網購寵物用品知覺價值與購買意願之研究-以促銷與知覺風險為調節變項

本研究主要目的是調查消費者對網購寵物用品的知覺價值、知覺風險、促銷方案與購買意願，並探消費者對於在網路上購買寵物用品之購買行為。以經常使用網路購物並且有飼養過寵物的消費者為主要調查對象，總共回收有效樣本173份，回收資料以敘述性統計分析、差異性分析、驗證性因素分析與結構方程式等方法進行檢定。實證結果顯示：1.受訪者最常在網路購買的類別是寵物日常用品2.基本變項差異性分析結果顯示不同年齡別的消費者對於網購寵物用品的品質價值、財務風險和購買意願上有明顯的差異。3.消費者對網購寵物用品的知覺價值確實會正向影響購買意願，情感、功能和品質三個子構面都有顯著效果。4.風險知覺方面只有時間風險對購買意願有負向影響，而且知覺風險對知覺價值與購買意願之間的調節效果並不存在。5.在促銷方面雖然受訪者偏愛降價及免運費的促銷方案，但這些促銷方法仍未達到影響消費者網購寵物用品的意願。

關鍵字

網路購物；寵物用品；知覺價值；知覺風險；促銷；購買意願

並列摘要

The main purpose of this study is to investigate the consumer's perceived value, perceived risk, promotion method and purchase intention of online shopping for pet supplies, and to explore the consumer's purchase behavior for online shopping pet supplies. We collected 173 samples from consumers who regularly used online shopping and had pets. The collected data were test by descriptive statistical analysis, differential analysis, regression analysis, confirmatory factor analysis and structural equation modeling. The empirical results are as follows: (1) the most popular category of shopping online is pet daily necessities. (2) Consumers of different ages have significant differences in the quality value, financial risk and purchase intention of online shopping pet supplies. (3) Consumers' perceived value of online shopping pet supplies will positively influence purchase intentions. (4) For perceived risk, only time risk has a negative impact on consumers’ purchase intention. However, the effect of perceived risk on the adjustment between perceived value and purchase intention does not exist. (5) Although the respondents like the promotions of price reduction and free shipping, these promotions would not influence consumers’ willingness to online shopping pet supplies.