影響線上購物認知風險之研究

A Study on the Influence of Perceived Risk on Online Shopping

李拉玉(Jirapa Sangruang)

指導教授 ： 皮世明

中原大學/商學院/資訊管理學系/碩士(2007年)

https://doi.org/10.6840/cycu200700443

摘要

隨著網路的興盛與普及化，線上購物的迅速發展儼然已成為這幾年熱門討論的議題之一。本研究以台灣與泰國為例，將各個影響線上購物的因素及使用者的認知風險做分析探討。首先，將使用者的認知風險分為便利風險、財務風險、履行成效風險、物質風險、心理風險、社會風險與時間風險七大層面，從這些不同的認知風險因素中比較台灣與泰國使用者的之異同狀況，並調查台灣與泰國的使用者本身之個人因素，如年齡、職業、教育程度以及個人在網路上購買物品的程度與頻率等因素。本研究使用結構分析模式(SEM) 進行分析，並以PLS最小部份平方法驗證模型，研究方面包括： (1) 台灣與泰國的使用者行為的差異； (2) 什麼樣的認知風險對於線上購物是有影響的； (3) 兩國的使用者會認為什麼樣的認知風險是首要考量，從這三個問題來探討並做分析。
結果顯示，對線上購物行為最有影響力的認知因素為「便利風險」、「實質風險」、「績效風險」、「社會風險」。

關鍵字

線上購物 ； 認知風險 ； 文化差異

並列摘要

The growing use of Internet in Thailand and Taiwan provides a developing prospect for online shopping. In this study, examine an important factor that the influence of risk on online shopping. Perceived risk is explored in relation to online shopping using sample from Thailand and Taiwan. The objective of this paper is examining the definition of perceived risk on online shopping. Findings about differ of perceived risk on online shopping sites with respect to (1) educational level, occupational status, marital status and age; (2) This study is following types of perceived risk when considering shopping from Internet shopping site: convenience risk, financial risk, performance risk, physical risk, physiological risk, social risk, and time risk. (3) Levels of access to and buying goods from Internet shopping sites and demographic profiles. The paper highlight the importance of comparison of perceived risk would affect consumer shopping attitude between Thailand and Taiwan. What is the most emphatic perceived risk factor that would affect the attitude toward online shopping? The result suggest that, which type of risk have impact with Thai online shopping and which types of risk have impact with Taiwan online shopping.
We use structural equation modeling (SEM) in analyzing various factors that Influence of Perceived Risk on Online Shopping. The hypothesis research model is tested using PLS with data collected from 392 samples of perceived risk on online shopping users.
The result shows that the most emphatic perceived risk factor that would affect to the attitude toward online shopping in Taiwan is convenience, physical, performance, and social.

並列關鍵字

perceived risk ； cultural difference ； online shopping

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