消費者風險偏好對網路購買仿冒品之影響

The effects of risk preferences on consumer purchasing counterfeit goods online

龔信瑜(Hsin-Yu Kung)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00228

摘要

隨著電子商務的快速發展並且越趨成熟，現今消費者的購買方式正在改變。近年來，網路購物的詐騙層出不窮，買方的安全和所有網路上交易的安全性是有相當程度的懷疑以及不確定性的。在這篇研究論文中，有兩個不同的研究。在第一個研究中，一個2(高風險偏好、低風險偏好) x 2(高風險環境、低風險環境)的架構會被檢視變數之間的交互作用，此研究共有263個受試者，其目的是再找出消費者風險偏好與網路購物環境風險之間的關係。而在研究2，針對受試者創造出一個2(高風險環境、低風險環境) x 2(有品牌標識的產品、沒有品牌標識的產品) x 2(正面口碑、負面口碑)的情境設計，共有263個受試者。此研究主要目的是要以環境風險、品牌標識以及口碑三個變數的情境設計來研究消費者對仿冒品的購買意願。研究結果顯示：消費者的風險偏好和購買環境風險是必須要同時探討的，因為這兩個變數間同時存在，會影響消費者的購買意願。產品本身，如有品牌標識與否才是會吸引消費者購買的最大因素。如單單只有風險是不會顯著影響到消費者的購買意願的，但加入品牌標識這個變數的話，那風險就會影響消費者的購買意願了。此外口碑與品牌標識之間也存在交互作用，並會顯著影響消費者的購買意願。

關鍵字

品牌標識 ； 口碑 ； 購買意願 ； 風險偏好 ； 仿冒品

並列摘要

Nowadays ways of purchase are changing with the maturity and rapid development of e-commerce. In recent years, online shopping fraud after another, the buyer for the safety and security of all Internet transactions there is a considerable degree of skepticism and uncertainty. There are two studies in this research paper. In study1, a 2(High risk preference, Low risk preference) x 2 (High risk environment, low risk environment) online experiment was conducted with 263 subjects, it aims to figure out the relationship between consumers risk preference and risk in online purchase environment. In study2, a 2 (High risk environment, low risk environment) x 2 (logo, no logo) x 2 (positive WOM, negative WOM) online experiment was conducted involving 263 subjects. It aims to explore consumer purchase intention in counterfeit goods by experimental design including those three variables. The results indicate the following: Risk preferences on consumers and risks in purchase environment must be considered in the same time, because the interaction between risk preference of consumers and risks in online purchase environment for impact on purchase intention will be significant. The product itself like product with logo or not is the biggest factor to attract consumers to purchase. Risk will not affect consumer purchase intention while there are no other variables; but it will affect consumers purchase intention while consumers consider brand logo at same time. The interaction between WOM and logo for impact on purchase intention will be also significant.

並列關鍵字

Word of Mouth ； Purchase intention ； Risk preference ； Counterfeit goods ； Logo

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