現今的社會當中,網路對於人們的日常生活來說已經是不可或缺的一項工具，雖然近年來景氣不佳，但是網路購物卻頻頻創出佳績，根據調查顯示2011年虛擬通路的成長路遠遠大於實體通路，網路購物已成為人們重要的購物管道之一。根據Media Today對於台灣網路使用行為的調查顯示，台灣網民透過線上搜尋購物資訊以及網路購物的行為都已高達七成，台灣網路購物行為已趨於成熟；網路購物又隨的科技的進步，新的行動載據的出現（智慧型手機）、新的網路購物的平台（APP Store）以及新的交易付款方式（Paypal），使得台灣消費者網購行為可以更為之方便，以上都可以再再看出網購市場潛力無窮。
 對網購商城經營業者來說,了解台灣網購消費者行為是非常重要的，又因網購是無法直接接觸到商品的，所以對於網購消費者來講，知覺價值顯得格外的重要，而有許學者也認為知覺價值是消費者衡量服務與商品的重要指標。對於瞭解消費者行為的研究上，市場區隔是個重要的概念，對於網路購物來講，不同經驗的購物族群其決策思維也會有所不同，故本研究將去探討知覺價值與不同網購經驗消費者之購物行為，讓網購商城經營業者更瞭解消費者並進一步的建立競爭優勢。本研究目的有三,將深入去探討在台灣網購市場消費者行為
1.針對台灣消費者，其對網購商城的知覺價值是否會影響其網購商城的態度以及網購意圖                                                          2.針對台灣消費者的網購行為中，知覺價值對於網購行為影響而言，態度是否扮演重要的中介角色。                                                  
 3.針台灣網購商城，消費者的網購經驗的是否為一個有效的區隔變數
問卷回收並經數據資料分析後，本研究結果為:
1.在台灣網購商城,消費者所持有的知覺價值會對其網購意圖造成影響。
2.在台灣網購商城,網購態度是網購意圖與網購價值之間的重要中介角色。
3.針對台灣網購商城，知覺價值對於網購商城態度及網購意圖的影響，會因為不同的網購經驗族群而有所差異

:
Internet has become an essential part of daily life nowadays. Although the economic of this years is not good, the sales performance from online shopping is still growing up with a stunning speed .Internet shopping is become one of major way to buy goods.                                                         
  According to the research of Media Today . the Taiwanese consumer behavior of internet shopping is mature. The new devise for consumer browsing internet; the new method to pay the payment from internet shopping ; the new platform for internet shopping. All of these show that the internet shopping had great potential In Taiwan market.
    For the company of internet shopping mall , Its very important to know the consumer behavior of internet shopping. According to many research , The perceive value is the key index for consumer to measure the products or the services; the segment is a important concept for marketing , many research reveal that the people have different shopping experience ,they will have different decision making process. The research want to find out that the impact of perceive value on the internet consumer behavior of different purchase experience people.  
The research used 74-item measure. SPSS and LISREL, that can be used to assess the e-customer value, attitude, behavior intention and different experience in online shopping environment. Three value dimensions emerged that were termed Hedonic, Unitarian, Social.
There are three findings from this research:
(1) In Taiwan online shopping market, the consumer perceive value will impact on its purchase intention . company of online shopping should improve e-consumer value.
(2) attitude of online shopping mall is a important mediator between perceive value and intention of online shopping.(3)For the people with different purchase experience ,the impact of perceive value on the internet consumer behavior will be different.

目錄I 
圖目錄 III 
表目錄 V

第一章 緒論
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的	5
第四節 研究範圍與對象	6
第五節 研究流程	7

第二章 文獻回顧
第一節 電子商務的定義以發展	8
第二節 網路購物行為	16
第三節 知覺價值	21
第四節 網路購物的經驗	28

第三章 研究方法
第一節 觀念架構	29
第二節 研究假說	30
第三節 正式問卷研究變數與操作行定義	32
第四節 研究設計	36
第五節 資料分析方法	37

第四章 資料分析結果
第一節 敘述性統計分析	40
第二節 網路使用行為的基本資料	45
第三節 重度以及輕度網購族群之特徵描述	49
第四節 構面信度分析	60
第五節 結構方程式模式分析	62

