近年來電子商務的發展盛行，其中網路購物的交易模式比傳統實體商店購物的模式具有資訊公開、價格較低、以及交易便利的特性，但是相對的，網路購物的商品品質、售後服務、以及交易安全等卻較為消費者所質疑。兩種購物模式具有不同的特性，也存在著競爭或依存的關係，究竟新興的網路購物模式對傳統的實體商店經營有何種衝擊？網路購物取代實體商店何種功能？未來傳統實體商店的存在價值為何？從消費者選擇的角度觀之，兩種購物模式的相對優劣勢與其競爭關係是本研究要探討的課題。本研究透過問卷調查方式，以選擇模型分析年輕學生族群的消費者對於網路購物模式與實體商店購物模式的選擇偏好，以及瞭解影響消費者選擇的關鍵因素，分析兩種購物模式的競爭對現有商業模式的影響意涵。實證結果發現影響消費者選擇購物模式的關鍵因素並非過去文獻強調的商品種類多樣化和交通成本，交通成本和運費的因素會被價格、便利性、服務品質、商品品質、和購物樂趣等所取代。對於未曾上網購物的消費者而言，購物時較注重商品種類多樣化與消費便利性等因素者對於網路購物有較大的主觀偏好。而且男性、對於網路熟悉度較高的學生族群對於網路購物有較大的偏好。研究結果可以提供網路和實體商店業者經營的建議。

As the electronic commerce become more convenient and flexible in retailing time, location and space than the physical store did, this trend makes the consumer get more sufficient information, stronger negotiation power, lower buying price, and more convenient buying process. However, the quality of product, service, and security were still suspected. This study argued that how the business model of the traditional physical store be replaced? And how is the impact for the on-line store business model? This study would discuss the compared advantages and competition relationship of these two business models from the consumers’ points of view. This study uses the survey data and the choice model to analyze the choices between the on-line store and the physical store for the young students’ preferences, and explores the key variables affected the consumers’ decisions. The results suggest that the key variables for the consumers choosing the retailing models are not the diversity of products and the commuting costs anymore, but the price, convenience, service, quality of product, and the entertainment of buying process. Further, the one among the consumers never been to the on-line store emphasized diversity and convenience more will have more preference on on-line store shopping. And we also find that the student who is male, or having more acquaintance with the Internet will also have more preference on on-line shopping. These implications would be the reference of physical retailing store and the on-line retailing business.