臺灣博碩士論文加值系統

隨著資訊科技的突飛猛進，網際網路是近幾年來最熱門的話題，它帶來了電子商務的蓬勃發展，創造了新的交易模式。然而值得注意的是網路購物屬於無店舖購物，對於習慣在實體商店購物的消費者而言會認知到較高的風險，進而影響他們的網路購物意願，本研究主要是在探討產品品牌知名度和產品資訊豐富度這兩項降低風險策略對消費者的知覺風險和網路購物意願是否有影響，其中上述影響是否又會受到產品種類和網路購物經驗的干擾而有增強效果。希望藉由本研究的分析探討來瞭解消費者網路上的購物行為，進而提供企業進入網路購物產業時的參考。
本研究以2*2*2實驗設計的方式進行實證研究，然後以獨立樣本t檢定、變異數分析和迴歸分析為分析工具，經由統計分析，獲得下列結論:
一.產品品牌知名度愈高則消費者的知覺風險愈低且網路購物意願愈高。
二.產品資訊愈豐富則消費者的知覺風險愈低且網路購物意願愈高。
三.消費者的網路購物經驗會影響消費者的知覺風險，有網路購物經驗的消費者知覺風險會低於沒有網路購物經驗的消費者。

With the rapid progress of information technology, Internet becomes the hottest topic recent years. It not only brings out a prosperous development of electronic commerce, but also creates a new trading model. However, what ought to be noticed is that the Internet purchasing is a kind of non-store shopping, which makes consumers who used to shop in store perceive higher risk and influences their intention of purchasing online. The purpose of this study is to explore the influences of the two strategies of reducing risk, brand awareness and the information richness, on consumers’ perceived risk and online purchasing intention. By means of analysis and discussion, we hope to understand consumers’ purchasing behavior on Internet and prove suggestions to enterprises that want to enter Internet purchasing industry.
This study employs 2*2*2 factorial design and then uses t-test, variance analysis and regression as analytic tools. The results of statistic analysis are as follows:
1.The higher degree of brand awareness, the lower consumers’ perceived risk and the higher online purchasing intention.
2.The higher degree of information richness, the lower consumers’ perceived risk and the higher online purchasing intention.
3.Consumers’ online purchasing experience can influence consumers’ perceived risk. If consumers have online purchasing experience, their perceived risk will be lower than those who have not online purchasing experience.

