Translated Titles

The Exploration of Consumers' Perceived on the Risks of Traditional Transaction and Internet Transaction




李健平(C. P. Li);吳昭彥(C. Y. Wu)

Key Words

傳統交易 ; 網路交易 ; 認知風險 ; 消費者行為 ; Traditional transactions ; Internet transactions ; Perceived risk ; Consumer behavior



Volume or Term/Year and Month of Publication

11卷2期(2014 / 09 / 01)

Page #

39 - 46

Content Language


Chinese Abstract


English Abstract

Due to the time changing and the influence of the global internationalization, types and methods of making transactions become more diversified, whether on traditional trading or internet trading today, it shows that people need to get the transaction through this method to get the items they want. However, in the presence of security and different views on the article from the sellers and buyers, the transactions surely exists certain risks. The purpose of the study is to invest consumer's difference of preference and perceived risk. Likewise, the risks are on both sides of traditional and internet transactions arising, for instance, Cox (1964) had mentioned six faces from social, physical, psychological, financial, performance and time. Making the difference then compared these messages available to consumers and allow the transaction to go between the two decisions, and results of the study will be available to consumers as a reference for future commercial transactions. The subjects in the present study were 457 consumers from eight major occupations in southern Taiwan. The subjects consist of by students, housekeepers, works, soldiers, teachers, public services, retired people, and the other jobs. All the subjects were required to fill out a questionnaire. Then a few of subjects took an interview. The 457 consumers' results of questionnaires were composed by a descriptive statistics, such as, frequency and percentage, and some results were conducted by a t-test and ANOVA. The subjects' responses to the open-ended questions were sampled discussed. According to the results of the above analysis, it can provide consumers to make better decisions between traditional transactions and internet transactions. Besides, it can also be used as a beneficial reference to support marketing managers and the general consumers.

Topic Category 社會科學 > 管理學
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