隨著網際網路的基礎建設逐漸完善與教育普及，線上購物逐漸被國人所接受，並且在線上購物市場持續成長之下，業者如何讓消費者提升投入在網站上購買商品，而在整合過去研究後發現，影響線上購買意願的重要因素包括網站服務品質、線上消費者特性、購物價值及知覺風險，並以此建構一更具整合性的架構。
本研究是以曾在線上購物網站進行過消費的顧客為主要研究對象，以網路問卷作為問卷發放方式，使用便利抽樣，共回收608份有效問卷，有效問卷回收率是87.83%。另外，本研究使用PLS、T-test 及ANOVA 差異分析來進行實證並驗證本研究所提出之各項假設及人口統計變數在各變數上的差異分析。本研究經過PLS分析後發現：(1) 網路購物的網站服務品質對購物價值有正向影響(路徑係數=0.532)。(2) 網路購物的線上消費者特性對知覺風險有負向影響(路徑係數=-0.318)。(3) 網路購物的消費者購物價值對線上購買意願有正向影響(路徑係數=0.502)。(4) 網路購物的消費者知覺風險對線上購買意願有負向影響(路徑係數=-0.134)。 (5)人人口統計變數對各變數間部分具有顯著差異。本研究除了提供學術的理論驗證外，並提出實務上的建議。

With the gradual improvement of the infrastructure of the Internet and the popularization of education, online shopping has gradually been accepted by the Chinese people, and the online shopping market continues to grow. How can the industry enable consumers to increase their investment in the website to purchase goods? It was later discovered that important factors affecting online purchase intentions include website service quality, online consumer characteristics, shopping value and perceived risk, and thereby constructing a more integrated architecture.
This study was conducted on the basis of customers who had previously spent online shopping on the online shopping site. The questionnaire was sent out as an online questionnaire, and convenience sampling was used. A total of 608 valid questionnaires were collected, and the effective questionnaire recovery rate was 87.83%. In addition, the PLS, T-test, and ANOVA discrepancies were used in this study to demonstrate and validate the hypotheses and variances of demographic variables presented in this study. After the PLS analysis, this study found that： (1) The quality of online shopping website services has a positive impact on shopping value(path coefficient=0.532). (2) Online consumer characteristics of online shopping have a negative impact on perceived risk(path coefficient=-0.318). (3) The value of online shopping consumer shopping has a positive effect on online purchase intentions(path coefficient=0.502). (4) Consumer perceived risk of online shopping has a negative impact on online purchase intentions(path coefficient=-0.134). (5) The demographic variables have significant differences among the variables. n this study, in addition to providing academic theory verification outside, and to make recommendations on the practice.

一、中文部分
王昭雄、陳得發（2005）。直銷產業顧客滿意度與顧客忠誠度關係之研究-以人口特質、知覺價值及使用者類型為干擾變項。交大管理學報，25（2），57－87。
池文海、楊宗儒、蘇鈺玲（2007）。品牌知名度、知覺價值與顧客忠誠度關係－以花蓮地區觀光旅館的餐廳為例。真理觀光學報，6，37－54。
何世昌，2017。電商指南搶攻藍海商機。取自http：//news.ltn.com.tw/news/weeklybiz/paper/1141853。搜尋日期：2018年3月23日。
何雍慶、林美珠（2007）。電子商務顧客網路購物知覺價值因果關係之研究-以國內大專生為例。顧客滿意學刊，3（1），61－96。
余朝權（2006）。大台北都會消費者本國中心傾向與對外國服務品牌態度 關係：以國際航空客運業為例。東吳經濟商學學報，52，33－48。
