隨著網路的普及化與頻寬的倍數成長，各類網路科技開枝散葉應運而生，電子商務網站的發展也隨之飛躍進步。網路購物出現之後已成為許多現代人普遍購物的消費行為，但不同平台對網路科技的投入是否會對消費者產生不同吸引力增加其競爭力。本研究主要目的便在探討電子商務平台業者在引進近五年的網路科技應用於網路行銷是否會對消費者的購買意願產生顯著影響。本研究以網路科技為自變數、消費者知覺之消費價值為中介變數以及消費者購買意願為應變數探討三者之間的相互的影響關係，包含電子商務平台業者增加投入網路科技應用對消費者購再買意願是否會有顯著影響及消費價值對網路科技與再購買意願是否具中介效果之檢定。研究結果顯示，近五年不同種類的網路科技應用在網路行銷對再購買意願具有正面影響，其中虛實整合影響程度最高；而消費者價值對網路科技與再購買意願也確實具有部分中介效果，其中社會價值最具有影響性。顯著差異

With the popularization of the internet and the multiple growth of bandwidth, various internet technologies have emerged as the times require, and the development of ecommerce websites has also progressed by leaps and bounds. After the emergence of online shopping, it has become a common shopping behavior for many modern people, but whether the investment in internet technology by different platforms will have different appeals to consumers will increase their competitiveness. The main purpose of this study is to explore whether the introduction of internet technology in the past five years by e-commerce platform operators for online marketing will have a significant difference on consumers' purchase intentions. This study uses internet technology as an independent variable, consumer perception of consumption value as an intermediary variable, and consumer purchase intention as a dependent variable to explore the mutual influence between the three, including the impact of e-commerce platform operators' increased investment in internet technology applications. Whether there is a significant difference on consumers' willingness to purchase and repurchase and whether consumption value has a mediating effect on internet technology and repurchase intention The research results show that in the past five years, different types of internet technology applications in online marketing have a positive impact on repurchase intentions, and the integration of virtual reality and reality has the highest impact; and consumer value does have a partial intermediary between internet technology and repurchase intentions effects, among which social value is the most influential.