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研究生:蔡湘玫
研究生(外文):Shiang-Mei Tsai
論文名稱:消費者通路選擇之分析─知覺風險與資訊取得成本觀點
論文名稱(外文):Analysis of Consumers'' Choice between Virtual and Physical Channels: Perceived Risk and Information Acquisition Costs Perspectives
指導教授:王仕茹王仕茹引用關係李揚李揚引用關係
指導教授(外文):Shih-Ju WangYang Li
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:106
中文關鍵詞:通路選擇知覺風險資訊取得成本虛擬通路
外文關鍵詞:Channel choicesPerceived riskInformation acquisition costsVirtual retail channel
相關次數:
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隨著電子商務技術日漸成熟,網際網路漸成為一種新型態的配銷通路。「網路購物」為一成長極為快速的購物型態,近年的年成長率已超越傳統零售業的成長速度,各國均無例外,因之虛擬零售通路重要性日漸升高。但過去在消費者通路選擇相關研究著述上,顯少從本質迥異的兩種通路所能帶給消費者的不同利益、滿足加以探討、分析,因此本研究主要目的在於從知覺風險與資訊搜尋成本的觀點,瞭解影響消費者對於實體零售通路或虛擬零售通路之通路選擇的決定因素。研究標的為消費者「書籍」購買之通路選擇行為。
在深入瞭解消費者行為中,知覺風險與資訊取得成本相關研究、文獻後,本研究以郵寄問卷、網路問卷兩種不同途徑蒐集樣本資料,並以羅吉斯迴歸分析模型檢驗「知覺風險」、「資訊取得成本」、「電腦使用能力與網路使用能力及經驗」、「購物樂趣」四個影響因素構面對消費者通路選擇之影響,實證結果如下:
一、財務風險、心理風險、社會風險、與便利性風險等對該兩種通路選擇之消費者行為影響皆不顯著,但績效風險呈現顯著但正向影響,此一結果與假說預期影響方向相左。(假說1~5不成立)。
二、消費者是否對產品具足夠知識或經驗,以自行判斷購買與否不致顯著影響其通路選擇決策(假說6不成立)。
三、假說7a顯著且大於零,顯示若消費者認為書籍對其而言,價格類資訊較品質類的資訊有助於其決定應在何種通路購買,且此信念將促使消費者傾向在虛擬零售通路(網路書店)上購買。假說7b在顯著水準1%下呈現高度顯著且為負的情況,說明當消費者認為書籍對其而言,對品質類的資訊之需求更甚於價格方面的訊息時,將促使消費者傾向前往實體零售通路購書(一般書店)購書(假說7a、7b成立)。
四、假說8:「自覺時間壓力較高的消費者,其越可能透過虛擬零售通路購物」在本研究實證結果中獲得顯著支持(假說8成立)。
五、假說9:「具高產品涉入程度的消費者越可能透過實體零售通路購物」在本研究實證結果中未獲顯著支持(假說9不成立)。
六、假說10:「網路資訊處理能力越高的消費者越可能透過實體零售通路購物」在本研究實證結果中未獲得顯著支持(假說10不成立)。
七、假說11:「越重視購物樂趣的消費者,越可能透過實體零售通路購物」在本研究實證結果中並未獲得顯著支持(假說11不成立)。
As the development of E-Commerce becoming mature, “purchasing via the Internet” is one of the most rapidly growing forms of shopping with sales growth rates that outpace buying through traditional retailing. Thus the virtual retail channel is getting more and more important. However, in those consumers’ channel choice related literature and research, they rarely discuss those different benefits and satisfaction that brought from the two different retail channels. The purpose of this thesis is mainly to understand those determinants of consumers’ channel choice between virtual channel and physical channel from perceived risk and information acquisition costs perspectives. Our study objects are books.
After reviewing related literature on perceived risk and information acquisition costs, we gather our sample through mailing questionnaires and Internet questionnaires and analyze our data with Binary Logistic Regression Model to test the influence of “Perceived risk”, “Information Acquisition Costs”, “Personal computer using ability, Internet using ability and experiences ” and “Shopping enjoyment” toward consumers’ channel choice. Empirical results are summarized as following:
1.Financial risk, psychological risk, social risk and convenient risk have no significant influence toward consumers’ channel choice; however, performance risk has significant influence with positive value. Unfortunately, this violates our hypothesis 2. (Hypothese 1~5 are not supported.)
