網路購物知覺風險因素之實證研究

An Empirical Study of Perceived Risk Factors for Internet Shopping

田瑞駒(Jui-Chu Tien) ； 張志雄(Chih-Hsiung Chang) ； 薛文盛(Wen-Sheng Hsueh)

《興國學報》 10期 (2009/01) Pp. 81-97

https://doi.org/10.29950/JHKUM.200901.0006

摘要

網路之便利使消費者由店面傳統購買行為，轉變至購物網站來購買商品。但由於網路購物所衍生之問題，如客戶資料外洩、售後服務與退貨保證等，使消費者必須承受許多網路購物風險。故本文探討消費者的人口統計變數對於網路購物知覺風險的感受程度，及何種降低知覺風險策略對網路購物知覺風險有較大的影響。本文綜合網路購物知覺風險的相關研究之探討，進而導出研究架構。利用問卷形式收集相關之資訊數據，研究母體是以具有上網購物經驗之消費者為主經過分析得以下結論：（1）、人口統計變數對於知覺風險有顯著差異。以上網購物經驗、每月平均收入及年齡等因素對於網路購物知覺風險較為明顯。（2）、涉入程度對於知覺風險有部份影響。以涉入程度高低與持久態度對於網路購物知覺風險較為明顯。（3）、降低知覺風險策略對於知覺風險有部份影響，以商家聲譽與保證策略對於網路購物知覺風險較為明顯。

關鍵字

知覺風險 ； 人口統計變數 ； 涉入程度 ； 降低知覺風險策略 ； 網路購物

並列摘要

The highly developed internet made consumers change traditional in-store shopping behavior to purchase on the internet. But the problems regarding consumers' information releases for internet shopping, the problem of post-sale service and returned goods’ guarantees made consumers risky on internet shopping. This research discusses consumer's population statistics variables regarding the reception degree of internet shopping perceived risk, and strategies for reducing perceived risk. The purpose is to discuss which variables and strategies have the most influence on the internet shopping perceived risk.This research combine the articles of internet shopping perceived risk, the periodicals and the magazines, then derived the framework for the hypotheses of this research. Then we uses the questionnaires to collect the related information, samples are all accessed from the population who has shopping experiences on the internet. The effective questionnaires are 325 and we obtained several conclusions from the analysis: 1.The population statistics variables have revealed the influence regarding perceived risk. Especially for experience on internet shopping, incomes and age are the most obvious factors for the internet shopping perceived risk. 2.Degree of involvement regarding the perceived risk have partial influence. The height degree and lasting degree of involvement are the most obvious regarding the internet shopping perceived risk. 3.Strategies for reducing perceived risk regarding the perceived risk have partial influence. Especially for merchant’s reputation and guarantees are the most obvious variables regarding the internet shopping perceived risk.

並列關鍵字

perceived risk ； population statistics variable ； degree of involvement ； strategies for reducing perceived risk ； internet shopping

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