- 學位論文
電子商務環境中3D商品資訊呈現對消費者認知風險與購買意願影響之研究：不同商品類型比較
The Impact of 3D Product Presentation on Consumer’s Perceived Risk and Purchase Intention in E-Commence: Comparison by Different Product Types
摘要
隨著網際網路的盛行，消費者已逐漸從實體環境轉向虛擬的電子商務平台進行交易。在網路購物商品資訊的環境能給予消費者的資訊是有限。由於網路商店屬於無實體店鋪的店家，無法直接表達消費視覺、觸覺、聽覺、嗅覺及味覺等商品物質的感官體驗，導致有許多消費者對商品的品質與相關資訊有所誤解，造成抱怨與負面評價。 過去研究指出，消費者透過網路購物後，經常對於所購買的商品有著許多失望及抱怨，以致於提升消費者退換貨的頻率，並間接影響日後消費者繼續使用網路購物的意願，此一現象，對業者與消費者而言都是不好的。為解決商品資訊提供的問題，許多學者更進一步研究發現，若能夠利用3D加強商品資訊的呈現，將有助於解決此問題。但學術上雖然強調購物網站3D商品呈現的重要性，但實務上礙於技術門檻與成本考量，真正運用3D 技術於電子商務商品資訊呈現的網站確寥寥無幾。本研究認為基於成本效益考量，3D技術的應用並非一體適用於所有的線上購物商品。透過本研究的進行，將找出適用於3D商品資訊呈現的商品，以做為實務上與學術上的參考。 因此，本研究以針對商品類型(感官/非感官)與商品資訊呈現(純文字、2D圖像及3D圖像)為主，採用準實驗設計，透過相關文獻和推論商品類型、商品資訊呈現、認知風險對於網頁滿意度與購物意願之影響。本研究發現在不同的商品類型及商品資訊呈現，對於消費者的認知風險是有顯著影響。而不同商品資訊呈現對於消費者的認知風險及網頁滿意度是有顯著影響。另外，在不同商品類型，對於認知風險是無顯著影響。消費者之認知風險越高，其購買意願越低是無顯著影響。
並列摘要
With the popularity of the Internet, consumers have gradually shifted from the physical shopping environment of virtual e-commerce platform for transactions. Consumers get useful product information in the online shopping environment is limited. Because the online shops are not physical stores, customers cannot have the direct sensory experience about the products, such as seeing, touching, smelling and hearing. Therefore, consumers are often misled by the displayed information about the product and then have a number of complaints about the product quality or bad experience. According to past studies, it was discovered that consumers often felt disappointed and had lots of complaints about the products. It leaded to the increasing ratio of product refund and exchange, and effected the purchase tendency via internet afterwards indirectly. Many researchers also found that using 3D to enhance the information demonstration of products could help to solve the problem. But it indicates that 3D technology is seldom used in shopping websites due to the technical thresholds and cost, even though the importance of 3D product rendering in shopping websites is emphasized quite a lot academically. In order to resolve the gap between academic paper and practical application, this research shows that 3D product rendering cannot be applied in all on-line shops. This study will identify the suitable product for applying 3D product rendering as a reference for academic and practical application. Therefore, this study will aim at the Product type (sensory and non-sensory) and the Product information presentation (text、2D graphics & 3D graphics) based, to adopt 2x3 quasi-experimental design, and organize the relevant literature and inferences of Perceived risk for Product type and Product information presentation whether it will moderating effects the Purchase intention and Web page satisfaction or not. The study found that Presentation of product information and perceived risk were the modulators influence on types of product is significant different. And than different presentation of product information, the influence on perceived risk and web page satisfaction is significant different. In addition, different types of product, the influence on perceived risk isn’t significant different.The higher the perceived risk, the lower the purchase intention isn’t significant different.