本研究主要研究結果發現： 一、網路購物者與非網路購物者在網路使用經驗、人口統計變項、及對網路安全性的態度上皆有顯著差異。 二、網路購物者人口統計特性：男性、高學歷、資訊相關工作者居多。 三、網路購物者網路使用特性：電腦網路的重度使用者。 四、網路購物者中以男性、20至30歲、學歷為研究所以上、從事資訊業的人使用網路經驗相對較豐富。 A rise of e-commerce nowadays has influenced everybody''s life. Since internet networks popularly developed, online shopping has become a trend and a new type of brand-new consumption. Though quite a lot of research was relevant to online shopping and much studied the deficiency of the manpower, material resources, and time, past literature was unable to adopt the random sampling because lack and sample parent''s register by conducting survey. This research adopts the data from “the people in Taiwan use the internet network state survey report.” We expect to be able to get more representative analysis and correct results. And, we try to make comparisons with the past studies.
The major findings are as follow: 1. All there is difference of showing in the use experience of the network, demographic characteristic, and attitude toward security of the network. 2. Main online shoppers’ demographic characteristics: they are men, well-educated , relevant worker of information technology. 3. The network usages characteristics of the online shoppers: they are heavy-users of the computer network. 4. Regard men, 20 to 30 years old, the academic credentials are research institutes, person engaged in the information industry and have experience in the online shopping, usages of and the experience of the network are relatively abundant .
