網路購物是成長速度最快的購物形式之一，銷售成長率比傳統零售業購買來的快速(Levy and Weitz, 2001)。在美國企業對顧客(Business to Customer, B2C)電子商務的網路銷售從1998年到1999間成長了120% (Boston Consulting Group, 2000)。中國互聯網資訊中心(CNNIC)的調查指出，2001年年底中國上網人口己從1999年年底的890萬迅速增加到3,370萬，上網人口數量的迅速增加使中國成了最具發展潛力的市場之一。這些龐大的商機使得相關業者相繼投入此一新興的電子商務市場。但是隨著2001年全球網際網路的快速泡沫化，相關的問題一一浮現，顯示網站經營仍有釵h瓶頸尚待克服，因此，在探討任何經營模式之前，瞭解消費者採用網際網路購物的原因，為最首要任務。
根據文獻探討，本研究先從消費者的角度，整理文獻並歸納出影響消費者採用網路購物的因素。再依據「計劃行為理論」，做為解釋與預測消費者採用網路購物的行為理論基礎。探討「態度」、「主觀規範」和「知覺行為控制」，對消費者「網路購物意願」的影響。最後，加入「產品種類」、「網路購物經驗」因素，並探討兩岸消費者採用網路購物因素的異同之處。研究結果發現，「態度」、「主觀規範」對網路購物意願確實有所影響，但是「知覺行為控制」對網路購物意願的影響較不顯著。另外，結果也發現影響兩岸不同地區消費者採用網路購物行為的因素的確不同。

According to literature and “Theory of Planned Behavior,” the research try to find the relationship between “Attitude,” “Norm Subjective,” “Perceived Behavior Control,” “Product Category,” “Internet shopping experience,” and “Internet shopping intention.” Research discover “Attitude,” “Norm Subjective,” really effect “Internet shopping intention.” But “Perceived Behavior Control,” didn’t. and these factors did really effect consumers in the different areas.

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