近年來隨著資訊科技的進步，網際網路逐漸與我們的生活結合為一，我們可以透過網路取得的商品與服務也不在僅限於實際看得到與接觸得到的實體商品與服務，只存在於虛擬的網路世界，且僅能在網際網路上的無形商品也應運而生，有別於傳統上能透過CD、DVD、磁帶等等實體載體直接使用的無形商品，這些只能在網際網路上才能使用，並供人交易以滿足慾望與需求的無形商品，便是所謂的「虛擬商品(Virtual Product)」。
自「免費線上遊戲」這種經營模式出現之後，虛擬商品市場的版圖重新劃分，虛擬商品的交易逐漸轉以B2C模式為主，玩家依自己喜好自由選擇、使用、搭配不同的虛擬商品，以增加玩家的線上虛擬身分(Avatar)的技能，且透過玩家間彼此的互動，玩家可藉由虛擬商品彰顯個人特質，並給予玩家虛擬世界中特定的社會地位，現今關於虛擬商品的研究多半著眼於虛擬商品的交易機制、相關法律問題以及行銷策略，對於虛擬商品的顧客滿意度及其購買行為本身的關係則較少著墨，若不了解兩者的關聯及其影響，則可能會使產品難以滿足顧客的慾望與需求。因此，本研究利用問卷調查法，對線上遊戲之虛擬商品的使用者搜集資料，以期望失驗模式(Expectancy Disconfirmation Model)做為理論基礎，並利用結構方程模式做為本研究的研究方法，探討社會互動性與客製化對顧客滿意度的影響，以及其如何影響購買虛擬商品之意願。
期望藉由本研究期望了解消費者的社會互動性與客製化在B2C交易模式下的角色，並驗證虛擬商品對消費者的符號價值以及虛擬商品客製化程度會對顧客滿意度的影響，及其如何提升消費者購買意願，以做為虛擬商品開發廠商發展虛擬商品行銷策略及開發虛擬商品及相關服務的參考。

Recently, with the development of information technology, the Internet becomes more important in our life. Thus, the product and service that we can get through the Internet are not only physical ones, which we can see and touch in reality, but also the intangible product, which exists only in the cyberspace. Different from the traditional intangible product used through physical carriers such as CD, DVD, and Tapes. The word “virtual product” means the product which can be used and traded to satisfy the customers’ wants and needs only on the Internet.
Since the appearance of the new operational mode, “free on-line game”, the market share of the intangible products has been divided again. The transaction of intangible products transforms mainly into the B2C mode: the players choose and collocate various virtual products freely according to their favors to enhance the skills of the avatars, which represent the players on line. The virtual products can make them show their characteristics and give them specific social status in the virtual world. Today the research of the virtual products focuses mainly on the transaction mechanism, the related laws and the strategy of marketing, but little on the customer satisfaction and their buying behavior. If we do not know the relationship and effects between them, it may be very difficult for the product to satisfy the customers’ wants and needs. Therefore, this paper uses the questionnaire method to get information from the users of the on-line game virtual products, takes expectancy disconfirmation model for the base of the theory, and takes the Structural Equation Modeling (SEM) as the research method to discuss the effect of the social interaction and customization and how it effects the willingness of buying the virtual product.
This paper wants to find the social interaction of the customers and the character of the customization in B2C mode, to prove the symbolic value of the customers from the virtual products and the effect of the level of customization of the virtual product for the customer satisfaction and how they enhance the customers’ willingness to buy, in order to provide some opinions for the firms which want to make marketing decisions and develop new virtual products and related services.

