以知覺風險，購物價值及意見領袖探討消費者線上購買意願：運用社會網絡分析

意見領袖在人際溝通中扮演一個重要的角色。行銷人員可以接觸意見領袖，降低成本並且與他們進行有效的溝通來改善整體的溝通效率。本研究探討消費者變成意見領袖的可能性，以及探討知覺風險與購物價值對於消費者線上購買意願的影響。本研究對象為大學生同儕團體，有效樣本為59，探討大學生們對於在線上購買指甲油的意願。本研究運用社會網絡分析以及迴歸分析來檢驗理論架構內的假設。研究結果發現：當消費者的知覺風險提高的時候，會因為意見領袖的正向建議減少知覺風險，進而提高購買意願。研究結果也指出，消費者的購物價值越高，購買意願也會越高。研究結果提供給銷售與管理專業人士更有效率的與線上消費者溝通的方法。因此，行銷人員除了將焦點放在現有化妝品的市場上面，也可以把視野拓展到更寬廣的市場上。

關鍵字

社會網絡分析；知覺風險；購物價值；購買意願；意見領袖

並列摘要

Opinion leaders play important roles in interpersonal communication. Marketers can contact the opinion leaders and reduce costs and improve overall communication efficacy by communicating effectively with them. This study investigates the opportunity of consumers becoming opinion leaders and also investigates the effects of perceived risk and shopping value on online consumer purchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore college students’ online nail polish purchase intentions. This study applies social network analysis (SNA) and regression to examine hypotheses within a theoretical framework. The results showed that consumers feel a higher perceived risk and positive advice given by an opinion leader can enhance purchase intentions. The results further indicated that higher the consumers’ shopping value, higher their purchase intention. The findings of the study offer sales and management professionals methods for communicating with online shoppers more effectively. Thus, in addition to marketers’ focus on makeup markets above, they can also expand their vision to wider markets.

並列關鍵字

shopping value ； purchase intention ； perceived risk ； Opinion leaders ； social network analysis

參考文獻

Yeh, Y. C., and Luo, J. D. (2001). Are virtual social relationships independent from reality? Journal of Cyber Culture and Information Society, 1, 33-55.

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Babin, B. and Attaway, J. S. (2000), Atmospheric affect as a tool for creating value and gaining share of customer, Journal of Business Research, 49(2), 91-99.

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以知覺風險，購物價值及意見領袖探討消費者線上購買意願：運用社會網絡分析

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