網路購物知覺風險與顧客滿意度相關之研究以購買3C產品為例

The correlation between perceived risk of internet shopping and customers'' satisfaction - using purchase of 3C products as an exampl

何虹慶(Hung-Ching He)

指導教授 ： 王安平

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

台灣網路購物市場經過了2009年金融風暴後，仍然以可觀的速度持續成長，但近年來網際網路上的詐騙、入侵、病毒破壞、資料竊取等資訊安全事故及以及售後服務與退貨保證等問題一再發生，讓消費者感承受到不少網路購物的風險。本研究探討消費者採行網路購物行為時的知覺風險及購買後的顧客滿意度，以台灣在網路購物3C的消費者為研究對象，用網路問卷的方式進行實證分析，共收集140份有效問卷，以SPSS進行統計分析，獲得以下幾點結論：1.消費者特性中對知覺風險有顯著關係，尤其以教育程度對隱私安全風險及內在環境特性對財物及功能風險最為明顯。2.知覺風險中的隱私安全風險對網路購物行為具有顯著的負相關。3.顧客滿意度為顧客忠誠度前因變項具有顯著的正相關。

關鍵字

顧客滿意度 ； 知覺風險 ； 網路購物行為 ； 顧客忠誠度 ； 消費者特性

並列摘要

After 2009 the Global Financial Storm, the internet shopping market still continually grew by the considerable speed, but in recent years, Internet cheating, invasion, viral destruction, data steals and information security accidents, questions about produce services and returned goods guarantee are occurs repeatedly, let the consumer feel risky about internet shopping.
This study discusses the consumer internet shopping behaviour, perceived risk and customer satisfaction, take 3C internet shopper in Taiwan as the object of study, analysis with the network questionnaire, altogether collects 140 effective questionnaires and statistical analysis by SPSS, obtains following several conclusions: In the consumer characteristic has the remarkable relations to perceived risk, especially the education level is most obvious to the privacy security risk and the intrinsic environment characteristic to the belongings and the function risk.2. In perceived risk, privacy risk has the remarkable inverse correlation to the internet shopping behavior.3. The customer satisfaction has the remarkable positive correlation for the customer loyalty.

並列關鍵字

customer loyalty ； perceived risk ； consumer characteristic ； internet buying behaviors ； customer satisfaction

參考文獻

3. Cadotte, Ernest R., Robert B. Woodruff and Roger L. Jenkins,(1987). “Expectations and Norms in Models of Consumer Satisfaction” Journal Marketing Research, Vol.24 (Iss.3), pp.305-314.

4. Cina, C. (1989), “Creating an effective consumer satisfaction program”, The Journal of Business and Industrial Marketing, Vol. 4, pp. 33-42.

9. Deighton, J. (2004). The Presentation of Self in the Information Age. Harvard Business School Marketing Research Papers, 4(2).

10. Dick, A.S. and Basu, K. (1994), “Customer loyalty:toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22, pp. 99-113.

13. Dowling G. R. and R. Staelin. “A Model of Perceived Risk and Intended Risk-Handling Activity.”Journal of Consumer Research 21, (1994): 119-134.