電子購物(teleshopping)為消費者透過網際網路購買商品之新興購物方式。若消 費者透過電子購物取代部分至傳統商店購物的旅運行為完成購物活動，將能有效減少購物 旅次的產生。本研究深入探討購物方案屬性、消費者購物經驗與其社經特性對購物方案選 擇行為的影響，並分析消費者決策之行為架構。本研究考量消費者選擇購物方案考慮之因 素，建立質化模式，此外為反映未來供給特性改變後對消費者選擇行為之影響，另建立一 量化分析架構，考量之量化變數包括價格、取貨時間等因素，並建立購物經驗指標與時間 預算彈性等兩項指標變數。本研究利用敘述性偏好法設計問卷，並分別以網路問卷與實際 訪談方式蒐集網路使用族群與一般消費者之偏好資料。本研究以二元羅吉特模式校估調查 所得之資料，並比較兩種不同的調查方式所獲致結果之差異。研究結果顯示，質化模式中 電子購物於銷售與促銷資訊取得、營業時間等兩屬性評比顯著優於傳統購物，購物方案屬 性中之價格、取貨時間、交易安全與購物經驗中消費者是否喜歡直接購買商品與其嘗試新 事物的意願等因素顯著影響其選擇行為。量化模式中旅運時間、價格與取貨時間等變數顯 著影響消費者選擇行為。

　　　　　Teleshopping is an emerging electronic commerce which enables consumers to purchase goods via Internet. Shopping trips can be effectively reduced if consumers can choose home-based teleshopping to substitute for store shopping. This paper develops a framework for the analysis of the effects of shopping mode attributes, consumer shopping experience and socioeconomic characteristics on consumer choice behavior between modes of shopping. Then, a qualitative model is formulated by considering as many influential factors as possible. In addition, the paper also formulates a quantitative model by incorporating goods price, delay time from ordering to receiving the goods, consumers' shopping experience and shopping time flexibility indexes, etc. Stated preference is used to design questionnaires, and to investigate the consumers' preference by home and street interview and Internet surveys. Binary logit models are specified and calibrated to analyze and compare consumer shopping mode choice behavior. The results of qualitative models show that consumers realize that teleshopping has advantage on the acquisition of purchasing and promotion information and the flexibility of shopping time as compared to store shopping. The most significant factors in qualitative models are the goods price, delay time of receiving the goods, transaction security and consumer's tendency on trying new products and purchasing the goods on stores, etc; while those in quantitative models are store access time, the goods price and delay time of receiving the goods, etc.