網路美容用品風險評估與再購行爲實證之研究

A Study of Framework Developing in Collection of Cosmetics Information, Risk Evaluation and Repurchase Behavior related to On-Line Shopping

吳佩玲(Pei-Ling Wu)

《人文社會科學研究》 3卷3期 (2009/09) Pp. 67-93

https://doi.org/10.6284/NPUSTHSSR.2009.3(3)4

摘要

本研究之目的在於探討女性消費者，對於網路購買美容用品取得之情況，從事消費者網路美容用品購買風險之評估，以及再次購買行為之探討。經設計問春調查表預查復以現場抽樣獲得有效問卷601份據以作為資料分析之用。以結構方程模式的統計方式，建構網路美容用品購買風險評估與再購行為模式，並實際驗證模式是否合乎配適度之標準，以及分析各變數之影響關係。結果顯示網路美容用品購買風險評估與再購行為假設模式與建議數值比對的結果顯示，模式應當加以修正。藉由刪除路徑係數之較小的變數，以及互相聯結具有影響關係的二個變數，以提高模式的配適度。修正復的網路美容用品購買風險評估與再購行為模式之建構效度良好。模式影響關係以功能風險誤差項與功能再購買誤差項之間的影響關係最高，其次是便利風險誤差項與價格再購買誤差項之間的關係。建議重視美容用品功能提升再購買行為，提升網路商店財務健全降低價位促進再購行為，營造社會網路購物趨勢提升再購行為，降低不再購買的風險評估，才能夠降低網路購物風險提升再購行為。

關鍵字

美容用品 ； 風險評估 ； 再購行為

並列摘要

The purpose of this study was to discuss female consumers' behaviors of shopping cosmetics online, including purchase of related beauty products, in what way they buy those products , and the evaluation of purchase risk occurred from online shopping and discussion of repurchase behaviors . By using the technique of structural equation modeling (SEM), this study aimed to develop a framework which builds up the hypothesis model of risk evaluation and repurchase behavior of shopping cosmetics online, and further to verify if the model was statistically acceptable and analyze the relationship on each variable. After the comprehensive comparison resulting from the hypothesis model of risk evaluation and repurchase behavior of shopping cosmetics online with the suggested index values, the model shall be revised accordingly. By deletion of variables with lower path parameter and two connected variables with effects in order to enhance the validity of this model. The construct validity of model in risk evaluation and repurchase behavior of shopping cosmetics online was statistically fit and acceptable after the revision. The results revealed that error of risk in function had the highest influence on error of repurchase for function, the following was the relationship in between the error of risk in convenience and the error of repurchase for price. Furthermore, risk evaluation had significant effect on repurchase behavior. It is suggested that in order to increase the percentage of repurchase, the on-line sellers shall discreetly select cosmetics items with great effects or function, have sound financial condition for price promotion, promote the form of online shopping as a trend to the public. Moreover, the risk factors for no more purchasing online shall be minimize, so that everyone doesn't need to worry about the risk of online shopping and to increase their repurchase behaviors.

並列關鍵字

Cosmetics ； Risk evaluation ； Repurchase behavior

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