網路技術的不斷進步及線上購物經營模式的成熟，造就網路購物的蓬勃發展，它帶來的便利已改變了現今人們的生活。國內外的文獻報告指出，目前各國網路購物市場規模正以驚人的速度成長，巨大的商機吸引許多公司及個人投入經營購物網站的行列，此結果便造就網路商店如雨後春筍般的出現。
雖然網路購物的前景不容忽視，但研究指出許多消費者曾有過許多不愉快的網路購物經驗，在完成付款程序前即停止購物。深究其原因，除了網路購物仍存有安全性及隱私性等問題外，不良的網站設計介面也令消費者望之却步。因此本研究就以網路消費者行為模式為基礎，藉由改善消費者在網路購物中所遭遇的困難進行購物網站輔助系統的設計，以期能創造出更良好的網路消費環境。
研究中以書籍、手機及筆記型電腦三種產品為實驗對象，並以觀察實驗驗證購物網站輔助系統的有效性。實驗中受試者以邊說邊作的方式進行，並使用攝影機蒐集受試者臉部、手部及上網購物的畫面等，以利後續分析的進行。
驗證輔助系統效能的績效指標分為主觀及客觀指標兩類，客觀指標包括購物行為的反覆次數及耗用時間、網頁切換次數、筆記次數及列入考慮購買產品之數量；主觀指標則包括NASA_TLX心智負荷指數及系統滿意度等。經由數據的分析及歸納後發現，本研究所設計的網路購物輔助系統確實有助於消費者評估比較商品，使用者皆具有高度的使用滿意，並且認為此系統具有易學習、易上手等特性。

Due to technology innovation of the Internet, many business activities on the Internet keep growing. Because of the convenience caused by the Internet, people’s life has been changed. Some academic reports indicate that online shopping market rapidly grow, the great business opportunities and benefit attract individuals or enterprises to establish their own e-Business websites.
Although the potential and advantages of online shopping should be doubtless, many consumers have been met bad experiences of online shopping which may be caused by security problems, privacy problems, and inappropriate user interface design to frustrate them. In this study, an online shopping aiding system was established based on the Internet consumer’s need in evaluating products and payment process in the consumer behavior model.
The effectiveness of the aiding system was verified by an online observation experiments that subjects were assigned to buy a book, a mobile phone, and a laptop respectively. Thinking-Aloud Method was used in this study. As the subjects shopped on the experimental website, verbalized their thinking and movements. The process was recorded completely.
The result indicated the aiding system can make it easier when consumers examine and evaluate products on online shopping. Additionally, it provide highly satisfaction to users, the aiding system also thought that has the characters of ease to use and master else.

中文部分
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李振妮，網路消費者購買決策行為之研究，中山大學企管所碩士論文，民89。
李雅萍， 2002我國家庭連網應用概況調查報告，資策會電子商務應用推廣中心，民91。
花麒昌，整合消費者行為模式與服務代理人之網路購物輔助系統，國立清華大學工業工程及管理研究所碩士論文，民92。
林佩儀，網站設計與使用者滿意度之關聯－以網路使用與購物經驗進行集群之研究，國立政治大學資訊管理學系碩士論文，民89。
郭玉群，電子市場中消費者與其購買決策行為之研究，中山大學企管所碩士論文，民86。
榮泰生，消費者行為，台北，五南圖書出版公司，民88。
魏志強，電子商務環境整備及B2C推動計畫，資策會電子商務應用推廣中心，民92。

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