吳政謀（2005）。運動健身俱樂部參與行為、服務品質、滿意度與忠誠度之研究－以奔放主題運動館為例。台北市立體育學院運動科學研究所碩士論文。
吳肇銘（2000）。網站特性與網站使用者之網站態度、購物意願之關係研究-結構化方程式模型。企業管理學報，46，33－48。
李奇勳（2007）。知覺風險對消費者知覺價值之形成所扮演角色的探討。管理學報，24（2），167－190。
李皇照、陳郁方（2004）。國內旅遊市場消費者特性分析。生物與休閒事業研究，1（1），51－64。
汪芷榆（2006）。休閒渡假旅館消費者特性與休閒活動偏好關係之研究。運動休閒管理學報，3（2），107－129。
林俊昇（2005）。促銷價格與知名度影響休閒農場評價認知與旅遊意願分析。農業經濟叢刊，11（1），143－175。
林建煌（2007）。消費者行為，華泰文化，250－297。
林陽助（1996）。顧客滿意決定模式與效果之研究－台灣自用小客車之實證。國立台灣大學。
胡凱傑（2003）。應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素：以汽車客運業為例。國立交通大學運輸科技與管理學系博士論文。
唐資文（2005）。顧客網路瀏覽行為與網路購物行為之科技接受模式分析。國立東華大學企業管理研究所博士論文。
財團法人台灣網路資訊中心（TWNIC），2017。2017台灣寬頻網路使用調查。取自http：//stat.twnic.net.tw。搜尋日期：2018年3月23日。
國家發展委員會，2018。106年數位機會調查及提升數位機會政策 。取自https：//www.ndc.gov.tw/News_Content.aspx?n=114AAE178CD95D4C&sms=DF717169EA26F1A3&s=1CF0BEACC7706A40。搜尋日期：2018年3月23日。
康明璋（2010）。探討知覺價值與知覺風險之前因因子及其對線上購物滿意度之影響─以線上購物產業為例。屏東科技大學企業管理系所學位論文。
張淑青（2004）。服務知覺多構面量表之實證研究。企業管理學報，63，95－120。
張雅婷、李賜郎、陳芳萍（2006）。忠誠度方案對知覺價值及忠誠之影響─以涉入干擾變數。行銷評論，3（1），665－688。
許士軍（1987）。管理學。台北：東華書局。
陳細鈿、邱鈺娟（2008）。探討不同人格特質之網路購物消費者在信任、滿意度及忠誠度間之關聯性研究。國立虎尾科技大學學報，27（3），107－124。
陳璋賢（2011）。探討知覺價值之前因因子及其對顧客滿意度之影響關係-以購物網站為例。屏東科技大學企業管理系所學位論文。
陳澤義、張保隆、張宏生（2004）。台灣銀行業善因行銷、外部線索對服務品質、知覺風險與知覺價值之影響關係研究。交大管理學報，24（2），87－118。
黃梵瑋、林信忠（2017）。消費者特性對實體或虛擬通路購物影響之研究－以某音響公司為例。管理資訊計算，6（3），111－120。
黃運圭（2005）。網路書評與購買意願的研究：台灣網路書店的實証調查。台灣國立科技大學企業管理系博士班博士論文。
楊伶雯，2018。電子購物業近7年平均成長7.4% 雙11到跨年銷售最旺。取自https：//news.cnyes.com/news/id/4033924。搜尋日期：2018年3月23日。
楊瑞泉（2006）。大學體育室服務品質滿意度之研究－以萬能科技大學為例。輔仁大學體育學系碩士班碩士。
資策會產業情報研究所（MIC），2017。2016年網購消費平均27,715元。取自https：//mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464。搜尋日期：2018年3月23日。
廖則竣、劉玉萍（2004）。影響B2C網站信任與知覺風險的研究。資訊管理運用與發展研討會，68。
劉云筑（2006），網站設計因素對顧客情緒、購物價值以及顧客滿意度的影響。國立成功大學企業管理研究所碩士論文。
劉文良、湯宗泰（2007）。對行動加值服務之付費意願。電子商務學報，9（3），577－598。
劉忠陽、周盟浩（2006）。數位音樂購買意願及願意支付價格之研究。電子商務研究，4（3），285－304。
數位時代，2016。別被成長給騙了，台灣電商平台潛藏 3 大危機。取自https：//finance.technews.tw/2016/12/22/taiwan-electronic-commerce-platform-has-three-major-crises/。搜尋日期：2018年3月23日。
數位時代，2018。MIC調查：65%台灣網購消費者有行動購物經驗，但PC還是主力。取自https：//www.bnext.com.tw/article/48513/mic-survey-shows-pc-still-tw-consumerc-major-online-shopping-device。搜尋日期：2018年3月23日。
蔡依靜（2011）。線上購物意願之實證研究: 科技接受模式之延伸，屏東科技大學企業管理系所學位論文。
蔡進發、張文娟、廖敏秀（2008）。影響消費者對牛樟芝產品購買意願因素之研究。管理實務與理論研究，2（4），143－173。
蔡碩倉、林蒼元、陳美如（2007）。台灣生產履歷茶葉購買意願之研究。第八屆管理學域學術研討會論文集，A1-A17。
戴嫒坪（2004）。跨國的顧客產品類型認知價值之比較研究。淡江大學管理科學研究所博士班博士論文。
龔昶元、嚴宗銘、張純莉、賴薏如（2006）。消費者人格特質對畸零價效果干擾影響之研究。朝陽商管評論，5，45－62。
二、英文部分
Albarq AN (2006). Intention to Shop Online Among University Students In Jordan. Universiti Utara Malaysia.
Albert, C., Arthur, H. M., & Pierre, R. B. (2000), Service quality and satisfaction-The moderating role of value, European Journal of Marketing, 34(11), 1338-1352.
