分析消費者知覺風險對行銷溝通工具之評估選擇－以水上運動業為例

Analyzing Customer Marketing Selection Base on Risk Effect – an Example of Water Activies Services

蔡浩瑀(Hao-Yu Tsai)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/cycu200900942

摘要

摘要
隨著國人生活水準的提升，人們越來越重視休閒品質，對休閒遊憩活動需求日益增加，加上台灣四面環海的地理環境優勢，水上運動成為國人所偏好休閒的遊憩活動之一。水上運動屬於較高風險的活動，因此，水上運動服務業的經營中，需要思考消費者承擔風險性，在過去的研究中，發現當消費者面對不確定性風險且缺乏產品資訊時，便會產生各種不同的知覺風險，降低購買意願；因此，在管理服務業過程中，深入分析知覺風險有其必要性，透過研究消費者的知覺風險可進一步了解其中策略運用的機會與可能性。
行銷策略中的行銷溝通工具，其目的是傳遞產品資訊與降低消費者知覺風險；而目前的台灣水上運動業者所使用的行銷方式，多以增加其知名度為主，並未從消費者的風險面來著手，若業者能在行銷上多著重於消費者較重視的知覺風險上，不僅可提升其業績，亦可使資源做最有效的配置。因此，本研究透過文獻收集、以及問卷上的實際訪查，採取回歸分析作為研究工具，分析在不同的風險知覺下，行銷策略應採取的行銷溝通工具，進而規劃業者之行銷溝通策略。
本研究分析得知，在面對消費者不同的知覺風險下，會因其對行銷溝通工具的偏好有所不同而所承受的風險程度也隨之改變；在面對社會風險與身體風險時，以直效行銷中的文字或圖片的方式可有效降低其風險程度，而在面對財務風險與心理風險時，分別以銷售推廣中的贈品與口碑中的間接傳遞的方式可有效降低其風險程度；但其中以績效風險與時間風險並不適用行銷溝通工具。而業者在進行行銷溝通策略時，若能善用本研究對於消費者知覺風險與行銷溝通工具的關係之研究，作為行銷策略規劃之參考，定可降低消費者疑慮，促使消費者消費意願。

關鍵字

行銷溝通工具 ； 知覺風險 ； 消費者行為 ； 水上運動

並列摘要

Abstract
The demands of recreational activities are increase with the rising of life quality. Because of the geography environment of Taiwan is surrounding by ocean, water activities becomes one of the most popular recreational activities of compatriots. Water sport have the high risky characteristic. Risk which consumer taken should be consider in water sport service. It is known from the past researches, different perceived risks will happen when the consumer face to the uncertain risk and the product information is lacked, and then it will reduce the purchase willing. It is necessary to analyze the perceived risks deeply in the process of service industry management. The opportunity and possibility of applying strategy could be realize more through the researching the perceived risks of consumers.
The target of the communication of marketing strategy is to send the products information and to reduce the perceived risks of consumers. In Taiwan, the most marketing way used by the proprietors of water sport presently is raising the fame, but they never considerate about the risk issue of consumers. If the proprietors could emphasize the perceived risks which the consumers focus on, it will not only help to raise the sales. For above reason, this research is according to the result of collecting literatures and the questionnaire, and applies the return analysis for the researching tools. By analyzing the different, there are to find the best marketing communication ways and the proprietors of the marketing communication.
In the result of research, it is known that when the consumers face to the different perceived risks, the risk extent which the consumer took will be changed because of the different leaning of the marketing communication tools. When facing to the society risk and physical risk, the pictures and text of direct marketing are able to reducing the leaning of risk with effect. When face to the financial and psychological risk, the risk is able to be reduced by selling the present and indirectly pass of the public praise, but the performance risk and the time risk are not fit to be used for the marketing communication tools. If this research for researching the consumer perceived risks and marketing communication tools could be reference by proprietors when planning the marketing strategy, the doubt of consumer will be decreased and increase the purchase willing.

並列關鍵字

Perceived Risks ； Consumer Behavior ； Marketing com

參考文獻

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