隨著網際網路的發展，網路購物模式也逐漸成為生活中的一種新興商業模式。網路購物的好處在於不受限於時間或空間的影響。而從現今台灣網路購物和行動裝置購物行為的持續成長，網路的交易安全性、隱私性等風險問題，也是消費者所關心的議題。再者，網站服務品質的好壞，亦會影響消費者對於使用該網站的滿意度，因而影響其購買意願。故本研究目的主要從網站服務品質的角度來探討消費者購買意願。此外，亦探討第三方支付之知覺風險對於消費者購買意願之影響，最後再加入第三方支付之知覺風險檢視對於兩變數間的干擾效果。
本研究主要考量受訪者普遍應具有網路購物經驗者為佳，故透過網路式問卷於台灣最大電子佈告欄(BBS)中的e-shopping版上發放問卷，共回收462份有效問卷，並以敘述性統計和階層迴歸等研究方法進行假說驗證。
研究結果顯示出網站服務品質對於消費者購買意願存在顯著性影響，第三方支付之知覺風險對消費者購買意願亦有顯性負相關，而第三方支付之知覺風險對於網站服務品質和消費者購買意願有顯著性干擾效果。最後，根據研究結果，提出管理意涵和未來研究建議。
With the development of the Internet, online shopping has gradually become a new business model in human lives. The advantages of online shopping are not only restricted by time but also by space. According to the online shopping and mobile shopping in Taiwan, most of consumers care about both transaction security and privacy. Furthermore, the advantage and disadvantage of online service quality will result in consumers to consider about satisfaction degree of the online quality, which affects the purchase intention. This study mainly aims to discuss the influence of online service quality on purchase intention. Besides, this study explores the perceived risk of third party payment, which has effect on purchase intention. Finally, the perceived risk of third party payment is used to examine the influence between online service quality and purchase intention.
The responders should possess with the experience of online shopping are considered. The questionnaire is a web-based, including 462 samples collected from e-shopping of BBS, which is a platform gathered online shopper.
The result shows the online service quality has significantly effect on purchase intention. The perceived risk of third party payment has negative influence on purchase intention, while the perceived risk of third party payment has no influence on the above-mentioned two variables, that is, online service quality and purchase intention.