Anderson, M. H. & Jaggia, S. (2009). Rent-to-own agreements： Customer characteristics and contract outcomes. Journal of Economics and Business, 61, 51-69.
Antony, S., L., Z. & Xu, B. (2006). Determinants of escrow service adoption in consumer-to-consumer online auction market： an experimental study. Decision Support Systems, 42(3), 1889-1900.
Babin, B. J., & Attaway, J. S. (2000), Atmospheric effect as a tool for creating value and gaining share of customer, Journal of Business Research, 49, 91-99.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun： measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Babin, B. J., Lee, Y.K., Kim, E.J., &Griffin, M. (2005), Modeling consumer satisfaction and word-of-mouth： restaurant patronage in Korea, Journal of Services Marketing ,19(3), 133-139.
Babin, B.J., Darden, R.W., &Mitch, G.(1994), Work and/or Fun： Measuring Hedonic and Utilitarian Shopping Value,Journal of Consumer Research, 20(4), 664-656.
Babin, B.J., Darden , R.W., &Mitch,G.(1994), Work and/or Fun： Measuring Hedonic and Utilitarian Shopping Value,Journal of Consumer Research, 20(4), 664-656.
Babin, J. B., & Darden ,R.W. (1995), Consumer Self-Regulation in a Retail Environment,Journal of Retailing, 71(1), 47-70.
Bagozzi, R. P. (1980). Causal models in marketing. New York：Wiley.
Bagozzi, R. P. (1982). A field investigation of causal relations among cognitions, affect, intentions, and behavior, Journal of Marketing Research, 19(4), 562-583.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude measurement and behavior change： A reconsideration of attitude organization and its relationship to behavior. ACR North American Advances.
Bagozzi, R. P., & Burnkrant, R.E.(1979). Attitude organization and the attitude-behavior relationship. Journal of Personality and Social Psychology, 37(6), 913-929.
Baird, I. S. and Thomas, H. (1985), Toward a contingency model of strategic risk taking, Academy of Management Review, 10(2), 230-243.
Bateson, L.E.G., & Hoffman K.G. (2002), Essential of Services Marketing： Concept, Strategies and Cases, Academic Internet Publisher.
Batra, R., & Ahtola, O. T. (1991), Measuring the Hedonic & Utilitarian Sources of Consumer Attitudes, Marketing Letters, 2(2), 159-170.
Bauer, R. A. (1960), Dynamic Marketing For a Changing World, in R. S. Hancock (Ed.), Consumer Behavior As Risk Taking, Chicago：American Marketing Association, 389-398.
Bellenger, D.N., Steinberg, E., & Wilbur ,W. S. (1976), The Congruence of Store Image & Self-image, Journal of Retailing, 52, 17-32.
Bellman, S., Lohse, G.L. & Johnson, E.J. (1999). Predictors of Online Buying Behavior. Communications of the ACM, 42(12), 32-38.
Bhatnagar, A., Misra, S. & Rao, H.R. (2000). On risk, convenience and Internet shopping. Association for Computing Machinery. Communications of the ACM. 43(11), 98-105.
Blackwell, R. D., Miniard, P.W. & Engel, J.F. (2000). Consumer behavior (8th ed.). New York： Rinehart and Winston.
Blackwell, R.D., Miniard ,P.W.,& Engel ,J.F. (2000), An examination of the relationships between consumer benefits, satisfaction, and loyalty in the purchase of retail store branded products, Consumer Behavior, South-Western College Publishing.
Blackwell, R .D., Miniard, P.W. & Engel, J.F. (2006). Consumer Behavior, (10th ed),New York：The Drydden, 419-435.
Bloch, P.H., Daniel, L.S., & Nancy,M. R. (1986), Consumer Search： An Extended Framework, Journal of Consumer Research, 13, 119-126.
Bloch, P.H., & Richins,M.L.(1983), A theoretical model for the study of product importance perceptions, Journal of Marketing, 47 (3), 69-81.
Bollen, K. A.(1989).Structural equations with latent variables. New York：JohnWiley & Sons.
Bollen, K. A. (2002). Latent variables in psychology and the social sciences. Annual review of psychology, 53(1), 605-634.
Bolton, R.N., & James, H.D.(1991), A Multistage Model of Customers' Assessments of Service Quality and Value, Journal of Consumer Research,17, 375-384.
Brady, M.K., & Cronin, J.J.(2001),Some new thoughts on conceptualizing perceived service quality： A hierarchical approach, Journal of Marketing ,65 (3), 34-49.
Brengman, M, Geuens, M., Weijters, B. Smith, S.M. & Winyard, W.R. (2005). Segmenting Internet shoppers based on their Web-usage-related lifestyle： a cross-cultural validation. Journal of Business Research, 58, 79-88.
