網路購物已成為零售市場的重要交易型態，尤其是年輕族群處在行動裝置普及之際，隨時都能上網瀏覽及進行商品交易，不再依照傳統消費模式，尤其是服飾商品的流行週期短，網購服飾成為年輕人的消費趨勢。然影響網路購物的因素甚多，本研究乃探討企業形象、服務品質、知覺風險對服飾網購意願之影響。本文以北部地區大學生及年輕上班族為研究對象，採用問卷調查收集資料，並以SPSS對問卷資料進行迴歸統計分析。研究結果顯示，企業形象及服務品質變項會正向影響服飾網購意願；知覺風險變項對服飾網購意願沒有顯著影響。本研究結果可提供業者改變過去的思維，若能致力於提升企業形象、服務品質，可望提高購買意願，進而提升本身的競爭優勢，創造更大的商機。
Online shopping has become an important retail market trading patterns. Especially, mobile devices have occasion popular in younger. It is that browsing the Internet and commodity trading at all times. There is not in accordance with the traditional consumption patterns. Fashion Apparel merchandise has short life cycle. Online shopping has become consumption trends for young people. However, there have many factors to affect online shopping. This study is to explore the corporate image, service quality, perceived risk on intent of apparel online shopping. Data for this study were collected from students and young northern Taiwan consumers and applied SPSS to investigate effect of service quality on online shopping intention of apparel. The results showed corporate image, service quality variables will positively affect online shopping intention of apparel. There were not significant effect of perceived risk on online shopping intention of apparel. According conclusions, if apparel firms were committed to enhance the corporate image and building high quality websites, it is expected to improve online shopping intention. Thus enhancing its competitive advantage and create new business opportunities.