一、中文參考文獻
王傳芬(2000)。網路交易法律錦囊－消費者權益保護。台北市：元照出版社，第51頁。
林建煌(2007)。消費者行為 (2版)。台北市：華泰文化，第185-198頁。
林建煌(2006)。行銷學。台北市：華泰。
李卓耕(2005年11月30日)。反其道而行，免費線上遊戲如何從消費者的荷包裡賺錢。國立中山大學電子商務時報。2008年9月5日。取自：http://www.ectimes.org.tw/shownews.aspx?id=7803
吳思華(2000)。策略九說(3版)。台北市：臉譜。
吳萬益(2005)。企業研究方法(2版)。台北市：華泰。
余俊穎(2001)。關於數位商品小額付費機制的三則隨想，網路生活雜誌，58期，第62 頁。
邱皓政(2003)。結構方程模式：LISREL的理論技術與應用。台北市：雙葉。
易展緯(2006年5月26日)。虛擬不讓真實，線上遊戲現商機。國立中山大學電子商務時報。2008年9月5日。取自：http://www.ectimes.org.tw/shownews.aspx?id=8380
周泰華，黃俊英與郭德賓(1999)。服務品質與顧客滿意評量模式之比較研究。輔仁管理評論，第六卷第一期，第37-68頁。
孫鴻業(2007年2月9日)。行動或無線上網的發展與阻礙－消費者觀點(上)。財團法人資訊工業策進會FIND。2008年8月27日。取自：http://www.find.org.tw/find/home.aspx?page=focus&id=354
孫鴻業(2007年2月27日)。行動或無線上網的發展與阻礙－消費者觀點(下)。財團法人資訊工業策進會FIND/經濟部工業局電信平台應用發展推動計畫。2008年8月27日。取自：http://www.find.org.tw/find/home.aspx?page=focus&id=355
孫鴻業(2006年2月22日)。商業模式趨於成熟，線上交友網站營收趨緩。財團法人資訊工業策進會FIND/經濟部工業局電信平台應用發展推動計畫。2008年8月28日。取自：http://www.find.org.tw/find/home.aspx?page=news&id=4151
陳姝吟(2005年9月9日)。線上遊戲紛紛打出「Trust me，it’s free」口號，留住玩家的心。國立中山大學電子商務時報。2008年9月5日。取自：http://www.ectimes.org.tw/shownews.aspx?id=7509
陳順宇(2005)。多變量分析(4版)。台北市：華泰。
曾光華(2006)。行銷管理：理論解析與實務應用(2版)。台北縣：前程文化。
黃芳銘(2003)。結構方程模式：理論與應用(2版)。台北市：五南。
葉亭佳(2008年7月22日)。2008年3月底止台灣上網人口。社團法人資訊工業策進會FIND/經濟部技術處創新資訊應用研究計畫。2008年8月28日。取自：http://www.find.org.tw/find/home.aspx?page=many&id=198
資策會資訊市場研究中心(2008年8月21日)。台灣網友最常進行的網路娛樂活 動。財團法人資訊工業策進會資訊市場研究中心。2008年9月3日取自：http://mic.iii.org.tw/pop/micnews4_op.asp?sno=459&cred=2008/8/21
黃俊英(2007)。行銷管理—策略性的觀點(3版)。台北市：華泰。
黃俊英(2004)。行銷學原理。台北市：華泰。
黃信誠(2007年2月7日)。從收費到免費，線上遊戲玩家得利了嗎。國立中山大學電子商務時報。2008年9月5日。取自：http://www.ectimes.org.tw/shownews.aspx?id=9122
趙書珣(2006年1月19日)。遊戲機大廠紛搶進，玩家跨足線上遊戲將成趨勢。社團法人資訊工業策進會FIND/經濟部技術處創新資訊應用研究計畫。2008年8月27日。取自：http://www.find.org.tw/find/home.aspx?page=news&id=4109
戴豪君(1999)，購買網路數位化商品自保守則，資訊與電腦，226期，第72頁。
暴雪娛樂(2008年7月15日)。魔獸世界使用者條約協議。暴雪娛樂。2008年9月1日。取自：http://www.wowtaiwan.com.tw/04CustomerService/useragreement.asp
蕭文龍(2007)。多變量分析最佳入門實用書—SPSS+LISREAL(SEM)。台北市：碁峰資訊。
二、西文參考文獻
Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227-247.
Akaike, H. (1987). Factor Analysis and AIC. Psychometrika, 52(3), 317-322.
Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
Au, N., Ngai, E. W. T., & Cheng, T. C. E. (2008). Extending the Understanding of End User Information Systems Satisfaction Formation: An Equitable Needs Fulfillment Model Approach. MIS Quarterly, 32(1), 43-66.
Beckers, J. J., Wicherts, J. M., & Schmidt, H. G. (2007). Computer Anxiety: "Trait" or "State"? Computers in Human Behavior, 23(6), 2851-2862.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606.
Berman, B. (2002). Should Your Firm Adopt A Mass Customization Strategy? Business Horizon, 45(4), 51-60.
