在低利率時代，投資逐漸成為了全民運動，再加上 2020 年全世界的疫情影響，各國實施寬鬆政策，使得通貨膨脹逐漸提高，使得資金將面臨貶值的危機，因此民眾前仆後繼的將閒置資金投入投資商品中，國內外都不例外。近年來，金融創新即Fintech 廣為流行，各國政府也積極在推動各項金融創新工具與平台，這逐漸使得投資活動更加的簡單低成本與方便。本研究探討的線上基金交易平台即為政府近幾年與民間企業合作共同推動的金融創新平台。
　　線上基金交易平台與傳統基金購買通路產生了很大的不同，回顧與整理相關文獻後發現，線上基金交易平台擁有低手續費、方便、商品種類數量多、資訊完整詳盡、智慧化等特點，然而線上基金平台尚為剛推出的階段，鮮少有文獻對其進行探討。因此本文試圖探索線上基金平台之於傳統基金平台之相對優勢，並由投資人的態度進而影響行為意圖為探討方向，來驗證投資人在面對新穎的金融平台時，本研究所彙整出的相對優勢是否顯著影響著投資人的態度以及進而影響行為意圖。
　　本研究建立了相關的研究量表，並進行網路問卷發放，一共回收了 374 份有效樣本，以迴歸分析探討其變數之間的影響效果，其研究的主要結果如下：
一、態度會受到相對優勢的所有因素的正面影響。
　　線上基金平台的相對優勢包含交易成本低、商品多樣性高與資訊品質高等，投資人在知覺到其相對優勢後會對其產生正向的態度。
二、行為意圖會受到態度的正面影響 。
　　投資人對線上基金平台的正面感受會對其行為意圖有很顯著的正面影響，並且會顯著影響其日後使用此平台的情況。
三、行為意圖會受到相對優勢的所有因素的正面影響。
　　線上基金平台的相對優勢包含交易成本低、商品多樣性高與資訊品質高等，也會對投資人使用平台的意願有很顯著的影響。
四、相對優勢的所有因素會透過態度的中介效果對行為意圖有正向顯著的影響。
　　投資人知覺到線上基金平台的相對優勢包含交易成本低、商品多樣性高與資訊品質高等，會透過態度的中介效果對投資人使用平台的情況有顯著的影響。

The online fund trading platform discussed in this study is a financial technology platform jointly promoted by the government and private enterprises in recent years. Online fund trading platforms are very different from traditional fund trading channels. After reviewing and sorting out related literature, it was found that online fund trading platforms have the characteristics of low commission, convenience, a large number and types of goods, complete and detailed information, and intelligence. However, The online fund platform is still in its introduction or early-growth stage, and there are few literatures of it. Therefore, this article attempts to explore the relative advantages of online fund platforms over traditional fund platforms to investors’ attitudes and their behavioral intention for research direction. I attempt to verify that investors face novel financial platforms, whether the relative advantage significantly affects the attitude of investors and thus affects the behavioral intention. Fianally, research result shows that the relationship between the variables is positive and significant. Therefore, this research find that the relative advantage of online fund trading platform influence its user's behavioral intention positively through the intermediary effect of attitude. In this way, the side of online fund trading platform need to make efforts towards relative advantage(low transaction costs, high product diversity, and high information quality) of online fund trading platform.

一、中文文獻
1. 王生金(2014)。平台企業商業模式的本質及特殊性。中國流通經濟，28卷 8期，106-111。
2. 邱志聖(2006)。策略行銷分析－架構與實務應用，台北：智勝文化事業有限公司。
3. 陳威如與余卓軒(2013)。平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新，商周出版。
4. 游丞秀(2013)。觀光工廠服務品質、知覺價值與忠誠度之關係—以大同醬油黑金釀造館為例(碩士論文)。
5. 鍾志強、羅雯心(2008)。休閒農場消費者商店印象、體驗與行為意向關係之研究。休閒產業管理學刊，1(1)，54-65。

二、英文文獻
1. Alba, J. W., Lynch, J. G., Weitz, B., Janiszewski, C., (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing 61(3), 37-53
2. Aloui, C., Jebsi, K., (2011). Optimal Pricing of a Duopoly Platform with Two-Sided Congestion Effect. Journal of Research in Industrial Organization, 1-10
3. Alstyne, M., Parker, G., Choudary, S. P., (2016). Pipelines, Platforms, and the New Rules of Strategy. Harvard Business Review.
