根據市場調查，國內零售消費者已逐漸接受線上購物通路。近二年的調查資料顯示，購物網站已成為排名第四的購物通路，消費者的購物金額已過百貨公司等實體通路。然而，高淘汰率依舊是線上購物市場的特色。如何設計出符合消費者喜好的網站，成為網路零售商目前最重要的課題。
    本研究援引Bill et al.(2005)為主要研究架構，並增加「網站品質」變數，以網站品質、風險認知、認知效益、社交認同及消費者特質五個構面，分析台灣消費者購物行為。透過網路發放問卷及與「真情食品館」合作的方式，總共回收了有效問卷228份。
研究結果顯示，網路購物之風險、效益與網購之頻率與購物金額有顯著相關；個人月收入較高之消費者其網購總金額亦較高。研究結果建議，網路零售商應加強資訊安全、個人客製化、快速的網路下載速度等網站機制，讓消費者產生愉快購物經驗並降低風險發生之機率。

According to the market survey, more local retail consumers are used to accepting online shopping channel. Recently survey data showed that the transaction amounts of the web sites ranking fourth among all retail channels were bigger than the figure of the department store and some other physical retail stores. However, the high failure rate is still the characteristic of this market. How to design a good website to meet the needs of consumers becomes the most important issue for the online retailers.
  Bill et al.（2005）used four constructs called perceived risk, perceived benefit, loss of social interaction, and consumer characteristics to analyze the online purchasing behaviors. Based on this research model, we added an extra construct called web site quality to analyze the online purchasing behavior in Taiwan. A questionnaire containing previous constructs were designed and mailed to the web browsers as well as the members of a local food website. We got 228 valid samples in this survey.  
  The data showed that both the perceived risk and perceived benefits of internet shopping were significantly associated with the amount as well as 
the frequency of online purchasing. Consumer with higher incomes shop more amount on the internet. Some suggestions such as security, customization, and download speed on the web site can make a happy shopping experience and reduce the risk of online transaction.

第一章 緒論	1
第一節  研究背景	1
第二節  研究動機	2
第三節  研究目的	3
第四節  研究流程	3
第五節  論文架構描述	6
第二章  文獻探討	7
第一節  網路零售商店	7
第二節  網路購物之定義	8
第三節  網路購物衡量指標	9
第四節  影響網路購物之關鍵因素	10
第三章  研究方法	22
第一節  研究架構	22
第二節  研究變數	23
第三節  研究設計	25
第四節 資料收集	25
第五節 資料分析方法	26
第四章  資料分析	30
第一節  信度與效度分析	30
第二節  樣本基本資料	34
第三節  二種資料來源之差異分析	38
第四節  網購商品排行榜之比較	41
第五節  不同之消費者特質與各個因素之差異比較	43
第六節  不同因素之重視度比較	45
第七節  相關分析	45
第八節  迴歸分析	48
第八節  假說驗證結果	49
第五章  結論與建議	51
第一節  研究結論	51
第二節  研究建議	54
第三節  研究限制	55
參考文獻	56
附錄一	64



表目錄
表 2-1  網站品質之彙整表格	13
表 4-1  KMO and Bartlett's Test	31
表 4-2  因素分析之轉軸後因素負荷值	32
表 4-3  因素命名結果	33
表 4-4  信度結果	34
表 4-5  樣本基本資料	35
表 4-6  二種資料來源比較結果	38
表 4-7  二種資料來源網購商品排行榜之比較	39
表 4-8  網購商品排行榜之比較	41
表 4-9  不同消費者特質與網站品質之差異比較	43
表 4-10  不同消費者特質與風險認知之差異比較	43
表 4-11  不同消費者特質與認知效益之差異比較	44
表 4-12  不同消費者特質與社交認同之差異比較	44
表 4-13  不同因素之成對樣本T檢定	45
表 4-14  相關矩陣	47
表 4-15  迴歸分析結果	48
表 4-16  假說驗證結果	49
表 5-1  重視度排行	51




圖目錄
圖 1-1   研究流程圖	5
圖 3-1   研究架構	23
圖 4-1   個人月收入	36
圖 4-2   網路使用經驗	36
圖 4-3   一年內網購頻率	37
圖 4-4   一年內網購總金額	37
圖 4-5   真情食品館網購商品排行榜	40
圖 4-6   網購商品排行榜	42

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