網際網路的應用，在本世紀正蓬勃發展，而其打破時間與空間的限制，使得大眾消費習慣開始多樣化，不再僅止於上實體店面的消費，而網路購物所產生的市場效應也逐漸受企業所重視。本研究期望找出消者於網路購物時的消費意象，並建立出未來的消費情境，以供產、官、學，對於網路購物消費者的想法更為清晰。所以本研究先對於網路購物相關文獻進行探討，並將其整理成一套觀念架構，由此來了解消費者所確切著重的議題。本研究所採行的調查方法為專家意見調查法，在調查初始透過立意抽樣來確認專家名單，而專家問卷給予有網購經驗的消費者和網路商城經營者來撰寫。

    調查最後將所得資料整理成情節分析，而情節分析主要分為兩個部分，一為現代網路消費圖像，以智多星、鐵公雞、急先鋒和貴公子的四個情境，分別來呈現不同的購物情境，另一為未來消費圖像，由消費烏托邦、科技法西斯、玩樂共和國、抗進的封建，四個情境來展現未來的消費情境。對於此份研究主要的研究發現有，在當今網路購物環境中，價格是最為重要的影響因素，於未來網路消費環境中，價格因素也許能透過服務來逐漸被淡化；另外在資訊科技快速發展下，實體與虛擬通路逐漸界限模糊，消費者的資訊同時來自實體與網路；最後，網路商城或拍賣的高度競爭下，差異逐漸縮小，消費者對與兩者並無明顯的感受不同，反而到是逐漸越來越依賴入口網站的使用，來快速收尋所需的資訊。

At the 21st century, the application of Internet is highly developed. The emerging phenomenon of time-space compression has seemed creating new patterns of mass expenditure. As well, it also starts to change habits of consumption and diversifies ways of purchasing. People not only consume at physical stores, but also surfing for goods online. Online shopping has gradually become the focus of consumption. Consequently, this study conducts an extensive literature search and public discussion of online shopping. Based on the major concepts and opinion consensus, a three-round Delphi-method questionnaire was designed for consumers and on-line shopping experts to be investigated. Applying scenario analysis, the major findings from the survey was derived into two levels (images and trends), each with four major types. For on-line shopping, the possible images are Mastermind, Miser, Vanguard and Noble. As for future trends of virtual consumption, the plausible scenarios are Utopia of Consumption, Technological Fascist, Republic of Fun, and Feudal Conservatism. Furthermore, this research has also found that the price factor within the virtual environmental of Online Shopping will be weakening in the future. The plausible future is that Internet will become the protocol of consumption.

目   錄

表目錄	VII
圖目錄	VIII
第一章、 緒論	1
第一節、 研究背景與動機	1
第二節、 研究問題	3
第三節、 研究目的	5
第二章、 文獻回顧	7
第一節、 消費者行為	7
第二節、 網路購物	17
第三節、 網路購物者之所以消費	21
第四節、 消費意象	27
第五節、 研究的組織與架構	31
第三章、 研究方法及進行步驟	33
第一節、 研究方法	33
第二節、 研究架構	36
第三節、 研究設計與受訪者選擇	37
第四章、 資料分析與研究結果	43
第一節、 價格與服務的分歧	43
第二節、 便利與風險	58
第三節、 通路的差異性	66
第四節、 網路購物前瞻圖象	74
第五章、 結論	82
第一節、 搜尋讓價格褪色	82
第二節、 消失的差異	84
參考文獻	87
附錄A 、網路購物行為問卷	94
附錄B 、德爾菲調查第一回	96
附錄C 、德爾菲調查第二回	101
附錄D 、德爾菲調查第三回	107

表目錄
表 1、消費者購買決策過程在傳統與網路市場中的差異.................................................................15
表 2、2007 年網友最常拜訪網路拍賣網站........................................................................................21
表 3、2005-2007 年刺激網友購物因素..............................................................................................23
表 4、2007 網友最常使用之網購付款方式........................................................................................29
表5、網購調查年齡分布.....................................................................................................................41
表 6、受訪者名單................................................................................................................................42
表7、消費者進行商品消費時的主要考量.........................................................................................45
表8、刺激網友於網路購物主因.........................................................................................................46
表9、網路商城必須提供的關鍵性要素.............................................................................................47
表10、2004-2006 電子商店主要經營困難與挑戰.............................................................................48
表11、價差10％是否轉換消費平台..................................................................................................50
表12、降低網友於網路購物主因.......................................................................................................54
表13、在網路購物後的不滿意與滿意的經驗...................................................................................55
表14、未來30 年購物環境的轉變.....................................................................................................56
表15、未來網路購物中新增與淘汰的機制.......................................................................................57
表16、影響網路購物達飽和度之因素...............................................................................................60
表17、影響網路交易安全因素...........................................................................................................63
表18、網路消費者與傳統消費者差異...............................................................................................67
表19、最常使用的網路平台之原因...................................................................................................73
表20、網路消費者最常用的付款方式...............................................................................................74

圖目錄
圖一、家戶電腦普及率........................................................................................................................18
圖二、家戶寬頻普及率........................................................................................................................19
圖三、觀念架構...................................................................................................................................31
圖四、情節概念模型示意圖................................................................................................................35
圖五、研究分析與架構........................................................................................................................36
圖六、研究流程圖................................................................................................................................39
圖七、2006 年電子商店消費群主要年齡層分布...............................................................................41
圖八、進行網路購物時最時間的環節................................................................................................50
圖九、以「低價」為網路購物前提的主要因素................................................................................51
圖十、最常網上購買的商品之網購原因............................................................................................59
圖十一、網路商城頁面擷取................................................................................................................71
圖十二、網路拍賣頁面擷取................................................................................................................71
圖十三、消費者最常使用的網路消費平台........................................................................................72
圖十四、網路消費圖象........................................................................................................................77
圖十五、未來消費圖像........................................................................................................................79

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網路文獻
2007年我國家庭寬頻、行動與無線應用現況與需求調查：家戶指標，資策會FIND／經濟部工業局「電信平台應用發展推動計畫」，上網日期2008年5月30日，取自http://www.find.org.tw/find/home.aspx?page=many&id=187