本研究在比較不同個人背景變項之下，以知覺價值、消費行為、使用意願為研究範圍，並探討其相互之間的關係與影響。本研究研究對象為網路購物的顧客群，調查方式是採便利抽樣方式發放問卷給網路購物的顧客填答，並對顧客的答案以SPSS18統計軟體進行統計分析，以論證本研究各構面之論點。 研究結果：知覺價值對消費行為顯著正向之影響；知覺價值對使用意願顯著正向之影響；消費行為對使用意願顯著正向之影響；消費行為對知覺價值與使用意願具部分中介效果。 This study compares the Perceived value, Consumer behavior, and Intention to use under different personal background variables, and explores the relationship and influence between them. The research object of this research is the online shopping customer group. The survey method is to use convenience sampling to send out questionnaires to online shopping customers to fill in the answers, and statistically analyze the answers of customers with SPSS18 statistical software to demonstrate the various aspects of this research. The argument. Research results: Perceived value has a significant positive impact on Consumer behavior; Perceived value has a significant positive impact on Intention to use; Consumer behavior has a significant positive impact on Intention to use; Consumer behavior has a partial mediating effect on Perceived value and Intention to use.
