根據文獻探討，本研究歸納成消費者購物導向與產品分類兩個角度，來探討影響消費者採用網際網路購物的因素。消費者購物導向部分整理過去在家購物與網際網路購物等相關研究，歸類為品牌、計畫、娛樂、價格、便利等五種消費者購物導向，分別瞭解不同購物導向消費者之網際網路購買意願；產品種類部分則參考Nelson(1970)與Kiang(2000)等學者的研究分類，分成搜尋品與經驗品兩種類別，探討產品種類對不同導向消費者的購買意願之影響程度。結果發現，不同購物導向消費者的網際網路購物意願確實有所差異，且不同導向消費者對於兩種產品種類的購買意願有顯著的差異。
本研究希望透過探討影響消費者採用網際網路購物之因素，幫助企業在制訂網際網路行銷策略時的參考，並提供相關研究參考的基礎。

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