網際網路時代來臨,如何結合行銷策略與資通科技所創造出及時互動介面以快速回應顧客,以提高消費者線上購物意願是目前企業相當重視的課題。 根據消費者的購買模式,資訊搜尋是促成購買決策的重要步驟。產品的資訊豐富度應有助於消費者降低知覺風險提升購買意願。面對現今網路市場多元的行銷表現,從一般的文字、圖形,到互動的虛擬經驗,網路資訊豐富度的表現方式發展日新月益。網路購物無法觸碰到實際的商品,消費者只能經由網路所提供的資訊來了解產品。資訊的量與本質 (amount and nature) 常是網際網路電子市場效率與交易活動的關鍵。如果在網路媒體的內容呈現上,賣方能適當的傳播產品資訊,將可減少買方網路購物的資訊搜尋時間而降低交易成本。其所展現的資訊豐富特性也能消除雙方資訊的不對稱性,增進交易態度。因此本研究透過凖實驗設計進行驗證。加入新資通科技,即網站媒體的新資訊形式─動態影片與聲音的虛擬互動影技術運用,重新探討產品在不同資訊豐富度之呈現方式下對於知覺風險的影響。 本研究藉由三種不同的資訊表現類型作為資訊豐富度之控制項目。將知覺風險分為財務風險、績效風險、心理風險、社會風險、時間風險五構面為依變項。將產品及網購經驗作為消費者涉入度構面,做為調節變數。於線上採隨機分配發放問卷,分析及檢驗網路資訊豐富度對於知覺風險構面之影響。並探討涉入性高低對知覺風險影響之關聯性,分析研究發現之策略性意涵。以做為網路購物網站資訊設計之參考建議。
According to purchase patterns of consumers, information search is an important step to reinforce a purchase decision. The information richness of products should help consumers decrease perceived risks and increase purchase willingness. However, the diversified marketing performances of current web markets have developed from general word and graphic to interactive virtual experiences. The performance ways in showing web information richness have changed and improved greatly. This research, therefore, aims to understand the possible influences web information richness have on perceived risks. Hence, this research will precede verification through experiment design: In this research, three different information performing environments are created as the control item for information richness. Products and web purchase experiences are treated as how involved consumers are, used as the moderating variable. Perceived risks include the following five aspects: Financial risk, performance risk, psychological risk, social risk, and time risk. Experiment design applies convenience sampling and questionnaires are randomly assigned online. SPSS 12.0 is used for data analysis and verification in order to study the influences web information richness has on perceived risks. Further exploration is conducted based on the strategic implication of study results, followed with appropriate suggestions to be mentioned.