消費者網路代購之知覺風險、口碑及知覺價值對購買意願之影響

The Influence of Perceived Risk, Word-of-Mouth, Perceived Value of Internet Purchasing Broker on Purchase Intention

陳眉蓉(MEI-RONG CHEN)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2018年)

摘要

電子商務的服務促進了網路交易的普及，徹底改變我們消費習慣，消費者能輕易的接觸到國外的產品，並且藉由網路代購業者，購買到國內所買不到的商品，滿足我們對於購買的需求，但對於網路購物的安全問題以及購物時伴隨而來的風險，都是消費者必須考慮到的問題。因此本研究探討消費者網路代購之知覺風險、口碑、知覺價值對購買意願之影響，樣本抽取地區選定大台中地區之網路代購者，採用滾雪球的調查方式蒐集樣本，共計發放460份，回收有效問卷406份，有效問卷回收率約92%。本研究採用敘述性分析、因素分析、迴歸分析與差異分析等進行研究假說實證，其主要結果發現：(1)消費者網路代購之知覺風險對口碑具有正向顯著影響。(2)消費者網路代購之口碑對知覺價值具有正向顯著影響。(3)消費者網路代購之知覺風險對知覺價值具有負向顯著影響。(4)消費者網路代購之知覺價值對購買意願具有正向顯著影響。(5)消費者網路代購之口碑對購買意願具有正向顯著影響。(6)消費者網路代購之知覺風險對購買意願具有負向顯著影響。(7)不同個人背景變數與知覺風險、口碑、知覺價值、購買意願具有顯著差異。

關鍵字

知覺價值 ； 口碑 ； 知覺風險 ； 網路代購 ； 網路購物 ； 購買意願

並列摘要

E-commerce services has gained the popularity of online transactions and completely changed our consuming habits. It is easy for consumers to browse and purchase foreign products that cannot acquire in their own country through the Internet Purchasing Broker. Via this new consumption pattern, people are able to purchase goods to fulfill their desire. However, consumers need to consider the security issues and the risks of online shopping. Therefore, this study explored the impact of perceived risk, word-of-mouth and perceived value on the purchase intention. The sample was collected from the Internet Purchasing Broker in the Taichung area.
The questionnaire was collected by Snowball sampling survey. A total of 460 interviews were collected and 406 valid questionnaires were collected with a recovery rate of about 92%. In this study, narrative statistical analysis, factor analysis, regression analysis, t-tests and one way ANOVA were used to test the hypothesis. The results showed that:(1)The perceived risk of Internet Purchasing Broker had a significant positive effect on word-of-mouth.(2)The word-of-mouth of Internet Purchasing Broker had a significant positive effect on perceived value.(3)The perceived risk of Internet Purchasing Broker had a significant negative effect on perceived value.(4)The perceived value of Internet Purchasing Broker had a significant positive effect on purchase intention.(5) The word-of-mouth of Internet Purchasing Broker had a significant positive effect on purchase intention.(6) The perceived risk of Internet Purchasing Broker had a significant negative effect on purchase intention.(7)There are partial significant differences on perceived risk, word-of-mouth, perceived value and purchase intention of Internet Purchasing Broker with demographic variables.

並列關鍵字

Perceived Value ； Word-of-Mouth ； Perceived Risk ； Surrogate Shopping ； Internet Purchasing ； Purchase Intention

參考文獻

一、中文文獻

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