網路早已被當成行銷通路，但是從通路功能角度來探討消費者，透過網際網路執行通路功能，其背後影響消費者，選用網際網路執行通路功能的知覺因子，卻是還沒有人討論過，因此影響消費者透過網際網路執行通路能的接受程度，其背後的知覺因子，是本研究所欲探討的。而本研究使用科技接受模型(Technology Acceptance Model)是從知覺因子的角度引入了知覺有用性、知覺易用性、知覺娛樂性、知覺風險性等消費者內部的知覺因子來當做變數，去探討這些變數是否會影響消費者實際採用通路功能的行為。
本研究針對台灣大學生為母體，做分層抽樣調查，分別以中央、中原、元智三所學校的學生為樣本，預計三個通路功能各發一百八十份問卷，總共五百四十份問卷，經過三個星期的回收期間，總共回收了四百五十六份問卷。結果發現，消費者知覺到行銷通路的功能，透過網際網路來執行的有用性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，執行該功能的意圖也愈正向。消費者知覺到行銷通路的功能，透過網際網路來執行的易用性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，且其知覺有用性的程度也愈高。消費者知覺到行銷通路的功能，透過網際網路來執行的娛樂性程度愈高，則消費者利用網際網路去執行該功能的態度愈正向，且其知覺有用性的程度也愈高。消費者知覺到行銷通路的功能，透過網際網路來執行的風險性程度愈低，則消費者利用網際網路去執行該功能的態度會愈正向，所得到的結論只有在消費者使用付費功能時，支持本假設。而在消費者使用蒐集產品和市場的資訊功能和選擇多樣化產品的功能所得到的結果，並不支持本假設，並且在知覺風險性影響知覺有用性的結果方面，三項通路功能皆不顯著。
消費者透過網際網路來執行行銷通路的功能的態度愈正向，則消費者利用網際網路去執行該功能的意圖愈高。消費者透過網際網路來執行行銷通路的功能的意圖愈高，則消費者利用網際網路去執行該功能的實際使用程度愈高。

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