拜資訊科技發達之賜，網路購物儼然成為傳統實體店面購物之外的消費行為，在過去，消費者多集中於購買低單價的產品，對於高單價的產品較不輕易嘗試，仍然抱持著到實體店面購買，免於遭受到網路購物不信任風險之害。
本研究意圖了解消費者網路購買精品皮包，是否受網購知覺風險所影響，而對知覺價值和購買意願做一研究探討，經由文獻引用及邏輯推理，本研究推論在網路購買奢侈品--名牌包議題，知覺風險極有可能會影響消費者的網購之知覺價值和購買意願。
本研究採問卷調查法，以消費者為訪問對象，總計發放360份問卷，實際回收問卷205份，扣除因填寫漏答、勾選答案不合理狀況等無效問卷4份，計有效問卷共201份。
研究結果發現，消費者網路購買奢侈品--名牌包，在知覺價值與購買意願呈顯著正向關係。而有關干擾變項知覺風險，研究亦顯示，知覺風險對知覺價值和購買意願有顯著負向干擾關係。
Due to the information science and technology is keep developing, The online shopping becomes a new consumer' behavior. In past, the consumer purchased the low unit price product online, but they still bought high unit price product in physical stores. The reason is consumers' feel that there is a risk of distrusting online shopping.
The purpose of this study examine the effects on and relation to perceived value, perceived risk and purchased intention in case of luxury online shopping (especially boutique purses). Based on references and logical reasoning, this study suggests that perceived risk maybe an intervening variable in the relationship between perceived value and purchase intention.
This study was conducted through a questionnaire survey targeting consumer. In total, 360 questionnaires were distributed and 205 were returned. By eliminating 4 inva-lid questionnaires in which answers were incomplete or obviously unreasonable, there were 201 valid questionnaires in total.
This research discovered that there is a significant positive correlation to perceived value and perceived risk. It also discovered that perceived risk reduces consumer pur-chase intention. It means there is a negative moderating effect on perceived risk and purchased intention has .
