消費者產品涉入、知覺風險對購買意願之影響 －零售通路喜好程度的干擾效果

The Effect of Consumer’s Product-Involvement and Perceived-Risk on Purchase Intention by states of favor with Retail Formats

任國光(Guo-Guang Ren)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00239

摘要

摘 要
根據市場研究機構E-ICP資料顯示，2007年全台灣地區洗潤髮用品，市場經濟規模約在85~92億元間，唯以產品涉入、知覺風險探討消費者購買洗髮精意願之研究甚少，遂誘發本研究之研究動機。本研究針對一般消費者作便利抽樣問卷調查，回收有效問卷共500份。研究之目的為建構與驗證消費者對洗髮精產品涉入、知覺風險與購買意願的因果關係模式，另加入零售通路喜好程度為干擾變數，以結構方程式（structural equation model，SEM）及迴歸分析進行驗證。經由實證分析結果，本研究獲得結論如下：
1. 產品涉入對知覺風險有負向之顯著影響效果：產品涉入之主觀認知影響了知覺風險的高低，產品涉入程度越高知覺風險越低。
2. 產品涉入對購買意願有正向顯著之影響效果。
3. 知覺風險對購買意願有負向的顯著影響效果：知覺風險會影響消費者的購買
意願，當消費者知覺風險越高則其購買意願越低，反之，當消費者知覺風險越低則其購買意願越高。
4. 零售通路喜好程度對消費者產品涉入、知覺風險具有干擾效果。
5. 零售通路喜好程度與購買意願並無顯著相關。

關鍵字

產品涉入、知覺風險、購買意願、零售通路

並列摘要

The survey released by a market research organization, E-ICP, shows that in 2007, the market scale of hair-rinse products in Taiwan values about 8.5 to 9.2 billion NT dollars. However, only a scarce number of academic papers researched on topics related to hair-rinse products, such as the product involvement, perceived risk and purchase intention of consumers. This study, being supported by an objective market survey of 500 valid questionnaires on randomly selected interviewees, will provide more comprehensive information on hair-rinse products. The study aims to construct and verify a pattern of causality concerning consumer’s product involvement, perceived risk and purchase intention on hair-rinse products. To further ascertain the study results, the researchers also took into account of interfering variables, states of favor with retail formats, and cross-checked the results with structural equation model (SEM) in their analysis.
The results of this study show as follows:
1. Product involvement influences perceived risk in negative: the subjective recognition of product involvement affects the perceived risk. The more the product involvement, the less the perceived risk.
2. Product involvement influences purchase intention in positive:
the positive causality between perceived risk and purchase intention.
3. Perceived risk has an obvious negative influence on purchase intention: perceived risk affects consumer’s purchase intention – the higher the consumer’s perceived risk, the lower the consumer’s purchase intention. The lower the consumer’s perceived risk, the higher the consumer’s purchase intention.
4. States of favor with retail formats interfere with product involvement and perceived risk.
5. States of favor with retail formats relate to purchase intention is off obvious.

並列關鍵字

product involvement,perceived risk,purchase intention, retail formats

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