90 年代初期，網際網路的興起，雖已歷時十年的發展，但其成長的規模仍相當快速，使得網際網路儼然成為產品或服務的提供者一條新的銷售管道；電子商務的熱潮雖然已略為消退，不如兩年前的盛況，但電子化交易的趨勢仍持續到二十一世紀。
對於釵h網際網路上的零售業者來說，如何找到顧客是一個相當重要的課題，由於網際網路的購物環境對於釵h消費者而言，是一個全新的環境，而且必須經過一段時間的學習才能夠適應。根據文獻的探討，本研究針對網路使用率、網路使用經驗、消費者創新性、生活型態與網際網路的購物行為間，探討影響消費者採用網際網路購物的因素，幫助網際網路上的零售業者了解消費者的特性，期望對於網路購物在實務上有所貢獻。
本研究的另外一個重點是針對海峽兩岸的消費者，作深入的比較，以探討海峽兩岸在分隔五十年的不同的環境下，兩岸的消費者對於網際網路這個創新的消費環境是否有不同的差異。
經由研究結果發現，網路使用率與消費者創新型對於網路購物有顯著的影響，且台灣地區與上海地區的消費者在網路使用率、網路使用經驗與消費者創新性都有顯著的差異。
本研究探討影響消費者採用網際網路購物的因素，並對正在經營中的網際網路零售業者有所建議；在學術方面，本研究結果可提供相關研究的基礎，也提供消費者創新性與網路購物的後續研究方向。

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10. 黃兆震(2000)，網路購物意願之研究 ─ 以電腦通訊產品為例，國立台灣科技大學資訊管理學系碩士論文
11. 黃繼震(2001)，大專學生網路購書行為決定因素之研究，國立台灣大學商學研究所碩士論文
12. 資策會電子商務應用推廣中心(2001)，「我國網際網路用戶數調查統計」
13. 鄧博尹(2001)，消費者購物導向、產品種類對網際網路購買意願影響之研究，國立中央大學資訊管理學系碩士論文
14. 蕃薯藤2001年台灣網路使用調查<http://survey.yam.com/survey2001/result.html＞
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