電視購物代言人特質與消費者知覺風險之研究

The Study of the TV Shopping Endorser Characteristics on the Perceived Risk of Consumers

張原誠(Yuan-Chen Chang)

《臺南科大學報（人文管理）》 30期 (2011/10) Pp. 171-191

https://doi.org/10.6970/JTUTHSM.201110.0171

摘要

隨著消費者之購物型態改變與虛擬通路服務崛起，台灣在2009年透過電視購物消費的人口已突破300萬，顯示越來越多人使用電視購物方式消費。但由於虛擬通路無法讓消費者直接接觸產品，因此產生的風險會比實體通路高，然而在學術研究中電視購物消費行為仍然是被忽視的。因此本研究由消費者對於電視購物之代言人及知覺風險進行探討，以實驗設計方式進行調查，透過三位不同特質的代言人來代言保健食品時，消費者在知覺風險上的差異，並進一步驗證不同代言人特質對消費者知覺風險之影響，回收之有效問卷為196份。研究結果發現，無電視購物經驗消費者在心理及社會風險會高於有購物經驗；不同特質代言人在身體風險與時間風險上有顯著差異；可靠性特質代言人可降低消費者的身體風險，專業性特質代言人可降低消費者財務、功能、身體、社會及時間風險，具有吸引力特質的代言人可降低消費者的心理風險。

關鍵字

電視購物 ； 代言人特質 ； 知覺風險

並列摘要

With changes in consumer shopping pattern and the rise of the virtual channel service, the population of TV Shopping consumption has exceeded 3 million in Taiwan, 2009. However, products on virtual channel can not be touched directly by consumers so therefore shopping risk on virtual channels is higher than physical ones. In addition, studies of TV Shopping in consumer behavior has been ignored. Therefore, the purpose of this study was to explore the perceived risk and endorser of TV Shopping of consumers. 196 respondents were surveyed to recognize effects on consumer perceived risk with three different characteristics of the endorses on dietary supplement food. Results have shown that consumers without TV Shopping Experience have higher Psychological and Social Risk than those who own shopping experience. Endorser with trustworthiness can reduce consumers' Physical Risk while expertise can reduce consumers' Financial, Functional, Physical, Social and Time Risk. Finally, endorser with attractiveness can reduce consumers' Psychological Risk.

並列關鍵字

TV Shopping ； Endorser characteristics ； Perceived risk