本研究主要在探討30歲至45歲未婚女性的網路購物行為。先從次級資料的分析，來界定所研究的族群與範圍。接者，以深度訪談的質性方式，去了解未婚熟女網路購物的習性與實務(Habits and Practices)。並根據深度訪談的結果來設計問卷，進行量化分析。最後，從126份回收的有效問卷中，去了解未婚熟女的網路購物行為、其在網路購物上未被滿足的需求、及其對現有購物網站的品牌印象及品牌滿意度。 研究發現，未婚熟女族群對於現有購物網站的「個人資料安全性」、「售後服務」、「退換貨服務」、「詳細商品說明」、「網頁整齊不凌亂」等方面，仍有未滿足之處。同時，在以上未滿足的點上，表現較好的購物網站，會有比較高的品牌滿意度。 / This research is about the on-line shopping behavior of 30-45 unmarried women. First of all, the researcher defined the target audience by the analyzing the secondary data collected. Secondly, by deeply interview with 4 unmarried women aged 30-45, the researcher tried to understand the habits and practices of the on-line shopping behavior of 30-45 unmarried women. In addition, based on the deeply interview result, the researcher designed the questionnaire for following quantity analysis. From the 126 effective questionnaires collected, the researcher analyzed the on-line shopping behavior of the target audience, their unmet needs of on-line shopping and their brand image and brand satisfaction of existing shopping websites. The research discovered that personal information security、after-sale service、exchange and refund、detailed product introduction、clean and ordered web page are the unmet needs of the target audience. And those shopping websites which perform better on the unmet needs have higher brand satisfaction.