隨著資訊科技日益月新與網路通訊應用的普及化，線上購物市場逐漸興盛與蓬勃發展，其快速便利、成本低廉、以全球為市場的優勢，更可以滿足顧客的需求，使得電子商務的重要性日益增加，且成為另一個新興行銷通路。
過去研究指出，顧客是否願意在網路上消費產品，主要是受到網路購物知覺有用性與易用性影響。本研究除了探討知覺有用性與易用性外，並將信任、主觀規範、電腦自我效能是否會影響顧客的網路購物行為一併考量。
本研究以有網路購物經驗的消費者為研究對象，共發放250份問卷，有效回收樣本211份，有效回收率為84.4%。本文使用線性結構方程模式來探討顧客網路購物行為。研究結果顯示:一、知覺有用性、信任、主觀規範對購買意願皆會產生正向影響。二、電腦自我效能對購買意願會產生正向影響。三、主觀規範與信任皆會對知覺有用以及易用產生正向影響。

Due to the rapid development of information technology and the internet, the internet businesses keeps increasing day by day. With advantages of convenience, quickness, low cost ,and easy connections with people around the world, the internet has played a much more important role since ever and, therefore, become an alternative to global marketing.

According to the past research, the perceived usefulness and perceived ease of use to websites would have impact on willingness of consumers to shop via the internet. In addition, this paper incorporates the concept of trust, subjective norms, and computer self-efficacy with our research framework to investigate consumer behaviors over the online-shopping..

The research subjects are consumers who have on-line shopping experiences. In total, 250 questionnaires were delivered ,and 211 effective questionnaires were returned with effective response rate of 84.4%. In this study, Structural Equation Model is applied to examine the hypothesis. The major findings of this study are stated as below.

First, the result shows that perceived usefulness, trust, and subjective norms have significant and positive effects on the purchase intention. Second, computer self-efficacy has positive effects on perceived usefulness. Third, both of trust and subjective norms have positive effects on perceived usefulness and perceived ease of use.

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