消費者訊息來源對信任型產品之個體知覺風險與個體從眾行為關係影響之研究

在現今資訊進步的時代，消費者接觸的訊息來源多樣化，導致消費者為了減低自己對於產品/服務的不確定感、決策錯誤，因而會依據團體意見產生從眾行為。根據國、內外文獻指出，消費者從眾行為會受到知覺風險或訊息來源的影響，但大多都是個別做探討，而對於三者間是否存在相互影響之研究仍不多。本研究以桃園縣各大專院校之日、夜間部學生與民眾作為研究對象，並以迴歸分析之階層迴歸來探討知覺風險與從眾行為之關係及訊息來源的干擾效果。本研究共發放500份問卷，回收有效問卷442份，經實證分析結果獲得以下研究發現：知覺風險對從眾行為有正向影響、人際來源可靠性對知覺風險與從眾行為有負向干擾效果、非人際來源專業性對知覺風險與從眾行為有負向干擾效果、非人際來源可靠性對知覺風險與從眾行為有正向干擾效果、非人際來源吸引力對知覺風險與從眾行為有負向干擾效果。

關鍵字

知覺風險；從眾行為；訊息來源

並列摘要

During the age of information progress, the consumers access diversity of information source. In order to reduce the uncertainty of product/services and wrong decision-making, consumers then express conformity behavior that are based on the group opinions. According to literature, wether domestic or foreign, indicated that perceived risk or information source will affect conformity behavior of consumers, but all of them are explored separately from two, combining three together to study is still rare. The target of this study is the people and day and night undergraduate studens in Taoyuan County. This study adopts linear regression to explore the relationship between perceived risk and conformity behavior and whether information source has a moderate effect. Of the 500 questionnaires sent out and 442 valid questionnaires were returned. The results show that perceived risk has a positive significant influence on conformity behavior. Then, the reliability of interpersonal source has a negative moderate effect on the relationship between perceived risk and conformity behavior. Next, the profession of non-interpersonal source has a negative moderate effect on the relationship between perceived risk and conformity behavior. Additionally, the reliability of non-interpersonal source has a positive moderate effect on the relationship between perceived risk and conformity behavior. Moreover, the attraction of non-interpersonal source has a negative moderate effect on the relationship between perceived risk and conformity behavior.