本研究最主要目的在探討消費者的網路購物態度包括網路購買經驗及網路購物喜好程度對網路購買意願之影響，並進一步分析外在資訊搜尋行為、參考團體、社群認同、互動性及自我揭露的調節作用。本研究共回收271份有效問卷，並藉由相關分析及迴歸分析後，研究結果如下：
一、 網路購買經驗對網路購買意願均具有顯著正向之影響。
二、 網購喜好程度對網路購買意願均具有顯著正向之影響。
三、 外在資訊搜尋行為對網路購買經驗與網路購買意願具調節作用。
四、 外在資訊搜尋行為對網購喜好態度與網路購買意願具調節作用
五、 參考團體對網購喜好態度與網路購買意願關係具調節作用。
六、 社群認同對網購喜好態度與網路購買意願關係具調節作用。

依據研究結果，本研究建議網路服飾業平台經營者應將顧客鎖定網路購物尚未有高度黏著度的消費者，透過網路社群平台經營來增加與消費者接觸的頻率，提高消費者對於銷售平台或賣家之認同感，更進一步的成為消費者認定的參考團體之一，達到消費者產生網路購買意願。

The main purpose of this study is to explore the influence of consumer’s attitude such as the online shopping experience, the preference of online shopping purchase intention. Furthermore, to analyze the moderating effect of internet using behaviors like information seeking, reference group, community identification, interactivity and self-disclosure are conducted in the study. Totally collect 271 copies of valid questionnaires. The results of the study after correlation analysis and regression analysis are as follows:
1. The online shopping experience and the preference of online shopping have significantly positive influence on the purchase intention.
2. External information-seeking has moderating effect on the online shopping experience and purchase intention.
3. External information-seeking has moderating effect on the preference of online shopping and purchase intention.
4. Reference group has moderating effect on the preference of online shopping and purchase intention.
5. Community identification has moderating effect on the preference of online shopping and purchase intention.

Based on the results, to increase the number of consumers and their purchase intention, the enterprises of online clothing industry can focus on consumers have less online shopping experience stickiness. Also, set up and engage an online community platform to increase the contact frequency with consumers or enhance the relationship between consumers. They will get more community identifications and take it an important role like their reference group and furtherly impact on their purchase intention.

第一章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機與目的 3
第三節、 研究範圍、對象與研究流程 4
第二章、 文獻探討 6
第一節、 消費行為決策理論 6
第二節、 網路購物經驗 9
第三節、 網路購物喜好態度 10
第四節、 參考團體 11
第五節、 網路社群互動性 13
第六節、 互動性 15
第七節、 自我揭露 17
第八節、 社群認同 18
第九節、 資訊搜尋行為 19
第十節、 購買意願 20
第十一節、 研究假設 22
第三章、 研究方法 23
第一節、 研究架構 24
第二節、 研究對象與資料蒐集 24
第三節、 研究工具 30
第四節、 測量模式 42
第五節、 資料分析方法 44
第四章、 結果與討論 46
第一節、 研究變項之相關分析 46
第二節、 相關研究變項之迴歸分析 50
第三節、 研究假設驗證結果 65
第五章、 結論與建議 66
第一節、 研究結論 66
第二節、 研究建議 68
參考文獻 69
一、 中文部分 69
二、 英文部分 71
附錄 75

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