以知覺價值及知覺風險探討消費者對電子商務中體驗性商品之購買意願

Applying Perceived Value and Risk to Study the Purchasing Intentions of Consumers to Experience Goods in e-Commerce

侯秀宜(Shiou-Yi Hou)

指導教授 ： 陳灯能

國立屏東科技大學/管理學院/資訊管理系所/碩士(2016年)

摘要

隨著電子商務日益重要，許多電子商務相關的研究議題陸續被提出討論，傳統上不適合在網路上銷售的體驗性商品，例如衣服、鞋子等，近年來在網路銷售上也取得很好的成績，為了能夠瞭解消費者於電子商店中採購體驗性商品的行為意圖，本研究提出以知覺價值及知覺風險的角度去探討此問題。
本研究針對消費者對於電子商務行為中體驗性商品購買意願進行探討，目的著重在消費者購物過程中，受到消費者知覺價值與知覺風險的影響，是否會影響消費者選購體驗性商品的喜好程度，進而產生購買意願。研究採用問卷調查法，共收集384份有效問卷。利用SPSS 20.0及Amos 21統計軟體進行實證並驗證本研究所提出之各項假說。結果顯示價格及品牌形象會影響消費者購物時知覺價值感受，而財務風險會影響消費者購物時知覺風險的感受，最終影響購買體驗性商品的意願。本研究之結果對於現行及未來網際網路零售商、企業商家及各服務業者對體驗性商品行銷策略的擬定有一定幫助。

關鍵字

體驗性商品 ； 知覺價值 ； 知覺風險 ； 購買意願

並列摘要

With the development of electronic commerce (EC), lots of EC research issues have been proposed and discussed. Due to the properties of merchandises, the experience goods, such as clothes and shoes, are not suitable to be sold in EC in the past. However, there are lots of successful e-stores which focus on experience goods nowadays. In order to understand the purchasing intension of consumers to experience goods in EC, we proposed a research model based on perceived value and perceived risk to investigate this research issue. We have conducted an empirical questionnaire survey, and 384 effective samples were collected. We used SPSS 20.0 and Amos 21 to analyze the research model and hypotheses. The results reveal that price and brand image will affect the perceived value and financial risk will affect the perceived risk when the consumers are considering to buy an experience good in EC. In advance, perceived value has significant positive impacts on the consumers’ purchasing intension, and perceive risk has negative impacts on it. The results will assist the marketing tactics of the experience goods for the current and future Internet retailers, business enterprises and various service industries.

並列關鍵字

Experience goods ； perceived value ； perceived risk ； purchasing intention

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