產品特性、知覺時間壓力與購物結果之研究

本研究目的為探討有時限下的行銷方案中，是產品涉入或者決策複雜度對消費者知覺到的時間壓力有較強的影響？並且提出一個模型整合產品特性（產品涉入與決策複雜度）、知覺時間壓力、購物任務的知覺（知覺風險、知覺品質與達成購物計畫知覺）與購物結果（選購商品價位與顧客滿意）。採用問卷調查法收集資料，並且使用線性結構模式進行分析。本研究發現在給予受測者相同的時間限制下，決策複雜度（相較於產品涉入）對知覺時間壓力有較強的影響。另外，知覺時間壓力會增加知覺風險，並且降低知覺品質與達成購物計畫知覺，最後再間接降低顧客滿意。

關鍵字

產品特性；知覺時間壓力；購物結果；線性結構模式

並列摘要

This study discusses the influence of product involvement and decision complexity on consumer perceived time pressure involving time constrained marketing offerings. This study further proposes one model integrating product characteristics (product involvement and decision complexity), perceived time pressure, perceptions regarding shopping tasks (perceived risk, perceived quality, and perceived fulfillment of shopping task), and shopping consequences (price level of the chosen item and customer satisfaction). Findings include: (1) decision complexity (compared with product involvement) is more influential to perceived time pressure given the same time constraint imposed on participants and (2) perceived time pressure increases perceived risk and lowers perceived quality and perceived fulfillment of shopping task, and then indirectly lowers customer satisfaction.

並列關鍵字

Product Characteristics ； Perceived Time Pressure ； Shopping Consequences ； Structural Equation Modeling

參考文獻

葉文君(2004)。線上購物中時間壓力與決策時間影響力之研究(碩士論文)。長庚大學企業管理研究所。

Google Scholar

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Google Scholar

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