Burke R.R. (1997).Do You See What I See? The Future of Virtual Shopping. Journal of the Academy of Marketing Science. 5, 352-360.
Campbell, M.C. & Goodstein, R.C. (2001). The moderating effect of perceived risk on consumer’s evaluations of product incongruity：preference for the norm. Journal of Consumer Research, 28, 439-449.
Carpenter, J.M., Marguerite, M., & Ann,F. (2005), Consumer shopping value, satisfaction and loyalty for retail apparel,Journal of Fashion Marketing and Management, 9(1), 43-53.
Caruana, A. & Fenech, N. (2005). The effect of perceived value andoverall satisfaction on loyalty： A study among dental patients. Journal ofMedical Marketing, 5(3), 245.
Castro, R.P. (2005). E-Valuation: A Multiple Item Scale For Measuring Perceived Value In Online Services. Thedepartment of business in partial fulfillment of the requirements.
Castro, R. P. (2004). E-Valuation: A Multiple Item Scale For Measuring Perceived Value In Online Services. Yayınlanmamış Doktora Tezi.
Cattell, R. B. (1965). The scientific analysis of personality. Baltimore, MD： Penguin.
Chen, C.F. & Tsai, M.H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping： Involvement as a moderator. Tourism Management, 29, 1166-1171.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan： An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 491-504.
Citrin, A.V., Steven, D.E.N., Silverman & Stem, D.E.J. (2000). Adoption of Internet shopping： the role of consumer innovativeness. Industrial Management Data Systems, 100(7) , 294.
Collier, J. E., & Bienstock, C.C.(2006), Measuring service quality in e-retailing, Journal of Service Research, 8(3), 260-275.
Cox, & Donald, F. (1967). Introduction in Donald F.Cox(Ed.), Risk-Taking and Information-Handling in Consumer Behavior,Boston：Harvard University Press, 1-19.
Cox, & Donald, F. (1967). Risk Handling in Consumer Behavior-an Intensive Study of Two Cases, in Donald F .Cox (Ed.) , Risk Taking and Information Handling in Consumer Behavior , Boston ： Harvard University Press, 34-81.
Cronin, J. J., Brady,M.K., & Hult,T.M. (2000),Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,Journal of Retailing, 76(2),193-218.
Cronin, J. J., Brady,M.K., & Hult,T.M. (2000),Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,Journal of Retailing, 76(2),193-218.
Cronin, J. J., Brady,M.K., & Hult,T.M. (2000),Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,Journal of Retailing, 76(2),193-218.
Cunningham, S. M. (1967). The Major Dimensions of Perceived Risk. Boston： Harvard University Press, 82-108.
Darian, J.C. (1987). In-Home Shopping：Are There Consumer Segments?. Journal of Retailing, 63(2), 163-186.
Day, E., & Crask, M.R. (2000),Value assessment： the antecedent of customer satisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 13, 42-50.
DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums： the effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), 184-196.
Diamantopoulos, A., & Winklhofer, H. M. (2001). Index construction with formative indicators： An alternative to scale development. Journal of marketing research, 38(2), 269-277.
Diren, M. (2012). Website characteristics effects on online consumer Intentions and online purchases： an empirical literature Review. Working Paper, University of Lausanne, Lausanne.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). The Effects of Price, Brand,and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28 , 307-319.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). The Effects of Price, Brand,and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28 , 307-319.
Dodds, W.B., Monroe, K.B. & Grewal, D. (1991). The Effects of Price, Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307-319.
Donthu, N. & Gilliland, D. (1996). Observations：the Infomercial Shopper. Journal of Advertising Research, 36(2), 69-76.
Dowling, G.R. & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling activity. Journal of Consumer Research, 21, 119-134.
Eastin, M.S. (2002). Diffusion of e-commerce： an analysis of the adoption of four e-commerce activities. Telematics and Informatics, 19, 251-267.
Engel ,J. F., Blackwell,R.D.,& Miniard, P.W.(2001) , Consumer Behavior , Fort Worth, Texas： Dryden Press, 237.
Engel, J.F., Kollat, D., & Blackwell, R.D., (1995). Consumer Behavior. 8th ed., Forth Worth： Dryden Press.
Engel, J.F., Kollat, D.J. &. Blackwell, R.D. (1980). Consumer behaveior, (3rd ed.). New Yark： Rinehart and Winston, 175.
Englis, B.G. & Solomom, M.R. (2000). Consumer Dreams and Nightmares： A Web-Mediated Study of Lifestyle Aspirations. European Advances in Consumer Research, 4, 1-3.
Englis, B.G. & Solomom, M.R. (2000). Consumer Dreams and Nightmares： A Web-Mediated Study of Lifestyle Aspirations. European Advances in Consumer Research, 4, 1-3.
