探討知覺價值與知覺風險之前因因子及其對線上購物滿意度之影響─以線上購物產業為例

Exploring the Antecedents of Perceived Value and Perceived Risk on Consumer Internet Shopping Satisfaction-Internet Shopping Industry as example

康明璋(Ming-Chang Kang)

指導教授 ： 沈慶龍 博士

國立屏東科技大學/管理學院/企業管理系所/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00016

摘要

本研究從曾經有過線上購物經驗之消費者觀點，來調查線上購物消費者行為影響線上消費者知覺價值與知覺風險之前因因子與結果變項，用以瞭解知覺價值與知覺風險對線上購物滿意度的影響。知覺價值與知覺風險之前因因子包括網站特性與線上消費者特性等兩項變項。透過發展問卷調查且分別採網路群組與人員調查法方式發放。問卷調查對象包括有台灣北部、中部、南部、東部與離島五區曾經有上網購物經驗的消費者，一共發放了1620份，總共回收了456份，再配合問卷使用LISREL分析與ANOVA差異分析，來探討線上購物過程中消費者對網站特性與線上消費者特性兩項自變數，並以知覺價值與知覺風險為中介數，來研究線上消費者與網站間的線上購物滿意度。

研究結果證實，網站特性、線上消費者特性、知覺價值等對線上購物滿意度有正向顯著的影響；線上消費者特性、知覺風險對線上購物滿意度有負向顯著的影響。不同的線上消費者人口統計變項對網站特性、線上消費者特性、知覺價值、知覺風險與線上購物滿意度差異分析結果，顯著差異部分成立。

關鍵字

網站特性 ； 線上消費者特性 ； 知覺價值 ； 知覺風險 ； 線上購物滿意度

並列摘要

In this study, from a point of view of internet shopping experienced consumer, investigated internet consumer behavior influences antecedents of perceived value, perceived risk and dependent variable for understanding the
antecedents of perceived value and perceived risk, which influence consumer internet shopping satisfaction. The antecedents of perceived value and perceived risk include website characteristic and internet consumer characteristic which are two independent variables. The subjects are internet shopping experienced consumer in Taiwan. The questionnaires issued 1620 and received 456 copies. The questionnaires were analyzed by LISREL and ANOVA methods.

The results confirmed that the website characteristic has a positive significant relationship with perceived value, and the perceived value has a positive significant relationship with consumer internet shopping satisfaction. In the contrast, the internet consumer characteristic has a negative significant relationship with the perceived risk, and the perceived risk has a negative significant relationship with the internet shopping satisfaction。The some of ANOVA testing results had significantly different.

並列關鍵字

Website Characteristic ； Internet Consumer Characteristic ； Perceived Value ； Perceived Risk ； Internet Shopping Satisfaction

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