以往在傳統的購物模式之下，消費者必須親自前往實體店面購買產品；而在網路越來越發達的情況下，消費者只要透過網路，即可在網路商店進行消費；然而，消費者在網路商店購買產品時，常因為要考慮在網路上購物的安全性，而降低在網路上購物的意願。因此，如何降低消費者的知覺風險並提高消費者之購買意願，值得深入探討。 本研究是針對網路商店業者消費者為對象，並探討在網站特性、知覺風險與購買意願之間的影響關係，本研究共發放250份問卷，有效問卷回收率為85.6%。在研究結果顯示：(1)品牌權益對知覺風險具有負向顯著影響。(2)網站特性對知覺風險具有負向顯著的影響。(3)品牌權益對購買意願具有正向顯著的影響。(4)網站特性對購買意願具有正向顯著的影響。(5)知覺風險對購買意願具有負向顯著影響。(6)知覺風險在品牌權益對購買意願間存在部份中介效果(7)知覺風險在網站特性對購買意願間存在部份中介效果。 The study aims to study the relationships between website characteristics, perceived risk and purchase intention by using internet shopping consumers as an example. Totally, 250 copies of questionnaires were dispatched and the effective response rate was 85.6%. The results indicated that (1) Brand equity is significantly affected to perceived risk, (2) Website characteristics is significantly affected to perceived risk, (3) Brand equity is significantly affected to purchase intention, (4) Website characteristics is significantly affected to purchase intention, (5) Perceived risk is significantly affected to purchase intention, (6) Perceived risk has part mediation effect between brand equity and purchase intention, (7) Perceived risk has part mediation effect between website characteristics and purchase intention.
