現今網路快速崛起,透過網路處理的事情越來越多,購物就是其中一項很重要的事,與各種網路服務應用相比,網路購物是一種更靈活的經濟應用,儘管網路購物使用率不低,但在零售業中的總體中,網路購物率仍有相當大的增長空間。此研究針對網路購物使用者做了一些面向的深入研究,希望能對網路購物市場的發展提供一些貢獻。本研究向全台灣所有的網路購物使用者發送問卷,使用任意抽樣方式取得本研究所需之資料。將所得到的608份有效問卷,使用結構化方程式模型,將網路口碑、知覺風險、網路購買意願及網路涉入程度進行理論模型驗證。結果發現:(1) 知覺風險對網路口碑有正向影響關係;(2) 網路口碑對網路購買意願有正向影響關係;(3) 網路口碑對知覺風險與網路購買意願有中介效果;(4) 網路涉入程度對於網路口碑有調節中介作用。最後就著本研究之研究發現與管理意涵,延伸探討並提出建議,以供學術界與企業界參考之用。
Internet technology has been growing very rapidly recently. More and more things are handled through the Internet and shopping is one of the most important things. Compared with various online service applications, online shopping is a more flexible economic application. Although the usage rate of online shopping is not low in the overall retail industry, there is still considerable room for growth in the online shopping. This study has done some in-depth research for online shopping users and maybe can provide some contribution to the development of online shopping market. This study sends a questionnaire to all online shopping users in Taiwan and uses convenience sampling method to obtain the information needed for this study. The theoretical model of electronic word-of-mouth, perceived risk, online purchase intention and online involvement with 608 valid questionnaires has been verified by structural equation model (SEM). The indirect effect of perceived risk on online purchase intention through Electronic word-of-mouth is stronger at low degrees of online involvement than at high degrees of online involvement. Finally, the research findings and management implications of this study are used to discuss and make suggestions, which can be used as a reference for academia and business.