本研究旨在探討訊息型熟悉產品與經驗型熟悉產品消費者在
Yahoo!奇摩購物中心的購買意願因子。近年來消費者積極由過去
實體買賣轉向虛擬買賣，使得探討電子商務議題逐漸興盛。本研
究經過相關文獻的探討，並藉由整合過去學者的相關著作，歸納
彙整出影響消費者對於網路購物平台購買意願因子。其一探討，
熟悉度對於購買意願影響；其二探討品牌形象對於購買意願影
響；其三探討消費者自我效能對於購買意願的影響。最後則是探
討兩種不同類型產品消費者在網路購物消費行為的差異。問卷回
收後以SEM 結構方程式進行分析檢定相關因子對於購買意願的影
響。
本研究之結果，期望提供購物平台業者與品牌廠商經營者一
種不同的思考，藉由了解消費者使用網路購物的心理來了解網路
消費者行為，使其經營績效得以提升。
This research to investigate the information type familiar with the
products and experiences type familiar with the product on customer
behavior in Yahoo! shopping store purchase intention factor. In recent
years, consumers actively traded entity from the past into the virtual trading,
making e-commerce issues discussed gradually flourished. In
this study, after study of relevant literature and past scholars by integrating
related works, aggregate into the impact of consumers' purchase
intention online shopping factor. First, familiarity for purchase intention;
Second willingness to explore the impact of brand image for the
purchase; Three self-efficacy for consumer purchase intention. The last
is the effects of two different types of products consumers online shopping
consumer behavior differences. After the questionnaires were
collected for analysis by SEM test correlation factor for the purchase
intention.
Results of research, it is desirable to provide shopping platform
operators and brand manufacturers thinking of a different operator, by
understanding the psychology of consumers use online shopping consumer
behavior to understand the network, so that it can be improved
operating performance.
