本研究目的在探討消費者在線上購物行為藉由產品特性，資訊來源，知覺風險，知覺價值，網路口碑，懷疑，購買決策以及中介影響及干擾影響。本研究藉由網路郵件至柬埔寨首都金邊大學的學生和員工，以線上便利樣本問卷收集共360 份；有效樣本為358 份。經由回歸分析驗證假設及中介和干擾效果。本研究發現各變數間具有相關且知覺價值對資訊來源與購買決策具有中介效果影響，同時本研究發現知覺風險及懷疑在資訊來源，網路口碑與購買決策間具有干擾效果。鼓勵消費者給予產品真實評價切勿加添或刪除負面評價，這會引起消費者對產品產生懷疑而影響購買決策。 This research aims to examine the customer behavior in online shopping by measuring product characteristics, information sources, perceived risk, perceived value, electronic word of mouth, suspicion and purchase decision with both mediation and moderation effect. The research data were collected through online questionnaires by convenience sampling method, in total 360 questionnaires link were send through email to the university's student and those employed in Phnom Penh city, Cambodia and 358 valid questionnaires were collected, then the study applied regressions analysis to test the hypothesis and mediating, moderating effect. The study found that there is a relationship among different variables and perceived value mediate the relationship of information sources and purchase decision, also the study found that perceived risk and suspicion moderates the relationship between information sources, electronic word-of-mouth and purchase decision. Encourage people to give a review on your product truthfully and never try to add the positive or delete any negative review as it will arouse suspicion from the prospect to impact on purchase decision.
