網路購物知覺風險的前因與克服之道：消費者的觀點

Antecedents of Perceived Risk and the Methods of Reducing Risk in Internet Shopping: The Views of Consumers

丁學勤(Shueh-Chin Ting)

《經營管理論叢》 3卷2期 (2007/12) Pp. 97-116

https://doi.org/10.6872/OMR.200712_3(2).0023

摘要

一般而言，消費者對網路購物具有較高的知覺風險。然而，網路購物知覺風險的高低受到什麼因素的影響，而且當面臨網路購物的知覺風險時，消費者會選擇什麼方法來降低其網路購物的知覺風險，目前仍不完全清楚。本研究以調查法收集273份有效問卷，進行研究。首先，本研究發現產品複雜性、購買目的與網路購物經驗會影響消費者對網路購物的知覺風險程度，複雜性較高的產品會帶來較高的網路購物的知覺風險；購買產品的目的為送人時比自用時，有較高的網路購物的知覺風險；具有網路購物經驗的消費者有較低的網路購物的知覺風險。其次，本研究發現網路購物的知覺風險具有多種型態，當消費者面臨不同型態的網路購物的知覺風險時，會選擇不同的方法來因應，詳言之，面臨成本風險時會選擇成本法與經驗法，面臨心理與身體風險時會選擇外部線索法，面臨社會風險時會選擇經驗法，來降低網路購物的知覺風險。

關鍵字

網路 ； 購物 ； 知覺 ； 風險

並列摘要

Generally, consumers perceive higher risk in Internet shopping. However, what factors influence the level of perceived risk in Internet shopping and when facing perceived risk in Internet shopping, consumers choose what methods to reduce their perceived risk are still not very clear. This study collects the valid questionnaires of 273 copies by the questionnaire survey method to be analyzed. Firstly, the study finds that the complexity of products, the purchasing purpose and the experience of Internet shopping influence the level of perceived risk in Internet shopping. Higher perceived risk in Internet shopping is caused by the higher complexity of products, the purchasing purpose of giving others, and having no experience of Internet shopping. Secondly, the study finds that there are various types of perceived risk in Internet shopping and when facing some types of perceived risk in Internet shopping, consumers choose some appropriate methods to reduce them. Specifically, consumers facing cost risk tend to choose cost method and experiential method, facing psychological risk and physical risk tend to choose external cues method, facing social risk tend to choose experiential method, to reduce their perceived risks in Internet shopping.

並列關鍵字

Internet ； Shopping ； perceived ； risk