Environmental Strategy, GUILDFORD Surrey, University of Surrey, GU2 7XH,March.
Eroglu, S.A., Machleit, K.A., & Barr, T. F. (2005),Perceived Retail Crowding and shopping Satisfaction： The Role of Shopping Value, Journal of Business Research, 58(3), 1146-1153.
Etzel, M. J., Bruce, J. W., & William, J. S.(2001), Marketing Management, 12th ed., McGraw. Hill, Irwin.
Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention： an analysis for PDO product. British Food Journal , 108(8), 646-662.
Featherman, M.S., & Pavlou, P. (2003). Predicting e-services adoption： A perceived risk facets perspective. International Journal of man-Computer Studies, 59, 451-474.
Featherman, M.S., & Pavlou, P. (2003). Predicting e-services adoption： A perceived risk facets perspective. International Journal of man-Computer Studies, 59, 451-474.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior： An introduction to theory and research.
Fornell, C. 1982. “A second generation of multivariate analysis： an overview”. In A Second Generation of Multivariate Analysis, Edited by： Fornell, C. 407–450. New York： Praeger.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18, 39-50.
Forsythe, S.M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56 , 867-875.
Grewal, D., Gotlieb, J. & Marmorstein, H., (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21, 145-153.
Grewal, D., Gotlieb, J. & Marmorstein, H., (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21, 145-153.
Grewal, D., Krishnan, R., Baker, J. & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Grewal, D., Monroe, K. & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value and behavioral intentions. Journal of Marketing, 62, 46-59.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effect of Price-comparison Advertising on Buyer’s Perception of Acquisition Value, Transaction Value and Behavioral Intentions. Journal of Marketing,62 ,46-59.
Gronroos, C. (1988). Service quality： The six criteria of good perceived service. Review of business, 9(3), 10.
Gronroos, C.(1984),A service quality model & its marketing theory,European Journal of Marketing, 18(4), 36-44.
Gronroos,C.(1984),A service quality model & its marketing theory,European Journal of Marketing, 18(4), 36-44.
Hall.Kwak, Hyokjin, Richard J. Fox, and George M. Zinkhan, (2002) “What Products Can Be Successfully Promoted and Sold via the Internet？” Journal of Advertising Research, Vol.42, No.1/2, pp.23-38.
Hansen, H., Samuelsen, B.M. & Silseth, P. (2008). Customer perceived value in B-to-B service relationships： Investigating the importance of corporate reputation. Industrial Marketing Management, 37, 206-217.
Hausman, A.V. & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62, 5-13.
Hawkins, D.I., Roger, J.B. & Kenneth, A.C (1992). Consumer Behavior： Implications for Marketing Strategy, Fifth ed., Richard D. Irwin, Inc.
Haywood,F.J.(1988),A conceptual model of service quality,International Journal of Operations and Production Management, 8(6), 19-30.
Heijden, H. van der., & Verhagen, T. (2004). Online store image： conceptual foundations and empirical measurement. Information and management, 41(5), 609-617.
Hernon, P.,& Nitecki, D. A. (2001), Service quality： A concept not fully explored, Library Trends, 49(4), 687-708.
Hirschman, E. C. (1983). Predictors of self-projection, fantasy fulfillment, and escapism. The Journal of Social Psychology, 120(1), 63-76.
Hirschman, E. C., & Holbrook, M. B. (1982),Hedonic consumption： Emerging concepts,methods and propositions,Journal of Marketing, 46(3), 92-101.
Hirschman, E. C., & Holbrook, M. B.(1992).Postmodern consumer research ,1.
Hofacker, C. F. (1998). Internet Marketing (3rd ed.) with Wall Street Journal Handbook Set. Hoboken, NJ： John Wiley & Sons.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments：Conceptual foundations. The Journal of Marketing, 50-68.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption： Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Holbrook, M.B. (1999), Introduction to Consumer Value, in Morris B. Holbrook (eds) Consumer Value： A Framework for Analysis and Research, Routledge, New York, 1-28.
Holbrook, M.B. (1999), Introduction to Consumer Value, in Morris B. Holbrook (eds) Consumer Value： A Framework for Analysis and Research, Routledge, New York, 1-28.
Horst, P. (1966). Psychological measurement and prediction.
Howard, J. A.(1994). Buyer Behavior in Marketing Strategy, Eglewood Cliffs, NJ：Prentice Hall International.
Huang, M.H. (2003), Designing website attributes to induce experiential encounters, Computers in Human Behavior, 19, 425-442.
Hui, B. S. & Wold, H. (1982). Consistency and consistency at large in partial least squares estimates. In K. G. Jöreskog and H. Wold (eds.), Systems Under Indirect Observation,North Holland, Amsterdam,2,119-130..
