近年來網際網路普及率的提升，提供了電子商務發展良好的基礎，使得網路已經成為僅次於傳統實體通路外的重要銷售管道。其中，具有「價格優惠」及「方便且具時效性」的線上拍賣，在目前正夯的宅經濟中格外引人注目。因此，了解對於影響線上拍賣消費者的購買意圖因素，就顯得格外重要。

在實證調查部份，本研究結合了認知風險理論、信任理論及科技接受模式，提出一個整合性的解釋模型來探討「認知風險」、「認知可信賴度」、「信任」、「認知易用性」及「認知有用性」對於線上拍賣消費者購買意圖之影響。並透過網路與實體問卷收集有線上拍賣經驗的樣本資料（共329份有效問卷），並使用LISREL來進行SEM分析，以驗證本研究模型與相關假說。

路徑分析結果發現除「認知風險」對於線上拍賣消費者購買意圖會產生負向顯著影響之外，「認知可信賴度」、「信任」、「認知易用性」及「認知有用性」對於線上拍賣消費者購買意圖皆為顯著正向影響。

本研究在學術上的貢獻為首次將「認知風險」、「認知可信賴度」、「信任」結合科技行為模式探討線上拍賣消費者購買意圖，可以作為日後探討網路使用者行為研究的依據。在管理上的貢獻則提供線上拍賣業者及線上拍賣賣家未來經營的思考架構，可透過本研究模型強化線上拍賣消費者購買意圖。

In recent years, the internet popular rate rapid lifting provides a good base for e-commerce development. This also make internet becomes a very important shopping way except traditional store shopping. Among internet shopping, the online auction which has better price, convenient and effective advantages, is more alluring in At-Home Economy in nowadays. Therefore, to figure out what variables will influence online auction purchase intension is an essential subject.
In this study, combing risk, trust and TAM theories, offering an integration research model for explaining how perceived risk, perceived credibility, trust, perceived ease of use and perceived usefulness will influence the online action consumer’s purchase intention. Not only collect online questionnaires but also paper questionnaires（329 valid observations）, the result of this study also examined by LISREL for prove research model and related hypotheses.
The results of this study are as follows,
1.Perceived risk is significant negative influence online auction purchase intension.
2.Perceived credibility, trust, perceived ease of use perceived usefulness are significant positive influence online auction purchase intension.
3.All hypotheses are supported.
4.Provide online store owner and online action seller a conception for strengthening online action consumer’s purchase intention.

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