線上線下之消費者信任與購買意圖：社群支持、體驗品質、認知風險之探討

The Effect of Social Support, Experience Quality, and Perceived Risk on Consumer’s Trust and Purchase Intention in Online and Offline Environments

曾馨(Xin Zeng)

指導教授 ： 皮世明

中原大學/商學院/資訊管理研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800292

摘要

近年來，線上線下(Online to Offline/Offline to Online, O2O)商務模式，將銷售與體驗進行結合，帶來新的機會與挑戰。然而，如何整合線上的社群支持與線下的體驗品質，卻仍是值得深入探討的議題。在本研究中，我們嘗試針對O2O商務模式中的消費者，探討社群支持、體驗品質、及認知風險，對他們的信任與購買意圖之影響。本研究採用調查法，針對在O2O商務模式中，具有購物經驗之消費者，對廠商經營之認知感受。研究對象，在廠商部分，須符合同時具有線上粉絲專頁以及線下實體店面；在消費者部分，須符合同時曾瀏覽過該廠商之粉絲專頁以及曾到過實體店面之消費者，合計共得到 418 份有效問卷。研究結果發現，對於O2O廠商的信任而言，體驗品質扮演最重要之角色，其次是認知風險，再來是社群支持，至於信任對於購買意圖則有極大之影響力。在本研究中，體驗品質成為O2O商務模式中之重要關鍵，這也讓有意從事O2O商務模式之廠商可以得到相關之管理意涵與參考。

關鍵字

社群支持 ； 體驗品質 ； 認知風險 ； 信任 ； 購買意圖

並列摘要

In recent years, the Online to Offline or Offline to Online (O2O) business model combines sales and experience to bring new opportunities and challenges. However, how to integrate online community support and offline experience quality is still a topic worthy of further discussion. In this study, we try to explore the influence of community support, experience quality, and perceived risk on consumer’s trust and purchase intention in O2O context. This study adopts survey as research method to collect the perceptions of consumers who have shopped experiences in the O2O context. In order to find out suitable sample, we ask the respondents selected online shops which must have online fan pages and offline physical store. These respondents must have visited the vendor’s fan page and have visited the physical store. A total of 418 valid questionnaires was obtained. The results show that the experience quality plays the most important role in the trust of O2O context, followed by perceived risk, and then by online community support, and trust has great influence on purchase intention. In this research, the experience quality becomes the important factor in the O2O context, this also lets those companies interested in O2O context to get relevant management implications and suggestions.

並列關鍵字

Social Support ； Experience Quality ； Perceived Risk ； Trust ； Purchase Intentions

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