近年來，為因應總體經濟環境的變動，企業紛紛縮減行銷支出，由傳統的行銷模式轉向網路行銷，網路行銷已成為眾家業者的必爭之地。現今網路產業正以倍速發展，宅經濟已徹底的改變消費者的購物習慣，亦形成市場上不可或缺的消費主力，消費者購物模式的變化，在不景氣的環境中引發了一股逆勢成長的商機與經濟效應。
本研究欲探討電子商務實質上帶給品牌之效益，以及研究消費大眾使用電子商務服務流程時，在決策過程中是否受到個人內在因素或外在影響。然而，消費者的網購行為決策模式感受不同，心理層面對於產品/服務的知覺價格、知覺品質、知覺價值最後產生購買意圖的影響程度有所差異，且目前購物網站選擇變多，消費者的品牌忠誠度是否始終如一，這些都是本研究欲探討的部分；此外，本研究站在企業面研究品牌個案實際效益與消費者之間的認知差異。
本研究發放360份問卷，共回收335份有效問卷，採用SPSS 17.0變量統計分析方法並結合個案研究法，以「PayEasy線上購物」作為本次的主要研究個案。研究結果顯示如下：

(一) 本研究驗證價格效果概念關係模式，結果發現消費者心中認為產品/網站的品質越高，所得到的整體價值也會越高，進一步創造更高的購買機率。
(二) 15-28歲的學生與上班族群最常在網路上購買美容保養品，因為使用網路購物無時間與空間的限制，且已經變成越來越多女性消費者的興趣。
(三) 網路購物實際上的忠誠度較低，主要原因為消費者選擇變多了，產品替代性高與價格便宜會影響消費者的決策行為。
(四) 研究個案的資訊流、商品流、金流、物流、客流皆有其獨特競爭力。

本研究主要貢獻為實際反應出消費面與企業面對於購物網站的整體看法以及認知差異，並了解消費者購物時內心決策過程的因素有助於電子商務業者增進與消費者之間的關係以及發揮更多的創新模式增加品牌實際效益。

Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that “Otaku Economy “changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump.
The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer’s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side.
The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows:

1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability.
2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping.
3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior.
4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM.

The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer’s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

國立中山大學研究生學位論文審定書.................................... i
論文提要............................................................ii
摘要................................................................iii
目錄................................................................vi
表目錄.............................................................viii
圖目錄............................... ..............................x
第一章 緒論........................................................1
第一節 研究背景與動機..........................................1
第二節 研究目的................................................6
第三節 研究流程................................................7
第二章 文獻探討....................................................9
第一節 電子商務................................................9
第二節 知覺價格...............................................11
第三節 知覺品質...............................................13
第四節 知覺價值...............................................16
第五節 品牌忠誠度.............................................20
第六節 購買意圖...............................................24
第三章 研究方法...................................................26
第一節 研究方法與研究架構.....................................26
第二節 研究問題...............................................27
第三節 研究假設...............................................27
第四節 個案選擇...............................................28
第五節 變項操作行定義與問卷設計...............................29
第六節 資料蒐集與分析方法.....................................36
第七節 研究限制...............................................39
第四章 研究結果分析...............................................41
第一節 A品牌個案介紹.........................................41
第二節 信、效度分析...........................................42
第三節 樣本敘述性統計分析.....................................45
第四節 獨立樣本t檢定.........................................51
第五節 簡單迴歸分析...........................................54
第六節 A品牌個案分析.........................................58
第五章 結論與建議.................................................69
第一節 研究結論與意涵.........................................69
第二節 建議事項...............................................72
參考文獻................................... .......................74
附錄................................... ...........................78

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三、網站部份
GoHappy快樂購物網 http://www.gohappy.com.tw
Momo富邦購物網 http://www.momoshop.com.tw
PayEasy線上購物http://www.payeasy.com.tw
中華民國行政院主計處
中華民國統計資訊網
天下雜誌
台北市網際網路廣告際媒體經營協會IAMA
台灣證券交易所公開資訊觀測站
台灣網路資訊中心TWNIC
資策會電子商務應用推廣中心ECRC-FIND
經濟日報
數位時代Business Next
動腦雜誌Brain
創市際ARO網路測量研究
實力媒體www.zenithoptimedia.com
樂天市場 http://www.rakuten.com.tw