近年來，隨著網路科技的迅速發展，越來越多的消費者選擇在線上進行購物。品牌擁有的官方網站作為品牌在網路上的代表性平台，扮演著重要的角色。然而，線上通路轉換行為，即從電子商務平台（如Amazon、Shopee、PChome等）轉換到品牌官方網站進行購物，或是反過來從官網轉換到平台的行為，仍然存在許多未被充分探討的議題。

本研究從賦能的觀點出發，並結合解構式計畫行為理論，旨在了解同樣是線上購物，品牌官網的哪些賦能會影響消費者轉換到該品牌官網進行購物的意圖。本研究透過文獻探討，將品牌官網賦能區分為可見性、引導購物性、交易性、表達性以及追蹤性等方面。本研究採用網路問卷調查方式，針對具有網購經驗且曾經使用過品牌官網進行購物的受測者進行調查。研究結果顯示，品牌官網賦能對消費者的態度和主觀規範具有重要影響，進而影響其轉換到品牌官網購物的意圖。

本研究在學術界和管理層面上具有重要的貢獻和意涵。學術上，本研究填補了過往對於純線上通路轉換行為關係研究的不足，為相關研究提供了實證支持。從管理角度來看，研究結果為品牌提供了具體建議，建議品牌應專注於優化會對消費者態度和主觀規範產生影響的相關賦能，特別是引導購物性、交易性以及表達性。這些研究結果有助於擴展對消費者行為的理解並提高品牌在線上環境中的競爭力。

In recent years, with the rapid development of internet technology, more and more consumers choose to shop online. Brand-owned websites serve as representative channels for brands on the internet and play a crucial role. However, the behavior of online channel switching, where customers switch from e-commerce marketplaces （e.g. Amazon, Shopee, or PChome） to brand-owned websites, or vice versa, still holds many unexplored issues.

This study integrates affordance theory and the decomposed theory of planned behavior to investigate the affordances on brand-owned websites that influence consumers' intentions to switch from e-commerce marketplaces to brand-owned websites for shopping. Visibility, shopping guidance, metavoicing, trading, and tracking are identified as affordances of brand-owned websites for this study.

A web-based survey was conducted among participants who had prior online shopping experience and had used brand-owned websites for shopping. The results demonstrate that brand-owned website affordances have significant effects on consumers' attitudes and subjective norms, consequently influencing their intentions to switch to brand-owned websites for shopping.

This research contributes both academically and practically. From an academic perspective, it fills the gap in previous research on pure online channel-switching behavior and provides empirical support for related studies. From a managerial perspective, the findings offer recommendations for companies. It suggests that brands should focus on optimizing their website affordances that have impacts on consumers' attitudes and subjective norms, particularly shopping guidance, trading, and metavoicing. These research findings contribute to an enhanced understanding of consumer behavior and help brands enhance their competitiveness in the online environment.

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