本研究旨在探討網路使用者的網路特性認知、圖書產品認知與其網路購書行為之間的關係。主要研究目的有四：1.瞭解消費者的網路購書行為。2.瞭解有網路購書經驗與無網路購書經驗的消費者兩者之間的差異。3.瞭解不同背景的消費者對於網路特性認知與對於圖書產品認知之差異。4.探討消費者的網路特性認知、圖書產品認知與網路購書行為之間的關係。 研究方法分為兩部份，第一部分是文獻資料之整理，藉以了解網路特性、圖書產品認知與消費者特性之相關研究；第二部份則是依研究架構發展相關假設。採用調查法並藉由收集初級資料，進行實證分析並解釋說明，主要研究結果如下：1.網路購書者的教育程度、購書知識、網路熟悉度，和一般購書的數量都高於非網路購書者。2.對於網路之便利性、安全性及迅速性認知較高的消費者，較多利用網路購書。3.消費者對於網路資訊實用性、迅速性、安全性、便利性之認知，以及對於圖書價值之認知，都與網路購書意願相關。4.消費者在網路購書時，對於圖書品質的並無特別的偏好。 The purpose of this study is trying to explore Internet users' perception of Internet characteristics and perception of book product, and understand the relationship between them and Internet book-purchase behavior. The main purposes are:1. Understand the key factors of consumer's Internet book-purchase behavior.2. Understand the differences between Internet book-purchasers and Non Internet book-purchasers.3. Understand the differences between consumers who coming from different background, which toward to perception of Internet characteristics and perception of book product.4. Explore the relationship between perception of Internet characters and consumer's Internet book-purchase behavior, and relationship between perception of book product and consumer's Internet book-purchase behavior. There are two research method applied in this study, first is sorting out the references and related information, by which we could understand the related studies in the past. The second is developing hypothesis according to the frame of study. Next step is to collect primary data by using questionnaire research method, and then explain the result by analyzing the data. The main results are:1. Internet book-purchasers' education, knowledge of buying book, Familiarity of using Internet, and books purchased are significantly higher than Non Internet book-purchasers.2. Consumer who has higher perception of Convenience in Using Internet, Safety in Using Internet, and Rapidity in Using Internet is prone to purchase books in Internet.3. The consumers' perception of Information in using Internet, Rapidity in using Internet, Safety in Using in Internet, Convenience in Using Internet, and perception of book's value, are all related to the willing of Internet book-purchase.4. In Internet book-purchase, consumers do not put book's quality into account.
