| Summary: | 碩士 === 華梵大學 === 資訊管理學系碩士班 === 94 === The Internet becomes more popular to promote the higher rapidly development of the new online business model, E-commerce. The E-commerce has brought the more benefits and convenience on the personal consumption, the regional economy, the global logistics as well as the online e-services. However, the online theft and attacks through the Internet tend to be on the rise progressively to gain illegal blood money. The Phishing attack is one of the major fraud crimes, which may inhibit consumers to use the e-commerce. Hence, we proposed a research model to explore the consumer intention of the e-commerce activities considering with the Phishing attack. This study is based on the Decomposed Theory of Planned Behavior with The Behavior Intention of Trust factor. By looking at the aspects of the Attitude to use, the Subjective Norm, and the Perceived Behavior Control, we will discuss if the attacks have affected the consumers’ behavior intention towards E-commerce activities under the epidemic Internet Phishing of E-mail attaches. Also, we will discuss if the threats of loses caused by Phishing attacks will affect consumers’ “Trust” and further reduce the intention of using the E-commerce. The sample size of data analysis is 229. Then the method of Structural Equation Modeling (SEM) is used to test the goodness of fit and the causal-effect of the proposed model. The result of this study shows that the model has the suitable goodness of fit. The major findings of this study are as follows：(1)”Perceived trust” will positively affect the consumer intention to use the e-commerce ;(2)” Perceived Phishing attack ” will negatively affect the consumer intention to use the e-commerce; (3)The consumers’ “Attitudes to use”, “Perceived Behavioral Control”, and “Trust” will has significantly positively affected consumers’ behavioral intention of using E-commerce. (4) As for the aspect of the Subjective Norm, it is unremarkably affected by the Phishing attacks. In the conclusion of this study, we suggest that ISPs and Enterprises should be the gatekeepers for the consumers. They should reinforce the inspection of Phishing attacks, Web-sites as well as E-mail. In addition, they should adopt the Anti-Phishing technology as well as definitely declare and educate the consumers to protect their own personal private information to avoid being the Phishing attacks. The more consumers trust to the e-commerce, the stronger consumers’ intention to use the e-commerce. Furthermore, it will decrease the consumers’ and the enterprises’ financial loses at the same time.
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