本文主要在探討消費者屬性、網站滿意度與網路購物意願間的關係。 研究發現，消費者「對購物便利性的要求」及「價格知覺」等屬性與「網路購物 意願」有顯著的正相關；在「網站滿意度」方面，「娛樂活動」及「資訊呈現」 與「網路購物意願」亦有顯著的正相關。最後根據複迴歸分析結果，顯示僅有「資 訊呈現」對「網路購物意願」有顯著的影響。此結果似顯示，企業若要提高消費 者之網路購物意願，除了瞭解消費者之消費屬性外，最重要的應該是提供產品相 關訊息，滿足消費者對產品資訊的需求，進而提升其網路購物意願。

　　　　　The purpose of this paper is to examine the relationships among consumer attributes, users' satisfactions on web and www purchase intention. The results indicate that "the convenience of shopping", "price perception", "entertainment activities" and "information representation" have positive relationships to "www purchase intention". According to the regression analysis finds that only "information representation" factor has significant influence to "www purchase intention". The result seems to indicate that the understanding of consumers' attributes is important, yet the design of information-related characteristic is more critical.