大專生的生活型態、知覺風險及產品涉入與網路購物意願之研究

A Study on Relationship Between Current College Students’ Lifestyles, Perceived Risk, Product Involvement and Internet Shopping Intention

陳家榮(Jia-Rong Chen)

指導教授 ： 洪俊銘

崑山科技大學/資訊科技學院/資訊管理研究所/碩士(2008年)

摘要

網路購物的前景由於上網人口逐年漸增而大有可為，根據蕃薯藤(www.yam.com)所作的調查，上網人口分佈主要以大專院校的學生為主。因此，本研究欲探討網路購物這項新興的商業通路勢必得以上網人口分佈最廣的大專院校學生為主要研究對象。本研究主要探討生活型態、知覺風險及產品涉入與網路購物意願之關係，研究結果列舉如下：

1.知覺風險與上網查詢商品資訊及上網購買商品意願呈顯著負相關

2.產品涉入與上網查詢商品資訊及上網購買商品意願呈顯著正相關。

3.以因素分析萃取生活型態變項之主成份因素，採二階段集群法針對樣本進行集群區隔，分為五個不同生活型態族群：尖端謀略型、奢華重休閒型、節儉現代型、傳統保守型、時尚高信心型。

4.不同生活型態族群與上網查詢商品資訊、上網購買商品意願有顯著差異。進行Scheffe事後比較發現，節儉現代型、傳統保守型、時尚高信心型最有意願上網查詢商品資訊；節儉現代型、時尚高信心型最有意願上網購買商品。

關鍵字

生活型態 ； 知覺風險 ； 產品涉入 ； 網路購物

並列摘要

The prospection of online shopping is bright due to the increasing tendency of Internet users year by year. Surveying on the distribution of Internet users, the YAM Corporation reported that the majority of them were college students. In the study, the subjects of questionnaire survey therefore are college students since they are the Internet users’ majority for online shopping, which is increasingly developed an emerging marketing channel. The purpose of this study is to realize the relationships of lifestyle, perceived risk, product involvement, and Internet shopping intention. The investigating results are listed below:

1.The relationship between the perceived risk and exploring merchant information on Internet & Internet shopping intention reveals a significantly negative correlation.

2.However, the relationship between the product involvement and exploring merchant information on Internet & Internet shopping intention reveals significantly positive correlation.

3.By factor analysis, this study extracts the principal components from lifestyle variables. Moreover, our sampling method applies the two-phase clustering to refine group segment, and then the following five group types in various lifestyles are proposed. They are the types of superior strategy, high-quality leisure, thrifty modernism, traditional conservation, and high-confidence fashion, respectively.

4.The groups segmented into the different lifestyles have significant differences in exploring merchant information on Internet and Internet shopping intention. After conducting Scheffe' posterior comparison, the test results in this study finds that thrifty modernism, traditional conservation, and high-confidence fashion are likely to exploring merchant information by Internet. In the other hand, thrifty modernism and high-confidence fashion are preferred to online shopping.

並列關鍵字

Lifestyles ； Perceived risk ； Product involvement ； Internet shopping

參考文獻

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