本研究旨在對透過網路交易之消費者，分析其對購買標的之品牌知覺、取得資訊過程的操作知覺，與實際進行交易的意願，研究結果能對網站提出提升商機的建議，並作為休閒旅遊產業之資訊服務系統及電子商務平台發展參考。本研究以知本某大酒店網站會員、透過網站訂房而有實際入住者為調查對象，以問卷調查法透過抽樣方式進行電子問卷填答。研究結果發現：1.「旅遊網站品質」對「品牌形象」知覺有直接正向影響。2.「品牌形象」知覺對「網路購買意願」知覺有直接正向影響。3.「網路購買意願」知覺對「旅遊網站品質」知覺有直接正向影響。4.「網路購買意願」知覺對「品牌形象」知覺有直接正向影響。5.「旅遊網站品質」知覺對「網路購買意願」知覺沒有直接正向影響。分析結果顯示即使網站品質提升，亦無法直接有效提升網路購買的意願。整體品牌形象與網路購買意願具有直接正向影響，品牌形象可以提升其信任及購買意願，若能在現有網站環境及氛圍中再加強、取得線上使用者的信任，將是有效增加其購買意願的主要方向。

Participants of this research were internet members of Chih-pen Hotel, only those that have made the reservation through the internet and have checked in were included. Internet questionnaire were emailed out to confirm participants identity, a total of 362 valid samples were collected. The results showed; 1. positive correlation between the perception of internet travel quality on brand image, 2. positive correlation between the perception of brand image on the willingness of internet shopping, 3. positive correlation between the perception of willingness of internet shopping on internet travel quality, 4. positive correlation between the perception of willingness of internet shopping and brand image, 5. no correlation between the perceptions of internet travel quality on the willingness of internet shopping. Due to the selection criteria of limiting participants to only Royal Chih-pen internet product consumers, the results suggests that even if the quality of the internet improves, an increase in consumers willingness to internet shopping may not be achieved effectively nor directly. Since a positive correlation was found between brand image in general and the willingness of internet shopping, brand image may elevate the sense of trust and the willingness of internet shopping, if an improvement of the current internet environment and atmosphere can be achieved and trust be gained from internet users, then the willingness of consuming may be raised effectively.