第五章 研究結論以及發現
第一節 研究結論	88
第二節 研究發現	90
第三節 研究限制	94
參考文獻
中文文獻	95
英文文獻	97
附錄研究問卷	103

表目錄
表1-1  台灣網購市場規模	2
表2-1  電子商務的發展歷程	9
表2-2  電子商務不同角度的定義-Kalakota &Whinston觀點	10
表2-3  電子商務的種類	12
表2-4  台灣市場B2C電子商務之特徵- Laudon & Traver 觀點	13
表2-5  網購商城之特色	14
表2-6  行為意圖定義彙整表	17
表2-7  態度之定義彙整表	18
表2-8  知覺價值衡量構面彙整	23
表3-1  享樂價值題項與操作性定義彙整表	32
表3-2  功利價值題項與操作性定義彙整表	33
表3-3  社會價值題項與操作性定義彙整表	34
表3-4  網購態度題項與操作性定義彙整表	34
表3-5  網購意圖題與操作性定義項彙整表	35
表3-6  問卷回收情況分析表	36
表3-7  整體配適度指標與理想水準	39
表4-1  有效樣本之性別分佈情形	40
表4-2  有效樣本之年齡分佈情形	41
表4-3  有效樣本之教育程度分佈情形	42
表4-4  有效樣本之婚姻狀況分佈情形	42
表4-5  有效樣本之職業類別分佈情形	43
表4-6  有效樣本之每月平均所得分佈情形	44
表4-7  有效樣本之每月平均所得分佈情形	45
表4-8  有效樣本之瀏覽過的網購商城分佈情形	45
表4-9  有效樣本之一周瀏覽網購商城時數分佈情形	46
表4-10 有效樣本之過去一年的網購次數分佈情形	47
表4-11 有效樣本之最常購買的商品種類前兩名分佈情形	47
表4-12 有效樣本之平均每次購買金額分佈情形	48
表4-13 有效樣本之較常使用的付款方式分佈情形	48
表4-14 重度與輕度網購族群人群之分佈	49
表4-15 重度與輕度網購族群性別之交叉表	50
表4-16 重度與輕度網購族群年齡之交叉表	51
表4-17 重度與輕度網購族群教育程度之交叉表	53
表4-18 重度與輕度網購族群婚姻之交叉表	54
表4-19 重度與輕度網購族群職業之交叉表	56
表4-20 重度與輕度網購族群薪資之交叉表	58
表4-21 重度與輕度網購族群基本資料交之結果	59
表4-22 本研究各構面之Cronbach's α	60
表4-23 結構方程式之參數說明	64
表4-24 整體配適度衡量結果	67
表4-25 重度網購族群配適度衡量結果	68
表4-26 輕度網購族群配適度衡量結果	69
表4-27 衡量模式之評估（整體）	71
表4-28 衡量模式之評估（重度）	73
表4-29 衡量模式之評估（輕度）	75
表4-30 整體研究假說與驗證結果	78
表4-31 重度網購族群研究假說與驗證結果	80
表4-32 輕度網購族群研究假說與驗證結果	82
表4-33 本研究之因子對於網購意圖的直接、間接影響效果彙整	84
表4-34 本研究之因子對於網購意圖的直接、間接影響效果彙整-重度網購族群	85
表4-45本研究之因子對於網購意圖的直接、間接影響效果彙整-輕度網購族群	87

圖目錄

圖1-1  研究流程	7
圖2-1  計畫行為理論	19
圖2-2  Li and Zhang(2002)的觀念架構圖	19
圖2-3  鄭瓊如(2012)觀念架構圖	20
圖2-4  Kahle(1980)的觀念架構圖	25
圖2-5  Shim ＆ Eastlick(1998)的研究架構圖	25
圖2-6  Chanaka(2004)的觀念架構圖	26
圖2-7  Dodds,Monroe & Grewal(1991)的觀念架構圖	26
圖2-8  曾薇之(2010)的觀念架構	27
圖2-9  Inman & Winer(1998)的觀念架構圖	27
圖3-1  本研究之關念架構	29
圖4-1  本研究的線性結構圖	63
圖4-2  整體樣本結構關係路徑分析圖	83
圖4-3  重度網購族群樣本結構關係路徑分析圖	85
表4-4  輕度網購族群樣本結構關係路徑	86

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