| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 105 === With the popularity of Internet and the users increase, on-line shopping has become a trend. Nowadays, e-commerce has changed the traditional business and made a new turning point to commercial activity. For this reason, this research means to the effects of brand image, electronic reputation, trust and perception risk on purchase intention, to understand the correlation between variables. This research uses the consumers who has experiences of on-line shopping as a sample, there are total 619 valid questionnaires . The result shows : brand image and electronic reputation have impact on trust and purchase intention ; trust have impact on perception risk ; however, perception risk doesn’t have any impact on purchase intention. Besides, trust has no mediating effects in brand image and perception risk. And trust has no mediating effects in electronic reputation and perception risk. Last, according to the result of the research, we provide specific recommendations for related industries and future researches.
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