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  • 學位論文

消費者認知風險、購買動機、購買經驗對行為意圖影響之研究-以虛實通路為例

The Effects of Consumers’ Perceived Risk, Purchase Motivation and Purchase Experience on Behavioral Intention- Comparison Between Virtual and Physical Channels

指導教授 : 鄭政宗
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摘要


本研究以曾於實體通路或虛擬通路購買過服飾配件、書籍雜誌、電腦3C產品之消費者作為研究對象,探討消費者的認知風險、購買動機、購買經驗與行為意圖之影響關係。本研究問卷分為實體與網路問卷,實體發放採立意抽樣方式,網路則透過網路問卷進行,共計發放420份問卷,有效問卷為402份,有效回收率為95.71%。資料分析方法包含描述性統計、獨立樣本t檢定、成對樣本t檢定、單因子變異數分析及迴歸分析,研究結果顯示,受訪者主要以21~30歲之未婚女性居多,且教育程度以大學(專)為最多,職業方面多為學生,而月收入方面多集中於20,000元(含)以下,至於每個月可支配所得方面則以5,001 ~10,000元與5,000元(含)以下為居多。不同背景變項在認知風險、購買動機、購買經驗與行為意圖上具有顯著差異。整體而言,消費者之認知風險、購買動機、購買經驗對行為意圖皆具有顯著正向影響。 整體而言,學者未來可以利用整合行銷方式來拓展我國的消費市場,此外亦須強化服務人員之態度,來提升消費者之購買意願;實體通路方面建議可增加預約訂購方式及不定期的舉辦行銷售活動來降低時間風險與增加商店之影響力;至於虛擬通路方面,則建議可加強資訊之透明化及提倡消費者對商店的評價與回饋來降低購物時的認知風險。

並列摘要


In this study we take the consumers who used to buy for clothes, accessories, books, magazines, computers and 3C products by virtual and physical channel as the participants, to investigate relationships among consumers’ perceived risk, purchase motivation, purchase experience and behavioral intention. This study takes the form of questionnaire which divided into physical questionnaires and web questionnaire, About the physical channel, the study used the purposive sampling. On the other hand, the virtual channel used the way by web questionnaire. A total of 420 questionnaires had been distributed, of which collected 402 valid samples had been retrieved, and the response rate was 95.71%. The data were analyzed by descriptive statistical analysis, independent samples T test, paired-sample T test, one way-ANOVA and regression analysis, for verifying the hypothesis in this study. The result showed that the majority of the respondents are 21 to 30 year old unmarried female. About their educational background, a college degree is the most. And most of them are students, besides the monthly income who get the payment under $20,000. Their disposable income that between $5,001-10,000 and less than $5,000 are the most. However, different backgrounds among perceived risk, purchase motivation, purchase experience and behavioral intention have significant difference. Overall, the consumers’ perceived risk, purchase motivation and purchase experience have significant positive impact on behavioral intention. On the whole, the researchers can use the method of integrated marketing communication to expand consumption market of Taiwan in the future. In addition, the service staff’s attitude have to be strengthen to increase consumers’ purchase intentions. About the physical channel, the study suggested that the researchers can increase reservation and conduction of irregular marketing strategy to reduce the risk of time and increase the influence of store. Finally, the virtual channel can increase the transparency of information, promote the evaluation of shopping and the reward for reduce perceived risk of consumers by shopping.

參考文獻


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被引用紀錄


張嘉君(2017)。消費者購買經驗與人身保險業務員職業聲望關係之研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-2712201714434613

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