認知風險對於購買意願影響之研究-以中古認證車為例

The Impact of Perceived risk on Purchase Intention – A Case Study on the Procurement of Certified Second-hand Car

林正浩(Zheng-Hao Lin)

指導教授 ： 陳永信

亞洲大學/管理學院/經營管理學系碩士班/碩士(2011年)

摘要

消費者購買中古車的考量因素有很多，諸如：(1)經濟層面的考量(2)停車位的考量(3)治安的考量(4)價值觀的差異(5)駕駛技術的考量，其中便宜的價格是中古車吸引消費者的重要因素。然而現今社會因不肖業者的存在，事故車、泡水車、AB車、贓車等新聞時有所聞，導致消費者對於購買中古車的認知風險更為增加。本研究以Monroe & Krishnan(1985)所提出之認知價值概念模型為基礎，並加入認知風險此一構念，期望能藉此完善認知價值概念模型對於資訊不對等商品之衡量方式，以及釐清消費者在做購買決策前，對於認證中古車之各項認知為何，彼此之間又如何相互影響，並探討消費者涉入程度對於認知風險與購買意願間之干擾效應。
本研究分別於台灣(北、中、南)地區中古車消費者並在中古車販售地點發放問卷，回收有效樣本共400份。利用AMOS7.0軟體進行分析，確認模型與樣本無差異後進行分析。結果發現認知價格對於認知風險具有直接負向的影響、認知風險對於購買意願具有直接負向的影響，消費者涉入程度對於認知風險和購買意願兩者之間不具有干擾效應。並且在驗證模型中發現，消費者的認知價格會對於購買意願產生直接負向之影響，顯示認知價格並非完全依靠認知品質與認知犧牲來對購買意願造成影響。

關鍵字

認知價值 ； 認知風險 ； 涉入 ； 認證中古車

並列摘要

Customer takes into account many factors in the purchase decision for a second-hand car. To name a few, economic consideration, ease of driving, security and safety features, ease of parking, and total value. Although price is the top priority among them, concerns about concealed accident record by unscrupulous ex-owner, stolen car, car underwent flood damage aggravate consumers’ perceived risk in the process of buying a second-hand car. o unscrupulous operators, bring about accident car, flood- damaged cars and stolen cars and other news often heard. It increases consumer's perceived risk for purchase used car. Based on Monroe and Krishnan’s “Perceived Value Model” this study incorporates another factor “perceived risk” into the model to investigate its impact on customer decision under the context of information asymmetry without having the certificate of good-shape for the second-hand car, and how consumer involvement moderates the relationship between the perceived risk and purchase intention.

This study surveys car users in the Taiwan including north, central, and southern regions and analyzes data via Structure Equation Modeling by AMOS 7.0. The result demonstrates that price has a direct negative effect on purchase intention, and customer involvement does not moderate the association between perceived risk and purchase intention.

並列關鍵字

perceived value ； perceived risk ； involvement ； certified second-hand car

參考文獻

畢威寧（2006）。結合田口損失函數與層級分析法應用於中古車仲介服務之研究。Journal of Technology, 21(2), p.197-206。

Ahmed, Z. U., Johnson, J. P. & Boon, L. C. (2004). Does Country of OriginMatter for Low-Involvement Products. International Marketing Review, 21(1), 102-120.

Anderson, J. C. & Gerbing, D. W. (1988). Structural Equaltion Modeling in practice: a Review and Reccomended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.

Andrews, J. C. & Shimp, T. A. (1990). Effects of Involvement: Argument Strength and Source Characteristics on Central and Peripheral Processing of Advertising. Psychology and Marketing, 7(3), 195-214.

Antil, J. H. (1984). Socially Responsible Consumers: Profile and Implications for Public Policy. Journal of Macromarketing, 4(2): 18-39.