methodology of literature reviews, quantitative research and case studies, this article not only contributes to internet businesses with limited resources and brand awareness, but also contributed to those internet businesses, under a framework of regulations, management and technology, willing to get trust of consumers. There are also hypotheses to testify relationships between online self-regulatory mechanisms, consumer protection (of personal data and security for online transactions) and trust of consumers. After reviews on literatures of various self-regulatory mechanisms, internet data privacy, transactional security, consumer protection, trust of consumers, this article proposes a research framework including 3 main hypotheses, 3 independent variables, 2 intermediary variables, 1 dependent variables and their operational model. To testify the hypotheses, this article collected 717 samples of survey around the island and 10 case studies. Utilizing multiple regressions and related statistics analyses, most of the hypotheses are supported. Comparing with 3 dimensions of transactional process, self-regulatory mechanisms and consumer protection, 10 cases are found similar to the testing result of hypotheses, but also remained spaces of improvement. At last, this article concludes with 5 managerial implications, including key successful factors and critical factors to get trust of online consumers, how to build a proprietary self-regulatory and a consumer protection mechanisms, thus to set up a complete trustworthy online shopping environment.