研究一
東山樵夫(2005)，《百度：如此專注！》，北京：東方出版社。
廖淑婷、周文卿(2007)，《從Web 2.0 趨勢看網路大廠經營模式研究》，台北：財團法人資訊工業策進會資訊市場情報中心(MIC)。
劉威麟(2007)，《Sweet Spot》，台北：寶瓶文化事業有限公司。
Abrantt, R. & Smyth, M. R. 1989. A survey of sales incentive programs. Industrial Marketing Management, 18(3): 209-214.
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Alderfer, C. P. 1969. An empirical test of a new theory of human needs. Organizational Behavior and Human Performance, 4: 142-175.
Armstrong, A. & Hagel III, J. 1996. The real value of on-line communities. Harvard Business Review, 74(3): 134-141.
Atreyi, K., Bernard, C. Y. T. & Wei, K. K. 2005. Understanding seeking from electronic knowledge repositories: An empirical study. Journal of the American Society for Information Science and Technology, 56(11): 1156-1166.
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Greenberg, J. & Liebman, M. 1990. Incentives: The missing link in strategic performance. Journal of Business Strategy, 11(4): 8-11.
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Kankanhalli, A., Tan, B. C. Y. & Wei, K. K. 2005. Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quarterly, 29(1): 113-143.
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研究二
王祖健(2003)，《網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響》，博士論文，國立成功大學國際企業管理研究所。
林邦傑(1986)，《統計方法的選擇與統計電腦套裝程序的使用》，台北：正昇書局。
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陳順宇(2000)，《多變量分析》，台北：華泰書局。
黃俊英(1996)，《行銷研究-管理與技術》，台北：華泰書局。
黃俊英與林震岩(1994)，《SAS精析與實例》，台北：華泰書局。
蔡宏進(1985)，《社區原理》，台北：三民書局。
顏月珠(1995)，《商用統計學》，台北：三民書局。
羅家德(2000)，《EC大潮》，台北：聯經出版社。
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