近幾年，社會不斷爆發食品安全議題的負面新聞，間接讓消費者的食品安全意識抬頭。面對此情況，食品零售業面臨很大的挑戰，尤其在虛擬通路中，消費者無法看到商品的實體，僅能夠依照網路店家的環境與敘述作為判斷，使得消費者更加無所適從。本研究個案公司－安心買，基於這樣的環境，將自身定位為一個資訊透明的食品網路購物平台，主打網路食品安全性，讓消費者能安心選購。因此，在本研究中將探討研究個案－安心買，在網路購物市場中採取的定位與網購策略是否可行？並了解消費者於網路購物市場中，對於食品安全的敏感度，檢視安心買定位的是否超之過急？以及了解知覺風險與不同人口統計變項在安心買平台中對購買意願與購買行為的影響。
　　本研究整理安心買的定位與策略，並以研究目的發展其問卷，透過網路問卷並與波仕特網路市調公司合作進行發放與蒐集，針對有意願或是曾經利用網路進行購物，年齡限制為20歲以上的消費者進行研究。藉由統計軟體SPSS執行統計分析，藉此了解消費者在網路購買食品的知覺風險，並且對於安心買網路購物平台的購買意願與行為的態度。
　　本研究共蒐集424份有效樣本，經由統整後，本研究獲得以下結論：
1. 針對研究個案－安心買，所採取在網路購物市場中的定位是可行的。
2. 針對研究個案－安心買，所採取在網路購物市場中的策略是可行的。
3. 安心買的定位是符合現代人所需求的。
4. 越高知覺風險的消費者，在安心買平台中的購買意願也會越高。
5. 不同的消費者人口統計變項於安心買平台的購買意願與購買行為有不同的態度。

With negative news about food safety emerging in an endless stream recently in Taiwan, it is observed that food safety has become a greatly concerned issue during the decade. This has panicked the whole society and drawn consumer’s more atten-tion on food safety when making purchase of food grocery. Under such circumstance, food retailers bear the brunt. In physical channels, consumers are able to tell food safety by directly seeing the product conditions, while through virtual channels it is not available to touch product itself in person so consumers can only make decisions based on own perception of an online store’s overall environment and image instead.

Golmart – the selected case study company in this research has positioned itself as a food grocery online shopping platform featured with information transparency and food safety which enable consumers to purchase at ease. Through a clear review of Golmart, this research aims at identifying consumers’ perceived risks toward food online shopping and viewing whether the positioning of Golmart can well meet pub-lic’s expectation, thereby concluding a constructive research result.

Based on the above assumptions, the main research objectives are addressed as fol-lows.
1) To study if the positioning of Golmart is workable in the online shopping mar-ket.
2) To examine if the strategy of Golmart is workable in the online shopping market.
3) To understand consumer’s sensitivity and perception on food safety so as to ex-amine the adequacy of Golmart’s positioning.
4) To realize how perceived risks may influence consumer’s purchase intention.
5) To explore how demographic variables relates to consumer’s purchase intention and consumer behavior on Golmart online shopping platform.

In order to edit a proper questionnaire for this research, the positioning and market-ing strategies of Golmart have been well-organized and adopted as research objec-tives.
Questionnaires are issued and collected by means of cooperation with Pollster Technology Marketing Ltd. This research has targeted a group of consumers aged 20 years old up who have shopped online or intend to do online shopping as question-naire participants. Then SPSS is employed to conduct statistical analysis for col-lected data in the questionnaire, thereby understanding consumer’s perceived risks upon food online shopping and realizing consumer’s purchase intention, consumer behavior, and attitudes toward Golmart online shopping platform.

With the support of 424 valid samples as quantitative data being analyzed by SPSS, research results can be concluded as below.
1. The current positioning of Golmart in the online shopping market is workable
2. The current strategy of Golmart in the online shopping market is workable.
3. The positioning of Golmart conforms to modern public’s needs.
4. Consumers with high perceived risks may have higher purchase intention in Golmart.
5. Different demographic variables of consumer may hold different attitudes to-ward purchase intention and consumer behavior on Golmart online shopping platform.

誌謝 i
中文摘要 ii
Abstract iii
目錄 v
圖目錄 vii
表目錄 viii
第一章、緒論 1
　　第一節、研究背景與動機 1
　　第二節、研究目的 4
第二章、文獻探討 5
　　第一節、知覺風險 5
　　第二節、食品知覺風險相關探討 8
　　第三節、網路購物知覺風險 11
　　第四節、消費者購買意願 16
　　第五節、消費者購買行為 18
　　第六節、知覺風險、購買意願與購買行為的關係 21
　　第七節、文獻小結與評述 25
第三章、研究方法 27
　　第一節、研究架構 27
　　第二節、操作性定義 29
　　第三節、實證計畫 32
第四章、產業分析與個案公司描述 41
　　第一節、網路購物產業分析 41
　　第二節、安心買簡介 46
　　第三節、安心買經營現況 49
第五章、資料分析與結果 54
　　第一節、有效樣本分佈 54
　　第二節、有效樣本特徵 55
　　第三節、信效度分析 78
　　第四節、各變數彼此的相關性 80
　　第五節、各個變數的分析討論 82
　　第六節、各個變數的關係探討 89
　　第七節、不同人口統計變項在各個構面的差異 97
第六章、結論與建議 105
　　第一節、研究結論 105
　　第二節、研究貢獻 110
　　第三節、管理意涵 112
　　第四節、研究限制與未來建議 114
參考文獻 116
附錄 123

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