消費者預購便利商店商品預購之研究－理性行動理論之應用

Consumer Intention of Pre-paid Merchandise Purchase with Theory of Reasoned Action

陳毅瑋(Yi-Wei Chen)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6828/KSU.2008.00028

摘要

近年來，隨著台灣經濟的成長與時代的變遷，國內便利商店漸漸的超過了8,000家，過去29年以來，便利商店不斷突破改變商業模式，做出幾項關鍵性的「革新」，從過去以食品為主的結構，跨出食品而發展代收、ATM、預購等各項生活機能服務，而便利商店更可透過預購服務的導入，加大營收成長空間，創造企業獲利的來源。
對大部分的消費者而言，商品預購是一項實體結合虛擬的創新服務，可能還沒有機會接受採用這樣的創新服務，且目前便利商店商品預購相關研究相當地缺乏，本研究應用Ajzen and Fishbein（1980）提出之理性行為理論（Theory of Reasoned Action, TRA）探討個人創新性、人口統計變數、知覺風險、認知效用與信任等外部變數對商品預購態度之影響，並探討消費者購買商品預購的態度、主觀規範對便利商店的商品預購購買意圖之影響。本研究以485位連鎖便利商店消費者為驗證對象，以瞭解便利商店商品預購的市場概況及消費者行為。
路徑分析結果顯示，（1）商品預購的態度及主觀規範皆顯著正向影響購買意圖；（2）消費者的知覺風險顯著負向影響商品預購的態度；（3）年齡及婚姻均顯著影響購買便利商店商品預購的態度；（4）個人創新性顯著正向影響消費者購買商品預購的態度；（5）消費者對於便利商店商品預購認知效用愈高，則愈正向影響購買商品預購的態度；（6）消費者對便利商店的信任顯著正向影響購買商品預購態度。

關鍵字

理性行動理論 ； 個人創新性 ； 知覺風險 ； 認知效用 ； 信任

並列摘要

Recently in Taiwan, with the growth of the economy and the changes of the time, the number of the convenient stores is over 8000. Over the past 29 years, the convenient stores have constantly broken and changed the commercial pattern and made several crucial revolution. They have developed functional services such as bill payment services, ATM, pre-paid merchandise purchase. Through those pre-paid merchandise purchase services to increase business volume, they have created the sources of business profit.

For most consumers, they may have not had the opportunity to adopt such creative service as pre-paid merchandise purchase which combines virtual and actual conditions. The research’s model is Ajzen and Fishbein (1980) address Theory of Reasoned Action (TRA), this study is discussion about the influence of personal innovativeness, demographic variables, perceived risk, perceived utility and trust to the pre-paid merchandise purchase, and the influence of consumer’s attitude toward and subjective norm to intention of pre-paid merchandise purchase.485 consumer of convenience chain store were sampled as subject. To understand convenience store’s market and consumer behavior.

The findings of path analysis show that (1) attitude toward and subjective norm have significantly positive affect on intention of pre-paid merchandise purchase, (2) consumer’s perceived risk have significantly negative affect on attitude toward of pre-paid merchandise purchase, (3)age and marriage have significantly affect on attitude toward of pre-paid merchandise purchase, (4) personal innovativeness have significantly positive affect on attitude toward of pre-paid merchandise purchase, (5) the higher the perceived utility of pre-paid merchandise purchase, the positive affect on attitude toward of pre-paid merchandise purchase, (6) consumer’s trust of pre-paid merchandise purchase have significantly positive affect on attitude toward of pre-paid merchandise purchase.

並列關鍵字

TRA ； personal innovativeness ； perceived risk ； perceived utility ； trust

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林建煌(2007)，消費者行為，台北市，華泰。

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