知覺風險與網路購物意願之相關性研究

A Study on the Relation between Perceived Risk and Internet Shopping Wishes

歐力誠(Li-Cheng Ou)

指導教授 ： 周照偉

義守大學/電機資訊學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00380

摘要

自從網際網路開放給一般大眾使用，使用率以驚人的速度快速成長，二十一世紀是個資訊發達的高科技時代，從最初的單純上網搜尋資料、收發電子郵件到應用電子商務的概念在網路上購物。網路購物有著不受商店營業時間、商店與居住地的距離遠近、商品資訊不透明等等因素而限制購物便利性，讓消費者只要有電腦裝置能連上網路就可以隨時隨地的上網購物。因此網路購物改變了一直以來的消費習慣成為了國人近年來的消費購物的習慣之一(換言之購物的方式已經不僅止於到實體店面購物)。但是由於網路購物無法實際看到、觸摸到商品，也就是無法眼見為憑，因此讓部分消費者對於網路購物這個領域仍心存疑慮導致網路購物的購買意願程度不高，是否使用網路購物會造成自身的損失、觀感不佳等等因素，從結果得知購買習慣、購買意願兩者皆與知覺風險有顯著的相關性，人口統計變項雖與知覺風險較沒有相關性但仍會影響到購買意願。

關鍵字

知覺風險 ； 網路購物 ； 購買意願

並列摘要

The network experienced decades of sustained exponential growth as generations of institutional since it came into being, the 21st Century is an era of advances in information and technology, since people use the Internet to search for information, send and receive e-mail and application of e-commerce. Online shopping has no limits on store hours, distance between shops and places of residence, indefinite product information, and so forth. In case you have access to the Internet then you can shop on the Internet anytime and anywhere. So online shopping changed consuming behavior in recent years. In other words, there is another method of shopping besides going to physical stores. Because during online shopping, consumers can’t actually see and touch the product, there are still suspicion on loss and poor impression. Thus lowers the intension of online shopping. According to the results of this investigation, both purchasing behavior and purchase intention are significantly related to perceived risk, though population factors are not significantly related to perceived risk. While population factors are still significantly related to purchase-intention.

並列關鍵字

Perceived risk ； Online shopping ； purchase-intention

參考文獻

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一、中文部分

1. 「2012中華民國電子商務年鑑」，2012年。