本研究試圖探討外部線索對知覺品質、知覺風險與購買意圖的影響，亦探討不同的購買管道是否會產生不同的影響。本研究利用網路問卷收集網路購買族群的資料，面對面訪談收集實體商店購買族群的資料。
　　本研究結果發現：
1.外部線索對知覺品質、知覺風險的影響會隨著不同的購買管道而有所不同。本研究發現網路購物族群會比較傾向使用外部線索來判斷知覺風險與知覺品質。
2.在網路購物時，消費者會認為商店形象對知覺品質與知覺風險的影響力最大，而實體購物時，品牌形象對知覺品質產生較大影響力，商店形象則對知覺風險產生較大影響力。
3.知覺品質對購買意圖會產生正向影響，知覺風險對購買意圖產生負向影響。而在網路商店與實體商店上，知覺品質與知覺風險對購買意圖的影響力也有所不同。

　　This study will discuss the impact of extrinsic cues on perceived quality, perceived risk, and purchase intention. This study also discusses what different impacts in different shopping channel type. This study used on-line questionnaire to collect data from Internet shoppers, and used face to face interview to collect data from physical store shoppers.
　　The results of this study are following:
1.The extrinsic cues -- price, brand image, and store image -- have significant impacts on perceived quality and perceived risk. There are different impacts of extrinsic cues on perceived quality and perceived risk in different shopping channel type.
2.For Internet shoppers, store image has a greater impact on perceived quality and perceived risk than price and brand image. For physical store shoppers, brand image has a greater impact on perceived quality and store image has a greater impact on perceived risk.
3.Perceived quality and perceived risk affect significantly purchase intention. When consumers shop in Internet stores, perceived quality has a greater impact on purchase intention than perceived risk. Perceived risk has a greater impact on purchase intention when shopping in physical stores.

Akaah, I. P. & Korgaonkar, P. K. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, ,38-44.

Bhatnagat, A., Misra, S. & Rao, H.R. (2000). On risk, convenience and internet shopping behavior. Communications of The Acm, 43(11), 98-105.

Bloemer, J. & Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513.

Chris, M., William W. K., Mary L. J. & David R. L. (1994). Testing the underlying structure of a store image scale. Educational and Psychological Measurement, 54(3), 628-645.

Darden, W. R. and Dorsch, M. J. (1990). An Action Strategy Approach to Examining Shopping Behavior. Journal of Business Research, 21(3), 289-308.

Dodds, W. B. (1991). In search of value: how price and store name information influence buyers’ product perceptions. Journal of Consumer Marketing, 8(2), 15-24.

Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 17, 207-219.

Garretson, J. A. & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. The Journal of Services Marketing, 13(1), 59-72.

Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 253, 101-109.

Grewal, D. (1994). Market price variation, perceived price variation, and consumers’ price search decisions for durable good. Journal of Consumer Research, 21(3), 453-450.

Grewal, D., Krishnan, R., Baker, J. & Borin, N. (1998). The effect of store name, brand name, and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.

Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1992). Multiariate Date Analysis. MacMillan., Inc. 3rd.

Kim, M. & Lennon, S. J. (2000). Television shopping for apparel in the United States: effects of perceived amount of information on perceived risks and purchase intentions. Journal of Family and Consumer Sciences Research, 28(3), 301-330.

Kolter, P. and Armstrong, G. (1996). Principles of Marketing. Prentice-Hall, Inc, 8th.

Lee, M. & Lou, Y. (1995). Consumer reliance on intrinsic and extrinsic cues in product evaluations: A conjoint Approach. Journal of Applied Business Research, 12(1), 21-28.

Miyazaki, A. D. & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs, 35(1), 27-44.

Poel, D. V. & Leunis, J. (1999). Consumer acceptance of the Internet as a channel of distribution. Journal of Business Research, 45, 249-256.

Purohit, D. & Srivastava, J. (2001). Effect of manufacturer reputation, retailer reputation, and product warranty on consumer judgments of product quality: a cue diagnosticity framework. Journal of Consumer Psychology, 10(3), 123-134.

Rao, A. R. & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review. Journal of Marketing Research, 15, 351-357

Richardson, P. S., Dick, A. S. & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, 28-36.

Richmond, A. (1996). Enticing online shoppers to buy - A human behavior study. Computer Networks & ISDN Systems, 28(7-11), 1469-1481.

Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior. Prentice-Hall, Inc, 8Th.

Steenkame, E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21, 309-333.

Stone, R. N. & Gronhaug, K. (1993). Perceived risk: further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50.

Sweeney, J. C., Soutar, G. N. & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of Retailing, 75(1), 77-105.

Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in Internet shopping. Journal of Consumer Marketing, 16(2), 163-180.

Teas, R. K. & Agarwal, S. (2000). The Effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278-290.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.