本研究旨在探討消費者選擇網路購買所考慮因素之知覺與使用網路涉入、產品涉入程度間之關係。本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，再採用便利抽樣法進行抽樣。本研究共發放250份問卷，回收樣本210份，有效問卷回收率84.0%。針對有效樣本201份資料進行信度分析、敘述性統計、因素分析、內部一致性分析、相關分析、差異分析。經實證分析和討論後，有以下重要發現： 1. 網路涉入程度之高低在選擇網路購買因素知覺上有顯著差異。 2. 高涉入產品涉入程度之高低在選擇網路購買因素上有顯著差異。 3. 低涉入產品涉入程度之高低選擇網路購買因素上有顯著差異。 The main purpose of this research is to find the relationships among the consumers’ internet involvement, product involvement, and the perception of internet purchasing factors. This research is begun from reviewing the relevant articles, and then set up framework and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, the convenience sampling has been applied. 250 copies of questionnaires were issued in this research. The effective response sample is 210 copies which account for effective rate of 84.0%. Based on these samples, several quantitative analytical methods are used which include reliability analysis, descriptive statistics, facto analysis, t-test, one way ANOVA, correlation analysis and unvaried analysis of variance. After the empirical research, the major findings as follows: 1. The level of internet involvement factor have significant on perception of internet purchasing factors. 2. These is significant difference for the degree of high-involvement product in the factors of choosing the internet purchase. 3. These is significant difference for the degree of low-involvement product in the factors of choosing the internet purchase.
