臺灣博碩士論文加值系統

本研究探討電熱毯消費者購買意願與廠商所提供之商品線索、知覺風險之關聯性。在回收252份有效樣本進行統計分析後發現廠商提供之商品線索對購買意願有正向影響。當加入知覺風險之中介變數後，知覺風險扮演完全中介之角色，商品線索透過知覺風險影響消費者之購買意願。唯本研究發現因電熱毯價格高，消費者知覺風險雖高，但在其認知風險可控制下，其消費者之購買意願愈高。

The thesis explores the relationship among the production clues, perceived risks and purchase intention of the electric blanket users. After receiving 252 effective questionnaires, the statistical analysis is conducted. The empirical results indicate that the production clues have positive impacts on purchase intention. As adding the perceived risks as the mediating factor, this study finds a full mediating effect of the perceived risks, implying that the production clues affect the purchase intention through the perceived risks. The results differ from the literature as follows. Due to the high price of the electric blankets, the costumers raise their purchase intention as the customers are fully aware of the perceived risks controllable.

封面內頁
簽名頁
中文摘要　　　　　　　　　　　　　　　　　　　　　 iii
英文摘要　　　　　　　　　　　　　　　　　　　　　 iv
誌謝　　　　　　　　　　　　　　　　　　　　　　　 v
目錄　　　　　　　　　　　　　　　　　　　　　　　 vii
圖目錄　　　　　　　　　　　　　　　　　　　　　　 ix
表目錄　　　　　　　　　　　　　　　　　　　　　　 x

第一章 緒論
第一節 研究背景與動機　　　　　　　 1
第二節 研究目的　　　　　　　　　　　　 2
第三節 研究流程　　　　　　　　　　　　 3
第二章　文獻探討
第一節 碳纖維電熱毯　　　　　　　　　 4
第二節 商品線索　　　　　　　　　　　　 7
第三節 知覺風險　　　　　　　　　　　　 9
第四節 購買意願　　　　　　　　　　　　 14
第五節 商品線索對購買意願之影響　　　　 19
第六節 商品線索對知覺風險之影響　　　　 19
第七節 知覺風險對購買意願之影響　　　　 20
第八節 商品線索、知覺風險對購買意願之影響　 21
第三章 研究方法
第一節 研究架構　　　　　　　　　　　　 23
一、 研究架構與研究假說彙整　　　 23
二、 研究假說　　　　　　　　　　 23
第二節 研究變數之操作型定義與衡量　　　　 24
一、 商品線索　　　　　　　　　　 24
二、 知覺風險　　　　　　　　　　 25
三、 購買意願　　　　　　　　　　 26
第三節 資料分析　　　　　　　　　　　　 27
一、 信度分析　　　　　　　　　　 27
二、 敘述性統計分析　　　　　　　 28
三、 相關分析　　　　　　　　　　 28
四、 迴歸分析　　　　　　　　　　 28
第四章 研究結果與分析
第一節 信度分析　　　　　　　　　　　　 29
第二節 基本統計量表　　　　　　　　　　 30
第三節 敘述性統計分析　　　　　　　　　 31
第四節 相關分析　　　　　　　　　　　　 32
第五節 迴歸分析　　　　　　　　　　　　 34
第五章 結論與建議
第一節 結論　　　　　　　　　　　　 36
一、 商品線索對購買意願之影響 36
二、 商品線索對知覺風險之影響 36
三、 知覺風險對購買意願之影響 37
四、 商品線索將透過知覺風險影響消費者的購買意願 37
第二節 研究建議　　　　　　　　　　　　 38
第三節 研究限制　　　　　　　　　　　　 38
參考文獻　　　　　　　　　　　　 40
附錄　　　　　　　　　　　　 51

圖目錄
圖 1-1 研究流程圖 3
圖 3-1 研究架構圖 23

表目錄
表 2-1 碳纖維電毯與一般電熱絲電毯 6
表 2-2 知覺風險定義 13
表 2-3 購買意願定義 18
表 3-1 研究假說彙整 24
表 3-2 商品線索衡量問項 24
表 3-3 知覺風險衡量問項 25
表 3-3 購買意願衡量問項 27
表 4-1 信度分析表 29
表 4-2 基本統計量表 31
表 4-3 敘述性統計分析表 32
表 4-4 主構面相關係數分析表 33
表 4-5 子構面相關係數分析表 34
表 4-6 迴歸分析表 34

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