本研究旨在探討網路使用者對於網路特性認知、圖書產品認知與網路購書行為之間的關係。主要研目的有三：1.探討影響網路購書者購書行為的重要因素；2.探討有網路購書經驗與無網路購書經驗的購書消費者兩者之間的差異；3.探討網路特性認知、圖書產品認知與消費者網路購書行為之間的關係。研究方法分為兩部分，整一部分是文獻資料之整理，藉以了解與網路特性、圖書產品知及網路購書行為之相關研究；第二部分則擬定研究架構並發展相關問題、採用調查法並藉由收集初級資料進行實分析。研究結果發現影響網路購書者購書行為的四個重要因素，及本研究各研究變數與網路購書行為之的關係。

The purpose of this study is trying to explore Internet users’ perception of Internet characteristics and perception of book product, and understand the relationship between them and Internet book-purchase behavior. The main purposes are: 1. Understand the key factors of consumer’s Internet book-purchase behavior. 2. Understand the differences between Internet book-purchasers and Non Internet book-purchasers. 3. Understand the differences between consumers who coming form different background, which toward to perception of Internet characteristics and perception of book product. 4. Explore the relationship between perception of Internet characters and consumer’s Internet book-purchase behavior, and relationship between perception of book product and consumer’s Internet book-purchase behavior. There are two research method applied in this study, first is sorting out the references and related information, by which we could understand the related studies in the past. The second is developing hypothesis according to the frame of study. Next step is to collect primary data by using questionnaire research method, and then explain the result by analyzing the data. The main results are: 1. Internet book-purchasers’ education, knowledge of buying book, Familiarity of using Internet, and books purchased are significantly higher than Non Internet book-purchasers. 2. consumer who has higher perception of Convenience in Using Internet, Safety in Using Internet, and Rapidity in Using Internet is prone to purchase books in Internet. 3. The consumers’ perception of Information in using Internet, Rapidity in using Internet, Safety in Using in Internet, Convenience in Using Internet, and Perception of book’s value, are all related to the willing of Internet book-purchase. 4. In Internet book-purchase, consumers do not put book’s quality into account.