銷售者、產品與消費者性別屬性一致性對消費者知覺風險影響之研究_

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題名：	銷售者、產品與消費者性別屬性一致性對消費者知覺風險影響之研究
作者：	洪朝陽
作者(外文)：	Chao-Yang Hung
校院名稱：	中國文化大學
系所名稱：	國際企業管理研究所
指導教授：	謝安田
學位類別：	博士
出版日期：	2005
主題關鍵詞：	性別屬性；一致性；知覺風險；gender；congruence；perceived risk
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:29

本研究問題是探討銷售者、產品與消費者性別屬性一致性對消費者知覺風險之影響，研究目的為擴充消費者知覺風險理論之知識論，並探討消費者性別差異、台灣與中國大陸地區差異是否產生干擾效果以為企業選任、訓練直接銷售人員及開拓大陸市場之理論依據。
本研究是透過問卷(questionnaires survey)的方式，總計共發出400份問卷，總共回收問卷281份，扣除作答不完全的問卷20份，有效問卷共計261份，有效回收率為65.25%。
本研究發現，銷售者、產品與消費者三者間之性別屬性一致性愈大，消費者知覺風險愈小，亦即銷售者、產品與消費者之性別屬性完全一致的消費者知覺風險小於銷售者、產品與消費者性別屬性部份一致的消費者知覺風險。另外在銷售者、產品與消費者性別屬性部份一致的三種情境(銷售者-消費者性別屬性一致、產品-消費者性別屬性一致、銷售者-產品性別屬性一致)中，又以銷售者與產品二者性別屬性一致對消費者知覺風險之影響的影響最大。至於消費者性別差異，只在銷售者-產品性別屬性一致影響消費者知覺風險之情境下產生干擾而台灣與大陸地區差異則對前述結果均產生干擾效果。實證資料支持本研究的部份假設，本研究並提出後續研究及管理應用之建議，以供參考。

以文找文

This study empirically examines the impact of gender-congruence among Sellers, Products and Buyers on Consumer’s Perceived Risk. The purposes of this study are to 1.expand the epistemology of consumer’s perceived risk, and to 2. discuss whether that the gender difference between consumers and regional difference between Taiwan and China will create the moderating effects, and to 3. provides the theory basis for (1) recruitment and training for direct sales representatives among enterprises and for (2) exploring markets to Mainland China.
The analytical approach of methodology is applied to analyze the parsimonious relationship by the cross-sectional survey. The samples used for this study consisted of consumers from Taiwan and China. Of the 400 surveys distributed, 281 were returned. Deducting 20 questionnaires that contained missing data and were unsuitable, 261 were accepted as valid samples; therefore, an effective response rate of 65.25% was presented.
Results indicate that higher degree of gender-congruence among sellers, products and buyers causes lower degree of consumer’s perceived risk. The consumer’s perceived risk of totally gender-congruence among sellers, products and buyers is lower than that of partially gender-congruence among sellers, products and buyers. In addition, the gender-congruence between sellers and products situation has the highest impact degree on the consumer’s perceived risk among the following 3 combinations: gender-congruence between sellers and buyers, gender-congruence between products and buyers, gender-congruence between sellers and products. The moderating effect of the gender difference of consumers on the relationship among gender-congruence of sellers, products and buyers to consumer’s perceived risk is only significant when the situation of gender-congruence of sellers and products takes place. However, the moderating effect of the regional difference between Taiwan and China on the relationship among gender-congruence of sellers, products and buyers to consumer’s perceived risk is significant in several situations. The managerial implications of the findings are discussed and recommendations for future researches are suggested.

以文找文

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