以信任與知覺風險探討高涉入二手市場之研究

A Study of Secondhand Market for High Involvement Product based on trust and perceived Risk.

簡秀蘭(Hsiu-Lan Chien)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00416

摘要

隨著環保意識的抬頭及歐盟法令WEEE之規範，加上現今生產技術的進步，使得耐久財產品的生命週期越來越長，二手市場的發展也愈發篷勃，世界各國紛紛開始注重產品回收與再生之問題。
本研究主要探討對象為高涉入二手產品，嘗試達成下列研究目的：一、探討消費者對高涉入二手商品購買的態度與消費者心理因素之影響。二、探討環保意識對消費者購買高涉入二手商品是否有相關性。三、探討高涉入二手市場中，品牌與購買意願間之相關性。四、探討高涉入二手市場中，知覺風險與購買意願間之相關性。
針對306份有效問卷進行分析，實驗包含的自變數有五項，分別為儉約、環保意識、消費者企業社會責任認同度、產品的品牌評價、產品的知覺品質、產品的知覺風險，進行其主要效果和應變數-消費者購買意願間之關係。研究結果除了環保意識之外，其餘變數皆與消費者意願有顯著相關。

關鍵字

信任 ； 知覺風險 ； 高涉入 ； 二手市場

並列摘要

With the rise of environmental awareness, the applications of EU WEEE regulations, and the advancement of technology, the life cycles of durable commodities is lengthened. Hence, second-hand markets are getting popular. With this popularity, the concepts of product recycling and renewable energy havegained much attention internationally.
This study aims to investigate and explore 1) the correlation between consumers’ attitude toward high involvement second-hand products and consumers’ psychological characteristics, 2) the correlation between consumers’ environmental awareness and consumers’ purchase intention for second-hand products, 3) the correlation between brands and consumers’ purchase intention in second-hand products market, and 4) the correlation between perceived risks and consumers’ purchase intention for high involvement second-hand products.
There are 309 questionnaires distributed and 306 collected for further analysis. The response rate is 99%. There are six independent variables for the statistical analysis: 1) thrifty, 2) environmental awareness, 3) consumers’ recognition to enterprise’s social responsibilities, 4) consumers’ perception to the brands, 5) consumers’ awareness of product quality, and 6) consumers’ perceived risks to the products. The relationship between the main effect and dependent variable, consumers’ purchase intention, is examined.Results show that all the independent variables other than environmental awareness exhibited statistically significant relationship with purchase intention.

並列關鍵字

Trust ； Perceived Risk ； High Involvement ； Second-hand Market

參考文獻

6. 吳萬益、林清河（2001），企業研究方法，華泰文化事業股份有限公司，台北。

14. 陳淑娟、楊珮綺、林永順（2009），產品涉入、知覺風險與資訊傳播影響消費者購買果醋意願的研究。美和技術學院學報，28(1)：87-104。

23. 蔡東峻、李奇勳、吳萬益(2004)，價格、保證及來源國形象對產品評價與購買意願的影響，管理學報，21(1)：21-46。

24. 魏文欽、侯耀庭（2008），消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究，International Journal of Lisrel，1(1)， 61-72。

21. 黃識銘(1999)，「生活型態」、「消費態度」與「消費行為」之關連性研究：臺灣地區世代群剖，私立元智大學管理研究所碩士論文。