隨著電子商務發達，線上購物已是相當普及的商業活動，根據資策會 (2011)調查顯示，有29.1%的消費者經由網路購買海外商品，並指出跨國交易是未來線上購物的趨勢。本研究主旨在探討消費者購物時對產品屬性的評估、對網路跨國代購認知利益、風險與人格特質這些因素與網路跨國代購態度之關係，並探討網路跨國代購態度與使用意圖間之關係。 研究採用網路問卷，回收546份有效問卷。資料以PLS方法進行分析。研究結果發現如下：1. 消費者對網路跨國代購的態度與其使用意圖有正向顯著之關係。2. 消費者對網路跨國代購的認知結果與其態度有顯著的關係，其中，消費者對網路跨國代購所知覺到的好處與其態度有正向關係，而知覺到的風險與其態度則是負向關係。3. 消費者人格特質中創新程度與追求物質成就的程度對網路跨國代購態度亦有正向且顯著的關係。 根據發現，本研究建議網路跨國代購經營者應加強消費者對網路跨國代購的正面態度，透過提高消費者對網路跨國代購的認知利益、降低其認知風險，以提升消費者的使用意圖；並強化網路跨國代購新穎與物質等特性之程度，以吸引創新性高或物質主義的消費者使用。With the development of e-commerce, online shopping has become very popular these days. According to the survey by MIC (2011), there were 29.1% of consumers purchasing foreign goods through internet, and the result of the survey also showed that cross-border transaction has become a trend. The purpose of this study was to investigate the relationship of online cross-border purchasing agent service (OCPAS) among product attributes, consumer perceived benefits, consumer perceived risks and personal traits. In addition, the relationship between consumers' using intentions and attitudes toward OCPAS were also discussed in this study. Online survey was used to collect the questionnaires in this study, and a total of 546 effective questionnaires were collected. The study adapted PLS technique to analyze collected data, and the results are listed as below:1. Consumer attitude toward OCPAS had a significant positive relationship with consumers’ using intentions.2. Consumer perception of OCPAS had a significant relationship with consumer attitude. Consumers’ perceived benefits on OCPAS were positively correlated with consumers’ attitudes, but consumers’ perceived risks of OCPAS are negatively correlated with consumers’ attitudes.3. Consumers’ personal traits of innovation and materialism both had a significant positive relationship with consumer attitude toward OCPAS. According to the results, this study suggested that the operators of OCPAS should improve consumers’ using intentions and positive attitude toward OCPAS by strengthening consumers’ perceived benefits and reducing perceived risks. Besides, operators should enhance their innovation capabilities and product characteristics to attract more consumers using their services.