Huizingh, E. (2000). The Content and Design of Web Sites： An Empirical Study.Information and Management, 37, 123-134.
Hung, W. T., Tsang, S. S., & Liu, H. Y. (2010). Website characteristics and the impact of user perceived value on user behavior in web 2.0. Journal of Management Information and Decision Sciences, 13(1), 1.
Im, I., Kim, Y. & Han, H.J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information & Management, 45, 1-9.
Im, I., Kim, Y. & Han, H.J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information and Management, 45, 1-9.
Jackson, T. (2005). Lifestyle Change and Market Transformation, Centre for
Jacoby, J. & Kaplan, L.B (1972). The components of perceived risk, in： Proceedings of the Third Annual Conference of the Association for Consumer Research. Association for Consumer Research, 382-393.
Jarvis, C. B., MacKenzie, S. B., & Podsakoff, P. M. (2003). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30(2), 199-218.
Jarvis, C. B., MacKenzie, S. B., & Podsakoff, P. M. (2003). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 30(2), 199-218.
John, C.G.,& Richard, T. D. (1999),Service quality： Perceived value,expectations, shortfalls and bonuses, Managing Service Quality, 9(4), 274-285.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006), Hedonic and utilitarian shopping value： Investigating differential effects on retail outcomes, Journal of Business Research, 59,974-981.
Kawaf, F., & Tagg, S. (2012). Online shopping environments in fashion shopping： An SOR based review. The Marketing Review, 12(2), 161-180.
Kim, D.J., Ferrin, D.L. & Rao, H.R. (2008). A trust-based consumer decision- making model in electronic commerce： The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44, 544-564.
Kolter, P. (1996). Marketing management： Analysis, planning, implementation and control. N.J.： Prentice-Hall Inc.
Kotler, P. (2003) Marketing Management. 11th Edition, Prentice-Hall, Upper Saddle River.
Kwak, H., Fox, R. J., & Zinkhan, G. M. (2002). What products can be successfully promoted and sold via the Internet?. Journal of Advertising Research, 42(1), 23-38.
Kwak, H., Fox, R.J., & Zinkhan, G.M. (2002). What products can be successfully promoted and sold via the Internet?. Journal of Advertising Research, 42(1), 23-38.
Lai, T.L. (2004). Service Quality and Perceived Value’s Impact on Satisfaction. Intention and Usage of Short Message Service (SMS), In formation Systems Frontiers, 6(4), 353-368.
Law, K. S., & Wong, C. S. (1999). Multidimensional constructs M structural equation analysis： An illustration using the job perception and job satisfaction constructs. Journal of Management, 25(2), 143-160.
Lazer,W.(1999). Life style concepts and marketing. In Stephen Greyser ed. Toward Scientific Marketing, Chicago：AMA.
Lee, D., Park, J., & Ahn, J. (2001). On the explanatory factors affecting e-commerce adoption. Proceedings of 22nd International Conference on Information Systems, 109-120.
Lee, P. M. (2002). Behavioral model of online purchasers in e-commerce environment. Electronic Commerce Research, 2(1-2), 75-85.
Lewis, B.R., & Mitchell, V.W. (1990), Defining and measuring the quality of customer service, Marketing Intelligence and Planning ,8(6), 11-17.
Li, H., Kuo, C. & Russell, M.G. (1999). The impact of perceived channel utilities,shopping orientations, and demographics on the consumer’s online buying behavior. Journal of Computer Mediated Communication, 5.
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A： Systems and Humans, 30(4), 421-432.
Lin, C. H., Shih, H. Y., & Sher, P. J. (2007). Integrating technology readiness into technology acceptance： The TRAM model. Psychology and Marketing, 24(7), 641-657.
Lin, W.B. (2008). Investigation on the model of consumers’ perceived Risk- integrated viewpoint. Expert Systems with Applications, 34, 977-988.
López, I., & Ruiz, S. (2011). Explaining website effectiveness： The hedonic–utilitarian dual mediation hypothesis. Electronic Commerce Research and Applications, 10(1), 49-58.
Lopez-Nicolas, C., & Molina-Castillo, F. J. (2008). Customer Knowledge Management and E-commerce： The role of customer perceived risk. International Journal of Information Management, 28(2), 102-113.
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing： Review and extensions. Journal of consumer research, 13(4), 473-491.
Massey, A.P., Khatri, V., Weiss & Mitzi M.M. (2008), Online Services, Customer Characteristics and Usability Requirements. Proceedings of the 41st. Hawaii International Conference on System Sciences ,33-33.
Mazzoni, C., Castaldi, L., & Addeo, F. (2007). Consumer behavior in the Italian mobile telecommunication market. Telecommunications Policy, 31(10-11), 632-647.
