臺灣博碩士論文加值系統

隨著網際網路普及，消費者購物方式轉向線上交易的金額快速成長，網路交易的安全性與可靠性直接影響消費者訂購產品的意願與否。所以本研究以專業旅遊網站產品為例，探討消費者進行網路購物之前，根據自己的興趣與需求，在網路搜尋相關產品訊息，甚至參考網路評價，是否能有效降低購買網路產品的風險，進而決定其後續購買行為。
本研究以EKB模式為理論基礎，探討消費者涉入、知覺風險、購買意願對消費行為的影響，並分析消費者涉入對知覺風險的關係。研究採取便利抽樣方式蒐集資料，將取得的資料以敘述性統計、信度分析、皮爾森積差相關分析、迴歸分析等進行統計分析。
研究結果發現消費者透過網路搜尋旅遊產品資訊時，所產生的主觀風險及不確定性仍然很高，導致無助於完全降低購物時的風險。至於消費者涉入與知覺風險皆能顯著影響購買意願，而且購買行為受到購買意願的直接影響。研究結果將能提供給旅遊網站業者擬訂網路產品行銷時，能有效的整合網路特性，建構網路安全交易的環境，讓網路購物者對網路交易有更多的了解與信任，以促進消費者的購買行為。

With the popularity of Internet, the transaction amount of the consumers shopping online grows rapidly. The security and reliability of Internet transactions directly affect the willingness of consumers to order products on line. Therefore, this study takes products on a professional traveling site as the study case. The aim of the study is to ex-plore whether consumers searching on the Internet according to their interests and needs for the information about related products or even refering to network evaluation before purchasing on line can effetively reduce the risks of purchasing network products and then determine the follow-up buying behavior.
Based on EKB model, this study explores whether consumer involvement, per-ceived risk and purchase intention have impact on consumer behavior. This study also analyzes the relationship between consumer involvement and perceived risk. The study utilizes convenient sampling to collect data and analyzes the obtained information by way of descriptive statistics, reliability analysis, Pearson product-moment correlation analysis, regression analysis for statistical value.
The results showed that although consumers search information of traveling prod-ucts through the Internet, the risks arising from subjective and and uncertainty are still high. As a result, it is impossible to completely reduce the risk of shopping on line. As for consumer involvement and perceived risk, they do have significant impact on pur-chase intention which derectly affect purchase behavior. The findings will be able to provide online traveling agents some ideas to design marketing strategies. If they inte-grate network characteristics effectly, construct safe and secure transaction environment, and let online shoppers have more understanding and trust on online transactions, it is definite that consumer purchasing behavior can be surely promoted.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章 　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節 　研究背景與動機．．．．．．．．．．．． 1
　　第二節 　研究目的．．．．．．．．．．．．．．． 3
　　第三節 　研究範圍和限制．．．．．．．．．．．． 4
　　第四節 　研究流程．．．．．．．．．．．．．．． 5
第二章 　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節 　涉入理論．．．．．．．．．．．．．．． 6
　　第二節 　 知覺風險．．．．．．．．．．．．．．． 12
　　第三節 　消費者行為與購買意願．．．．．．．．． 21
第三章 　研究方法．．．．．．．．．．．．．．．．． 26
　　第一節 　研究架構．．．．．．．．．．．．．．． 26
　　第二節 　研究假設．．．．．．．．．．．．．．． 27
　　第三節 　研究變數之操作性定義與衡量構面．．．． 30
　　第四節 　問卷設計．．．．．．．．．．．．．．． 33
　　第五節 　 抽樣設計與資料分析方法．．．．．．．． 36
第四章 　研究結果與分析．．．．．．．．．．．．．． 38
　　第一節 　樣本基本資料分析．．．．．．．．．．． 38
　　第二節 　變數之敘述性分析．．．．．．．．．．． 41
　　第三節 　 信度分析．．．．．．．．．．．．．．． 44
　　第四節 　相關分析．．．．．．．．．．．．．．． 45
　　第五節 　消費者涉入、知覺風險、購買意願與購．．
　　　　　　　買行為之關係．．．．．．．．．．．．． 48
　　第六節 　研究假設檢定結果．．．．．．．．．．． 51
第五章 　研究結論與建議．．．．．．．．．．．．．． 53
　　第一節 　研究結論．．．．．．．．．．．．．．． 53
　　第二節 　 研究貢獻．．．．．．．．．．．．．．． 55
　　第三節 　研究建議．．．．．．．．．．．．．．． 55
參考文獻　．．．．．．．．．．．．．．．．．．．．． 57
附錄Ａ　　問卷．．．．．．．．．．．．．．．．．．． 68

表目錄
表 2-1 涉入的定義．．．．．．．．．．．．．．．．． 7
表 2-2 消費者高/低涉入行為比較．．．．．．．．．．． 12
表 2-3 知覺風險的定義．．．．．．．．．．．．．．． 14
表 2-4 認知風險構面彙整表．．．．．．．．．．．．． 17
表 2-5 知覺風險衡量彙整表．．．．．．．．．．．．． 19
表 2-6 消費者行為定義．．．．．．．．．．．．．．． 21
表 3-1 本研究變數之操作性定義．．．．．．．．．．． 32
表 3-2 消費者涉入衡量問項．．．．．．．．．．．．． 33
表 3-3 風險衡量問項．．．．．．．．．．．．．．．． 34
表 3-4 購買意願衡量問項．．．．．．．．．．．．．． 35
表 3-5 購買行為衡量問項．．．．．．．．．．．．．． 35
表 4-1 基本資料分析．．．．．．．．．．．．．．．． 39
表 4-2 購買行為次數表．．．．．．．．．．．．．．． 40
表 4-3 消費者涉入之平均數及標準差．．．．．．．．． 42
表 4-4 知覺風險之平均數及標準差．．．．．．．．．． 43
表 4-5 購買意願之平均數及標準差．．．．．．．．．． 44
表 4-6 本研究各構面信度分析結果．．．．．．．．．． 44
表 4-7 消費者涉入與知覺風險之相關分析．．．．．．． 45
表 4-8 消費者涉入與購買意願之相關分析．．．．．．． 46
表 4-9 知覺風險與購買意願之相關分析．．．．．．．． 47
表 4-10 購買意願與購買行為之相關分析．．．．．．．． 47
表 4-11 消費者涉入與知覺風險模式摘要．．．．．．．． 48
表 4-12 消費者涉入與知覺風險係數．．．．．．．．．． 49
表 4-13 消費者涉入與購買意願模式摘要．．．．．．．． 49
表 4-14 消費者涉入與購買意願係數．．．．．．．．．． 49
表 4-15 知覺風險與購買意願模式摘要．．．．．．．．． 50
表 4-16 知覺風險與購買意願係數．．．．．．．．．．． 50
表 4-17 購買意願與購買行為模式摘要．．．．．．．．． 51
表 4-18 購買意願與購買行為係數．．．．．．．．．．． 51
表 4-19 假設驗證結果．．．．．．．．．．．．．．．． 51

圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．． 5
圖 2-1 EKB 消費者購買行為模式．．．．．．．．．． 24
圖 3-1 研究架構．．．．．．．．．．．．．．．．．． 26

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