隨著網際網路的日益普及，消費者的消費習慣逐漸改變，現今許多消費者透過網路購買日常所需用品，許多業者亦利用網路平台販賣產品。因此，網路購物成為了現今消費者非常重要的購物方式。
網路購物不同於傳統的購物方式，由於網路購物是建立於虛擬環境的基礎之上，消費者無法看到實體商品，只能以購物網站提供之商品圖片和產品資訊作為消費依據，使得消費者會對網路購物產生不確定性，網路購物也存在著許多的風險。因此，網站的介面設計及交易安全與隱私權的機制，皆會影響消費者之滿意度，進而影響其美容購買意圖。
本研究之主要目的為消費者透過網際網路購買美容產品後，探討服務品質、網站介面設計和網路交易安全與隱私權對顧客滿意度以及美容購買意圖之間的關係，並將其規劃成整合性之研究架構。本研究以美容網路購物消費者為研究對象，取得158份有效問卷，採用結構方程模式進行分析。研究結果發現，服務品質、網站介面設計，以及網路交易安全與隱私權對顧客滿意度皆有正向影響；另外，顧客滿意度對美容購買意圖亦呈現正向影響。
Growing popularity of the Internet, consumer’s habits change gradually. Today, many consumers buy daily supplies needed through the Internet, and many companies use network platform selling products. Therefore, web shopping has become today's consumers is very important way to shop.
Web shopping is different from the traditional way of shopping. Because Web shopping is the foundation built on top of the virtual environment, physical products are unavailable to see. Consumers can based on product pictures and product information is provided from shopping site only. There are many uncertainty and risks for consumers in web shopping. By the way, the web interface design and transaction security and privacy mechanisms will affect consumer satisfaction, thereby affecting their purchase intentions.
The purpose of this research is to explore the relationship among service quality, web interface design, transaction security and privacy, and customer satisfaction and purchasing intention after consumers buy beauty products through the Internet. This study obtained 158 valid questionnaires from on-line shopping consumers. Results show that service quality, web interface design, transaction security and privacy can directly affect customer satisfaction. Then, customer satisfaction can directly affect purchasing intention.