McDougall, G. H.G., & Levesque, T. (2000), Customer satisfaction with services：putting perceived value into the equation, The Journal of Services Marketing, 14 (5),392-410.
Mencarelli, R. (2008). Conceptualizing and measuring the perceived value of an arts venue as applied to live performance. International Journal of Arts Management, 42-59.
Michon, R., Yu, H., Smith, D., & Chebat, J.C.(2007), The shopping experience of female fashion leaders, International Journal of Retail and Distribution Management, 35(6), 488-501.
Mitchell, V.W. & M. Greatorex (1993). Risk Perception and Reduction in the Purchase of Consumer Services. The Service Industries Journal,13, 179-200.
Mitchell, V.W. (2001). Re-conceptualizing consumer store image processing using perceived risk, Journal of Business Research, 54, 167-172.
Mitchell, V.W., (1992). Understanding consumers’ behavior： can perceived risk theory help?. Management Decision, 30(2), 26-31.
Miyazaki, A.D. & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35, 27-44.
Monroe, K.B. (1990). Pricing： Making Profitable Decision, 2d ed. New York, McGraw-Hill.
Moorman,C.,Deshpande,R.,&Zaltman,G.(1993), Factors affecting trust in market research relationships,Journal of Marketing,57,81-102.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent： Which ‘intenders’ actually buy. Journal of Marketing Research, 29(4), 391-405.
Mummalaneni, V. (2005). An empirical investigation of Web site characteristics, consumer emotional states and online shopping behaviors. Journal of Business Research, 58, 526- 532.
Murray, K.B., & Schlacter, J.L. (1990). The impact of service versus goods on customers ? Assessment of perceived risk and variability. Journal of the cademy of Marketing Science, 18(1), 51-70.
Nicolasa, C.L. & Molina,C.F.J. (2008). Customer Knowledge Management and E-commerce： The role of customer perceived Risk. International Journal of Information Management, 28, 102-113.
Novak, T.P., Hoffman, D.L. & Yung, Y. (2000). Measuring the customer experience in online environments： a structural modeling approach. Marketing Science, 19(1), 22-42.
Nunnally, J.C., (1978), Psychometric Theory, New York： McGraw-Hill.
Oh, M. (1999),Service Quality, Customer Satisfaction, & Customer Value： A Holistic Perspective,International Journal of Hospitality Management,18(1),67-82.
Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988), Communication & control processes in the delivery of service quality, Journal of Marketing, 52, 35-48
Parasuraman, A., Zeithaml, V. A., & Malhorta, A. (2005), E-S-QUAL： A multiple-item scale for assessing electronic service quality,Journal of Service Research, 7(3), 213-233.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1991), Underst&ing customer expectations of service, Sloan Management Review, 32(3), 39-48.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1991), Underst&ing customer expectations of service, Sloan Management Review, 32(3), 39-48.
Paridon, T. J., & Carraher, S. M. (2009). Entrepreneurial marketing： Customer shopping value and patronage behavior. Journal of Applied Management and entrepreneurship, 14(2), 3.
Park, C. (2004), Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea,International Journal of Hospitality Management,23(1), 87-94.
Peter, J.P. & Ryan, M.J. (1976). An Investigation of Perceived Risk at the Brand Level. Journal of Marketing Research, 13(2), 184-188.
Petrick, J.F. (2002). Development of a Multi-Dimensional Scale for Measuring The Perceived Value of a Service, Journal of Leisure Research, 34(2), 119-134.
Plummer, J. T. (1974). The concept and application of life style segmentation. The Journal of Marketing, 33-37.
Poddar, A., Donthu, N., & Wei, Y.(2009),Website Orientations, Website Quality & Purchase Intention： The Role of Website Personality, Journal of Business Research,62(4),441-450.
Poel, van den. D., & Leunis, J. (1999). Consumer Acceptance of the Internet as a Channel of Distribution. Journal of Business Rescarch, 45, 249-256.
Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224-235.
Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information and Management, 39(6), 457-465.
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality： An integrative review. Journal of marketing Research, 351-357.
Rao, A.R., & Kent, B. M. (1989), The Effect of Price, Brand Name, and Store Name on Buyers’ Subjective Product Assessments： An Integrative Review, Journal of Marketing Research, 26, 351-357.
Reynolds, F.D. and Wells(1995).W.D., Consumer Behavior, NY： McGraw-Hill.
Rogers, E.M. (1995). Diffusion of Innovations. New York：Free Press , 4th ed.
Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35, 56-61.
Sander, S. (2008). Why consumer characteristics have an impact on attitude. In Proceedings of ICSSSM , 250-253.
Sasser, W. E., Olsen, R. P., & Wyckoff, D.D.(1978), Management of Service Operations： Test, Cases, & Readings. Boston, MA： Allynand Bacon, Inc.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior. 7th ed, Prentice- Hall.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior. 8th ed, Prentice-Hall.
