隨著目前網路發達，虛擬通路憑藉著成本及時空的優勢，吸引到眾多的消費者，也因此造成網路商店的數量激增；然而各家網路商店也必須在激烈競爭中脫穎而出，因此必須瞭解消費者採用網路購物時的心理因素及考量的網站因素，使網路商店能夠因應及改變。 本研究主要研究消費者的心理特性是否會影響採用網路購買3C產品的意願？本研究參考Engel-Kollat-Blackwell模式中的個人差異，延伸出整體的消費者心理因素，包含：價值觀、態度、知覺風險及動機四項，探討這些心理因素是否影響網路購物的購買意願？配合考量購物網站自身的廣告、產品品質、安全性及便利性是否足以讓消費者信賴並產生購買行為？ 針對曾經在網路上購買過3C產品的消費者以實證方式進行，針對研究對象發放問卷，並採用結構方程模式驗證各潛在變項間的因果關係。實證結果顯示，消費者的「態度」及「動機」會直接影響到消費者的「購買意願」。而「購買意願」、「產品品質」及「便利性」會影響消費者的「購買行為」。但「價值觀」及「知覺風險」卻對「購買意願」無顯著影響；網路購物的「安全性」亦對「購買行為」無顯著影響，這些不同於以往看法，值得網路商店重視。 With the development of internet, depending on the advantage of cost, space and time saving, many consumers are attracted by virtual channel. That causes a number of network stores increased severely. Network stores must survive in the steeply blooming competition. When network shopping the consumers’ considerations of psychological factors and website factors must be understood, so as to the network store to respond to the change. The main study of this research is whether consumer's psychological characteristic will affect the intention of using network shopping to purchase 3C products? According to the individual difference in Engel-Kollat-Blackwell model, all the consumers’ psychological factors are extended which includes values, perception risks, attitude and motive. Those psychological factors are discussed whether the intention of network shopping is affected? The advertisement, product quality, security and convenience are also considered to find out the shopping website, whether the consumers are trust sufficiently enough to induce the purchase behavior? This research carries out by the real diagnosis way. The persons who to answer the experience in had purchasing 3C consumer products in the network and chosen the questionnaire. And the structural equation model is used to confirm the causal relation among latent variables. After the real diagnosis analysis, consumer’s attitude and motive will influence consumer’s purchase intention, consumer’s intention, product quality and the convenience of purchasing will affect consumer's purchase behavior. But the values and perception risk will not obviously affect the purchase intention, and the security of network shopping also will not affect consumer’s purchase behavior. These different views found are worth the network stores taking further consideration.
