早期國內外對於高科技產品行銷的研究多是由生產者的角度加以探討，認為影響銷售的主因是來自於產品技術、成本、或開發週期，較少有由消費者觀點來探討高科技產品。而相對於一般傳統產品，所謂的高科技產品應有其特殊的屬性。由消費者的觀點來看，高科技產品有三種主要的特性：（一）複雜性、（二）變化快速性、（三）不連續性，進而影響使用者生活形態與習慣。這三種高科技產品的特性對消費者帶來許多購買與使用上的不確定性，以不確定性稱之為知覺風險，包括功能風險、財務風險、社會風險、心裡風險、身體風險、時間風險六類。
本研究旨在探討高科技產品特性、消費者知覺風險，以及購買決策過程三者的關係，其中以知覺風險連結高科技產品特性與決策過程。實證上，本研究是透過人員訪談的方式，針對281位已婚婦女以【微波爐】、【全自動洗衣機】、【個人電腦】、【廚房電磁爐】四項產品進行調查。以下為本研究之重要結論：
1. 一般而言，除了時間風險不受產品複雜性的影響，與心理風險不受不連續性的影響外，高科技產品之複雜性、變化快速性、不連續性會顯著增加消費者的知覺風險。
2. 消費者知覺風險對消費時的資訊蒐集行為有顯著影響，其中財務風險則是較主要的影響因素。財物風險愈高時，非人員的風險會較人員風險愈會受重視。
3. 消費者知覺風險對消費時的品質評估時有顯著影響，而重視評估線索的程度主要是受到社會風險影響。若當社會風險增加時，品質判斷的線索之價格、品牌、商店的外部線索會較個人經驗愈受重視。
4. 消費者知覺風險對消費時的購買決策有顯著影響，重視的決策因素除了時間風險的影響外，在購買後即不具影響力的短期價格、品牌因素還會受到財務風險的影響。
5. 消費者知覺風險對購買決策者有顯著影響。知覺風險愈高的高科技產品，丈夫愈可能為家庭中的購買決策者。

The fierce competition in the high technology industry is well known. In order to survive in such competitive industry, a firm must realize consumer’s purchase behavior exactly to develop effective marketing as well as emphasize its technology advantage. The main purpose of this study is to examine the effect of the high-tech product characteristics on consumer’s purchase decision by means of perceived risk. Related literatures are reviewed to develop research framework and hypotheses.
Three major high-tech product characteristics from consumer’s perspective are identified: complexity, rapidity and discontinuity. To collect the empirical data, a personal survey was conduct with married women in Tainan City as subjects. The total effective subjects are 281. The major findings are as follows:
1. In general, three high-tech product characteristics will increase consumer’s perceived risk significantly. Among three characteristics, complexity has the strongest effect.
2. Perceived risk will significantly influence the following purchase decisions: information searching, quality evaluation and criteria selection.
3. When a high-tech product is perceived as more risky, the husband is more likely to be the decision-maker in a family.

第壹章 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 研究流程3
第四節 論文結構4
第貳章 文獻回顧與探討6
第一節 高科技產品的特性6
第二節 消費者知覺風險8
第三節 高科技產品特性與知覺風險10
第四節 知覺風險與消費者購買決策過程12
第參章 研究方法16
第一節 研究架構16
第二節 研究假設17
第三節 問卷設計18
第四節 各變項之操作性定義18
第五節 問卷變項信度28
第六節 研究範圍與對象23
第七節 抽樣方法與樣本估計24
第八節 資料分析方法26
第肆章 問卷資料分析結果28
第一節 回收樣本資料結構29
第二節 各產品在主要變數之差異31
第三節 產品特性與知覺風險分析33
第四節 知覺風險與購買決策過程分析37
第五節 產品別的比較43
第伍章 研究結論與建議50
第一節 研究結論50
第二節 理論上的貢獻54
第三節 管理上的建議55
第四節 研究限制58
第五節 未來研究方向59
參考文獻60
【中文部份】60
【英文部份】61
附錄64
附錄Ａ：產品之各知覺風險相關分析表64
附錄B：本研究使用之問卷66

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