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題名：網路購物在知覺風險模式之建構
書刊名：國立虎尾科技大學學報
作者：蔡璞／蔡青姿
作者(外文)：Tsai, Pwu／Tsai, Ching-tzy
出版日期：2006
卷期：25:3
頁次：頁31-44
主題關鍵詞：知覺風險模式；口碑；外部線索；知覺價值；網路購物；Perceived risk model；Word-of-mouth；Extrinsic cues；Perceived value；Internet shopping
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:6
  • 點閱點閱:47
由於全球網際網路與資訊科技的發展迅速，網際網路已成一股新興潮流，但國內電子商店詐欺行為頻傳，使消費者對網路購物之安全性與可靠性產生懷疑，加上網路商店購物的遠距特性，使消費者無法實地接觸或看到產品，更提高了顧客的知覺風險，進而影響其知覺價值。且消費者在購買決策的過程中知覺風險越高則越會從外部線索與口碑中去獲得更多的資訊，而國內外學者對網路購物的知覺風險缺乏全面的瞭解與研究。因此，本研究依據Agarwal & Teas [8] 之知覺風險模型及Monroe & Krihnan[9] 知覺價值模型，並加入口碑變數加以詮釋，試圖驗證本研究網路購物對知覺風險的影響，以建議行銷人員如何影響消費者知覺的風險促使提高他們的知覺價值，以做為網路商店品質改善之方針。
The rapid development of internet and information technologies has made internet shopping a trend of buying. However, transaction frauds have frequently been identified, making consumers suspicious about security and reliability while shopping online. Because the remote nature of internet shopping lacks realistic touch, consumer’s perceived risk is higher than conventional buying that directly influences buyer’s perceived value. While the higher the perceived risk in buyer’s decision-making, the more information would come from extrinsic cues and ‘word-of-mouth’- a research issue less explored in the area of internet shopping. This paper is to construct an interpretive framework to understand the impact on perceived risk in internet shopping. Based on the Agarwal and Teas’ perceived risk model and Monroe and Krihnan’s perceived value model, this research introduces ‘word-of-mouth’ as a new variable. Suggestions to the internet shops are provided to improve consumers’ perceived value by influencing their perceived risk.
期刊論文
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13.Ueltschy, L. C.、Krampf, R. F.、Yannopoulos, P.(2004)。A Cross-National Study of Perceived Consumer Risk Towards Online (Internet) Purchasing。Multinational Business Review，12(2)，59-82。  new window
14.Drennan‚ J.、Mort‚ G. S.、Previte‚ J.(2006)。Privacy‚ Risk Perception‚ and Expert Online Behavior: An Exploratory Study of Household End Users。Journal of Organizational and End User Computing，18(1)，1-22。  new window
15.v. Wangenheim, F.、Bayón, T.(2004)。The effect of word of mouth on services switching: Measurement and moderating variables。European Journal of Marketing，38(9/10)，1173-1185。  new window
16.Agarwal, S.、Teas, R. K.(2004)。Cross-national applicability of a perceived risk-value model。Journal of Product and Brand Management，13(4/5)，242-256。  new window
17.Taylor, James W.(1974)。The Role of Risk in Consumer Behavior。Journal of Marketing，38(2)，54-60。  new window
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19.Hugstand, P.、Taylor, J. W.、Bruce, G. D.(1987)。The Effects of Social Risk on Consumer Information Search。Journal of Service Marketing，1(1)，47-52。  new window
20.Sweeney, Julian C.、Soutar, Geoffrey N.、Johnson, Lester W.(1999)。The Role of Perceived Risk in the Quality-value Relationship: A Study in a Retail Environment。Journal of Retailing，75(1)，77-105。  new window
21.Laroche, Michel、Kim, Chankon、Zhou, Lianxi(1996)。Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context。Journal of Business Research，37(2)，115-120。  new window
22.Doolin, B.、Dillon, S.、Thompson, F.、Corner, J. L.(2005)。Perceived risk, the internet shopping experience and online purchasing behavior: A New Zealand Perspective。Journal of Global Information Management，13(2)，66-88。  new window
23.Conchar, M. P.、Zinkhan, G. M.、Peters, C.、Olavarrieta, S.(2004)。An Integrated Framework for the Conceptualization of Consumers' Perceived-risk Processing。Journal of the Academy of Marketing Science，32(4)，418-437。  new window
24.Featherman, Mauricio S.、Pavlou, Paul A.(2003)。Predicting e-services adoption: A perceived risk facets perspective。International Journal of Human-Computer Studies，59(4)，451-474。  new window
