網路科技的發展迅速，使網路購物成為一股潮流，而網路購物雖然為消費者帶來時間與經濟 上的便利，但消費者不能實際接觸產品，對於網路購物的可靠性會產生懷疑，且層出不窮的網路 詐欺行為更提高了消費者的知覺風險。 本研究以知覺風險的觀點，來探討消費者在網路購物上的行為，運用德爾菲法與層級分析法 來了解消費者在購買3C 產品時所知覺到的風險因素，並透過量化分析出關鍵的知覺風險因素。 研究問卷針對有網路購買3C 產品經驗的顧客為對象，共發放問卷35 份，回收33 份，無效問卷 3 份，有效問卷30 份。 研究結果顯示，消費者在網路上購買3C 產品時所知覺到的風險因素中，以產品績效風險是 最具關鍵的影響構面，心理風險次之。其中最主要關鍵的五大評估準則為品質與預期的落差、後 續保固服務、付款機制、詐騙憂慮及個資外洩。

The rapid development of internet and information technologies has made online shopping a trend . With the prevalence of online shopping, it provides convenient time and economics for consumers. However, consumers cannot see or try merchandises, in person which could make consumers suspicious about the reliability of shopping online. Moreover, endless online frauds increase the perceived risks of customers. This research is exploring consumers’ e-shopping behavior based on the perceived risks. Delphi Method and Analytic Hierarchy Process are applied to understand consumers’ perceived risks in purchasing 3C products, and the key factors are analyzed in the perceived risks with Quantitative Analysis. This research is based on consumers’ online shopping experience on 3C products. A total of 35 questionnaires were distributed, and received 33 samples with 30 effective samples. The result of this research shows that product performance risk is the most critical factor among the consumers’ perceived risks during online purchasing, followed by psychological risk. The five significant evaluation criteria are the product’s poor quality, warranty service, payment mechanisms, fraud concerns and personal information.