| Summary: | 碩士 === 遠東科技大學 === 行銷與供應鏈管理研究所 === 100 === To shop online has been the common habit of modern people. At the online shopping platform, information on price comparison and reviews on products are easily available anytime. Nowadays office ladies have made a great proportion of e-shoppers.(FIND,2010)Due to the lack of touch and feel of merchandises, and security concerns for online transactions, perceived risk has become the key factor to discourage online shopping. Therefore, office ladies often seek internet word-of-mouth references for merchandise-related information to reduce risks. Online shopping platforms, moreover, offer busy office ladies an easy and convenient access to shopping. Research on the issue demands immediate attention. This research mainly aims at Kaohsiung office ladies with online shopping experience. It is based on a stratified random sampling survey and questionnaire investigation method was utilized. Sample data were analyzed by statistical procedures such as Correlation Analysis, Regression Analysis, Hierarchical Regression Analysis. SPSS statistical software is used as well. The research is focused on experienced online shoppers, office ladies are the targeted sampling population. The study was conducted to examine whether significant relationship exists among：1. Electronic word of mouth comments and perceived risk；2. Perceived risk, online shopping convenience, and purchase intention. Also, 3.The interference caused to the connection between convenience and purchase intention by perceived risk. Research findings are as follows：(1) There is significant relationship between perceived risk and purchase intention of office ladies. (2)Convenience of online shopping significantly affects purchase intention of office ladies. (3)By perceived risk interference, there is a significant relationship between convenience of online shopping and purchase intention of office ladies. Research results would be provided to internet merchants for further referral.
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