行動電話消費者風險與利益知覺調整模式之研究

消費者於購買產品時，經常因為不同資訊的影響而調整其消費知覺，進而影響其購買行為；其中以利益與風險為兩個主要知覺。因此，為增進消費者購買動機，有必要針對消費者的風險與利益知覺調整模式進行探討。由於行動電話可說是目前大學生使用最頻繁的物品之一，故本文將以大學生購買行動電話產品為例，探討消費者面對外在資訊來源時，如何調整其對該產品的知覺。本研究將以輻射波影響當作風險知覺，以通訊品質當作利益知覺，透過資訊整合理論來探討大學生於購買行動電話產品時，如何調整其風險與利益的認知。本研究以大學生為研究對象，運用實驗設計與資訊整合理論探討消費者的行動電話產品的初始知覺，於分別導入風險與利益知覺，以及面對新外在資訊影響後，經由知覺調整所產生的行為決策。經由實驗與統計分析結果發現導入風險資訊會明顯地把強初始購買意願削弱。

關鍵字

消費者行為；風險知覺；利益知覺；資訊整合理論

並列摘要

Consumers' purchasing behavior is usually influenced by their perception on products, which might be adjusted according to varied information about products. Benefit and risk are two major perceptions that will influence consumers' behavior and therefore, in order to reinforce consumers' purchasing motivation, it is necessary to study the adjusting model of consumers' risk and benefit perceptions. This paper will take college students' purchasing behavior in cellular phones as example to investigate the adjustment of students' perceptions on the cellular phones when they receive varied information. The influence of radiation on health is taken as risk perception and the communication quality is taken as the benefit perception. The information integration theory in conjunction with experimental design is employed to analyze college students' adjusting process between risk and benefit perceptions as well as the behavioral decision when college students are influenced by new information. Based on the research results, it can be found that risk perception will significantly decrease the strong initial purchasing willingness.

並列關鍵字

consumers' behavior ； risk perception ； benefit perception ； information integration theory

參考文獻

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