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  • 學位論文

消費者網路購物決策之認知分析

An Analysis of Cognitive about Consumers Internet Shopping Decisions

指導教授 : 張寧

摘要


越來越多的消費者經常在網路上購買所需的商品及服務。但是相對於實體通路,虛擬通路存在著許多不確定的因素與風險,如隱私性安全、交易安全、產品等。如何使消費者能安心的在網路上消費,並且提供更友善的購物環境,已是網路購物業者必須重視的議題。 本研究設計分為兩階段,首先以主觀態度問卷調查影響網路購物因素外顯的重視程度,受測者包含消費者與經營網路購物之業者,問卷內容區分為高價格情境與低價格情境。消費者須同時填寫高價格情境與低價格情境問卷,以便瞭解在不同情境下所考慮之因素重要性是否有所不同。第二階段是以社會判斷理論(Social Judgment Theory, SJT)問卷調查對影響網路購物因素內隱的權重認知。將主觀態度問卷的題項依因素分析歸納為個人資料保護之安全性、商品種類之多樣性、消費者對網路商家之評價、售後服物之可靠性、付款之便利性等五個構面,並以此五個構面作為社會判斷理論問卷的線索。此階段之受測者區分為較輕度上網者、較重度上網者與店家等三個群體,分別探討各群體之判斷對策與認知衝突成因。其成果包含受測者內心對各項線索的權重與函數圖形。 在研究結果方面,主觀問卷的調查結果顯示,在不同的價格情境,對個人資料安全、產品安全、產品保固的重要性判斷有顯著差異。所得在高價格情境下,對產品安全、產品涉入、商城口碑、店家口碑、產品評價、店家評價、系統品質、售後服務、取貨方式、自主性等10項影響網路購買因素的重要性判斷有顯著差異。職業在低價格情境下,對產品安全、功能資訊、產品評價、商城口碑、店家評價、取貨方式、自主性、價格、一次購足、宅配時間等10項影響網路購買因素的重要性判斷有顯著差異。另SJT問卷調查結果顯示,多數受測者對5項線索大致上都呈現線索強度愈強,購買意願愈高的正相關且所有群體皆以個人資料保護之安全性的權重最高。後者與主觀態度問卷的調查結果一致,顯然個人資料保護之安全性對受測者,不論外顯的態度或內隱的認知都是最為關切的因素。因此強化個人資料保護之安全性或使消費者感到資料安全受保障應當是提升消費者網路購買意願的首要工作。 本研究最後依據研究結果,提出價格、職業與所得等建議提供企業或網路商家未來管理實務之參考。

並列摘要


More and more consumers frequently bought required goods and services through the network. However, with respect to the physical channel, the virtual channels are existed many uncertain factors and risks, such as the privacy safety, trading safety and products, etc. Thus, how to make consumers to have a safe online consumption and provide a more user-friendly shopping environment, which has become a key issue online shopping vendors should be aware of seriously. This study designed into two phases: the first phase used a subjective attitude questionnaire to investigate the explicit emphasis on influencing factors of online shopping. Testees include consumers and owners of online shopping, and questionnaire contents are divided into the high-price situation and low-price situation. Consumers had to fill in high-price situation and low-price situation questionnaire at the same time, in order to understand whether the emphases of considering factors would be different within different situations. The second phase employed the Social Judgment Theory (SJT) questionnaire to investigate the implicit weighting emphasis on influencing factors of online shopping. According to the factor analysis, questions of subjective attitude questionnaire were generalized into 5 aspects, including the safety of personal information protection, diversity of commodity types, consumers’ evaluation of online stores, reliability of after-sales service and convenience of payment, and regarded these 5 aspects as the clue of SJT questionnaire. In this phase, testees were divided into three following groups: light online users, heavy online users and stores, and respectively explored the judging strategy and cause of cognitive conflict for each group. The results showed testees’ inner weightings for various clues and their corresponding function graphs. In terms of research results, the survey outcomes of objective questionnaire showed that within different price situations there’s a significant difference in judging the importance of personal information safety, product safety and product warranty. It showed that within a high-price situation, there’s a significant difference in judging emphasis on 10 influencing factors of online shopping, including product safety, product involvement, store reputation, store reputation, product evaluation, store evaluation, system quality, after-sales service, delivery method and autonomy. For occupation with a low-price situation, there’s a significant difference in judging emphasis on 10 influencing factors of online shopping, including product safety, function information, product evaluation, store reputation, store evaluation, delivery method, autonomy, price, one-stop shopping and delivery time. In addition, the results of SJT questionnaire survey showed a positive correlation of that most testees would have stronger willingness to make purchase with stronger clue level, and all of them had the maximum weighting for the safety of personal information protection. Latter one was consistent with the research results of subjective questionnaire, thus it obviously showed that the safety of personal information protection for testees is the most concerned factor either explicit attitude or implicit recognition. As a result, to strengthen the safety of personal information protection or make consumers to feel their information to be protected safely that should be the priority to improve consumers’ willingness of online shopping. In accordance of research results, this study proposed suggestions in terms of price, occupation and income as the reference to enterprises or online stores for future management practice.

參考文獻


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