網路購物知覺風險、信任與購買意願之關聯性研究

The relationship between perceived risk, trust and purchase intention in online shopping

鄭亦修(Yi-Hsiu Cheng) ； 何慧儀(Hui-Yi Ho) ； 魏筱昀(Siao-Yun Wei) ； 張邦立(Bang-Lee Chang) ； 郭彥麟(Yen-Lin Kuo) ； 郭宗賢(Tsung-Hsien Kuo) ； 田寒光(Han-Kuang Tien) ； 郭彥谷(Yen-Ku Kuo)

《管理資訊計算》 11卷特刊1 (2022/07) Pp. 55-64

https://doi.org/10.6285/MIC.202207/SP_01_11.0005

摘要

現今工商業社會的網路購物行為是最為興盛的消費模式，隨著網路普及化與行動裝置智慧化的趨勢，興起消費者在網路瀏覽並選購商品的風潮。然而，層出不窮且永不止息的網路負面訊息始終存在，無論科技如何進步卻無法完全杜絕網路購物所承受的風險，所以每個消費者在網路購物的過程中都會評估風險的承受性，並且內心擁有相當程度的信任，才會產生購買意願。本研究秉持此觀點描述事實，以結構化問卷調查蒐集242份網路購物顧客的意見，探討信任在網路購物知覺風險與購買意願之間的關係，再次檢視網路購物消費行為的心理本質，對於網路行銷之實務管理有所啟示。

關鍵字

網路購物 ； 知覺風險 ； 信任 ； 購買意願

並列摘要

Online shopping is undoubtedly the most active consumer behavior in modern business society. However, there is no way to completely eliminate the risks associated with online shopping, so every consumer will assess the risk tolerance in the process of online shopping and have a significant degree of trust before they will be willing to purchase. No matter how advanced the technology is, the risk of online shopping cannot be completely eliminated. The viewpoint of this study is to present the fact that 214 online shopping customers' opinions were collected using questionnaires to explore the relationship between trust in perceived risk and purchase intention in online shopping, and to re-examine the psychological nature of online shopping behavior for the practical management of online marketing.

並列關鍵字

online shopping ； perceived risk ； trust ； purchase intention

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