網路購物已經成為現代人們生活中最受歡迎的網路活動之一，消費者不必出門就可以透過網路查看商品資訊並且直接購買商品，對業者而言，網路也提供了一個無須設置實體商店，低成本的商業模式。在本研究中，將消費者的購物導向分為便利型與娛樂型，探討購物導向對其之網路購物的態度、網路搜尋意圖以及網路購買意圖的影響。其中，消費者會透過其在網路購物過程中所認知到的價值建立起功能性或享樂性的網路購物態度，而其網路購物態度則會影響消費者利用網路搜尋商品資訊或是網路購買的意願。此外，消費者本身對網路購物的認知風險也在其網路購物意圖裡扮演十分重要的角色之一。
透過問卷發放，一共回收344份有效問卷。本研究的研究結果如下所述：
1.便利型購物導向的消費者對網路購物的態度較傾向功能性(Utilitarian)，而娛樂型購物導向的消費者對網路購物的態度則較偏向享樂性(Hedonic)。
2.無論消費者對網路購物的態度是功能性或享樂性，兩者皆傾向透過網路搜尋了解商品以及商店資訊。此外，持有功能性態度的消費者有顯著的網路購買意圖，然而，對持有享樂性態度的消費者而言，網路購買意圖則是隨著他們光顧網路商店的頻率(Frequency of visit)增加而提高。
3.消費者的網路搜尋意圖對其之網路購買意圖有顯著的正向關係。
4.雖然消費者持有不同程度的知覺風險，但知覺風險對其網路購買意圖的影響並不顯著。

Recently, online shopping has been one of the most popular online activities in our life. The internet provided not only a convenient access for online shoppers to search for merchandise information and make a purchase but also a low-cost way for merchant to set up an e-commerce business. In this research, convenient and recreational shopping orientations were used to examine shoppers’ attitudes toward online shopping, online search intentions and online purchase intentions.
Shoppers would establish their own attitude toward online shopping, either utilitarian or hedonic attitudes, after perceiving values from their online shopping experiences. Then, the attitudes would influence shoppers to have different levels of intentions of using internet for searching information and making purchases. Besides, when discussing about online shopping behaviors, the perceived risk might be one of the most important factors which would affect shoppers’ intentions of online purchase as well. The research findings could be concluded as the followings. First, convenient shopper would have higher utilitarian attitude whereas recreational shopper would have higher hedonic attitude toward online shopping. Second, either shoppers with utilitarian attitude or with hedonic attitude would tend to search information about merchandises or stores information with the use of internet. Moreover, shoppers with utilitarian attitude would tend to make purchases online. For shoppers with hedonic attitude, the more frequently they visited to online stores, the higher the possibility that they would make a purchase. Third, the shoppers’ intention of online information search would positively influence their intention to make purchase in online stores. Fourth, although shoppers perceived different level of perceived risk, the influence of perceived risk might not be significant on their online purchase intention.

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