由於網路的興起及普及，讓日趨忙碌生活的現代人帶來不少便利，因此在全球電子商務的銷售持續地成長中，網路購物也成為零售業當中重要的通路之一。雖然電子商務經營模式多元，但是網路賣家主要以透過在網路中間商此平台上來經營為大宗。由學術方面來看，過去有關網路購物的研究已有許多，但多集中在探討單一面向(例如: 網路賣家、網站或網路中間商)消費者的購買動機，仍很少研究將兩個面向一同探討，因此本篇研究旨在探討網路中間商及網路賣家之間的合作關係如何相互影響，來瞭解透過此合作關係如何影響消費者的購買行為。

在網路這虛擬的世界中，帶來許多的不確定性，因此信任在電子商務的研究中扮演了重要的角色。本研究以網路中間商信任及網路賣家信任當作主軸來發展其模型，探討網路中間商信任及網路賣家信任的前因，包括網路中間商及網路賣家的聲譽及網站品質，並且網路中間商信任及網路賣家信任會透過知覺風險及知覺利益來影響消費者在網路上的購買意願。

本研究採用網路問卷調查的方式，針對有網路購物經驗者來蒐集統計所需的資料，總共回收370份有效問卷。研究結果發現網路中間商信任會受網路中間商的聲譽及網路品質正面地影響;網路賣家信任也會受到網路賣家的聲譽及網路品質正面地影響。另外，網路中間商信任會正面地影響網路賣家信任，但網路賣家信任並不會對於網路中間商信任有所影響。然後，網路中間商信任及網路賣家信任皆會透過知覺風險及知覺利益來影響消費者於網路上的購買意願。最後，以研究結論為基礎，提供分別對網路中間商及網路賣家實務上的建議和未來研究的方向。

The emergence and popularization of Internet brings convenience for people nowadays in their busy lives. With the continuous growth of global electronic commerce sales, online retailing becomes one of important shopping channels. Even though the e-commerce business models are various, the main one is represented by the online seller that operates business through the platform of online intermediary. Prior e-commerce literature focuses on one-single target, such as online seller, Website, or online intermediary to investigate consumers’ purchase intention. However, only few research studies evaluate two targets together. Therefore, this study mainly intends to discuss how online intermediary and online seller mutually influence and how this relationship affects online consumers’ behavior.

The virtual world creates uncertainty; therefore, prior e-commerce literature emphasizes the importance of trust. This study takes online intermediary trust and online seller trust as the basis to develop the model, to investigate the antecedents of online intermediary trust and online seller trust, including online intermediary reputation, online seller reputation, and Website quality. Also, we intend to understand whether online intermediary trust and online seller trust can affect consumers’ online purchase intention via perceived risk and perceived benefit.

This study adopts Internet-based survey method and collects effective data from 370 respondents who have online shopping experience. The results show that online intermediary trust is positively influenced by online intermediary reputation and Website quality, and online seller trust is also positively influenced by online seller reputation and Website quality. Then, online intermediary trust positively affects online seller trust; however, online seller trust does not have effect on online intermediary trust. Furthermore, online intermediary trust and online seller trust can influence online purchase intention via perceived risk and perceived benefit. At the end, we provide managerial suggestions to online intermediary and online seller, and future research direction based on study conclusions.

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