4. Amaro, S., Duarte, P., (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management 46:64-79
5. Armstrong, M., (2006). Competition in two-sided markets. The RAND Journal of Economics, Vol. 37, No. 3, pp. 668-691
6. Chen, J., Dibb, S., (2010). Consumer Trust in the Online Retail Context: Exploring the Antecedents and Consequences. Psychology and Marketing 27(4)
7. Chen, Y., (2003). Application and development of electronic books in an e‐Gutenberg age. Online Information Review, Vol. 27 No. 1, pp. 8-16
8. Choudhury, V., Karahanna, E., (2006). The Relative Advantage of Electronic Channels: A Multidimensional View. MIS Quarterly 32(1):179-200
9. Coase, R. H., (1937). The Nature of the Firm. Economica volume4, Issue 16, 386-405
10. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
11. Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
12. Delafrooz, N., Paim, L., Khatibi, A., (2011). Understanding consumer's internet purchase intention in Malaysia. African Journal of Business Management 5(3)
13. Donthu, N., Garcia, A., (1999). The Internet Shopper. Journal of Advertising Research, 52-58
14. Engel, J. F.,Blackwell, R, D.,Miniard, P. W.(1993). Consumer Behavior. The Dryden Press.
15. Fishbein, M., Ajzen, I., (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Reading. MA: Addison-Wesley.
16. Fishbein, M., Ajzen, I., (2000). Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes. European Review of Social Psychology, 1-33
17. Fornell, C., Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement error: Algebra and Statistics.
18. Forsythe, S., Liu, C., Shannon, D. M., Gardner, L. C., (2006). Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping. Journal of Interactive Marketing 20(2):55-75
19. Gao, Z. K., Cai, Q., Yang, Y. X., Dong, N., Zhang, S. S., (2017). Visibility Graph from Adaptive Optimal Kernel Time-Frequency Representation for Classification of Epileptiform EEG. International Journal of Neural Systems, Vol. 27, No. 04
20. Geoffrey, G., Marshall, W., Sangeet, P., (2016). Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You Ghorbanzade, D.,(2019). The effect of experience quality on behavioral intentions of domestic tourists in visiting water parks.Published online:26 Mar 2019.
21. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatham, R. L., (2006).
22. Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River. Haucap, J., Heimeshoff, U., (2014). Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization? International Economics and Economic Policy, 11(1-2), 49-61
23. Hsu, P., Kraemer, K. L., Dunkle, D. E., (2006). Determinants of E-Business Use in U.S. Firms. International Journal of Electronic Commerce 10(4):9-45
24. Hwang, Y., Kim, D. J., (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems 43(3):746-760
25. Kahn, B. E., Isen, A. M., (1993). The Influence of Positive Affect on Variety Seeking Among Safe, Enjoyable Products. Journal of Consumer Research, 257-270
26. 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
27. Kim, D. J., Ferrin, D. L., Rao, R., (2008). A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems 44(2):544-564
28. Kim, E., Park, M., & Lee, J. (2017). Determinants of the intention to use buy-online, pickup in-store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721-1735.
29. Kotler, Philip(1996), “Marketing Management：Analysis, Planning, Implementation and Control(9th ed.)”Englewood Cliffs, NJ：Prentice-Hall Inc.
