金錢象徵意義對於網路購買意願之影響-以知覺利益、知覺風險為中介變數

THE EFFECTS OF SYMBOLIC MONEY MEANINGS ON ONLINE PURCHASE INTENTIONS WITH PERCEIVED BENEFIT AND PERCEIVED RISK AS MEDIATORS

黃文慧(Wen-Hui Huang)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

本研究試圖瞭解消費者對於金錢象徵意義的知覺是否影響其網路購買意願，並且以知覺利益與知覺風險為中介變數，探討知覺的金錢象徵意義是否會透過知覺利益與知覺風險，對購買意願產生影響。以網路抽樣調查，共回收了樣本500份，扣除無效樣本問卷後剩下462份，並以結構方程模式、因素分析、信度分析、效度分析等進行檢定。
研究結果發現金錢象徵意義的知覺之四個構面中，只有身分對購買意願有顯著的直接效果，擔心、成就與安全對購買意願皆無顯著直接效果。對於成就而言，知覺利益與知覺風險完全無中介效果；知覺風險對安全具有完全中介效果；知覺利益與知覺風險對擔心具有完全中介效果；身分而言，因為其對購買意願有顯著的直接效果，透過知覺利益也會對購買意願產生影響，因此有部份中介效果。

關鍵字

購買意願 ； 知覺風險 ； 知覺利益 ； 金錢象徵

並列摘要

The primary purpose of this study was to examine the effects of perceptions of symbolic money meanings to influence purchase intentions on online shopping with perceived benefits and perceived risks as mediators. Using online survey a total of 462 usable questionnaires were collected for use in the analyses with SEM.
The results show that only status of the four dimensions of symbolic money meanings has direct effect on purchase intentions; but worry, achievement, and security do not have direct effects on purchase intentions at all. Perceived benefit and perceived risk completely mediate the effects of worry, achievement, and security on purchase intentions, but partially mediate the effect of status on purchase intentions.

並列關鍵字

perceived risk ； perceived benefit ； purchase intentions ； symbolic money

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