Schiffman, Leon G. and Leslie Lazar Kanuk, (2004), Consumer Behavior, 8th Edition, Pearson Education Inc., Upper Saddle River, New Jersey： Prentice-Hall.
Schlosser, A.E., Tiffany ,B. W., & Susan, M. L. (2006), Converting Web Site Visitors into Buyers： How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions, Journal of Marketing, 70 (2), 133-148.
Sharma, A., Singhal, Y. K., Makhija, D., Goyal, A. K., Agarwal, N., & Bakhshi, A. (2007). Factors affecting e-tailing website effectiveness： An Indian perspective.. Second International Conference ,7, 41-41.
Sheth, J. N.(1983), Affect, Behavioral Intension, and Buying Behavior as a Function of Evaluative Believes, Insight in Consumer and Marketing Behavior, 5, 88-95.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy： A theory of consumption values. Journal of business research, 22(2), 159-170.
Sit, J., & Merrilees, B. (2005). Understanding satisfaction formation of shopping mall entertainment seekers： A conceptual model. University of Western Australia ,106-114)..
Siu, N.Y.M., & Cheng, M.M.S. (2001). A study of the expected adoption of online shopping： The case of Hong Kong. Journal of International Consumer Marketing, 13, 87-106.
Spears & Singh (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Srinivasan, N. & Ratchford, B.T. (1991). An Empirical Test of a Model of External Search for Automobiles. Journal of Consumer Research, 18, 233-242.
Stone, R.N., & Grønhaug, K. (1993). Perceived Risk： Further Considerations for the Marketing Discipline. European Journal of Marketing, 3(42), 39-50.
Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1999). The role of perceived risk in the quality–value relationship： a study in a retail environment. Journal of Retailing, 75(1), 77-105.
Tai, S.H.C. & Tam, J.L.M. (1996). A Comparative Study of Chinese Consumers in Asian Markets-A Lefestyle Analysis. Journal of Internationa Consumer Marketing, 9(1), 25-42.
Tayawardhena, C., Wright, L.T. & Masterson, R. (2003), An investigation of xonline consumer purchasing, Qualitative Market Research： An International Journal, 6, 58-65.
Taylor, J. W. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), 54-60.
Teo, T.S.H. & Yeong, Y.D. (2003). Assessing the Consumer Decision Process in the Digital Marketplace. The International Journal of Management Science, 31, 349-363.
Turley, L.W. & LeBlanc, R.P. (1993). An exploratory investigation of consumer decision making in the service sector. Journal of Services Marketing. 7(4), 11-18.
Wang,L.C. , Baker,J., Wagner, J. A., & Wakefield ,K.(2007), Can a Retail Web Site Be Social ?,Journal of Marketing,143-157.
Ward, M.R. & Lee, M.J. (2000). Internet shopping, consumer search and product branding. Journal of Product & Brand Management, 9(1), 6-20.
Wolfinbarger, M. and Gilly, M.C. (2003) eTailQ：Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing, 79, 183-198.
Woodside, A.G. (1968). Group Influence and Consumer risk Taking ： An Experimental Study. Unpublished Doctoral Disserration The Pennsylvania State University.
Wu, W. Y., Quyen, P. T. P., & Rivas, A. A. A. (2017). How e- servicescapes affect customer online shopping intention： the moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3), 689-715.
Wu, W.Y., Lin, B., & Cheng, C.F. (2009), Evaluating online auction strategy： A theoretical model and empirical exploration, Journal of Computer Information Systems, 49 (3), 22-30.
Yoo,B.,& Donthu,N.(2001),Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale, Journal of Business Research, 52(1),1-14.
Yu, S., Hudders, L., & Cauberghe, V. (2018). Selling luxury products online： The effect of a quality label on risk perception, purchase intention and attitude toward the brand. Journal of Electronic Commerce Research, 19(1), 16-35.
Yuksel,A.(2007),Tourist shopping habitat： Effects on emotions, shopping value and behaviours, Tourism Management ,28,58-69.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value： A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers： what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85.
Zeithaml, V. A.(1988), Consumer perceptions of price, quality and value： Ameans-end model and synthesis of evidence, Journal of Marketing, 52(3),2-22.
Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value： A means-end model and synthesis of evidence. Journal of Marketing,52, 2-22.
Zeithaml, V. A., & Bitner, M. J. (2000), Services marketing： Integrating customer focus across the firm, McGraw-Hill.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985),A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49,41-50.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002), Service quality delivery through Wed site： A critical review of extant knowledge, Academy Journal of Marketing Science, 30(4), 362-375.
Zimmerman, C. D. (1985). Quality-Key to Service Productivity. Quality Progress, 18(6), 32-35.