| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 96 === In recent years, according to studies that show that the e-commerce market in Taiwan and even whether the United States or the world, each of the scale are significant growth. But managing a successful online store is a difficult business. According to market research shows that Taiwan's online store about 30 of the proportion of Internet shopping from the market, but Yahoo Shopping Centre in 2006 of 5 billion NT dollars surplus revenue challenges. So the online store design and managementis an important subject to manager.Becuase of the successful e-commerce must depend on information systems, so the basic framework of the study is updated DeLone and McLean information Systems Success model (DeLone and McLean, 2003) and the model can explain the intention to use of e-commerce. Combination playfulness in the research framework by flow theory to explain the joyful ecperience of use online store, this is integration of a rational level and irrational level. Furthermore, the study increases customization in the framework, that lets more applicable to the study of e-commerce. The study discusses consumer’s intention to use online store. The sample of the study included 725 people that use online store in Taiwan through online questionnaire and 578 valid questionnaires were collected. Main statistical method is Structural Equation Modeling. Accounting to the analysis of real evidences, this study result in the following findings：
1.In general, the test for goodness of fit in this study is overall good. That shows that Updated DeLone and McLean information Systems Success model and flow theory can be integrated. Updated DeLone and McLean information Systems Success model is able to apply in e-commerce.
2.System quality, Information quality and Service quality had significant positive direct effect on intention to use and playfulness and user satisfaction.
3.Customization had significant positive direct effect on playfulness. Playfulness had significant positive direct effect on intention to use and user satisfaction.
4.Intention to use had significant positive direct effect on usage. Usage had significant positive direct effect on user satisfaction and net benefits.
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