探討產品涉入與知覺風險對網購運動休閒服飾購買意願之關聯性

本研究目的主要瞭解不同人口統計變數之消費者對網路購買運動休閒服飾的產品涉入、知覺風險與購買意願的差異性，以及探討消費者與其產品涉入、知覺風險和購買意願之間的關聯性。採用便利抽樣之方式進行問卷調查，以網路問卷的形式進行發放，總共回收408份問卷，有效問卷為351份，問卷回收率86％。研究結果發現：網路購買運動休閒服飾消費者之不同人口統計變數對於產品涉入、知覺風險以及購買意願皆為部分顯著差異；網路購買運動休閒服飾消費者對於產品涉入與知覺風險有部分顯著相關；網路購買運動休閒服飾消費者對於其知覺風險與購買意願有顯著正相關；網路購買運動休閒服飾消費者對於網路購買運動休閒服飾之產品涉入與購買意願有部分顯著相關。本研究結果將提供產學界，以作為未來產業界擬定行銷策略或學術界研究方向之參考。

關鍵字

網路購買；運動休閒服飾；產品涉入；知覺風險；購買意願

並列摘要

The purpose of this study was to examine the differences between product involvements and perceived risks on the purchasing intention of active sportswear from online shopping consumers who were with different demographic variables. The questionnaire survey was conducted by the convenience sampling and distributed questionnaire as an online survey. A total of 408 questionnaires were collected, of which 351 were valid questionnaires. The response rate of questionnaire was 86%. The results of the present study were founded that there were: partial significant differences between product involvements and perceived risks on the purchasing intention of active sportswear from online shopping consumers who were with different demographic variables; partial significant correlations between product involvements and perceived risks from online shopping consumers of purchasing active sportswear; significant positive correlations between perceived risks and the purchasing intention of active sportswear from online shopping consumers; partial significant correlations between product involvements and the purchasing intention of active sportswear from online shopping consumers. The results of this study could provid valuable information for planning the marketing strategies in the industry and the research direction of the academia in the future.