隨著網際網路的蓬勃發展,虛擬店面變成了不可或缺的通路之一,對於虛擬通路的行銷與利用,也漸漸地改變了消費者的消費習慣。 為了瞭解網站的服務品質是否會影響消費者購買意圖,使消費者透過虛擬通路去申辦信用卡,本研究以網站服務品質及人口統計變數為基礎,透過文獻探討,對網路辦卡意圖之影響進行分析,且欲得知當加入知覺風險為干擾變數時,對其影響程度及關聯性。 本研究以網站服務品質及人口統計變數為自變數,網路辦卡意圖為依變數,而干擾變數則是知覺風險。透過階層迴歸方法來檢視網站服務品質及人口統計變數是否會影響網路辦卡的意圖,且知覺風險的干擾情況是否具有顯著性。 本研究發現,人口統計變數對於網路辦卡意圖並不具有解釋力,但是網站服務品質對於網路辦卡意圖具有顯著影響。加入知覺風險為干擾變數後,人口統計變數對網路辦卡意圖亦不具解釋力,唯對網站服務品質安全性具有解釋力。
As internet services become well-developed, virtual marketing has being a valuable distribution channel these days. Consumers gradually change their shopping behavior because of the online marketing. In order to realize that whether the service quality of a website would impact consumers to apply a credit card online but not in a real bank, this study bases on service quality of a website and demographics, with reviewing lectures, to analyze the impact of consumers’ intention to apply a credit card online. And what would be happened when there is perceived risk. This study takes service quality of a website and demographics to be independent variables, the intention of apply a credit card online application to be a dependent variable, and perceived risk to be a moderator variable. By using hierarchical regression to analyze whether there is any relation or connection between these variables. This study shows that there is no relation between demographics and the purpose of apply a credit card online; however, the service quality of a website will impact consumers to apply a credit card online. Also, the perceived risk only impacts the service quality of a website but not the demographics.