使用線上拍賣平台之消費者的知覺風險、品牌形象及知覺價值對消費者購買意願之影響-以蝦皮拍賣為例

Influence of Perceived Risk, Brand Image, Perceived Value and Purchase Intention to Use Online Auction- An Example of Shopee Auction

張玉庭(YU-TING CHANG)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2017年)

摘要

網際網路發達的時代，隨著電子商務的蓬勃發展，讓生活越來越便利，尤其是現在的人透過網路購買商品已越來越普及，成了生活中不可或缺的消費模式。在眾多的網路平台上，要如何脫穎而出創造出獨一無二的品牌優勢，並與消費者建立起長久的關係，提升平台的整體價值是非重要的關鍵之一，以及消費者對其風險問題在無法預測之情況下，會如何進行購買決策，因此本研究選定目前網路平台較受消費者喜愛的蝦皮拍賣作為研究標的。本研究探討知覺風險、品牌形象與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蝦皮拍賣使用者，採用便利抽樣的調查方式蒐集問卷，共計發放470份，回收有效問卷405份，有效問卷回收率約90%。本研究採用敘述性統計分析、因素分析、迴歸分析等進行研究假說實證，其研究結果發現：(1) 蝦皮使用者之知覺風險對知覺價值具有部分負向顯著影響。(2) 蝦皮使用者之品牌形象對知覺價值具有正向顯著影響。(3) 蝦皮使用者之知覺價值對購買意願具有部分正向顯著影響。(4) 蝦皮使用者之知覺風險對購買意願具有負向顯著影響。(5) 蝦皮使用者之品牌形象對購買意願具有正向顯著影響。

關鍵字

購買意願 ； 知覺價值 ； 品牌形象 ； 知覺風險

並列摘要

In the era of the Internet, the life is more convenient with the vigorous development of e-commerce. Especially people nowadays shopping on the Internet platform have become more and more popular. This consumer model has also become an indispensable way in life. However, the most important is to enhance the overall value of the platform for standing out to create a unique brand in more Internet platforms and build a long-term relationship with consumers. How consumers making their purchase decision is also an important key when their risk issues are unpredictable. Therefore, the study selected the popular platform-Shopee as the subject of the research. This study explored the impact of perceived risk, brand image and perceived value on the purchase intention. The sample was collected from the Shopee users in the Taichung area. The questionnaire was collected by convenient sampling survey. A total of 470 interview were collected and 405 valid questionnaires were collected with a recovery rate of about 90%. In this study, narrative statistical analysis, factor analysis and regression analysis were used to test the hypothesis. The results showed that: (1) Perceived risk of Shopee users had a significant negative effect on perceived value. (2) The brand image of the user of the Shopee has a significant positive effect on the perceived value. (3) The perceived value of the user of Shopee has a significant positive impact on the purchase intention. (4) The perceived risk of Shopee users has a negative impact on the purchase intention. (5) The brand image of Shopee users has a significant positive impact on the purchase intention.

並列關鍵字

purchase intention ； perceived value ； platform brand image ； perceived risk

參考文獻

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