2.The determinant whether consumers own enough knowledge and experiences to make purchasing decisions on themselves has no significant effect on consumers’ channel choice. (Hypothesis 6 is not supported.)
3.Both hypothesis 7a and 7b have significant influences on consumers’ channel choice; hypothesis 7a has positive effect on consumers’ channel choice while hypothesis 7b has negative effect on it. When some consumers treated price related information as the more useful information compared with quality related information while purchasing books, their belief will encourage them to purchase books in virtual bookstores. On the contrary, when consumers think quality information is more important to them, the possibility to them to go to physical bookstore to buy books is getting higher. (Hypotheses 7a and 7b are supported.)
4.Hypothesis 8: “Consumers who perceive higher time pressure toward their purchase will more likely make purchasing through the electronic retail channel” is supported in our empirical results. (Hypothesis 8 is supported.)
5.Hypothesis 9: “Consumers with high product involvement will more likely make purchasing through the physical retail channel” is not supported in our empirical results. (Hypothesis 9 is not supported.)
6.Hypothesis 10: “Consumers who consider in-store shopping to be enjoyable will make purchasing through the physical retail channel” is not supported in our empirical results. (Hypothesis 10 is not supported.)
7.Hypothesis 11: “Consumers who own higher abilities of Internet information handling will more likely make purchasing through the electronic retail channel” is not supported in our empirical results. (Hypothesis 11 is not supported.)
第一章 緒論………………………………………………………………1
第一節 研究背景與研究動機…………………………………………1
第二節 研究目的………………………………………………………8
第三節 研究架構………………………………………………………11
第四節 研究流程………………………………………………………12
第二章 文獻回顧…………………………………………………………14
第一節 知覺風險(Perceived Risk)………………………………14
一、風險承擔行為之決定因素……………………………………14
二、知覺風險(perceived risk)之定義………………………15
三、知覺風險之分類………………………………………………16
第二節 資訊取得成本(Information Acquisition Costs)……21
一、資訊來源之種類及其決定因素………………………………22
二、內部資訊搜尋之於外部資訊搜尋……………………………27
三、個人差異因素(individual difference factors)………27
四、知覺風險與資訊取得之相關文獻摘要………………………29
第三節 消費者個人之網路資訊處理能力……………………………30
第四節 虛擬零售通路(virtual retail channel)與實體零售通路
(physical retail channel)之通路本質差異……………33
一、商店氛圍(store atmosphere)……………………………34
二、店內刺激因子(in-store stimuli)………………………34
三、購物樂趣(shopping enjoyment)…………………………37
第三章 研究方法…………………………………………………………39
第一節 研究架構………………………………………………………40
第二節 研究假說………………………………………………………41
第三節 問卷內容與變數操作化定義…………………………………42
第四節 抽樣設計、問卷發放、及回收………………………………47
一、抽樣設計………………………………………………………47
二、問卷前測………………………………………………………48
三、問卷發放………………………………………………………48
四、問卷回收………………………………………………………48
第五節 資料分析方法………………………………………………49
一、敘述性統計……………………………………………………49
二、主成分分析……………………………………………………50
三、Logistic Regression Model………………………………50
第六節 羅吉斯迴歸模型(Logistic Regression Model)………50
第四章 統計分析………………………………………………………55
第一節 敘述性統計…………………………………………………55
一、人口統計變數之次數分配……………………………………55
二、購書行為相關變數之次數分配………………………………61
三、消費者電腦/網際網路資訊使用能力與相關經驗變數………64
第二節 主成分分析 (Principal Component Analysis)…………67
第三節 羅吉斯迴歸分析(Binary Logistic Regression Model).69
第五章 結論與建議………………………………………………………82
第一節 研究結論………………………………………………………82
第二節 研究限制與未來研究建議……………………………………84
第三節 研究貢獻………………………………………………………85
一、針對消費者所購買之書籍種類方面…………………………85
二、針對消費者通路選擇方面……………………………………87
【Reference】……………………………………………………………88
【附錄一】 郵寄問卷內容………………………………………………99
【附錄二】 樣本社會經濟變數之次數分配圖…………………………103
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