| 摘要: | 自從網際網路興起以來，網路上的使用者行為就被廣泛的探討，並成為很多研究的標的。但是，網路行為的研究，主要都集中在計畫行為意圖方面，而且更多是在計畫型的行為。過去的研究，主要都以慎思行動理論 (TRA)，計劃行為理論 (TPB)，以及科技採用理論 (TAM)為主。這些研究，從信念、態度、意圖到行為的一連串推演，解釋了很多使用者使用的原因。許多的研究將幾個重要構念，用各種理論來細部延伸。例如，使用Bandura的 Efficacy當成行為控制的操作。很多研究停留在行為意圖。但是，如果世界都是理性的，行為和意圖會有非常直接的相關。然而，在真實世界中，經常有一些特定因素影響了原來的計畫行為。使用者會因為一時突發奇想，或因為衝動或沈浸經驗，而做一些計畫之外的事。本研究試圖經由論證，以及一個為期三年的系列實徵性研究，將這些「非計畫」的因素納入行為考量，提出一個整合性的理論架構。其中，計畫行為部分還是以 TPB 為主。非計畫性的因素，則暫以衝動和沈浸經驗為主。實徵研究，將會以網路社群（如 Facebook）的使用、網路購物等情境來分別檢驗衝動和沈浸經驗的影響。 Internet user behavior has been one of the major research focuses in electronic commerce research, since the fast paced proliferation of Internet applications. However, the majority of user behavior focused on usage intention, especially that of planned behavior. A large proportion of past literature is founded on the Theory of Reasoned Action (TRA), Theory of Planned Behavior, and the Technology Acceptance Model (TAM). These tracks of research, based on the reasoning of Belief, Attitude, Intention and Behavior, did seem to explain some of the variance in user behavior. Other research attempted to extend other theoretical foundations as the operationalization of some of the major constructs. For example, Bandura’s Efficacy construct has seen its use as a surrogate for Behavioral Control. Much of the research stopped at the Intention phase. If the world is all rational, Intention can indeed be an excellent predictor for actual behavior. However, in the real world, many factors may step in and distort the relationship between intention and behavior. Users may do things that are unplanned, due to reasons like mood, impulse or flow experience. This three-year research attempts to go through a theoretical building process, to derive at a model that incorporates both the planned and unplanned types of determinants that lead to behavior. The major skeleton of the model will be TPB, appended with factors like impulse and flow experience. A series of empirical studies will be carried out to test the proposed model. The context of the empirical studies will be social network communities (like Facebook), and online shopping. 研究期間：10008 ~ 10107 |
