近年來，網際網路服務的快速發展以及個人電子通訊設備的普及加速了電子商務的發展，也促使線上購物成為一種主流的消費方式。蓬勃發展的奢侈品產業也因應這樣的數位化潮流開始逐漸展開線上購物的服務。然而，線上購物雖然提升了消費者購物的便利性卻可能伴隨著許多不確定的風險，而這些風險則將會影響消費者的購買行為。
本研究旨在通過觀察購買涉入、品牌權益、知覺風險、與線上購買意願之間的關係來探討可能影響消費者在線上通路購買奢侈品意願的因素。本研究所提及之知覺風險包含過去文獻所指出線上消費者經常感知的四種風險構面，分別為績效風險、財務風險、心理風險、以及時間風險。此外，本研究透過線上匿名問卷的發放以收集量化研究所需之研究數據，並使用SPSS Process進行結構方程模型(SEM)分析上述四個淺在變數之關聯性與假說檢驗。根據研究結果指出購買涉入與品牌權益皆對線上購買意願存在正向影響，並證實了品牌權益具有部分中介效果。除此之外，研究結果更顯示知覺風險對消費者的線上購買意願呈現顯著負向影響。

The rapid progress of Internet service and the continuously raised penetration of internet-connected devices have accelerated the development of E-commerce. Online shopping has become a mainstream trend. The luxury industry as a booming market has also gradually adapted to this digital revolution. However, online shopping may go along with uncertain risks which influence consumers’ purchase behavior. The study aims to probe into the factors which affect customers’ purchase intention of luxury products through online distributions by observing the relationship between purchase involvement, brand equity, perceived risk, and online purchase intention. Four dimensions of perceived risk often experienced by online consumers are included in this research, namely product performance, financial, psychological, and time risk. An anonymous questionnaire survey was conducted to obtain the quantitative data. Hypotheses were tested by using structural equation modeling (SEM) through SPSS Process to assess the correlation between four latent variables. It is observed that both purchase involvement and brand equity can positively influence online purchase intention and confirmed the partial mediation effect of brand equity in this research. Moreover, the result also indicated that perceived risk has a significant negative effect on consumers’ online purchase intention of luxury products.

Thesis Verification Letter i
Acknowledgements ii
摘要 iii
Abstract iv
TABLE OF CONTENTS v
TABLE OF FIGURES vii
TABLE OF TABLES viii
Chapter 1: Introduction 1
1.1 Rationale of the Research 1
1.2 Research Gaps 4
1.3 Research Objectives and Questions 5
Chapter 2: Literature Review 6
2.1 Online Shopping 6
2.2 Luxury 9
2.3 Purchase Involvement 12
2.4 Brand Equity 16
2.5 Perceived Risk 18
2.6 Online Purchase Intention 22
2.7 Hypothesis Development 25
2.8 Theoretical Framework 29
Chapter 3: Research Methodology 30
3.1 Research Design 30
3.2 Data collection strategy 30
3.3 Data Analysis Strategy 39
Chapter 4: Research Findings & Data Analysis 40
4.1 Confirmatory Factor Analysis 40
4.2 Construct Validity 44
4.3 Correlation Analysis 45
4.4 Descriptive Statistics 46
4.5 Hypothesis test 55
Chapter 5: Conclusion 58
5.1 Theoretical and Managerial Implications 58
5.2 Limitation and Future Research Direction 61
Reference 63
Appendix 1: Survey Questionnaire in English 75
Appendix 2: Survey Questionnaire in Chinese 80

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