本研究主要調查國內企業，全球電子商務市場進入模式選擇及進入障礙的認知程度。並分析企業選擇進入模式的策略，與網際網路專屬的障礙及傳統國際行銷進入障礙等因素的認知程度差異，是否具有相關性。並從產業因素來分析企業選擇進入模式的策略，是否具有差異性。本文所探討之電子商務經營方式，主要針對企營與最終消費者(Business to Customer; B-to-C)為主。 透過大規模問卷調查收集國內大型企業的資料，採用T檢定、因素分析與變異數分析等統計分析方法。研究發現：(1)不同進入模式的企業，在網際網路專屬的障礙及傳統國際行銷進入障礙等因素之認知程度有顯明差異；特別是「全球網路交易架構」、「網站設計文化差異」及「網路採購行為及保護措施」等項目；(2)不同進入模式的企業，在產業因素構面有明顯差異；特別是「所有權別」及「產業別」兩項目；(3)樣本中多數企業選擇的進入模式為「資訊-交易」。並根據研究發現，進入模式的選擇可歸納出兩種型式(Patterns)及個別特徵屬性。

　　　　　Doing business on the Internet has become a competitive necessity for many companies. The Internet provides a fundamentally different environment for international marketing and requires a radically different strategic approach. Here we discussed the electronic commerce is focused on the business to customer (b-to-c) scope, which ignore business to business (b-to-b) and customer (c-to-c). We use T test, factor analysis and logistics regression to analyze the data. This paper presents the results of a large-scale survey, which examined the chosen entry mode, perceived Internet-specific and traditional global marketing entry barriers, and industry factors of Taiwan Companies. The results show that eh significant difference in awareness of entry barriers, which contain Internet transaction infrastructure, culture difference in Web pages design and online acquisition regulations. Secondly, the significant difference between groups of entry mode in industry factors, which contain ownership and industry types. Thirdly, most companies adopt “information-transaction”. According to the results, we find out the two patterns of entry and their attributes.