根據市場調查，國內零售消費者已逐漸接受線上購物通路。近二年的調查資料顯示，購物網站已成為排名第四的購物通路，消費者的購物金額已過百貨公司等實體通路。然而，高淘汰率依舊是線上購物市場的特色。如何設計出符合消費者喜好的網站，成為網路零售商目前最重要的課題。 本研究援引Bill et al.(2005)為主要研究架構，並增加「網站品質」變數，以網站品質、風險認知、認知效益、社交認同及消費者特質五個構面，分析台灣消費者購物行為。透過網路發放問卷及與「真情食品館」合作的方式，總共回收了有效問卷228份。 研究結果顯示，網路購物之風險、效益與網購之頻率與購物金額有顯著相關；個人月收入較高之消費者其網購總金額亦較高。研究結果建議，網路零售商應加強資訊安全、個人客製化、快速的網路下載速度等網站機制，讓消費者產生愉快購物經驗並降低風險發生之機率。 According to the market survey, more local retail consumers are used to accepting online shopping channel. Recently survey data showed that the transaction amounts of the web sites ranking fourth among all retail channels were bigger than the figure of the department store and some other physical retail stores. However, the high failure rate is still the characteristic of this market. How to design a good website to meet the needs of consumers becomes the most important issue for the online retailers. Bill et al.（2005）used four constructs called perceived risk, perceived benefit, loss of social interaction, and consumer characteristics to analyze the online purchasing behaviors. Based on this research model, we added an extra construct called web site quality to analyze the online purchasing behavior in Taiwan. A questionnaire containing previous constructs were designed and mailed to the web browsers as well as the members of a local food website. We got 228 valid samples in this survey. The data showed that both the perceived risk and perceived benefits of internet shopping were significantly associated with the amount as well as the frequency of online purchasing. Consumer with higher incomes shop more amount on the internet. Some suggestions such as security, customization, and download speed on the web site can make a happy shopping experience and reduce the risk of online transaction.