從過去的郵購型錄和電視購物，到現今最夯的網路購物，虛擬通路科技技術的演進不斷改變人們購物的習慣，本研究將定義傳統虛擬通路為郵購型錄、電視購物，而新型虛擬通路則為利用手機、平板或電腦的網路購物，不同虛擬通路的媒體特性皆不相同，在這個多重虛擬通路的世代下，預算該放在何種虛擬通路類型會帶來最大的行銷和銷售效益是許多廠商面臨的問題，本研究會先探討經驗財和搜索財的消費者在不同的虛擬通路環境中的購買意願，以及消費者在購買不同產品類型前的資訊蒐集行為以及對廣告的反應有何差別，最後再探討消費者在蒐集完商品資訊後的購買意願是否會受產品類型和虛擬通路類型所影響。研究結果顯示與搜索財相比，經驗財的消費者傾向蒐集較多的產品經驗使用資訊，但搜索財的商品資訊與評論促使其消費者購買意願上升的幅度大於經驗財。此外，研究結果也顯示不同虛擬通路類型確實對產品類型與購買意願之間的關係具有調節作用，其中搜索財的消費者在傳統虛擬通路環境中購買意願會特別低。

Virtual shopping such as catalogues, TV and online web shopping continuse to change one’s shopping habits along the paths of evolution. This research categorizes virtual channels into two: the traditional virtual channel such as the catalogue and TV and the new virtual channel such as mobile phone, tablet or computer. The characteristics of the two are distinctive that firms face problems of choosing among the virtual channels to maximize marketing and sales benefits. This study firstly discusses consumer’s preference over the virtual channel environment in the light of experience goods and search goods.Secondly, we investigate the difference of the information search behavior and advertising reaction when consumers make purchase among products of different characteristics.Finally, we explore the affect of product types and virtual channels on purchase intention after product information collection.The research finds that the consumers of experience goods tend to search more product experience information than of the search goods, but the information of search goods prompts more purchasing intention. Moreover, the result also proves that product type influences the relation between virtual channel and purchasing intention. Specifically, the purchasing intention of search goods via the traditional virtual channel is the lowest amongst.

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