本研究為了釐清哪些關鍵因素會讓使用者願意付費使用加值功能，以使用者角度出發，將Simon（1960）提出的決策三階段套用在使用者付費使用線上決策支援的決策過程，並將行銷領域的知覺價值模式與情感因素觀點結合，納入影響決策支援系統的相關因素，來影響使用者付費使用線上理財決策支援網站的相關因素。本研究對曾使用過理財網站的使用者進行問卷調查，總共回收284份有效樣本。透過結構方程模式的分析結果顯示：影響線上決策支援網站使用者知覺價值的主要因素為知覺利益的知覺有用性、知覺成本的知覺費用、知覺易用性；另外，使用者對線上理財決策支援網站的付費意願則會受到知覺價值及情感面的愉悅、悔惜等因素的影響。

This study aims to understand the key factors that make users willing to pay for value-added services. We apply the three stages of decision making process proposed by Simon (1960) to the process which the user pays for online decision support. This research extends the perceived value model by adding affective factors and related factors to explore the factors that influence user's willingness to pay for online investment decision support sites. This research surveyed users who had used experience on the online investment sites and collected 284 valid responses. The analytical results indicated that factors influencing the user's perceived value include perceived usefulness, perceived price and perceived ease of use. Additionally, factors influencing the user's willingness to pay for the online decision support use include perceived value, enjoyment and regret.