本文從信賴關係影響要素下的相關文獻探 討在網路購物的情境中，買方對賣方之交易的評 斷要素為何? 網路購物讓消費者快速方便地找尋相關的 商品訊息，節省消費者時間與精力，進而滿足消 費者對於獨特或新奇商品的變化需求。具有成本 低廉、快速互動等創新商業的競爭模式，故此特 性在行銷的研究領域中是有其獨特的研究價值。 本研究透過訪談方式，依立意抽樣選取具有 持續網購經驗(8 年以上且持續購買的消費者)， 共40 位，從參與者的受訪稿中，依內容分析法 之編碼、解碼，釐清各要素的語幹，共計有12 項語幹。並據以次數比例分析從中歸類為高度、 適度、考量事項網購中信賴交易下的重要因子， 據此提供實務上的管理建議。

The purpose of the study is mainly to explore the critical factors on the viewpoint of trust mechanism between buyers and sellers in online shopping. Having integrated literature review and opinions of expert panel, this study generalizes the dimensions and assessing criteria of trustworthiness relationship in online shopping. By implementing a phenomenological research and 40 participants’ lived experiences encounters through a series of content analysis codes, the essence, 4theoretical factors and 12 indexes of virtual channel of trust mechanisms by buyer-seller relationship were presented. Three clusters of crisis management were also classified.