消費者網路購物焦慮之成因及後果之研究－以購物網站為例

A Study of the Cause and the Effect of Consumer Internet Shopping Anxiety－Shopping Website as Example

陳政豪(Cheng-Hao Chen)

指導教授 ： 廖淑伶

元智大學/管理學院/國際企業學系/碩士(2006年)

摘要

要如何提升消費者從事網路購物活動之滿意度是網路零售業者所必需了解且關心的重要課題。以往之研究大多將重心放在網站設計特徵、供應商特徵及產品相關等特徵上，較少有研究針對消費者之情感對網路購物滿意度之影響作探討。而從本研究中可以發現，消費者的網路購物焦慮程度會反向的影響消費者之網路購物滿意度。本研究之目的在找出網路購物焦慮形成之前因以及後果，並以線性結構方程模式檢定假說之因果關係。

　　本研究之結果指出，在網路購物焦慮的前置因素中，知覺利益、網站設計特徵及產品特徵會反向的影響消費者之網路購物焦慮，而知覺風險正向的影響消費者之網路購物焦慮。透過網路購物焦慮會反向影響消費者之網路購物滿意度。而消費者之網路購物滿意度會反向的影響消費者之負面口碑行銷、抱怨行為及轉換行為，並正向的影響消費者之再購意願。

　　因此本研究建議，網路零售業者必需設法讓消費者覺得，從事網路購物活動對他們而言是有益的並且是無風險的，同時網路零售業者必需設法提升網站設計以及產品特徵以降低消費者之網路購物焦慮程度。而透過消費者網路購物焦慮之降低可以提升消費者之網路購物滿意度，並可讓消費者之負面口碑行銷行為、抱怨行為及轉換行為下降，同時提升消費者之再購意願。

關鍵字

網路焦慮 ； 網路購物滿意度 ； 網路購物

並列摘要

How to enhance consumers’ online shopping satisfaction is very important to online retailers. Most of previous researches focus on website design, vender, and product characteristics. There are little researches in consumers’ affect. This research found consumers’ internet shopping anxiety inversely effect consumers’ internet shopping satisfaction. The purpose of this research is to find the cause and the effect of internet shopping anxiety, and use LESREL to exam the theoretical model. The major results are as follows: perceived benefit, website design characteristic, product characteristic can inversely effect on consumers’ internet shopping anxiety, and perceived risk can positively effect on consumers’ internet shopping anxiety. Through internet shopping anxiety inversely effect on consumers’ online shopping satisfaction. Finally, the consumers’ online shopping satisfaction can inversely effect on consumers’ negative word-of-mouth, complain behavior, switching behavior, and positively effect consumers’ repurchase intention. These results suggest that online retailers should let consumers feel shopping on the internet have a lot of benefit and is no risk to them. At the same time online retailers should try to enhance website design and product characteristics to lower consumers’ internet shopping anxiety. Through lowers consumers’ internet shopping anxiety can enhance consumers’ online shopping satisfaction. Moreover can lower consumers’ negative word-of-mouth, complain behavior, switching behavior, and enhance consumers’ repurchase intention.

並列關鍵字

internet anxiety ； internet shopping satisfaction ； online shopping

參考文獻

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