本論文探討台灣自2019年至2024年電子商務平台的快速成長與信任的演變，特別聚焦於COVID-19疫情的影響。研究檢視公共衛生關注、信任感以及特定人口因素如何影響消費者的購買行為，增進消費者對線上購物的依賴，特別是在宅配服務與非接觸式支付方面。本研究採用混合方法取向，結合量化調查與資料分析，探討在疫情期間及疫情後，消費者信任、健康關注與電子商務使用之間的關聯。研究結果主要顯示，便利性與可及性顯著成為趨勢，這一轉變係由創新的數位行銷策略與科技進步所推動。本研究強調，建立精準性的信任措施對於維持台灣數位經濟的長期成長至關重要，提供政策制定者與企業在因應後疫情時代消費者趨勢方面實務上的洞見。

This thesis explores the rapid growth and evolving trust in e-commerce platforms in Taiwan from 2019 to 2024, with particular focus on the impact of the COVID-19 pandemic. It examines how public health concerns, trust, and particular demographic factors have influenced consumer purchasing behaviors, fostering increased reliance on online shopping, especially for home delivery and contactless transactions. Employing quantitative surveys and data analysis, the study investigates the relationship between consumer trust, health concerns, and e-commerce usage during and after the pandemic. Key findings highlight significant shifts in trust for the use of e-commerce, shifts driven by innovative digital marketing strategies and technological advancements. Given the belief that the rise in e-commerce would be mostly due to health concerns, the research showing health concerns played very little role in the rise in use, yet trust was more of a driving factor was an unexpected result. The fact a significant drop in post-pandemic e-commerce usage was not found is quite significant. This means that the COVID-era increase in e-commerce usage has not retreated in the post-COVID era. Although it is a "null finding", The research underscores the importance of building targeted trust measures to sustain long-term growth in Taiwan’s digital economy, providing practical insights for policymakers and businesses seeking to adapt to post-pandemic consumer trends.

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