國立故宮博物院為國際級博物館，且在創意產業中具有代表性地位，「故宮線上精品」於2006年創立，透過網路行銷故宮衍生商品，但營業額額不如預期，於2010年推出了「購物網站新體驗」，目前尚未有研究由使用者觀點，針對此新、舊版線上商店進行購買意願研究。

本研究透過質化研究方法之深度訪談與焦點團體訪談，由使用者觀點出發，試圖發現使用者在故宮網路賣店購物時影響購物意願的因素、購物的考量、以及真正需要的服務，以歸納出對故宮網路賣店以使用者為中心的網站設計要點。

透過研究分析與歸納，研究結果發現，舊有「故宮線上精品」網站並未達使用者心中對故宮品牌的形象與期待；2010年的「購物網站新體驗」則過度現代，極度缺乏故宮品牌形象。因此藉由深度訪談及設計訪談資料，提出具體的首頁及商品頁設計，目的為建立符合故宮品牌特質的線上賣店。同時發現，與商品相關的深度資訊(包括背景、設計概念、故事、原典藏品照片等)能增進消費者對商品意義的理解、強化商品與故宮的關聯、並對購買意願產生正面影響。最後本研究歸納出故宮線上賣店須考量的要點為：
(一) 以品牌行銷角度思考網路賣店的設計，設計出符合其品牌形象之網路賣店
(二) 商品的攝影是瀏覽顧物網站時，影響購買意願最重要的因素
(三) 使用者期待看到熱銷商品、相關商品做為選購商品參考，亦有助提高購買意願
(四) 使用者想到故宮線上賣店的目的為禮物選購，因此需加強包裝等相關服務
(五) 深度資訊的提供，可強化消費者對商品意義的理解，並對購買意願有正面影響
(六) 從使用者角度出發，了解使用者需求和期待，才可能設計出提高購買意願的線上賣店

The purpose of this study is to find out the goal of the National Palace Museum (NPM) online store, to examine the existing online store with literature review and qualitative research method, and to propose solutions providing positive influence on customer purchase intention.

Rated as “one of the top five museums in the world” (The Times, July 12, 2010), National Palace Museum was the first museum establishing the online souvenir shop, NPM Online, in Taiwan during 2006. The goal of the online store is to promote Chinese culture, serve the Museum's educational purpose, and increase public revenue (National Palace Museum Annual Report 2009, p. 99). However, the revenue falls far behind its anticipation. In 2010, a whole new version of online store was designed. No previous research focused on the study of consumer purchase intention in the context of the National Palace Museum Online Store; therefore, the purpose of this study is to examine the old and new online stores from the perspective of users since previous literature has emphasized the significance of customer-centered marketing research. This study was completed during the time when the original (since 2006) and new (2010) versions of online store coexisted.

Through qualitative research method including in-depth interviews and focus group, the study proposed a homepage design, product web pages design, and additional in-depth information presentation which would have positive effect on consumer purchase intention. The in-depth information increases the consumers’ understanding toward the meaning of the product, strengthen the product’s connection with National Palace Museum, and generate positive influence on purchase intention.

According to the in-depth interviews and focus group, the study identified the following findings: (1) National Palace Museum has to design an online store reflecting its brand image with marketing and branding aspect. (2) To consumers, product photo is the most important factor that influences the purchase intention. (3) Consumers expect “Best Seller” and “related products” as a reference for purchase; the two functions also have positive influence on purchase intention. (4) The “gift purchase situation” should be recognized. Therefore, the services reacting to gift purchase, including packaging, should be strengthened. (5) The in-depth information including the background and design concept would increase the consumer’s understandings toward the meaning of the product and have positive influence on purchase intention. (6) Finally, only by understanding the need and expectations of users can lead to the design of an online store increasing consumer purchase intention.

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