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題名:與風險有關之因素對於消費者態度及行為的影響:網路購物之階層模式應用
作者:張曼玲
作者(外文):Man-Ling Chang
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:陳淑惠
吳萬益
學位類別:博士
出版日期:2007
主題關鍵詞:風險態度人格知覺風險社會影響之敏感度消費者知識網路購物啓發涉入購買意圖消費者態度Consumer AttitudeSusceptibility to Social InfluenceInvolvementConsumer KnowledgeHeuristicsRisk AttitudePersonalityPurchasing IntentionPerceived RiskOnline Shopping
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近年來,線上購物成為盛行的交易方式。然而,仍有許多消費者對於使用線上購物感到猶豫,主要原因在於個人資訊之隱私與安全性,以及信用卡之考量。這些考量所隱含的意義為:消費者認為線上購物是具風險性的。因此,知覺風險顯然在線上購物中扮演一重要角色。過去已有眾多文獻探討在線上購物的環境中,決定知覺風險的因素;然而,這些因素多屬於情境面或環境面之因素。事實上,在消費者尚未涉入線上購物的情境中,或尚未形成購買決策時,仍存在著決定消費者知覺風險之一般性因素。
本文利用兩階段研究來探討知覺風險在網路購物中所扮演之角色。第一階段之研究是根據Mowen (2000)所提出之3M模式,試圖整合知覺風險的一般性決定因素,以發展一知覺風險的階層性模型。第二階段研究之目的在於探討知覺風險的結果變數,並考慮消費者涉入程度及啟發兩種決策制定風格之干擾效果。此外,本研究並測試第二階段模式在不同網頁風格及產品類別之下的差異。
研究結果發現,在知覺風險的階層性模型中,消費者之人格以及風險態度被視為是影響知覺風險的重要因素。而情境特質則包括消費者知識與社會影響之敏感度兩因素,此兩者亦能影響知覺風險之程度。網路購物之知覺風險會影響消費者對於特定網頁或產品之風險的評估,而此風險之評估又會進一步影響消費者決策模式之選擇、消費者對於線上購物之態度及行為意圖。除此之外,消費者涉入程度及啟發將會干擾知覺風險對於線上購物之態度及行為意圖。整體而言,實證資料支持第一階段研究中的知覺風險之階層模式;此外,第二階段研究之理論模式在不同之網頁風格及產品類別下亦可適用。由於過去有關線上購物的研究尚未能有效整合知覺風險、決策模式、及態度理論,因此本研究之結果希望能提供學術界及實務界關於線上行銷一些啓示。
Online shopping has become a prevalent pattern of transaction. However, many consumers still hesitate to shop online mainly due to information privacy and security issues, as well as credit-card concerns. These concerns imply that online shopping is perceived as risky by consumers. Thus, it is obvious that perceived risk plays an important role in online shopping behavior. Numerous studies have investigated the determinants of perceived risk in the context of online shopping; however, these factors pertain to the con-ditions embedded in the context or environment wherein consumers engage in shopping. In fact, the perception of risk will arise even if consumers are not involved in the specific context of shopping. Thus, there are some general antecedents to an individual’s perceived risk prior to immersion in the context of online shopping and prior to making the purchase decision. Previous studies regarding this research issue are limited and deserve further evaluation.
This study attempts to elaborate the roles of perceived risk by utilizing two-stage stud-ies. Stage 1 of this study integrates the general risk-related determinants of perceived risk in order to develop a hierarchical model of perceived risk based on Mowen’s (2000) 3M model. In addition, stage 2 is concerned with the consequences of perceived risk by taking the moderating effects of decision-making style into account. The integrated model is then tested repeatedly in diverse purchasing situations with different web presentation styles and product categories.
The findings indicate that personality and risk attitude are significantly influential variables for perceived risk toward online shopping. Situational traits, including consumer knowledge and susceptibility to social influences are also considered to be critical in de-termining the consumer’s perception of risk. Perceived risk toward online shopping is sig-nificantly related to perceived risk toward the website/product, which further influences purchasing intention through cognition- and affect-based attitudes. Moreover, the moder-ating effects of decision making style on the relationship between perceived risk toward the website/product and its consequences are conditional. Taken collectively, the hierar-chical model of perceived risk and the model involving the influences of perceived risk toward the website/product are supported by this study. Additionally, the generalizability of the models in stage 1 and stage 2 is guaranteed after testing these models with various data subsets. Since perceived risk appears very crucial for promoting online shopping, the results of this study may provide an influential reference for academicians and practitioners when considering the role of perceived risk in website marketing.
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