國內虛擬通路發展日益茁壯，令所有產業經營者均不敢漠視。伴隨國內使用網路、電視與型錄等主要虛擬通路消費族群的大幅增加，整體產業規模也不斷成長之際，對於三大虛擬通路的消費特性之共通性研究，成為虛擬通路實務界極欲探索的領域。
本研究以消費特性為基礎，探索便利性、價格知覺、風險態度、逛街購物態度以及虛擬通路態度等使用虛擬通路購物的動機，以及人口統計變數和虛擬通路購物經驗對於虛擬通路購物意願的影響。書面問卷的調查對象為台北縣市、台中縣市以及台南、高雄縣市等地區的一般民眾，並輔以網路問卷來收集樣本資料，研究結果有以下發現：
一、重視省時簡單的人，對於使用電視購物的意願越高。重視自在方便的人，對於使用網路購物的意願越高。
二、重視特價促銷活動以及價格最節省誘因的人，對於使用網路購物的意願越高，這類族群整體而言使用三大虛擬通路的意願也高。
三、較不在意商品細節，且對於新事物有較高使用意願者，使用網路購物的意願較高。
四、逛街偏好與各虛擬通路使用意願的影響不顯著。
五、喜歡了解趨勢、追求便利與定期收到型錄、上網搜尋者，對於虛擬通路購物意願越高。
六、人口統計變數在虛體通路購物意願上略有影響，其中：
1.年齡因素在虛擬通路購物的意願上有差異。40歲族群高於20歲族群，其次的排序分別為30歲族群、20歲以下以及50歲以上。
2.學歷大專者，使用虛擬通路購物的意願明顯高於其他族群；研究所以上者願意使用虛擬通路購物者略高於平均值，但並未高於大專教育程度者。
3.綜合來說，使用虛擬通路購物的意願上，居住地區沒有顯著差異。個別而言，使用電視購物意願上，居住地區在中部者>南部>北部；使用網路購物意願上，居住地區在南部者>中部>北部；型錄購物意願則無顯著差異。
4.不同職業對於虛擬通路購物意願有顯著差異。整體而言，採用虛擬通路購物意願以農漁業、商業、軍公教以及其他行業者較高。
5.不同可支配購物開銷對於虛擬通路購物意願有差異。其中可購物開銷在3萬元以上者，使用各虛擬通路購物的意願為最高。
6.持有信用卡與否對使用虛擬通路購物的意願有明顯影響。
七、上次使用型錄購物滿意度，正向影響下次使用電視購物的意願；上次使用網路/型錄/電視購物滿意度，正向影響下次使用型錄購物的意願；上次使用網路/型錄/電視購物滿意度，正向影響下次使用網路購物的意願。

The development of virtual channel shopping in Taiwan has been growing rapidly in these years. Accompany with the increasing users and expanding economic scales of three major virtual channels- TV shopping, Catalog shopping and Internet shopping, the study of common characteristics of consumers of virtual channel is highly desired.
This research explores the relationships between motives, demographic factors, shopping experiences and virtual channel shopping intention. The samples are collected by printed questionnaires in great Taipei, Taichung, Tainan and Kaohsiung and are also gathered through internet pages. The results are as follows:
Those who pay attention to time saving and simple affairs are more likely to use TV shopping. Those who prefer comfortable and convenience are likely to apply internet shopping. People who focus on sale price, lowest price and promotion activity are easily to use internet shopping. Those with little attention on commodity detail, higher adoption of newly introduced things, are more likely to use internet shopping.
It is also found that the demographic factors somewhat affect the intention of using virtual channel shopping. And the satisfaction levels of last shopping experiences among virtual channels have direct impact on next time virtual channel shopping intentions, that is, the satisfaction interrelation of three virtual channels exists.

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