30. Lee, H. H., Chang, E., (2011). Consumer Attitudes toward Online Mass Customization: An Application of Extended Technology Acceptance Model. Journal of ComputerMediated Communication,16(2),171-200
31. Liang, T., Huang, J., (1998). An Empirical Study on Consumer Acceptance of Products In Electronic Markets: A Transaction Cost Model. Decision Support Syst., 29-43
32. Limayem, M., Khalifa, M., Frini, A., (2000). What Makes Consumers Buy from Internet? A Longitudinal Study of Online Shopping. IEEE Transactions on Systems Man and Cybernetics - Part A Systems and Humans 30(4):421 – 432
33. Maiyaki, A.,(2011) Determinants of Customer Behavioural Intention in Nigerian Retail Banks.Interdisciplinary Journal of Research in Business. Vol.1, Issue. 10,42-48
34. Mishra, D., Akman, I., Mishra, A., (2014). Theory of reasoned action application for green information technology acceptance. Computers in Human Behavior, 36, 29-40
35. Nor, K. M., Abu Shanab, E. A., & Pearson, J. M., (2008). Internet banking acceptance in Malaysia based on the theory of reasoned action. Journal of Information Systems and Technology Management 5(1), p. 03-14
36. O'Cass, A., Carlson, J., (2012). An empirical assessment of consumers' evaluations of website service quality: conceptualizing and testing a formative model. Journal of Services Marketing, 418-434
37. Parasuraman, A.,Zeithaml, V., Berry, L., (1988). A Conceptual Model of Service Quality and Its Implications for Future Research. Business Journal of Marketing, 41-50
38. Park, C. H., Kim, Y. G., (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management 31(1):16-29
39. Peslak, A., Ceccucci, W., Sendall, P., (2012). An Empirical Study of Social Networking Behavior Using Theory of Reasoned Action. Journal of Information Systems Applied Research, 1-23
40. Pu, P., Chen, L., (2011). A User-Centric Evaluation Framework of Recommender Systems. RecSys '11, 157-164
41. Rai, A., Lang, S. S., Welker, R. B., (2002). Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis. Computer Science, Economics, 50-113
42. Ramayah, T., Rouibah, K., Gopi, M., & Rangel, G., (2009). A decomposed theory of reasoned action to explain intention to use Internet stock trading among Malaysian investors. Computers in Human Behavior 25(6):1222-1230
43. Robertson, M.J., Llewellyn, R.S., Mandel, R., Lawes, R., Bramley, R.G.V., Swift, L., Metz, N., O’Callaghan, C. (2012). Adoption of variable rate fertiliser application in the Australian grains industry: status, issues and prospects. Precision Agriculture, 13(2), 181-199
44. Rochet, J. C., Tirole, J., (2003). Platform Competition in Two-Sided Markets. European Economic Association, 990-1029
45. Rochet, J. C., Tirole, J., (2006). Two-Sided Markets: A Progress Report. The RAND Journal of Economics ,Vol. 37, No. 3, pp., 645-667
46. Rogers, E. M., (1983). Diffusion of Innovations (3rd edition). New York: Free Press.
47. Rogers, E. M., (2003). Diffusion of Innovations (5rd edition). New York: Free Press.
48. Rohm, A. J., Swaminathan, V., (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 748-757
49. Rysman, M., (2009). The Economics of Two-Sided Markets. Journal fo Economic Perspectives, vol. 23, no.3, pp. 125-43
50. Santos, J., (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 233-246
51. Schwartz, S. H., (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology 25:1-65
52. Teo, T., Schaik, P. V., (2012). Understanding the Intention to Use Technology by Preservice Teachers: An Empirical Test of Competing Theoretical Models. International Journal of Human–Computer Interaction, 178-188
53. Tran, V. D., (2020) Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. The Journal of Asian Finance, Economics and Business,517-526
54. Wang, X., Yuen, K., Wong, Y., & Teo, C. (2018). An innovation diffusion perspective of e-consumers’ initial adoption of self-collection service via automated parcel station. The International Journal of Logistics Management, 29(1), 237-260.
55. Wolfinbarger, M., Gilly, M. C., (1993). eTailQ: Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing Volume 79, Issue 3, 183-198
56. Wu, D., (2020). Empirical study of knowledge withholding in cyberspace: Integrating protection motivation theory and theory of reasoned behavior. Computers in Human BehaviorVolume 105, April 2020, 106229
57. Zeithaml, V. A., (1988). Consumer Perceptions of Price, Quality, and Value: A MeansEnd Model and Synthesis of Evidence. Journal of Marketing, 1-22
58. Zhao, Y., Delft, S. V., Morgan-Thomas, A., Buck, T., (2020). The evolution of platform business models: Exploring competitive battles in the world of platforms. Long Range Planning Volume 53, Issue 4, August 2020, 101892