本研究由消費者面為出發點，探討消費者網站知覺價值對網站態度的影響情形，並探討在不同的消費者瀏覽行為、產品涉入程度、產品知識、資訊呈現偏好以及人口統計變項等之干擾下，消費者網站價值知覺對網站態度的影響程度是否有所 差異。 　　本研究透過現場實驗操弄瀏覽行為變數，並利用網路問卷來進行瀏覽行為情境的設定，以及實驗過程的問卷填寫與回收，有效樣本數為190 份。研究結果顯示網站的價值知覺會影響瀏覽者對網站態度的形成且受到瀏覽目的及部份個體差異的影響。 　　本研究根據分析結果提出下列實務上之建議：管理者必須先行了解目標市場的消費者屬於何種型態而加以設計網站，以提升消費者對其網站價值知覺的形成。並以此知覺的價值來設計公司的網站，較有助於消費者對該網站的態度形成。

　　In this presentation, the impact of consumers' value perception on their attitude toward the websites is examined. We seek to study the extent of such impact under different level of intervention of navigating behavior, product involvement, product knowledge, information displaying, and demographic variables. 　　We control the navigating behavior variable by field experiment and require respondents to answer online questions. A sample of size 190 is thus acquired to serve the above purpose. 　　The main message from the results of the study is that the intern et consumers' attitudes toward websites are shaped by their value perception, which can be utilized by the designer to construct their websites. For example, if the target consumers prefer to enjoy and benefit from intern et resources, then the website can be designed for this purpose by encouraging targets ' nevigating behaviors.