Bhattacherjee, A. (2002). Individual Trust in Online Firms: Scale Development and Initial Test. Journal of Management Information Systems, 19(1), 211-241.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior: Tex.:Harcourt College Publishers.
Bogozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bollen, K. A. (1989). Structural Equations with Latent Variables. New York: John Wiley & Sons.
Bueno, S., & Salmeron, J. L. (2008). TAM-based Success Modeling in ERP. Interacting with Computers, 20(6), 515-523.
Cardozo, R. N. (1965). An Experiment Study of Custom, Effect, Expectation and Statisfaction. Journal of Marketing Research (JMR), 2(3), 244-249.
Castronova, E. (2001). Virtual World: A First-Hand Account of Market and Society on the Cyberian Froniter. The Gruter Institute Working Papers on Law, Economics, and Evolutionary Biology, 2(1), 1-65.
Choi, J., Seol, H., Lee, S., Cho, H., & Park, Y. (2008). Customer Satisfaction Factors of Mobile Commerce in Korea. Internet Reaearch, 18(3), 313-335.
Churchill Jr, G. A., & Surprenant, C. (1982). An Investigation Into the Determinants of Customer Satisfaction. Journal of Marketing Research (JMR), 19(4), 491-504.
Cudeck, R., & Browne, M. W. (1983). Cross-validation of Covariance Structures. Multivariate Behavioral Research, 18(2), 147-167.
Davis, S. (1989). From Future Perfect: Mass Customization. Planning Review, 17(2), 16-21.
Diamantopopulos, A., & Siguaw, J. A. (2000). Introducing LISREL: A Guide for the uninitiated. Thousand Oaks, CA: Sage.
Dinev, T., Qing, H., & Yayla, A. (2008). Is There an On-line Advertisers' Dilemma? A Study of Click Fraud in the Pay-Per-Click Model. International Journal of Electronic Commerce, 13(2), 29-59.
Elliott, R., & Leonard, C. (2004). Peer Pressure and Poverty: Exploring Fashion Brands and Consumption Symbolism among Children of the 'British Poor'. Journal of Consumer Behaviour, 3(4), 347-359.
Etzel, M. J., Walker, B. J., & Stanton, W. J. (2001). Marketing (12 ed.). Boston, Mass: McGraw-Hill.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-Services Adoption: a Perceived Risk Facets Perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
Feitzinger, E., & Lee, H. L. (1997). Mass Customization at Hewlett-Packard: The Power of Postponement. Harvard Business Review, 75(1), 116-121.
Fornell, C., Johnson, M. D., Anderson, E. W., Jaesung, C., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research (JMR), 18(1), 39-50.
Gefen, D., Straub, D. W., & Boudreau, M. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(Article 7), 1-77.
George, D. (2004). Are Unpreferred Preferences Weak in Symbolic Content? Review of Social Economy, 62(3), 365-377.
Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer Retention, Loyalty, and Satisfaction in the German Mobile Cellular Telecommunications. Telecommunications Policy, 25(4), 249-269.
Gilmore, J. H., & Pine, B. J. (1997). The Four Faces of Mass Customization. Harvard Business Review, 75(1), 91-101.
Grubb, E. L., & Grathwohl, H. L. (1967). Consumer Self-Concept, Symbolism and Marketing Behavior: A Theoretical Approach. Journal of Marketing, 31(4), 22-27.
Hagtvet, K. A., & Nasser, F. M. (2004). How Well Do Item Parcels Represent Conceptually Defined Latent Constructs? A Two-Facet Approach. Structural Equation Modeling, 11(2), 168-193.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate Data Analysis. New Jersey: Pearson Education.
Hassanein, K., & Head, M. (2007). Manipulating Perceived Social Presence through the Web Interface and Its Impact on Attitude towards Online Shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101.
Holweg, M., & Pil, F. K. (2001). Successful Build-to-Order Strategies Start With the Customer. MIT Sloan Management Review, 43(1), 74-83.
Howard, J. A., & Sheth, J. N. (1969). Theory of Buyer Behavior. New York: Wiley.
Hu, L. & Bentler, P. M. (1999). Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equations Modeling, 6(1), 1-55.
Hui, K. L., & Chau, P. Y. K. (2002). Classifying Digital Produts. Communications of the ACM, 45(6), 73-79.
