現代科技的進步將人類的商業行為推向了網際網路，而新興的網路商店在網路泡沫化之後亦如雨後春筍般的不斷冒出。在全球一片網路商機無限好的聲浪之下，自然而然在網路上的競爭也是日益激烈。因此，在如此激烈的競爭環境之下要如何脫穎而出並爭取到更多的顧客，實為線上商店必須探索的一個課題。
通常消費者在從事線上購物行為時，第一眼所接觸到的就是網頁的特徵，其中包含了網頁設計、資訊內容、安全性、與隱私性；隨後就是尋找某項特定商品。本研究主要即探討網頁特徵與商品價格所扮演的外部信號傳遞腳色是否能夠有效刺激線上商店顧客的購買意願及購買決策。作者另外加入了消費者知覺風險與知覺品質兩中介變數，除了探討線上消費者的知覺風險與知覺品質是否異於實體消費者外，同時探討網頁特徵、價格、及消費者線上購物意願及決策與此兩變數間之關係。
本研究主要應用複回歸與邏輯司回歸分析來探討此四項研究變數與消費者線上購物意願及決策的關係。研究結果顯示，網頁特徵對知覺風險有負向顯著關係、價格對知覺品質有正向顯著關係；在消費者之購物意願上，除了網頁特徵之外、價格、知覺風險、知覺品質均對其有顯著的影響；在消費者購物決策上，除了知覺品質之外，網頁特徵、價格、知覺風險均對其有顯著的影響。透過此研究結果，作者建議線上商店業者應重視網頁特徵的重要性，因為它可有效降低消費者的知覺風險，並且可增加消費者的購買決策。另外，業者亦應在商品價格與消費者知覺品質之間取得平衡，因為若消費者知覺到高的價格那麼她們也會認為商品有好的品質，但是過高的知覺價格卻會降低她們的購買意願與決策，故商品價格與知覺品質間的抵換也是業者應重視的另一個議題。

Advance of technology pushes the business activities into the Internet. Even though people have been experienced the dot-com bubble, the brand-new online stores still boost. People believe that the opportunities in the Internet are unlimited. Thus, the competitions are getting heater as well. As results, a main issue of how to get more consumers and sales should be concerned by online store managers and owners.
Usually, the first touch when people try to online shopping is website characteristics which include website design, information contents, security, and privacy. Searching for a particular product is the second step. The main purposes of this research are discussing that “do the external quality signals such as website characteristics and price stimulate consumer’s buying intention and decision.” Plus, the author added two intermediate variables, consumer’s perceived risk and perceived quality, to discuss that is the online shopping consumer’s perceived risk and perceived quality different from physical shopping. The interrelationship among website characteristics, price, perceived risk, perceived quality, and consumer’s buying intention and decision were discussed, too.
Regression analysis and logistic analysis were employed in this study. The research showed that website characteristics negatively and significantly affected consumer’s perceived risk, and price positively and significantly affected consumer’s perceived quality. In addition, except the website characteristics, the price, perceived risk, and perceived quality significantly affected consumer’s buying intention; and except perceived quality, the website characteristics, price, and perceived risk significantly affected consumer’s buying decision. By the research result, the author suggests that online store should consider the importance of website characteristics. Because this construct can decrease consumer’s perceived risk and increase their buying decision. Moreover, the online store managers should concentrate in search of the balance between price and consumer’s perceived quality. Because the higher price the higher quality that consumers will perceive; yet the higher price the lower buying intention and decision they will make. Thus, the trade off between this two constructs is another issue that online store managers should take care.

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