網路和傳統交易的風險對消費者認知之探討

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)

《危機管理學刊》 11卷2期 (2014/09) Pp. 39-46

https://doi.org/10.6459/JCM.201409_11(2).0005

摘要

由於時代的變遷及全球國際化的影響下，使交易的種類與方式變的更加多元化，不論是以前傳統交易到現今的網路交易，都說明了人們必須透過交易這個管道來取得所想要的物品，但在透過此一管道時，也同樣存在安全性與買賣雙方對物品看法上的不同，以致產生一定的認知風險；有鑒於此，本研究旨在探討網路和傳統交易的風險對消費者認知的差異，並就傳統與網路交易雙方所面臨的認知風險，採用學者所提到的「社交、身體、心理、財務、效益及時間等」做差異性比較。基此本研究對象必需涵蓋學生、家管、上班族、軍人、教師、公務員、退休人員及其他等八大職業，並將已訪問的457位消費者有效問卷資料，用信度分析、獨立樣本t檢驗、卡方檢定來分析比較。綜上所述研究者認為其結果，將可提供消費者在傳統與網路交易之間做出較佳的決定，有助於買賣雙方的互相瞭解與信任，對經濟發展產生正面的影響。

關鍵字

傳統交易 ； 網路交易 ； 認知風險 ； 消費者行為

並列摘要

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.

並列關鍵字

Traditional transactions ； Internet transactions ； Perceived risk ； Consumer behavior

參考文獻

Bauer, R. A.(1960).Consumer behavior as risk taking.Dynamic marketing for a changing world.(Dynamic marketing for a changing world).:

Cox, D. F.(1964).Risk handling in consumer behavior-an intensive study of two cases.Risk taking and information handling in consumer behavior.(Risk taking and information handling in consumer behavior).:

Cronbach, L. J.(1951).Coefficient alpha and the internal structure of tests.Psychometrika.22(2)

Cunningham, S. M.(1967).The major dimensions of perceived risk.Risk taking and information handing in consumer behavior.(Risk taking and information handing in consumer behavior).:

Kotler, P.(2000).Marketing management.Prentice-Hall Inc..