The Effects of Risk Reduction Strategies on Consumers' Risk Perceptions and Online Purchase Intention

風險降低策略對消費者知覺風險和網路購物意願影響之研究

廖國鋒(Gou-Fong Liaw) ； 朱宗緯(Zong-Wei Zhu) ； 李堯賢(Yao-Hsien Lee)

《Pan-Pacific Management Review》 8卷1期 (2005/01) Pp. 1-37

https://doi.org/10.30166/PPMR.200501.0001

摘要

隨著資訊科技的突飛猛進，網際網路是近幾年來最熱門的話題，它帶來了電子商務的蓬勃發展，創造了新的交易模式。然而值得注意的是網路購物屬於無店舖購物，對於習慣在實體商店購物的消費者而言會認知到較高的風險，進而影響他們的網路購物意願，本研究主要是在探討產品品牌知名度和產品資訊豐富度這兩項降低風險策略對消費者的知覺風險和網路購物意願是否有影響，其中上述影響是否又會受到產品種類和網路購物經驗的干擾而有增強效果。希望藉由本研究的分析探討來瞭解消費者網路上的購物行為，進而提供企業進入網路購物產業時的參考。
本研究以2*2*2實驗設計的方式進行實證研究，然後以獨立樣本t檢定、變異數分析和迴歸分析為分析工具。經由統計分析，獲得下列結論：
一.產品品牌知名度愈高則消費者的知覺風險愈低且網路購物意願愈高。
二.產品資訊愈豐富則消費者的知覺風險愈低且網路購物意願愈高。
三.消費者的網路購物經驗會影響消費者的知覺風險，有網路購物經驗的消費者知覺風險會低於沒有網路購物經驗的消費者。

關鍵字

網路行銷 ； 知覺風險 ； 產品品牌知名度

並列摘要

In pace with the leaps on technology, Internet has been a burning topic in the recent years-it has not only brought electronic commerce to the prosperity, but also created a new transaction model. The most noteworthy part of online shopping is its virtual operation. For consumers who are used to shopping at brick-and-mortar stores, they would perceive a higher risk for shopping online along with their purchase intention that has consequently been influenced. The purpose of this study is to explore how the two risk reduction strategies-brand awareness and abundant information of the product-affect consumers' risk perception and online purchase intention, and whether the effects are amplified by product category and online shopping experience. Through this research by means of analysis and discussion, we hope to understand consumers' purchasing behavior on the Internet and to provide suggestions and references to enterprises upon their entry into online commercial industry.
This study employs 2*2*2 factorial design and then uses t-test, ANOVA, and regression analysis as analytic tools. The results are as follows: (1) The higher the degree of brand awareness, the lower the consumers' perceived risk and higher the online purchase intention will be. (2) The higher the degree of richness for the information, the lower the consumers' perceived risk and higher the online purchase intention will be. (3) Consumers' experience of online shopping would influence consumers' perceived risk. If consumers have the experience of online shopping, they would perceive lower risks than those who don't have any experience of online…shopping at all.

並列關鍵字

Internet Marketing ； Perceived Risk ； Brand Awareness

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