摘要
近年來網際網路硬體的提昇，上網的人口越來越普及化，帶動了電子商務的發展。由於網路購物網站能提供24小時全天候的便利服務，滿足不同時段的消費者，因此網路購物成了消費的管道之一。在美國尼爾森行銷公司的一份「全球網路消費者調查報告」中發現，消費者在從事網路購物時約有7成選擇相信網路購物中其他消費者在購物後對商品或服務所發表的評論或評價，而消費者在面對虛擬網路環境，無法確知商品品質、售後服務及退貨難易度的情況下，在購物的過程，消費者則參考商品本身的評價及商品收藏數的多寡，做為是否購買的參考依據。而網路商家也能透過網路評價，了解消費者對商品本身或服務的滿意程度，進而提升消費者的購買意願。
本研究網路購物網站的商品評價對消費者的購買行為和購買意願之間的關連性，透過搜集購物網站中的商品評價、商品購買量、商品收藏數，以獨立變數的統計方法分析後，得到下列結果：
1.購物網站中，網路商品評價對消費者購買行為的影響有顯著差異。
2.購物網站中，網路商品評價對消費者購買意願的影響有顯著差異。
3.購物網站中，商品的收藏數與商品的銷售量是正相關。
關鍵字：網路口碑、網路購物、知覺風險、購買意願

ABSTRACT
In recent years, the improvement of Internet hardware, the population of Internet access more and more popular, led to the development of e-commerce. Because online shopping sites can provide 24-hour convenience services to meet different time periods of consumers, so online shopping has become one of the channels of consumption. According to a "Global Online Consumer Survey" by Nielsen Marketing, about 70 percent of consumers who engage in online shopping choose to believe that other consumers in online shopping comment or comment on goods or services after shopping. And consumers in the face of the virtual network environment, can not be sure the quality of goods, after-sales service and return sasier, in the process of shopping, consumers refer to the evaluation of the goods themselves and the number of goods collected, as a reference for whether to buy. Online merchants can also through the network evaluation, to understand the consumer's satisfaction with the goods themselves or services, and thus enhance the consumer's willingness to buy. This study of the relationship between the product evaluation of online shopping websites and the consumer's buying behavior and willingness to buy, By collecting the product evaluation, the quantity purchased and the collection of goods in the shopping website, the following results are obtained by analyzing the statistical method of independent variables:
1.In shopping websites, there are significant differences in the impact of online product evaluation on consumer buying behavior.
2.In shopping websites, there are significant differences in the impact of online product evaluation on consumers' willingness to buy。
3.In the shopping website, the number of items Favorite is positively correlated with the sales volume of the items。
Keywords: Online word-of-mouth, Online shopping, Perceived risk, willingness to buy

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