|Abstract: ||Along with the information science and technology progress in recent
years, the fast development on internet created the new business dealing and
the economic type. Because of the characteristics of internet immmediate
information transmission, multimedia expression, low cost, and statelessness,
an industry has di fferent ways on sales no matter what time, and what places.
Therefore, now all the folk enterprise, the government, or the social groups
eager to invest to the network industry and the electronic commerce field.
Through the application of internet, they unceasingly change the features
of the industry and the way how the industry develops. Owing to the stimulation
through internet to the commercial activity, and the trend that more and more
people love to use internet, every enterprise tries its best to use internet
to develop the source of clients. Therefore, how to combine the business
immovable property, the sell, the person, the del ivery, and the function with
e- commerce, has become the most important target for the various professions
to gain the competitive advantage.
The main idea of this thesis is about the interact on viewpoint of "Theory
of Planned Behavior, TPB" and "the manner - behavior intention" which
discusses how the consumers feel about the "Website Service Quality" , and
"Perceived Risk" , and how they influence "Attitude of Using Network" and
"Internet Shopping Intention" . Also the "Merchandise Information" ,
"Website Design", "Convenient Quality" , and the "Interaction Ways"
will be the main ways to value the "Website Service Quality". And the
"Financial Risk", "Function Risk", and "Time Risk" will be the main
way to value the "Perception Risk". The purpose of the research is to know
more about the behavior of the customers who use websi te to shop as to provide
the information for the scholars to do research and thus offer some help on
internet sells. The results indicate that "Website Service Quality"
positive influences consumer "Attitude of Using Network" and "Internet
Shopping Intention" . "Perceived Risk" negative influences consumer
"Attitude of Using Network" and "Internet Shopping Intention" "Website
Service Quality" negative influences "Perceived Risk" .