在網際網路快速成長之際，網路購物似乎已蔚為趨勢。近年來政府更致力於生鮮食品網路購物的推動，但消費者上網購買生鮮食品的意願，卻還是撲朔迷離，因此有必要調查消費者上網購買與查詢生鮮食品銷售相關資訊的意願。網路生鮮超市業者逐漸重視網路行銷，有意願上網購買生鮮食品消費者的特性，是業者所極欲知道的重要資訊。
　　本研究以消費者特性為基礎，探討探索性購買行為傾向（EBBT）、知覺風險、生活型態與網際網路購買生鮮食品意願之關係，調查的對象為三大都會區（台北都會區、台中都會區、高雄都會區）的上班族，研究結果有以下發現：
1.三大都會區上班族母體有意願上網購買生鮮食品的95%信賴區間為6.63%　~12.09%。有意願上網查詢生鮮食品銷售相關資訊意願的95%信賴區間為　51.97%~61.27%。
2.探索性購買行為傾向較高的消費者，較有意願上網購買與查詢生鮮食品　銷售相關資訊。
3.知覺風險較低的消費者，較有意願上網購買與查詢生鮮食品銷售相關資　訊。
4.利用因素分析萃取生活型態變數八個，分別是注重流行時尚、有自信、　有影響力、網路活動、注重家庭生活、重視休閒生活、價格知覺、重視　傳統等。並以這八個因素為基礎，採二階段集群分析，區隔為四個集　　群﹔「傳統內斂型」、「前衛精明型」、「自信型」與「節儉低信心　　型」。
5.不同生活型態族群在上網購買與查詢生鮮食品銷售相關資訊意願上有顯　著差異。三大都會區上班族最有意願上網購買與查詢生鮮食品銷售相關　資訊者為集群二的「前衛精明型」，次有意願上網購買生鮮食品者為集　群四的「節儉低信心型」。
關鍵字：網際網路購物、消費者特性、探索性購買行為傾向、知覺風險、生活型態

　　　　　　　　　　　　　目　　　錄
摘要…………………………………………………………………………i
目錄…………………………………………………………………………ii
表目錄………………………………………………………………………vi
圖目錄………………………………………………………………………viii
第一章　緒論………………………………………………………………1
第一節　研究背景…………………………………………………………1
第二節　研究動機…………………………………………………………3
一、網路業者開始重視網路行銷面………………………………………3
二、目前生鮮食品結合網際網路購物之相關研究較少…………………3
第三節　研究目的…………………………………………………………4
第四節　研究流程…………………………………………………………5
第二章　文獻探討…………………………………………………………7
第一節　網際網路購物……………………………………………………7
一、網路購物的定義………………………………………………………7
二、網路行銷的重要性……………………………………………………8
三、網路購物通路與傳統通路之比較……………………………………9
第二節　消費者探索性購買行為傾向……………………………………11
一、創新性定義……………………………………………………………11
二、創新類型………………………………………………………………11
三、探索性購買行為定義…………………………………………………12
四、探索性購買行為的構面………………………………………………12
五、探索性購買行為傾向的衡量方法……………………………………13
第三節　知覺風險理論……………………………………………………16
一、知覺風險概念…………………………………………………………16
二、知覺風險構面…………………………………………………………17
三、知覺風險與購買意願之關係…………………………………………19
四、國內知覺風險相關研究………………………………………………21
第四節　生活型態理論……………………………………………………23
一、生活型態的概念………………………………………………………23
二、生活型態的定義………………………………………………………23
三、生活型態研究架構……………………………………………………25
四、生活型態衡量方法……………………………………………………27
五、生活型態研究的優點…………………………………………………28
六、生活型態相關研究……………………………………………………28
第五節　本研究之觀念性架構……………………………………………31
一、本研究觀念性架構之推導……………………………………………31
二、本研究各研究變項構面之選擇………………………………………32
第三章　研究方法…………………………………………………………34
第一節　研究架構…………………………………………………………34
第二節　研究假說…………………………………………………………35
第三節　研究變數與操作性定義…………………………………………37
一、意願……………………………………………………………………37
二、探索性購買行為傾向…………………………………………………37
三、知覺風險………………………………………………………………38
四、生活型態………………………………………………………………38
五、人口統計變數…………………………………………………………40
第四節　問卷設計…………………………………………………………41
一、前測……………………………………………………………………41
二、正式問卷………………………………………………………………41
第五節　研究對象與資料蒐集……………………………………………44
一、研究產業………………………………………………………………44
二、研究對象………………………………………………………………44
三、資料蒐集………………………………………………………………44
四、抽樣方法………………………………………………………………45
五、問卷回收狀況…………………………………………………………45
第六節　信度與效度之分析………………………………………………47
一、信度分析………………………………………………………………47
二、效度分析………………………………………………………………50
第七節　資料分析方法……………………………………………………55
　　　　一、量表信度分析………………………………………………55
二、量表效度分析…………………………………………………………55
三、敘述統計………………………………………………………………56
四、母體比例的區間估計…………………………………………………56
五、Spearman等級相關……………………………………………………56
六、因素分析………………………………………………………………57
七、集群分析………………………………………………………………59
八、變異數分析……………………………………………………………60
第四章　資料分析…………………………………………………………61
第一節　基本資料分析……………………………………………………61
一、基本人口統計變數分析………………………………………………61
二、三大都會區上班族上網購買與查詢生鮮食品銷售相關資訊人口比
例……………………………………………………………………………63
三、三大都會區上班族有意願上網購買與查詢生鮮食品銷售相關資訊
比例…………………………………………………………………………64
四、三大都會區上班族有意願上網購買與查尋生鮮食品銷售相關資訊者之人口統計變數分析…………………………………………………………65
第二節　相關分析…………………………………………………………66
一、EBBT與上網查詢生鮮食品銷售相關資訊意願之關係（假說一）…66
二、EBBT與上網購買意願之關係（假說二）……………………………67
三、知覺風險與上網查詢生鮮食品銷售相關資訊意願之關係(假說三)67
四、知覺風險與上網購買生鮮食品意願之關係（假說四）……………68
第三節　生活型態因素分析………………………………………………69
一、適合度檢定……………………………………………………………69
二、因素分析………………………………………………………………69
三、因素命名………………………………………………………………70
第四節　生活型態集群分析………………………………………………74
一、以華德法決定集群數目………………………………………………74
二、集群數測試……………………………………………………………75
三、K平均數法集群分析…………………………………………………78
四、集群命名………………………………………………………………78
第五節　不同生活型態族群之差異分析…………………………………82
第五章　結論與建議………………………………………………………83
第一節　研究結果…………………………………………………………83
一、上網購買與查詢生鮮食品銷售相關資訊人口比例…………………83
二、EBBT與上網購買和查詢生鮮食品銷售相關資訊意願之關係………84
三、知覺風險與上網購買和查詢生鮮食品銷售相關資訊意願之關係…85
四、網路生鮮食品之目標市場……………………………………………85
五、研究假說檢定結果彙整………………………………………………86
第二節　行銷策略建議……………………………………………………87
第三節　研究限制…………………………………………………………88
一、研究對象限制…………………………………………………………88
二、樣本數未達理想目標…………………………………………………88
第四節　後續研究建議……………………………………………………89
一、知覺風險研究…………………………………………………………89
二、生活型態研究…………………………………………………………89
參考文獻……………………………………………………………………90
附錄一：問卷初稿…………………………………………………………98
附錄二：正式問卷…………………………………………………………101

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