本研究以「網路安全性」、「口碑傳播」、「網站屬性」、「網站知名度與形象」對「購物意願」之關係影響為研究主軸,並對線上平台業者與消費者提出建議。 首先本研究針對網路購物消費者為研究對象,採用分層抽樣方式,進行問卷調查,並將填答之問卷進行基本資料分析、信度分析、因素分析,再利用結構方程式對各相關構面進行分析與相關性探討,以了解「網路安全性」、「口碑傳播」、「網站屬性」、「網站知名度與形象」對「購物意願」之關係影響程度。 實證結果發現「網路安全性」、「口碑傳播」、「網站屬性」、「網站知名度與形象」對「購物意願」都有顯著之影響。最後建議:業者若要提高消費者購物意願,應提升自身平台之網站安全性,提供簡單、清楚之網站屬性,保持良好口碑及知名度與形象進而提高消費者對網站之購物意願。
The main purpose of this research is to find out the relations and influences of “Network Security”, “Word-of-Mouth Advertising”, “Web Attribute”, and “Website Visibility and Image” towards “Purchase Intention” and make some suggestions to online shopping sites and consumers. First of all, this research targets at online consumers as the research objects, and a survey is carried out through stratified samplings. It also analyzes the collected personal information, credibility, and factors, and utilizes structural equation to find the analysis and correlation among related dimensions in order to know the degree of relationship of “Network Security”, “Word-of-Mouth Advertising”, “Web Attribute”, “Websites Visibility and Image” towards “Purchase Intention.” The result shows that “Network Security”, “Word-of-Mouth Advertising”, “Web Attribute”, and “Website Visibility and Image” have a huge impact on “Purchase Intention”. The last suggestion is: If the industry wants to raise consumers’ purchase intention, it should improve its network security, provide simple and clear web attribute, and maintain good public praise and website visibility and image in order to increase consumers’ purchase intention towards the websites.