電子商務的繁榮使得許多廠商紛紛加入此一市場，有許多廠商都已成功經營且從中獲利。但仍有許多人對於電子商務是抱持著相當多的疑慮。過去有許多研究都已證實出網購消費者的知覺風險對其購買意願有著相當大的負面影響，但是目前的研究對於知覺風險與農產品間的關係仍是著墨不多。因此，本研究的目的就是欲來探究網購農產品時，該網站的品質對於瀏覽者的知覺風險與購買意願的影響為何。
本研究採取封閉式問卷來進行消費者調查，藉由問卷來訪問這些主要的網路使用者他們的意見。本研究總共有207位受訪者，並且嘗試利用迴歸分析來找出網站品質，知覺風險與購買意願三者間的關係。經由資料分析的結果，可以得知消費者在面臨網購農產品得議題時，網站品質的提升仍是無法有效降低他們的網購知覺風險。甚至，填答者過去不同的網購使用經驗對其知覺風險與購買意願都沒有造成明顯的差異。但是，網站品質的提升仍是對瀏覽者的購買意願有影響，好的網頁設計與網站內容仍是可以有效提高消費者的購買意願，特別是網站所提供的相關產品訊息以及網頁的交易功能。這兩項因素都對網購意願有顯著的正向影響力。

E-commerce is reviving as established retailers go online and surviving with profitability. But still there has been considerable concern about e-commerce.
Previous studies had suggested that customer perceived risk that derived from website quality has a great impact on purchase intention of e-shoppers. Yet, studies which have empirically documented the link between perceived risk of website and agricultural products are scant. Therefore, the purposes of this thesis attempt to explore the relationship between website quality and perceived risk, and their impact on customer purchase intention.
The research adopts a closed-ended questionnaire to ask major Internet users for their opinions. 207 participants are involved in this study, and a regression analysis is used to measure the relationship among website quality, perceived risk and purchase intention. The results of this study demonstrate that customer perceived risk can not be reduced significantly regardless of the website quality they perceived. Furthermore, perceived risk of website and purchase intention of customers were found without significant difference between groups with different level of e-shopping adoption.
However, the impact of website quality on customers’ purchase intention does exist. It is proven that a well-designed website can still enhance customers’ purchase intention, especially for the quality of the information given and transaction capability of the website. They both have a significant and positive influence on increasing customers’ purchase intention.

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