論文提要內容： 台灣近幾年來線上購物的人口與市場呈現大幅的成長狀態，線上購物已經成為消費者在實體通路外的另一種選擇。根據資策會調查數據指出2004年B2C電子商務市場規模約為新台幣347.2億元，較2003年的220.9億元成長57.2％，而2005年台灣電子商務市場規模約新台幣598億元，較2004年的347.2億元成長72.2％，而今年台灣B2C的市場規模可望上看新台幣893億元，較去年成長近五成，有機會持續突破營收高點。但由於電子商店的進入門檻較低，近幾年無論是大公司或是個體戶，都紛紛投入虛擬的電子商店這塊市場。有鑑如此，本研究是幫助企業在經營電子商店時要如何留住顧客或是吸引新的顧客以維持利。本研究以有網路購物經驗者作為調查對象，並透過網路來發放問卷。本研究欲探討網路購物商店的特性和購物者的特徵是否會影響消費者對於該網路商店的態度與購買意願。且主要以結構方程式（structural equation modeling, SEM）進行資料分析，研究分析結果發現描述如下： 1.顧客對於網路購物商店的特性與線上購物的態度之間的關係是正向影響。 2.線上購物的態度也對該網路商店的購買意願則有正向的影響。 3.購物者的特徵對於線上購物之使用的態度呈現正向的影響。 Abstract of the Thesis：
It is a growing trend in the Taiwan’s internet shopping market that has become an alternative for consumers when making purchase decisions. According to the 2004 statistics made by the Institute for Information Industry, Business to Customer (B2C) electronic business market has been hit at a scope of NT 37.2 billion Dollars. In comparison with NT 22.09 billion Dollars in 2003, it has been grown by 57.2 %. The electronic business market in 2006 has been estimated positively to be reached at NT 89.3 billion Dollars, a 50-per-cent growth comparing to the previous year with a chance to grow even higher than expected.
However, due to the low entry requirement, no matter it is a big enterprise or small one, there is a huge flow into this virtual business market. Therefore, the purpose of this is research to provide know- how and strategies to those interested in operating electronic virtual shops.
This research has been conducted on the basis of questionnaires collected by people having experiences on internet shopping in order to analyze whether consumers’ attitude and purchase intent have been influenced by characteristics of internet shops and user shopping traits. The use of structural equation modeling (SEM) is the main research method to conduct the analysis of information and has yielded the followings results:
1.Consumers’ attitude have been found positively influenced by characteristics of internet shops and user shopping traits 2.The attitude of on-line shopping has a positive affect towards purchase intent. 3.User shopping traits has moved positively towards the attitude of the use of internet shopping.
