本研究旨在探討電商網購平台，消費者選購自製烘焙產品中，對於烘焙產品之偏好研究。研究中以問卷設計，共發放500份，回收468份之有效問卷，回收率為93.6%。研究結果發現，消費者之個人背景變項分析對於烘焙產品偏好項目中，麵包為歐式麵包、蛋糕類為乳酪蛋糕、西點類則為泡芙、糖果類是牛軋糖、中式點心為鳳梨酥，而手工餅乾是消費者喜愛之產品，不同個人變項對產品種類會因性別、年齡、教育程度、工作時段，對產品偏好產生差異。最後藉由烘焙產品之偏好分析結果，對網購烘焙業者及相關單位提出建議。

This study aims to understand consumers’ preferences for homemade bakery products on e-commerce online shopping platforms. In this study, 500 questionnaires were sent out, and 468 valid questionnaires were retrieved. The effective rate was 93.6%. The analysis showed consumers' preferred items for bakery products, among bread is European-style bread; among cake is cheesecake; among pastry is puff; among candy is nougat; and among Chinese dessert is pineapple cake. Handmade biscuits are also popular. The research results showed that consumers’ personal background, gender, age, education level, working time have a significant effect on their preferences’ for baking products. Finally, research suggestions for bakery -related units and the national pastry association were put forward.