本研究以信任、理性行為理論、科技接受模型為基礎，並探討信任、認知網路有用性、主觀規範、認知網路易用性、態度、購買行為意圖以及購買行為彼此間的影響關係。此外，本研究透過配對抽樣進行問卷調查，共發放400份問卷，扣除掉填答有缺漏的5份無效問卷，共回收285份有效問卷，有效回收率為71.25%。經統計分析，獲致研究結論如下：
1. 信任對認知網路有用性有正向的顯著影響。
2. 信任對認知網路易用性有正向的顯著影響。
3. 信任對主觀規範有正向的顯著影響。
4. 認知網路有用性對態度有正向的顯著影響。
5. 認知網路易用性對態度有正向的顯著影響。
6. 態度對購買行為意圖有正向的顯著影響。
7. 主觀規範對購買行為意圖有正向的顯著影響。
8. 購買行為意圖對購買行為有正向的顯著影響。

This study has based on trust, theory of reasoned action (TRA) and technology acceptance model (ATM), and to explore the impact among trust, perceived network usefulness, subjective norm, perceived network easy of use, attitude, purchasing behavior intention, and purchasing behavior. In addition, thhis study use matching sampling for research method, and there are 400 questionnaires were issued, excluding 5 invalid questionnaires, such as non-answers, the questionnaire effectively altogether of the survey response is 285, and 71.25% of effective rate of recovery.
Based on the analysis of results, the following conclusions were reached:
1. Trust has positive significantly impact on perceived network usefulness.
2. Trust has positive significantly impact on perceived network easy of use.
3. Trust has positive significantly impact on subjective norm.
4. Perceived network usefulness has positive significantly impact on attitude.
5. Perceived network easy of use has positive significantly impact on attitude.
6. Attitude has positive significantly impact on purchasing behavior intention.
7. Subjective norm has positive significantly impact on purchasing behavior intention.
8. Purchasing behavior intention has positive significantly impact on purchasing behavior.

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