- 期刊
心理風險、產品知識、知覺品質對消費者購買意願影響之實證研究－探討消費者涉入之干擾效果
An Empirical Study of the Effect of Psychological Risk. Product Knowledge and Perceived Quality on Consumer Purchasing Intention-Discussingof the Moderating Effect of Consumer Involvement
摘要
消費者之購買意願關乎企業之獲利程度，而通常消費者購買產品時，常會根據許多外在之線索來加以評估產品，其中如何讓消費者在評估的過程中產生較高的知覺品質並且提升產品在消費者心中之價值，進而讓消費者產生更高的購買意願，則是企業重要之議題。過去學者之研究，消費者在評估的過程中，較多者使用功能及財務風險予以探討，鮮少將消費者之心理風險納入考量，並探討其在消費者知覺價值形成過程中所扮演的角色。固本研究旨在探討產品知識、知覺品質、心理風險與知覺價值各變數間之因果關係，並以涉入程度作爲干擾效果，用上述變數作爲探討消費者購買3G手機意願影響之理論架構。過去學者之研究，鮮少將消費者心理風險考量，因此本研究加以探討心理風險並建立一整合模式。研究方法採用線性結構方程模式(SEM)，經實證結果顯示，3G 手機的知覺品質對於消費者心理風險、知覺價值有顯著影響，但對於消費者購買意願無顯著關係，知覺價值則在心理風險對於購買意願以及知覺品質對於購買意願間，扮演著完全中介的角色，而產品知識對於心理風險、知覺價值的形成以及消費者的購買意願，有著顯著的影響；且本研究亦發現，現今消費者除了考慮功能、財務上等風險外，心理風險也扮演其知覺價值形成的重要角色，而實證中也證實，知覺品質對於消費者心理風險的影響，會隨著消費者之高涉入程度，而隨之減弱。
並列摘要
The purpose of this research was to explore the correlation among production knowledge, perceived quality, psychological risk, perceived value and one moderator- consumer involvement. The above factors were regarded as important theoretical background (framework) to investigate consumers' purchasing intention to 3G mobile phone. This collected data were analyzed by SEM (Structural Equation Modeling). Results indicated that the perceived quality of 3G mobile phone has significant influence on psychological risk and perceived value but no influence on purchasing intention. Perceived value plays an intermediary role between psychological risk and purchasing intention also between perceived quality and purchasing intention. Meanwhile, production knowledge also has a great effect on psychological risk, the formation of perceived value and purchasing intention. The other finding was that psychological risk shows an effect on perceived knowledge except functional risk and financial risk. Under the moderating effect of consumer involvement, perceived quality intense or reduces its effect on consumers' psychological risk.
被引用紀錄
延伸閱讀
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