科技進步，通路變得多元化，消費者本來應有更多的選擇，與變得更主動、更精明，但網路購物這個虛擬的消費通路，和實體店面一樣，存在許多資訊不對稱情形，致使消費者在購買上有許多的風險疑慮，也導致消費者常有許多的轉換行為發生。
本研究以問卷調查方式，針對曾經在網路商店購買商品或服務者為研究對象，共調查了440位答卷者，探討論資訊不對稱對消費者轉換行為所造成之影響；並藉由風險知覺的中介，討論資訊不對稱與消費者轉換行為之間的影響關係。
研究結果顯示：(1)資訊不對稱對消費者轉換行為有顯著影響；(2)資訊不對稱對消費者風險知覺有顯著影響；(3)消費者風險知覺對其轉換行為有顯著影響；(4)風險知覺確存有中介效果。
本研究亦對研究發現予以討論，提出在理論上與實務上的意涵，並對研究限制及未來研究建議，同樣也進行探討。

Scientific and technological progress, through the network to become more diverse, consumers should have been more choices, and become more active, more sperm out, but the consumer online shopping through the virtual network, and physical stores, as there are many cases of asymmetric information, causing consumers to buy, there are many risk concerns, but also led to the conversion of many consumers often act.
In this study, survey methods, for once in the online store to buy those goods or services for the study, investigated a total of 440 respondents,explore the discussion of asymmetric information on consumer switching behavior caused by the impact; and risk perception by intervention, to discuss switching behavior and consumer information
asymmetry between the effects of relationship.
The results showed that: (1) information asymmetry on the switching behavior of consumers have a significant effect; (2) information asymmetry on risk perception of consumers have a significant effect; (3) risk perception of their switching behavior of
consumers have a significant effect; (4) risk perception does exist intervening results.
The study also found that to be discussed and put forward the theory and practice on the meaning, and limitations of the study and future research and recommendations are also been discussed.

第一章緒論………………………………………………1
第一節研究背景…………………………………1
第二節研究問題與目的………………………… 4
第三節研究範圍…………………………………5
第四節研究流程…………………………………5
第二章文獻探討…………………………………………8
第一節資訊不對稱………………………………8
第二節風險知覺…………………………………20
第三節轉換行為…………………………………30
第三章研究方法…………………………………………34
第一節研究架構…………………………………34
第二節研究假說…………………………………34
第三節操作性定義、量表與衡量方式…………36
第四節問卷設計與抽樣方法……………………39
第五節資料分析方法…………………………… 40
第四章實證結果分析……………………………………42
第一節敍述性統計………………………………48
第二節因素分析…………………………………47
第三節信度分析…………………………………54
第四節個人屬性之變異數分析…………………56
第五節變項間之相關分析………………………61
第六節變項間之迴歸分析………………………63
第七節風險知覺之中介效果分析………………72
第五章結論與建議………………………………………77
第一節研究結論…………………………………77
第二節研究意涵…………………………………81
第三節研究限制…………………………………84
第四節後續研究之建議…………………………85
參考文獻………………………………………………………86
中文部分……………………………………………86
英文部分……………………………………90
附錄 發放問卷……………………………………………101

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