網路購物現象在全球持續發燒，許多調查都顯示網際網路的蓬勃發展，網際網路使用者日益增加，全球各地的企業無不爭相加入電子商務之行列，電子商務市場產值也因此而呈現指數性的成長。根據NetValue2002年七月的統計資料顯示出，台灣網友上「電子商務」網站瀏覽的點選率到達63.5%，也就是有443萬不重覆訪客在七月份瀏覽過線上交易的網站。不重複造訪人數最多的「電子商務」網站及服務頻道最多的七大網站之一就包括博客來網路書店(books.com.tw)，網路書店的潛力可見一斑；根據工商時報在今年(2003年)6月的報導指出，台灣的網路書店業者包括博客來網路書店、金石堂網路書店的營運已漸漸有起色；在台成立七年的博客來網路書店歷經七年期間的興盛與衰敗之後，在今年第一季開始獲利，而金石堂網路書店預估今年的營業額則可望成長五成以上，預計將於年底開始獲利。
隨著網路書店的蓬勃發展，企業莫不爭相進入這塊市場競爭，如何從中獲取利潤乃是企業最終的目的；一般來說，因為面臨較實體商店較大程度的不確定性，因此造成消費者對於電子商務有稍微排斥的心理，如何屏除這種種的不安全感進而獲取消費者的信任，乃是最重要的因素。
此篇研究主要在探討網站設計因素對於消費者信任網路書店的影響，其中採用三個構面：安全性、互動性、以及功能性構面。研究結果指出安全性、互動性、以及功能性等三構面會正向影響消費者對於網路書店的信任程度；並且在功能性裡面的知覺實用性更是所有因素當中影響信任最重要的因素；另外我們也發現，消費者對於外國網路書店的表現平均而言都較台灣國內的網路書店較佳。
本研究乃是希望透過廣泛的文獻探討之後，對於消費者在電子商務信任的前置因素有一個整合性的探討，找出在網站設計議題之下共同的因素類別，對於未來研究有一個更為全面性以及更為完整的研究方向。

　　In recent years, the emergence of electronic commerce has provided another access for consumers to purchase products. Although there may be much evidence to claim that on-line retailing is a superstar, some other researches have pointed out that there are difficulties for companies to do business on web (in other words, consumers may refuse to use web stores).
　　According to NetValue 2002, over 4 million people in Taiwan visited on-line stores at least once. Among on-line stores, book is one of the seven most-purchased items (FIND, 2003). This can show the importance of on-line bookstores among a variety of on-line shops. Although on-line bookstores are such popular stores but still, the sales are much less than brick-and-mortar bookstores. On the other hand, books are standardized products, the price offer by different bookstores will not varied a lot, therefore our research won’t be easily affect by the factor of price. These are the main reasons why we choose on-line bookstores as our research target.
　　Generally speaking, when purchasing through on-line stores, customers are involved in a greater degree of uncertainty. That is why consumers make on-line purchasing decision almost solely on the basis of trust. Because the lack of trust, many people not prefer purchasing through virtual channels, so the sales performance of on-line bookstores are not as good as brick-and-mortar ones.
　　The main purpose of this study is to examine factors of security (Transaction Security, Personal Security, and Third-party Certification), interaction (Interaction between Customers and Interaction between Customers and Enterprises), and navigation functionality (Perceived Usefulness and Perceived Ease of use) influence the trust in on-line bookstore, and the moderating effects of individual trust propensity. The major findings of this study are as follows:
1. All of the factors of security, interaction, and navigation functionality have significantly positive effect on trust in on-line bookstores
2. Among all the factors, “Perceived Usefulness” has the utmost important influence on trust in on-line bookstores.
3. The perception of “non-Chinese origin on-line bookstores” on security, interaction, navigation functionality, and trust in on-line bookstores are significantly higher than those in “Chinese origin on-line bookstores”.

Websites
1. Focus on Internet News and Data, www.find.org.tw
2. www.idc.com
3. Institute for Information Industry, Taiwan, www.iii.org.tw

Chinese Dissertations
1. Chang, Shao-Shiun, “The relationship quality model of electronic store: combining transaction cost theory with technology acceptance model”, Ph D. Thesis of Department of Management of Information Science, National Chengchi University, 2002
2. Duh, Ping-Ling, “Customer's trust model and customer loyalty in Web shopping”, Master Thesis of ,Yuan Ze University, 2002
3. Keng, Ching-jui, “WWW Interactive Advertising Effectiveness”, Ph D. Thesis of Department of Business Administration, National Chengchi University, 1999
4. Wang, Tsu Chien, “The effect of website technology, service quality, and purchase cost on customers e-satisfaction & e-loyalty”, Master Thesis of Department of International Business, National Cheng Kung University, 2003
5. Wu, Chia-Ching, “The study of factors affecting portals' users trust”, Master Thesis of Department of Computer Information Science, Soochow University 2002

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