Johnstone, M.-L., & Conroy, D. M. (2005). Dressing for the thrill: An exploration of why women dress up to go shopping. Journal of Consumer Behaviour, 4(4), 234-245.
Jordan, J., & Bolton, S. (2004). Peer-to-peer File-sharing: Capturing Value from Digital Products. European Business Journal, 16(3), 105-112.
Jöreskog, K. G., & Sörbom, D. (1996). LISREL8: User's Reference Guide. Chicago: Scientific Software International.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL8: Structural Equation Modeling with the SIMPLIS Command Language. Chicago: Scientific Software International.
Kay, M. J. (1993). Making Mass Customization Happen: Lessons for Implemention. Planning Review, 121(1), 14-18.
Kannan, V. R., & Tan, K. C. (2005). Just in Time, Total Quality Management, and Supply Chain Management: Understanding their Linkages and Impact on Business Performance. Omega, 33(2), 153-162.
Kaplan, D. (2000). Structural Equation Modeling: Foundations and Extensions. Thousand Oaks, CA: Sage.
Katz, M. L., & Srapiro, C. (1985). Network Externalities, Competition, and Compatibility. American Economic Review, 75(3), 424-440.
Kenny, D. A., & McCoach, D. B. (2003). Effect of the Number of Variables on Measures of Fit in Structural Equation Modeling. Structural Equation Modeling, 10(3), 333-351.
Kim, B. G., Park, S. C., & Lee, K. J. (2007). A Structural Equation Modeling of the Internet Acceptance in Korea. Electronic Commerce Research and Applications, 6(4), 425-432.
Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. New York: Guilford Press.
Kotler, P., & Armstrong, G. (2007). Principles of Marketing (12 ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P. (2003) , Marketing Management (11th ed.), Upper Saddle River, NJ: Person Education.
Kotler, P. (1989). From Mass Marketing to Mass Customization. Strategy & Leadership, 17(5), 10-47.
Lee, O., & Shin, M. (2004). Addictive Consumption of Avatars in Cyberspace. CyberPsychology & Behavior, 7(4), 417-420.
Lemmink, J., Schuijf, A., & Streukens, S. (2003). The Role of Corporate Image and Company Employment Image in Explaining Application Intentions. Journal of Economic Psychology, 24(1), 1-15.
Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 37(4), 117-124.
Li, Y. N., Tan, K. C., & Xie, M. (2002). Measuring Web-based Service Quality. Total Quality Management, 13(5), 685-700.
Liang, T.-P., & Lai, H.-J. (2002). Effect of Store Design on Consumer Purchases: Van Empirical Study of On-line Bookstores. Information & Management, 39(6), 431-444.
Lin, H. F. (2007). Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories. Electronic Commerce Research and Applications, 6(4), 433-442.
Lin, H.-H., & Wang, Y.-S. (2006). An Examination of the Determinants of Customer Loyalty in Mobile Commerce Contexts. Information & Management, 43(3), 271-282.
Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power Analysis and Determination of Sample Size for Covariance Structure Modeling. Psychological Methods, 1(2), 130-149.
MacCallum, R. C., Roznowski, M., & Necowitz, L. B. (1992). Model Modifications in Covariance Structure Analysis: The Problem of Capitalization on Chance. Psychological Bulletin, 111(3), 490-504.
MacInnes, I., Park, Y., & Wang, S. M. (2004). Virtual World Goverence: Digital Item Trade and its Consequences in Korea. Paper presented at the meeting of Telecommunications Policy Research Conference 2004, Washington, DC.
Mahatanankoon, P. (2007). The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention. International Journal of Electronic Commerce, 12(1), 7-30.
Marsh, H. W., Hau, K. T., & Wen, Z. (2004). In Search of Golden Rules: Comment on Hypothesis Testing Approaches to Setting Cutoff Values for Fit Indexes and Dangers in Overgeneralizing Hu and Bentler’s Finding. Structural Equations Modeling, 11(3), 320-341.
Marsh, H. W., Kit-Tai, H., Balla, J. R., & Grayson, D. (1998). Is More Ever Too Much? The Number of Indicators per Factor in Confirmatory Factor Analysis. Multivariate Behavioral Research, 33(2), 181-222.
Mittal, B., & Lassar, W. M. (1996). The Role of Personalization in Service Encounters. Journal of Retailing, 72(1), 95-109.
