脈絡線索對網路購物之影響－以知覺風險模式爲中介效果

The Influence of Context Cues in Internet Shopping-The Mediating Effects of Perceived Risk Model

10.30066/JCS.200903.0005

何雍慶(Yung-Ching Ho)；蔡青姿(Ching-Tzy Tsai)

脈絡線索 ； 知覺風險模式 ； 口碑 ； 網路購物 ； Context Cues ； Perceived Risk Model ； Word-of-Mouth ； Internet Shopping

顧客滿意學刊

5卷1期（2009 / 03 / 01）

121 - 148

繁體中文

脈絡線索是消費行爲理論中影響消費者購買決策很重要的因素，但國內外研究卻是罕見。本研究試圖以知覺風險模式驗證脈絡線索對網路購物的影響。利用問卷調查方法，收集有效樣本爲243份，經結構方程模式分析，結果發現脈絡線索會透過知覺品質、交易風險及知覺價值而影響購物意願，尤其是外部線索與口碑傳播間存在著抵換的關係。在知覺風險模式的中介效果中，知覺品質調節外在品質線索與知覺價值；知覺犧牲調節外在價格線索與財務風險；交易風險則調節口碑與知覺價值；知覺價值也調節了知覺品質、交易風險與購買意圖之間的關係。因此，如何提高消費者的知覺品質與知覺價值，以及降低交易風險，才是未來網路商店經營者營運的重要議題。

The context cues are the key factor that affects the consumer to purchase in the consumer behavior theory and still lack of research. The study mainly aims at investigating the mediating effects of perceived risk model that influences the context cues in internet shopping. The paper uses questionnaire survey method with 243 university students and Structure Equation Model for the analysis. Significant hypothesized paths are found that will affect purchase intention through perceived quality, transaction risk and perceived value, especially that there exists exchangeable relationship between extrinsic quality cues and Word-of-Mouth. The perceived quality mediates the relationship between extrinsic quality cues and perceived value in the perceived risk model; perceived sacrifice mediates the relationship between extrinsic price cues and financial risk; transaction risk mediates relationship between the Word-of-Mouth and perceived value; perceived value also mediates the relationships among perceived quality, transaction risk and purchase intention. Therefore, how to rises perceived quality and perceived value and reduce transaction risk to consumer will be a vital topic for managing internet shopping in the future.

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