總目錄
中文摘要………………………………………………I
英文摘要……………………………………………..II
目錄…………………………………………………..III
表目錄………………………………………………..VI
圖目錄………………………………………………..IX
目錄
第一章緒論…………………………………………1
1.1研究背景…………………………………………1
1.2 研究動機………………………………………..3
1.3 研究目的………………………………………….6
1.4 研究流程………………………………………….7
第二章 文獻探討與假設建立………………………8
2.1網際網路的相關探討…………………………….8
2.1.1網際網路的商業應用…………………………..8
2.1.2 網路購物……………………………………….10
2.1.3消費者網路購買決策過程……………………..11
2.2知覺風險相關理論……………………………….14
2.2.1 知覺風險的概念化…………………………….14
2.2.2 知覺風險的構面……………………………….15
2.2.3 消費者網路購物風險………………………….16
2.2.4 消費者降低知覺風險策略…………………….17
2.3產品品牌知名度………………………………….20
2.4產品資訊豐富度………………………………….22
2.5產品種類………………………………………….24
2.6網路購物經驗…………………………………….28
第三章 研究方法……………………………………30
3.1研究架構……………………………………………30
3.2研究變數之操作型定義與衡量…………………...31
3.3研究設計…………………………………………...36
3.3.1 前測……………………………………………...36
3.3.2 正式問卷…………………………………………39
3.4資料來源與分析工具………………………………42
3.4.1 資料來源…………………………………………42
3.4.2 資料分析工具……………………………………42
第四章 資料分析………………………………….43
4.1 基本資料分析……………………………………..43
4.2 量表一致性衡量…………………………………45
4.3操弄檢定………………………………………….46
4.3.1 產品品牌知名度的操弄檢定………………….46
4.3.2 產品資訊豐富度的操弄檢定………………….48
4.3.3 產品種類的干擾效果………………………….51
4.3.4 網路購物經驗的干擾效果…………………….55
4.3.5 知覺風險對網路購物意願的影響…………….61
4.4研究假設實證結果………………………………..63
第五章 結論與建議…………………………………..64
5.1研究結論……………………………………………64
5.1.1 產品品牌知名度對知覺風險與網路購物意願
的影響…………………………………………………...64
5.1.2 產品資訊豐富度對知覺風險與網路購物意願
的影響…………………………………………………...64
5.1.3 產品種類之干擾效果…………………………….65
5.1.4 網路購物經驗之干擾效果……………………….66
5.1.5 知覺風險對網路購物意願的影響……………….67
5.2 研究建議……………………………………………68
5.2.1 對行銷實務之建議……………………………….68
5.2.2 對後續研究者之建議……………………………69
5.3研究限制……………………………………………70
參考文獻………………………………………………71
一.中文部分…………………………………………….71
二.英文部分…………………………………………….71
附錄一:前測問卷(一)
附錄二:前測問卷(二)
附錄三:前測問卷(三)
附錄四:前測問卷(三)
附錄五:正式問卷
表目錄
表3.3.1 產品種類統計結果…………………………………37
表3.3.2 產品知名品牌統計結果……………………………38
表3.3.3資訊豐富度的實驗組別…………………………….38
表3.3.4 經驗品(咖啡)資訊豐富度操弄檢定結果………….39
表3.3.4 非經驗品(太陽眼鏡)資訊豐富度操弄檢定結果….39
表3.3.6 本研究之實驗組別…………………………………39
表4.1.1 有效樣本基本資料…………………………………43
表 4.1.2 有效問卷之網路購物經驗人數及金額資料……...44
表 4.1.3 正式問卷樣本回收情形…………………………...44
表 4.2.1 問卷量表信度分析………………………………...45
表 4.3.1 品牌知名度對知覺風險的獨立樣本t檢定………46
表4.3.2 品牌知名度對網路購物意願的獨立樣本t檢定….47
表4.3.3 資訊豐富度對知覺風險的獨立樣本t檢定……….49
表4.3.4 資訊豐富度對網路購物意願的獨立樣本t檢定…50
表4.3.5 產品種類對品牌知名度、資訊豐富度和知覺風
險的干果……………………………………………………..51
表4.3.6 資訊豐富時產品種類對績效與時間風險的
t-test………………………………………………………….53
表4.3.7 資訊不豐富時產品種類對績效與時間風險的
t-test…………………………………………………………53
表4.3.8產品種類對品牌知名度、資訊豐富度與知覺風
險的干擾效果………………………………………………56
表4.3.9品牌知名度高時網路購物經驗對知覺風險的
t-test…………………………………………………………59
表4.3.10品牌知名度低時網路購物經驗對知覺風險的t-test…………………………………………………………59
表4.3.11資訊豐富度高時網路購物經驗對心理風險的
t-test………………………………………………………….59
表4.3.12資訊豐富度低時網路購物經驗對心理風險的
t-test………………………………………………………….59
表4.3.13消費者知覺風險對網路購物意願的迴歸分析….62
表4.4.1實證結果……………………………………………63
圖目錄
圖1.4.1 研究流程圖…………………………………………7
圖2.1.1 消費者購買決策過程………………………………11
圖3.1.1 本研究之研究架構圖………………………………30
圖4.3.1 資訊豐富度與產品種類對績效風險的交互作用….52
圖4.3.2 資訊豐富度與產品種類對時間風險的交互作用….52
圖4.3.3 品牌知名度與網路購物經驗對身體風險的交互
作用…………………………………………………………....56
圖4.3.4 品牌知名度與網路購物經驗對心理風險的交互
作用………………………………………………………….…57
圖4.3.5 品牌知名度與網路購物經驗對時間風險的交互
作用………………………………………………………….…58
圖4.3.6 資訊豐富度與網路購物經驗對心理風險的交互
作用…………………………………………………………...58

中文部分
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2.江政達(2001):《2001年全球電子商務市場將達5500億美元》，網際網路資訊情報中心。
3.林芬柔(2000):《2005年全球B-C市場規模達5150億美元》，網際網路資訊情報中心。
4.余國維（1997）：《消費者特性與產品特性對網際網路購物意願之影響》，國立成功大學企業管理研究所碩士論文。
5.林如瑩(2000) :《風險降低策略於網路購物之研究—以實驗室實驗法探討》，國立中央大學資訊管理研究所碩士論文。
6. 張元琦(1995):<<企業在網際網路上行銷活動之研究>>，政治大學企業管理所碩士學位論文。
7.郭芳邦(2000): 《電子商務中消費商品之價值鏈分析》，2000中華民國科技管理論文集。
8.榮泰生(2000):《網路行銷》，五南圖書出版公司。
9.湯嘉恆（1999）：《消費者之網路購物資訊環境太度、購買涉入、網路使用行為對網路購物意願之影響探討─以國立大學生為例》，交通大學經營管理研究所碩士論文。
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