由於網路科技與電子商務的迅速發展，許多經銷商都爭相投入此市場。然而，不同通路（包含虛擬與實體通路）造成交易上的許多選擇，在此情況下不僅交易過程變得複雜，也產生更多影響消費者購買決策的因素。競爭愈趨激烈，廠商開始著重對消費者的各種服務，目的就是要減低消費者的交易成本使消費者執行實際購買行為。本研究是從經銷商角度，欲了解經銷商該如何制訂最佳促進交易效率的方式，即為本研究之主要目的。以交易成本理論為基礎，將消費者購買決策過程三階段（分為購前、購中及購後階段）中，各交易成本因素對消費者購買行為的影響方式，製作成可以具體討論的模式。本研究對交易成本的衡量方式，可將實體產品、服務及複合式商品皆納入討論範圍，以符合現今大多數商品屬性。並利用結構方程式（SEM），進行驗證性因素分析（CFA），釐清潛在變項與觀察變項之間的關係，進一步討論各交易成本因素對消費者行為的影響。本研究以新發售產品或缺乏使用經驗之美妝保養品為分析案例，本研究成果，可作為產品經銷商參考之依據。

As the technology of internet diffuse fast, many dealers actively invest in the e-commerce market. The new channel strategy consisting of a mix of a physical channel（traditional retailer, special cabinet, open-shelf type, supermarket, department store）and a virtual channel（e-commerce）is produced. For consumers, alternative of receiving a large quantity of information and shopping from different channels have become a complicated process. In this situation the transaction cost factors would be more than before, and actually affected people to choice goods when they make the every purchasing decision. This research is thought from the dealer view, wants to find the way which how the dealer should formulate the effective model of the transaction. The model based on the transaction cost theory is developed to tackle the above problem. We have reorganized the form of the transaction cost factor（TCF）influenced consumers’ purchasing decision through reviewing the consumers’ transaction processes. Based on Transaction cost theory literature which divided into three phases including of the（pre-purchasing, purchasing and post-purchasing）, and investigating how TCF involved in these processes. Finally, we would formulate a new model which can be studying and applying to real purchasing action and different categories of product such as physical or compound pattern of service could be incorporated into this model. This study then employs structural equation modeling（SEM）technique to execute confirmatory factor analysis（CFA）and clarified the causal relationship between latent variables and manifest variables, and furthermore explain the transaction cost factors that effect on consumers’ purchasing decision. In practice, the unfamiliar cosmetics is the product of our case study. According to the results dealers can depends on the efficient model to determine the best marketing and Distribution channel strategy.