網路量販自1989 年發展至今已二十餘年，雖然在這段期間中曾有一段沒落之時，但近年來又再掀貣一股的熱潮。根據IGD 調查，預估2014 年網路量販的年銷售量為72 億歐元，相當於2009 年的兩倍，而FMI 調查指出，有73%的英國人從未在網路量販店購物，其餘22%的人每月消費甚至不到一次。網路量販前景備受看好，但使用情形卻不如預期。
相較眾多業者的積極投入，臺灣消費者卻沒有因此感到相當大的興趣。本研究在發現此現象後，詴圖以創新抵制之觀點進行分析，並根據Ram & Sheth (1989)的創新抵制架構進行延伸與探討。研究結果指出，使用障礙、傳統信念、形象障礙與知曉程度為其抵制因素，具有顯著解釋力，而價值障礙、知覺風險及知覺資訊超載則不具顯著解釋力。根據結果，本研究推導目前臺灣消費者在使用網路量販時所陎臨的障礙，並提供現有及未來欲進入業者對應解決之道，以期消費者克服採用障礙後，加速網路量販市場之發展。

Online grocery shopping has developed over the past 20 years. Although it once
stayed in the trough a few years ago, it has been booming again in the recent years. The IGD research shows that the sales of online grocery shopping will be £7.2 billion by 2014, which is as twice as that in 2009. Moreover, according to the 2010 FMI survey, it indicates that 73% of British consumers never make purchases on online grocery shopping and remaining 22% of them shop there less than once a month. Some researchers paint a rosy picture of the online grocery shopping, but its usage is not as good as expected.
Compared with numerous firms actively joining in this potential market,
Taiwanese consumers seem not quite interested in online grocery shopping. This
study employs the innovation resistance model and other variables to approach the resistible usage of online grocery shopping. The stepwise regression analysis shows that usage barriers, tradition barriers, image barriers, and awareness are significant, influencing the customers to resist the adoption of online grocery shopping. Also, value barrier, perceived risk, and perceived information overload have no significant with the innovation resistance. Based on the results, this study will provide the readers an overview of the potential obstacles and offer them the guideline to reduce the barriers of adopting the online grocery shopping.

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