雖然網路已經普及化，網路行銷和購物也行之有年，目前沒有網路購物經驗的消費者卻爲數不少。因此本研究探討影響消費者是否採用網路購物的原因。研究發現，「購物態度」「性別」和「年齡」對於消費者是否使用網路進行購物有顯著相關。成年、女性、主動訂閱消費性電子報的消費者，展現較積極的購物態度，愈可能使用網路進行購物。因此企業可以針對具有這些屬性的消費者做爲首要的行銷對象。此外；沒有網路購物經驗的消費者，不願意上網消費的主要原因是擔心風險，包括：可能買到仿冒品、網購的商品可能和認知的有所差異、或是商家不提供發票感覺沒保障等。因此廠商在擬定行銷策略和交易程序時，要盡量消除上述三項疑慮，將有助於網路購物率的提升，增進企業的獲利能力。

Due to internet is everywhere, the internet advertising and shopping has existed for many years. However, there are many consumers still have never experienced the internet shopping. Thus, this study will try to reveal the factors that influence consumers to adopt the internet shopping. The result shows the shopping attitude, sex, and age do related to the internet shopping. Adult female with subject to subscribe the consumers' electronic newspapers will show the active shopping attitude, and they are more likely to do the internet shopping. Hence, people with those characteristics could be the obvious advertising target. Besides, for those consumers without any internet shopping experience, the main reason of reluctances to adopt this is the risks. The risks include fakes, merchandise different from consumers' expectations, and without invoice weaken the guarantee. To promote the internet shopping and increase the profit, the above three risks should be reduced to the minimum, when the enterprise is setting up the marketing strategy and the trading process.