知覺風險對購買動機及意願之關連性探討-以線上拍賣為例

STUDY on CORRELATION BETWEEN PERCEIVED RISK and PURCHASE MOTIVES and INTENTION - A CASE STUDY of ONLINE AUCTION

何維正(Wei Cheng Ho)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2016年)

摘要

摘 要
隨著行動裝置使用的普及程度逐年拉高，網路經濟透過行動裝置或穿載式裝置整合加強使用意願而逐年發展成長且擴大影響範圍，線上拍賣是網際網路早期發展的應用之一，也隨者行動裝置普及而有愈發蓬勃之勢。過去研究己證實涉入程度、購買意圖、服務品質、客戶滿意度及顧客忠誠度具有關聯性，本研究運用實證研究方法驗證知覺風險對購買動機及購買意願的影響效果，可做為網路線上拍賣企業主或店家對整合行銷策略之參考用。
本研究針對不特定區域民眾做問卷調查，共發放250份問卷，有效樣本208份，有效回收率83.2%。本研究進一步藉由敘述性統計分析、信效度分析、迴歸分析與單因子變異數分析等統計方法，針對本研究假設加以驗證。實證結果如下：
1.線上消費者的知覺風險與購買動機具負向顯著的影響
2.線上消費者的購買意願與購買動機具正向顯著的影響
3.線上消費者的知覺風險與購買意願具負向顯著的影響
4.消費者之不同人口特性在線上消費的知覺風險存有部份顯著差異
5.消費者之不同人口特性在線上消費的購買動機存有部份顯著差異
6.消費者之不同人口特性在線上消費的購買意願存有部份顯著差異

關鍵詞：線上消費、消費者行為模式、知覺風險、購買動機、購買意願

關鍵字

線上消費 ； 消費者行為模式 ； 知覺風險 ； 購買動機 ； 購買意願

並列摘要

Abstract
With the popularity of mobile devices year by year, network economy, through integrate mobile device or loading device to strength usage intention, has been developed year by year and expanded its influence. Online auction was one of the early development of Internet applications and became more vigorous with the popularity of mobile devices. Past studies have confirmed that the degree of involvement, purchase intentions, service quality, customer satisfaction and customer loyalty were correlated; besides, this study took empirical research methods to validate the effect of perceived risk on purchase motives and purchase intention, which can be reference for subsequent researches and for integration of industry marketing strategies.
This study conducted questionnaire survey to people in random areas, with a total of 250 questionnaires, 208 valid samples and the effective rate of 83.2%. By descriptive statistical analysis, reliability and validity analysis, regression analysis and statistical methods of single factor analysis of variance, etc., this study has further validated its hypothesis. Empirical results were as follows:
I. Online consumer’s perceived risk and purchase motives have significantly negative impact.
II. Online consumer’s purchase intention and purchase motives have significantly positive significant impact.
III. Online consumer’s perceived risk and purchase intention have significantly negative impact.
IV. There exist partially significant differences in perceived risk of online consumption among consumer with different demographic characteristics.
V. There exist partially significant differences in purchase motives of online consumption among consumer with different demographic characteristics.
VI. There exist partially significant differences in purchase intention of online consumption among consumer with different demographic characteristics.

Keywords: Online consumption; consumer behavior; perceived risk; purchase motives; purchase intention.

並列關鍵字

Online consumption ； consumer behavior ； perceived risk ； purchase motives ； purchase intention

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