隨著電子商務的蓬勃發展以及消費者購物習慣的改變，購物網站的數量也快速增加。根據過去文獻，影響購物意願的原因來自網站設計、產品特性以及消費者特質，因此本研究欲探討網站特性以及產品特性對購物意願的影響，以及不同特徵之消費者根據其對網站特性和產品特性的偏好影響購物意願的中介效果。 本研究透過網路問卷方式，回收有效問卷220份，以結構方程式及中介效果比較進行資料分析，研究結果顯示產品品牌與產品功能對購物意願呈現負向顯著影響，網站設計負向影響購物意願，消費者創新性對產品功能、售後服務、網站設計、網站內容以及網站安全性呈現正向顯著，消費者獨特性與消費者自我監控性對產品售後服務呈現負向顯著。產品特性在消費者創新性與購物意願之間存在中介效果，而網站特性在消費者獨特性與購物意願之間存在中介效果。 本研究根據假設驗證的結果，對網站商店業者提供未來相關之行銷策略建議，以改善消費者線上之購物態度，進而提升其購物意願。 ;As the e-commerce developed rapidly and the consumption pattern changed, the amount of online store rose dramatically. According to past studies, factors affecting purchase intention come from those three parts: web site, product and consumer traits. This study seeks to investigate whether the web and product attributes affect the consumer purchase intention. This research aimed at exploring the mediating role played by web and product attributes in the relationship between consumers characteristics and purchase intention which means that the consumers will have inconsistent level of purchase intention based on the perception of web and product attributes A web survey with the total 220 valid samples used the structural equation model for the date analysis. The result reveals that product brand and product function have the negative impact on purchase intention. The innovativeness of consumers positively affects the product function, after-sales service, web design, web content and the web safety. Need of uniqueness and the self-monitoring negatively affect after-sales service. The mediating impact of product attributes exists in the relationship of the innovativeness of consumers and the purchase intention. Additionally, web attribute plays a crucial role of mediating the relationship between need of uniqueness and purchase intention. By validating the assumptions, this research provides a market recommendation for the online retailers in order to improve the online consumer`s attitude and purchase intention.
