本研究以在OO商店購買過商品的消費者為研究對象，旨在探討網路商店形象與服務品質對消費者購買意圖之間的關係，並分析消費者特性網路商店形象、服務品質的差異性，以及網路商店形象、服務品質與消費者購買意圖之間的相關性及影響狀況。採用隨機抽樣問卷調查方式進行，並以「消費者基本資料量表」、「網路商店形象」、「服務品質」、「消費者購買意圖」四個量表為施測工具，旨在透過研究變項的調查與分析，藉以瞭解以3C產品為例，探討網路商店形象與服務品質對消費者購買意圖的關係。共計回收200個有效樣本問卷資料，並藉由SPSS22.0中文版套裝軟體進行統計分析，並針對其結果進行討論與提供建議。本研究主要研究結果如下：
一、不同背景變項消費者在網路商店形象、服務品質的整體及各層面基本不存在顯著性差異。僅不同每週瀏覽次數消費者在網路商店形象的評價信任層面存在顯著性差異，不同平均月收入消費者在服務品質的關懷性層面存在顯著性差異。
二、消費者對網路商店形象、服務品質的整體及各方面的感知皆與購買意圖相關。
三、消費者對於網路商店形象整體及各方面的感知，基本與購買意圖皆存在顯著性影響;僅網站設計及評價信任方面與購買意圖之間不存在顯著影響。消費者對於服務品質整體及各方面的感知與購買意圖皆存在顯著性影響。
This study is aimed at consumers who have purchased goods in the X store. The purpose of this study is to explore the relationship between online store image and service quality and consumer purchasing intentions, and to analyze the differences between consumers perception of online store image and service quality. Sex, as well as the relevance and impact of online store image, service quality and consumer buying intentions. Using a random sample questionnaire survey and using the "Consumer Basic Data Scale", "Online Store Image", "Service Quality" and "Consumer Purchase Intent" as the testing tools, the aim is to conduct research. The investigation and analysis of the variables can be used to understand the relationship between the image of the online store and the quality of the service to consumers purchase intentions. A total of 200 valid sample questionnaires were collected and statistical analysis was performed by SPSS22.0 Chinese version of the software package, and the results were discussed and recommendations were provided. The main findings of this study are as follows:
First, consumers with different background variables have no significant differences in the overall image and service quality of online stores. There are significant differences in the level of trust in the online store image of consumers with different weekly views. Different average monthly income consumers have significant differences in the care level of service quality.
Second, consumers perception of the overall image and quality of the online store and all aspects of the service are related to the purchase intention.
Third, the consumers perception of the overall and all aspects of the online store image has a significant impact on the purchase intention; there is no significant impact between the evaluation of trust and purchase intention. Consumers have a significant impact on the overall quality of service and all aspects of perception and purchase intention.
