網路購物已成為人民生活的一部分，根據資策會2020年的調查，台灣有約一半的消費者已習慣在線上線下購物，生鮮類的電商更是在疫情催化下成為帶動電商產業成長的關鍵，於2020年增加21.5%銷售額，是未來產業中的新一片藍海。
現今有眾多企業加入生鮮電商產業，使得市場的競爭愈來愈激烈，當購買管道更加多元、消費者意識抬頭時，消費者重視的需求可能也會跟以往有所不同，在購買意願上可能會受本身重視之消費價值與購物環境體驗所影響，然而在這部分過去台灣鮮少有文獻討論，故本研究將聚焦在消費者面，探討影響其購買生鮮電商的因素。
本研究結合消費價值理論與電子商務成功模型構面，探討消費者重視之消費價值與購物環境體驗，並納入顧客信任感中介因子，分析影響消費者購買因素的原因。透過量化問卷形式，分析251份問卷結果，利用迴歸分析結果得出滿足消費者消費價值會提高其購買意願及顧客信任感，同時，滿足網路購物體驗也會提高其購買意願及顧客信任感，且顧客信任感會提高其購買意願。然而顧客信任感並不具消費價值與購買意願間的中介效果，也不具網路購物體驗與購買意願間的中介效果，可能是與生鮮產業的特性有關。
透過本研究結果，可以了解消費者最重視之消費價值與網路購物體驗，能提供給國內生鮮電商平台店家策略發展上的參考，畢竟消費者價值是一切營銷活動的基礎，企業應了解顧客需求，提供消費者希望獲得的消費價值，此外本研究也滿足學術上的研究缺口，提供後續生鮮電商消費者行為研究之建議。

Online shopping has become a part of people's lives. According to the survey by Institute for Information Industry in 2020, about half of Taiwanese consumers are familiar with online shopping. Due to the Covid-19, the sales of fresh food e-commerce has increased 21.5% in 2020, and it is the key to drive the growth of the e-commerce industry to make it thrive with a bright future.
Nowadays, many companies have joined the fresh food e-commerce industry, which makes the market more and more competitive. When the purchasing channels are more diversified and consumers’ awareness is increased, consumers’ needs may also be different from the past, so this study will be focused on the consumers and factors that affect their purchase intention of fresh food e-commerce.
This research combines the consumption value theory and the e-commerce success model, adding the mediating factor of customer trust to analyze the factors that affect consumers' purchase intention. According to the result of regression analysis, when the platform satisfies consumers' consumption value, it will enhance customers’ purchase intention and trust. At the same time, satisfies online shopping experience would also increase customers’ purchase intention and trust. Moreover, customer trust will increase their willingness to purchase However, customer trust has no mediating effect either between consumption value and purchase intention, or between online shopping experience and purchase intention. It is possibly related to the characteristics of the fresh food industry.
The results are expected to understand what consumption value and online shopping experience that consumers value the most, and provide strategy recommendations for fresh food e-commerce platform. Besides, this study also fills the academic research gap in fresh food e-commerce industry, and it can also be the reference for the follow-up research.

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