25.Shimp, T. A.、Bearden, W. O.(1982)。Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions。Journal of Consumer Research，9(1)，38-46。  new window
26.Huang, W. Y.、Schrank, H.、Dubinsky, Alan J.(2004)。Effect of Brand Name on Consumers' Risk Perceptions of Online Shopping。Journal of Consumer Behaviour，4(1)，40-50。  new window
27.Tan, S. Jiuan(1999)。Strategies for Reducing Consumers' Risk Aversion in Internet Shopping。Journal of Consumer Marketing，16(2)，163-180。  new window
28.Teas, R. K.、Agarwal, S.(2000)。The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value。Journal of the Academy of Marketing Science，28(2)，278-290。  new window
29.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science，4(3)，199-214。  new window
30.Murray, Keith B.(1991)。A test of services marketing theory: Consumer information acquisition activities。Journal of Marketing，55(1)，10-25。  new window
31.Lim, Nena(2003)。Consumers' perceived risk: sources versus consequences。Electronic Commerce Research and Applications，2(3)，216-228。  new window
32.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Walsh, Gianfranco、Gremler, Dwayne D.(2004)。Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?。Journal of Interactive Marketing，18(1)，38-52。  new window
33.Bansal, Harvir S.、Voyer, Peter A.(2000)。Word-of-mouth processes within a services purchase decision context。Journal of Service Research，3(2)，166-177。  new window
34.Forsythe, Sandra M.、Shi, Bo(2003)。Consumer patronage and risk perceptions in Internet shopping。Journal of Business Research，56(11)，867-875。  new window
35.Dholakia, Utpal M.(2001)。A motivational process model of product involvement and consumer risk perception。European Journal of Marketing，35(11/12)，1340-1362。  new window
36.Agarwal, Sanjeev、Teas, R. Kenneth(2001)。Perceived value: Mediating role of perceived risk。Journal of Marketing Theory and Practice，9(4)，1-14。  new window
37.Campbell, Margaret C.、Goodstein, Ronald C.(2001)。The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm。Journal of Consumer Research，28(3)，439-449。  new window
38.Nelson, Phillip(1970)。Information and Consumer Behavior。Journal of Political Economy，78(2)，311-329。  new window
39.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
學位論文
1.楊雅棠(2004)。關係品質與知覺風險對顧客抱怨行為影響之研究(博士論文)。中國文化大學。new window  延伸查詢new window
2.洪朝陽(2005)。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(博士論文)。中國文化大學，台北。new window  延伸查詢new window
3.張慈凌(2006)。品牌權益、知覺風險、涉入程度對電視購物消費者行為之研究(碩士論文)。大葉大學。  延伸查詢new window
4.韓宇菁(2004)。知覺行銷組合與品牌權益對知覺風險影響之研究(碩士論文)。長榮大學。  延伸查詢new window
5.柯維琳(2005)。網路拍賣之知覺風險、風險管控措施、信任與購買意向間關係之研究(碩士論文)。東吳大學。  延伸查詢new window
6.賴品戎(2005)。生活型態特質、知覺風險與顧客抱怨行為之關聯性研究--以大學學生手機消費者為例(碩士論文)。東海大學。  延伸查詢new window
7.鄭凱湘(2004)。馬尼拉全包套裝團體旅遊產品，使用者期望、體驗滿意度與旅遊知覺風險間的關係之研究(碩士論文)。世新大學。  延伸查詢new window
8.孫天佑(2006)。刺激尋求特性及知覺風險影響東北角磯釣客釣點選擇之研究(碩士論文)。世新大學。  延伸查詢new window
9.陳建宏(2004)。探討信任與知覺風險為中介變項之消費者購物意願結構模式研究--虛擬通路型態與產品類別之比較分析(碩士論文)。南台科技大學。  延伸查詢new window
其他
1.台灣網路資訊中心(200507)。台灣地區寬頻網路使用狀況調查，http://www.twnic.net.tw/download/200307/729x.pdf， 2005/12/23。  延伸查詢new window
2.資策會(20041220)。M台灣計畫推動寬頻管道建置計劃研討會，http://www.iii.org.tw/an25/iii-1/NEWS/NEWS1220.htm， 2005/12/23。  延伸查詢new window
3.蕃薯藤(20050120)。2005台灣網路使用調查，http://survey.yam.com/survey2005/chart/index.php， 2006/06/29。  new window
4.李卓耕(20050314)。電子商務時報，www.ecttime.org.tw/mondaynews.asp?date=2005/3/14， 2005/07/12。  new window
圖書論文
1.Bauer, Raymond A.(1960)。Consumer Behavior as Risk Taking。Dynamic marketing for a Changing World。Chicago：American Marketing Association。  new window
2.Monroe, Kent B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluations。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
 
 
 
 
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