隨著網路興起，網路商機逐漸擴大，網路商店持續崛起，網路購物平台商也因此不斷增加。網路商店應如何選用適當平台，以提升商店曝光率、獲利率及營運績效，已成為營運上的重要課題。本研究研究目的主要在探討網路購物消費者在網路口碑、涉入程度、知覺風險及購買意願之間影響關係之研究。本研究以網路購物消費者為研究對象，並採用網路問卷的方式進行問卷調查，在回收期限內共計回收445份，扣除填答不完全之無效問卷20份，有效問卷共計425份，有效問卷回收率95.51%。本研究所得結論如下：1.網路口碑對知覺風險與購買意願有顯著正向之影響。2.涉入程度對知覺風險與購買意願有顯著正向之影響。3.知覺風險對購買意願有顯著正向之影響。4.知覺風險在網路口碑與購買意願具有部分中介效果。5.知覺風險在涉入程度及購買意願間均具有部分中介效果。 With the rapid expansion of the Internet, people nowadays obtain more business opportunities which encourages the growth of e-commerce industry. The increasing development of online shopping platforms has led to the rise of online stores and online service providers. However, it also means the competition is more serious and thus, it is important to investigate how online shops owners could choose an appropriate platform to enhance store visibility, profitability and operational performance. The purpose of this study is to study the impact of online shopping consumers' online reputation, involvement, perceived risk on purchase intention. In this study, online shopping consumers are chosen as the research objectives. By adopting online survey tool, 445 questionnaires were distributed in which 20 of them were left uncompleted and as a result, a total of 425 respondents' data were collected which parallel with the rate of 95.51%. The findings of this study revealed that (1) Internet word of mouth has at positive impact on perceived risk and willingness to buy; (2) Degree of involvement has a positive impact on perceived risk and willingness to buy; (3) Perceived risk has a significantly influence on the purchase intention buy; (4) Perceived Risk mediates the influence between the Electronic Word of Mouth and purchase intention and (5) Perceived Risk mediates the influence between the Involvement and purchase intention.
