直銷產品消費者知覺風險與降低知覺風險策略之研究－以網路族群為例

The Study of Direct-Selling Consumer's Perceived Riskand Risk Reduction Strategy-Internet Users as Example

蔡昭玉(Chao-Yu Tsai) ； 陳得發(Der-Fa Robert Chen)

《直銷管理評論》 1卷2期 (2009/10) Pp. 27-54

https://doi.org/10.6201/DSMR.2009.1(2).02

摘要

本研究以營養保健食品、美容保養品、清潔用品為直銷產品的代表，調查網路族群對購買直銷產品的各種風險構面知覺程度，與降低知覺風險策略有效性的評價。重要結論有五，說明如下： 一、三種直銷產品類別在績效、心理與總體三種風險上具有差異。 二、在各種風險構面形成總體風險的架構中，同時存在直接與間接效果。 三、不同的消費者特性會對不同知覺風險構面產生影響，最具意義者為「直銷消費者類型」與「對直銷購物的態度」。 四、不同的消費者特性對降低知覺風險策略偏好程度的排序有影響，較具意義者為「年齡」、「居住地區」與「直銷消費者類型」。 五、不同的知覺風險構面會對不同的降低風險策略有效性產生影響，在總體與績效風險中，只有「免費試用」的有效性顯著。

關鍵字

直銷 ； 消費者特性 ； 知覺風險 ； 降低知覺風險策略

並列摘要

This study takes ”the health food of nutrition”, ”cosmetic skin care products”, and ”the household cleaning products” as the examples of direct-selling products to investigate the perceived risks and the effectiveness of the risk-reduction strategies among the consumers who are internet users.
Five important conclusions were found as follows:
1. There are differences between three kinds of direct-selling products on the perceived risks of ”Performance”, ”Psychology”, and ”Overall”.
2. In the structure of constructing the path to form the ”Overall risk” by six kinds of risks, the direct and indirect result exists at the same time.
3. Different ”Consumer characteristics” will influence different kinds of perceived risks, and the most meaningful characteristics are ”the Types of direct-selling consumers” and ”the Attitude toward shopping through direct-selling”.
4. Different ”Consumer characteristics” will influence the helpfulness of different risk reduction strategies, and the most meaningful characteristics are ”Age”, ”Location”, and ”the Types of direct-selling consumers”.
5. Various perceived risks will influence the helpfulness of different risk reduction strategies, and only the helpfulness of ”Free sample” will be enhanced.

並列關鍵字

direct selling ； consumer characteristics ； perceived risk ； risk reduction strategy