快速關係如何影響線上交易消費者風險認知，消費者信任與再購意願：以越南消費者為例

Role of Swift Guanxi among Perceived Risks and Repurchase Intention in Online Purchasing Intention: An Example of Vietnam

阮玉梅(NGOC-MAI NGUYEN)

指導教授 ： 吳文貴

朝陽科技大學/管理學院/企業管理系/碩士(2020年)

摘要

本研究探討知覺風險對迅速關係和再購意願之影響。 本研究研究進行了問卷調查以收集數據並檢驗假設。 根據越南大學生的285份問卷調查，結果顯著快速關係之所有構面-互相理解（mutual understanding）,互惠幫忙（reciprocal favors），關係協調（relationship harmony）與再購意願有正向影響。 此外，關於產品相關之知覺風險 以及 網路供應商知覺風險與快速關係和再購意願具有負面影響。 本研究也證實了快速關係在知覺風險和再購意願之間的關係中起著中介作用。 另外，本研究提供了一些理論和管理意涵以及提供未來研究的建議。

關鍵字

再購意願 ； 迅速關係 ； 知覺風險

並列摘要

This study aims to investigate the influence of online perceived risks on buyer-seller swift guanxi and repurchase intention in the online purchasing context. In order to collect data and test the hypotheses, this study conducts a questionnaire survey. Based on the 285 responses from Vietnamese university students, the result reveals that all facets of swift guanxi which include mutual understanding, reciprocal favours and relationship harmony are positively related to the buyer’s repurchase intention. Besides, the online perceived risks associated with both products and web-vendors have a negatively significant influence on the buyer-seller swift guanxi and the repurchase intention. Our findings also confirm the mediate role of swift guanxi in the relationship between perceived risk and repurchase intention. Accordingly, this present study provides several theoretical implications, managerial implications and some future research recommendations.

並列關鍵字

Swift guanxi ； Perceived risk ； Repurchase Intention

參考文獻

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