Mowen, J. C., & Minor, M. (2001). Customer Behavior. Upper Saddle River, New Jersey: Prentice-Hill.
Mulvenna, M. D., Anand, S. S., & Buchner, A. G. (2000). Personalization on the Net Using Web Mining. Communications of the ACM, 43(8), 122-125.
National Quality Research Center (2001). American Customer Stasisfaction Index. Michigan, USA: University of Michigan Business School.
Nunes, P. F., & Kambil, A. (2001). Personalization? No Thanks. Harvard Business Review, 79(4), 32-34.
Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research (JMR), 17(4), 460-469.
Olsen, K. A., & Saetre, P. (1997). Managing Product Variability by Virtual Products. International Journal of Production Research, 35(8), 2093-2108.
Ostrom, A., & Iacobucci, D. (1995). Consumer Trade-offs and the Evaluation of Services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of Expectations as A Comparison Standard in Measuring Service Quality: Implications. Journal of Marketing, 58(1), 111-124.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
Peitz, M., & Waelbroeck, P. (2006). Piracy of Digital Products: A Critical Review of the Theoretical Literature. Information Economics & Policy, 18(4), 449-476.
Perreault, W. D., & McCarthy, J. (2005). Basic Marketing: A Global-managerial Approach (15 ed.). Boston, MA: McGraw-Hill.
Piacentini, M., & Mailer, G. (2004). Symbolic Consumption in Teenagers' Clothing Choices. Journal of Consumer Behaviour, 3(3), 251-262.
Pina, J. M., Martinez, E., De Chernatony, L., & Drury, S. (2006). The Effect of Service Brand Extensions on Corporate Image. European Journal of Marketing, 40(1/2), 174-197.
Pine, J. (1994). Mass Customization: the New Frontier in Business Competition. Academy of Management Review, 19(3), 588-592.
Pine, B. J., Victor, B., & Boynton, A. C. (1993). Making Mass Customization Work. Harvard Business Review, 71(5), 108-118.
Porter, C. E., & Donthu, N. (2008). Cultivating Trust and Harvesting Value in Virtual Communities. Management Science, 54(1), 113-128.
Porter, M. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Raju, P. S., Lonial, S. C., Gupta, Y. P., & Ziegler, C. (2000). The Relationship between Market Orientation and Performance in the Hospital Industry: A Structural Equations Modeling Approach. Health Care Management Science, 3(3), 237-247.
Schau, H. J., & Gilly, M. C. (2003). We Are What We Post? Self-Presentation in Personal Web Space. Journal of Consumer Research, 30(3), 385-404.
Segars, A. H., & Grover, V. (1993). Re-Examining Perceived Ease of Use and Usefulness: A Confirmatory Factor Analysis. MIS Quarterly, 17(4), 517-525.
Shamdasani, P., Mukherjee, A., & Malhotra, N. (2008). Antecedents and Consequences of Service Quality in Consumer Evaluation of Self-Service Internet Technologies. The Service Industries Journal, 28(1), 117-138.
Sharma, S. (1996). Applied Multivariate Techniques New York: J. Wiley.
Sharp, C. E., & Rowe, M. (2006). Online games and e-business: Architecture for integrating business models and services into online games. IBM Systems Journal, 45(1), 161-179.
Shin, D. H. (2009). An Empirical Investigation of a Modified Technology Acceptance Model of IPTV. Behaviour & Information Technology, 28(4), 361-372.
Shin, D. H. (2009). Understanding User Acceptance of DMB in South Korea Using the Modified Technology Acceptance Model. International Journal of Human-Computer Interaction, 25(3), 173-198.
Shin, D. H. (2008). Understanding Purchasing Behaviors in a Virtual Economy: Consumer Behavior Involving Virtual Currency in Web 2.0 Communities. Interacting with Computers, 20(4-5), 433-446.
Shin, D. H. (2007). User Acceptance of Mobile Internet: Implication for Convergence Technologies. Interacting with Computers, 19(4), 472-483.
Silveira, G. D., Borenstein, D., & Fogliatto, F. S. (2001). Mass Customization: Literature Review and Research Directions. International Journal of Production Economics, 72(1), 1-13.
Soderlund, M. (2006). Measureing Customer Loyalty with Multi-items Scales. International Journal of Service, 17(1), 76-98.
