根據資策會MIC的報告,台灣網路購物的市場一直處於成長的趨勢。但是消費者對於網路購物的風險仍有疑慮。根據許多研究指出,知覺風險越高會降低消費者的購買意願。3C產品具有高單價、購買週期長的特性,消費者需要更多的產品資訊幫助購買決策的擬定。本研究討論影響知覺風險與購買意願的因素如3C產品品牌形象、網路商店形象以及網站服務品質。 本研究以網路使用者為研究對象,設計問卷,於網站發放回收資料,再利用結構方程模式來驗證3C產品的品牌形象、網路商店形象、網站服務品質對知覺風險與購買意願的影響。本研究的實證結果得到下列三項結論:1.僅知覺風險顯著的負向影響購買意願;2.女性顧客的知覺風險高於男性顧客;3.曾經在網路商店購物的顧客會有較高的購買意願。
According to the MIC report of Institute for Information Industry, the market scale of internet shops keeps on growing in Taiwan. However, most internet consumers worry about the risks of online shopping. According to many studies, consumer’s purchasing intention will be debased if perceived risk is high. Since 3C products are high-priced and long-consuming-period, consumers need more information to help decision-making. This study performs internet survey to derive factors that influence perceived risk and online purchasing intention such as brand image of 3C products, shop image of internet shop, service quality of website. This research applies Structural equation modeling (SEM) to find out the effect how brand image of 3C products, shop image of internet shop and service quality of website affect perceived risk and consumer’s purchasing intention for internet users. Three conclusions are obtained: 1. Consumers’ purchasing intention is significantly affected by perceived risk. 2. Female consumers have higher perceived risk than male consumers. 3. Those consumers having internet shopping experiences have higher purchasing intention.