網路業者透過網站建立形象、與消費者溝通。消費者根據業者所提供的資訊與服務推測產品品質。根據交易成本理論，理性的消費者會選擇成本較低的通路。依據資訊豐富度理論，完整的產品資訊有助於降低消費者的對交易的不確定性和成本。此外計畫行為理論指出，個人行為會受到其行為意圖的影響，而行為意圖則取決於個人對於特定行為所抱持的態度。基於上述理論，本研究欲以拍賣網站與官方網站之間各屬性上的差異，來探討產品資訊與售後服務對消費者網路購買意願之影響。分析重點在於消費者使用網站所感受到的交易成本與對網站的信任度，以及消費者的購買意願與再訪意願，並以消費者對網站的信任為中介。
本研究利用拍賣與官方網站的各種屬性，如網站設計、資訊、服務等，為實驗設計之根據，並使用網路問卷形式，於網路購物討論區發放，共蒐集330份樣本，受測者主要為經常使用網路購物的學生。研究結果顯示：1.交易成本中的搜尋及執行成本似不會影響購買與再訪意願；2.消費者信任對監督成本與購買與再訪意願間關係有中介作用。因此，本研究結論：購物網站的交易資訊，尤其是監督成本，通常被消費者作為推論產品品質的外部線索，故透過網站設計可幫助建立專業交易形象，留住消費者。

This thesis aims to investigate the effect of product information and after-sale service on consumers’ online buying intention by design of different information and service attributes between auction websites and official purchasing websites. The analysis focuses on perceived transaction cost, consumer trust, and purchase and revisit intention, with consumer trust as the mediator. The experimental design is based on different attributes between auction websites and official purchasing websites, such as website design, information and services. Internet questionnaires were distributed in an online shopping forum, with 330 samples collected. The subjects are primarily students who shop online frequently. Data analysis shows that: 1. Searching and executing cost would not impact on purchase intention and revisit intention. 2. The relationships between monitoring cost and purchase intention, revisit intention are mediated by consumer trust. Finally, the research conclusion is as follows: Consumers usually consider information on a website, especially monitoring cost, to be external cues for evaluating product quality. Therefore, website designs contribute to building a professional brand image and retaining consumers.

中文部分
朱國明(2008)，「以網路的資訊豐富環境與訊息框架探討網路購物行為之前因與後果模型研究」，中華管理評論，第十一卷第四期。

邱顯貴、楊亨利(2003)，「線上購物網站值得消費者信任的因素之研究」，資訊社會研究(5)，頁139-174。
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