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題名：社群信任、產品涉入與認知風險對於虛擬社群購買動機之影響研究
書刊名：行銷評論
作者：李來錫 引用關係／謝明晃
作者(外文)：Lee, Lai-hsi／Shieh, Ming-huang
出版日期：2006
卷期：3:2
頁次：頁149-168
主題關鍵詞：虛擬社群；社群信任；產品涉入；認知風險；購買動機；Virtual community；Community trust；Product involvement；Perceived risk；Purchase intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(9) 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:9
  • 共同引用共同引用:0
  • 點閱點閱:37
由於網路虛擬社群社群的形成，形成了一股透過網路達成交易行為的熱潮，且此股透過網路產生的消費者行為亦有異於傳統面對面交易的思維。本研究擬透過現今數個網路最熱門的大型網路二手交易社群為研究對象，探討「社群信任」、「產品涉入」及「認知風險」等變數對社群成員之「購買動機」的影響。本研究以線性結構模式為主要方法，資料收集是以線上问卷方式，針對國內數個大型特定產品討論之網路虛擬社群進行調查，有效樣本共306份。研究結果顯示，整體的結構模式適合度良好，在變數的關係上，「社群信任」與「產品涉入」會顯著正向影響虛擬社群成員之「交易動機」；而「認知風險」則會顯著負向影響虛擬社群成員之「購買動機」；不過社群成員所感受到的「社群信任」並不會對「認知風險」產生顯著負向影響。
This article discusses the effects of community trust, product involvement and perceived risks affecting online purchase intentions of virtual communities. An empirical online investigation is conducted based on 306 members from three well-known virtual communities. The causal relationships among variables are examined having statistical goodness of fit by the structural equation modeling method. Additionally, community trust and product involvement have positive effects to online buying behaviors and perceived risks have negative effects to online purchase intentions. There is no strong evidence to support the hypothesis of trust having any effects to perceived risks.
期刊論文
1.Shim, S.、Eastlick, M. A.、Lotz, S. L.、Warrington, P.(2001)。An online prepurchase Intentions model: The role of intention to search。Journal of Retailing，77(3)，394-416。  new window
2.Van der Heijden, H.、Verhagen, T.(2004)。Online Store Image: Conceptual Foundations and Empirical Measurement。Information and Management，41(5)，609-617。  new window
3.Christopher, M. J.(2001)。A Survey of Current Research on Online Communities of Practice。The Internet and Higher Education，4(1)，45-60。  new window
4.Kim, Woo Gon、Lee, Chang、Hiemstra, Stephen J.(2004)。Effects of an online virtual community on customer loyalty and travel product purchases。Tourism Management，25(3)，343-355。  new window
5.Corbitt, Brian J.、Thanasankit, Theerasak、Yi, Han(2003)。Trust and E-commerce: A Study of Consumer Perceptions。Electronic Commerce Research and Applications，2(3)，203-215。  new window
6.Eric, C. C. S.、John, A. D.(2004)。Comparing the Impacts of Internet Technology and National Culture on Online Usage and Purchase from a Four-country Perspective。Journal of Retailing and Consumer Services，11，385-394。  new window
7.Sim, L. L.、Koi, S. M.(2002)。Singapore's Internet Shoppers and Their Impact on Traditional Shopping Patterns。Journal of Retailing and Consumer Services，9，115-124。  new window
8.Syed, H. A.(2003)。Digital Divide and Purchase Intention: Why Demographic Psychology Matters。Journal of Economic Psychology，24，321-327。  new window
9.Brooker, G.(1984)。An Assessment of an Expanded Measure of Perceived Risk。Advances in Consumer Research，11(1)，439-441。  new window
10.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
11.Chau, P. Y. K.、Hu, P. J. H.(2001)。Information technology acceptance by individual professionals: A model comparison approach。Decision Sciences，32(4)，699-719。  new window
12.Romm, Celia、Pliskin, Nava、Clarke, Rodney(1997)。Virtual Communities and Society: Toward an Integrative Three Phase Model。International Journal of Information Management，17(4)，261-270。  new window
13.Bellman, S.、Lohse, G. L.、Johnson, E. J.(1999)。Predictors of Online Buying Behavior。Communications of the ACM，42(12)，32-38。  new window
14.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
15.Jarvenpaa, Sirkka L.、Knoll, Kathleen、Leidner, Dorothy E.(1998)。Is Anybody Out There? Antecedents of Trust in Global Virtual Teams。Journal of Management Information Systems，14(4)，29-64。  new window
16.Ridings, Catherine M.、Gefen, David、Arinze, Bay(2002)。Some Antecedents and Effects of Trust in Virtual Communities。Journal of Strategic Information Systems，11(3/4)，271-295。  new window
17.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
18.Cox, Donald F.、Rich, Stuart U.(1964)。Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping。Journal of Marketing Research，1(4)，32-39。  new window
19.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
20.McAllister, Daniel J.(1995)。Affect and Cognition Based Trust as Foundations for Interpersonal Cooperation in Organization。Academy of Management Journal，38(1)，24-59。  new window
21.Ajzen, I.(1991)。The theory of planned behavior。Organizational behavior and human decision processes，50(2)，179-211。  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.Gefen, D.(1997)。Building users' trust in freeware providers and the effects of this trust on users' perceptions of usefulness, ease of use and intended use(博士論文)。Georgia State University。  new window
圖書
1.Schiffman, Leon G.、Kanuk, Leslie Lazar(1994)。Consumer Behavior。Englewood Cliffs, New Jersey：Prentice Hall, Inc.。  new window
2.Rheingold, Howard(1994)。The virtual community: Finding connection in a computerized world。London：Seeker & Warburg。  new window
圖書論文
1.Houston, M. J.、Rothschild, M. L.(1978)。Conceptual and Methodological Perspective in Involvement。Research Frontiers in Marketing: Dialogues and Directions。Chicago, IL：American Marketing Association。  new window
2.Ajzen, Icek(1985)。From intention to action: A theory of planned behavior。Action control: From Cognition to Behavior。Springer-Verlag。  new window
 
 
 
 
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