近年來網路購物市場蓬勃發展，已經兵家必爭之地，而服飾一直是網路購物的主力商品類型之一。一般網路購物相關研究多以賣家平台為研究標的，探討消費者之購物行為及偏好，而本研究旨在盡量除去網路賣家的影響，因此選擇PTT e-shopping版作為研究平台，並採用聯合分析法探討消費者之間如何互相影響，以及影響的程度為何，並了解單純曝光效應對於服飾網路購物的適用性。
根據本研究分析發現，雖然商品的「曝光」對於受測者決策具有影響，且單純曝光效應之實驗結果亦於本研究中獲得證實，但最大的因素仍為其他消費者對於商品的評價好壞，重要性權重高達78.47%。消費者在進行網路購物前雖然會搜尋熱銷商品做為參考，但若商品曝光過度則容易造成消費者趨避。

Online shopping has been prosperous in these years so that there have been many competitors in the market. Apparel is one of the most popular types among online shopping. Generally, studies about online shopping take the auction platform or e-shops as their media. To eliminate the impact of seller from investigation , this literature take PTT e-shopping as platform and find the interaction between online shopping consumers and the applicability of Mere Exposure Effect by Conjoint Analysis.
This literature find out that the main decisive factor on online shopping consideration is the evaluation by other consumers, which claims 78.47% of importance weight ,although the “exposure” still have considerable impact.
Consumers will search the information about best-selling merchandise as reference but will avert from the goods over exposure.

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