Spada, M. M., Langston, B., Nikcevic, A. V., & Moneta, G. B. (2008). The Role of Metacognitions in Problematic Internet use. Computers in Human Behavior, 24(5), 2325-2335.
Stone, R. W., Good, D. J., & Baker-Eveleth, L. (2007). The Impact of Information Technology on Individual and Firm Marketing Performance. Behaviour & Information Technology, 26(6), 465-482.
Svensson, C., & Barfod, A. (2002). Limits and Opportunities in Mass Customization for "Build to Order" SMEs. Computers in Industry, 49(1), 77-89.
Tanaka, J. S. (1987). How Big is Enough? Sample Size and Goodness-of-fit Structural Equation Models with Latent Variables. Child Development,, 58(1), 134-146.
Teo, T., & Noyes, J. (2008). Development and validation of a computer attitude measure for young students (CAMYS). Computers in Human Behavior, 24(6), 2659-2667.
Toral, S. L., Barrero, F., & Martinez-Torres, M. R. (2007). Analysis of Utility and Use of a Web-based Tool for Digital Signal Processing Teaching by Means of a Technological Acceptance Model. Computers & Education, 49(4), 957-975.
Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research (JMR), 25(2), 204-212.
Tu, Q., Vonderembse, M. A., & Ragu-Nathan, T. S. (2001). The Impact of Time-based Manufacturing Practices on Mass Customization and Value to Customer. Journal of Operations Management, 19(2), 201-217.
Tu, Q., Vonderembse, M. A., Ragu-Nathan, T. S., & Ragu-Nathan, B. (2004). Measuring Modularity-Based Manufacturing Practices and Their Impact on Mass Customization Capability: A Customer-Driven Perspective. Decision Sciences, 35(2), 147-168.
Tzou, R.-C., & Lu, H.-P. (2009). Exploring the Emotional, Aesthetic, and Ergonomic Facets of Innovative Product on Fashion Technology Acceptance Model. Behaviour & Information Technology, 28(4), 311-322.
Valkenburg, P. M., Peter, J., & Schouten, A. P. (2006). Friend Networking Sites and Their Relationship to Adolescents' Well-Being and Social Self-Esteem. CyberPsychology & Behavior, 9(5), 584-590.
Velicer, W. F., & Fava, L. L. (1994). The Effect of Variables and Suject Sampling on Component, Image, and Analysis.Unpublished manuscript, Univerisity of Rhode Island.
Ward, M. (2003, August 11). Making Money from Virtually Nothing. BBC news. Retrieved July,31,2008, from http://news.bbc.co.uk/2/hi/technology/3135247.stm
Wetzels, M., Odekerken-Schroder, G., & van Oppen, C. (2009). Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quarterly, 33(1), 177-195.
Whinston, A. B., Stahl, D. O., & Choi, S.-Y. (1998). The Economics of Electronic Commerce. Indianapolis, IN: Macmillan Technical Pub.
Wind, J., & Rangaswamy, A. (2001). Customerization: The Next Revolution in Mass Customization. Journal of Interactive Marketing (John Wiley & Sons), 15(1), 13-32.
Wheaton, B., Muthen, B., Alwin, D. F. A., & Summe, G. F. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8, 84-136.
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intention. Journal of Health Care Marketing, 9(4), 5-17.
Woon, I. M. Y., & Kankanhalli, A. (2007). Investigation of IS Professionals' Intention to Practise Secure Development of Applications. International Journal of Human-Computer Studies, 65(1), 29-41.
Yi, M. Y., & Hwang, Y. (2003). Predicting the Use of Web-based Information Systems: Self-efficacy, Enjoyment, Learning Goal Orientation, and the Technology Acceptance Model. International Journal of Human-Computer Studies, 59(4), 431-449.
Yoon, C. (2009). The Effects of Organizational Citizenship Behaviors on ERP System success. Computers in Human Behavior, 25(2), 421-428.
Yu, S. C., & Yu, M. N. (2007). Comparison of Internet-Based and Paper-Based Questionnaires in Taiwan Using Multisample Invariance Approach. CyberPsychology & Behavior, 10(4), 501-507.
Zipkin, P. (2001). The Limits of Mass Customization. MIT Sloan Management Review, 42(3), 81-87.