臺灣博碩士論文加值系統

網際網路發展至今，已成為全球資訊交換與創造的首要工具，並在經濟活動、教育、社會與文化各層面均扮演著愈來愈重要的角色，深深影響著人們的生活。資策會(2005)估計網路購物的未來的成長率約50%，到了2006年市場規模將可望達到900 億，可知未來網路購物的市場仍值得期待。
由於消費者在網路購物中無法實際接觸到產品，加上資訊的提供是由網路商店業者所主導，使得消費者可能會無法充份掌握所需的資訊，在此情況下為何仍有消費者願意利用網路購物，本研究瀏覽相關文獻後，發現除了購買方便、價格較便宜等因素外，消費者所擁有的產品知識、所知覺到的產品風險與網購風險以及所重視的購買導向，皆可能影響到消費者在網路購物的購買意願。本研究的主要目的即為探討的就是消費者是否會因產品知識、知
覺風險與購買導向三個因素來影響到網路購物的購買意願。
本研究以3C 產品與書籍雜誌來做為主要研究對象，透過網路問卷的方式進行調查，經由變異數分析、層級迴歸分析、結構方程模式分析後，研究結果發現消費者的購買導向、產品知識會正向的影響消費者在網路上購買商品的意願，而產品知覺風險與網購知覺風險則會有負向的影響，另外消費者的產品知識對於知覺風險也有負向的影響。本研究也進一步發現價格導向與便利導向是主要影響網路購物的購買導向因素。
從這些發現，對業者提出相關建議包括：在開發顧客時，應以重視價格導向與便利導向消費者為主，有效利用網路行銷活動增加消費者產品知識以及降低知覺風險，以及藉由促銷活動吸引購買，累積消費者的網路購物經驗，使消費者在未來的購物中提高採用網路購物的可能性及購買商品的意願。

The internet develops up to now, internet plays an important role in economics, education, society and culture, deeply influencing people's life. MIC(2005) estimates that online shopping’s growth rate will be up to 50% in the future, and the market scale will be expected to 90 billion in 2006. We can know online shopping market is worth to expecting.
Consumers cannot touch the products online, and the information is only provided by the electronic store. Therefore, consumers might not obtain the sufficient information. Although consumers know this situation, why reasons that consumers still have to use online shopping? After review the related reference, we find some factors will influence the consumer’s purchase intention on the online shopping. It’s includes products knowledge, perceived risk, and shopping orientation. This research’s purpose is to discuss about consumer’s purchase intention influenced by the product knowledge, perceived risk and shopping orientation.
This research main study object is 3C products and books, investigated by the questionnaire which was placed on a website. We used the ANOVA, Hierarchical Regression Analysis, and Structural Equation Modeling to analyses the questionnaire data. The research results find that consumer’s product knowledge, price orientation and convenience orientation are positive effect on consumers’ purchase intention in the online shopping. Perceived risk of product and perceived risk of online shopping are negative effect on consumer’s purchase intention, and consumer’s product knowledge will also negatively effect on the perceived risk of product.
From these findings, we propose relevant suggestions to online store. They should respect to price orientation and convenience orientation consumer, and use internet marketing activity increase consumer’s products knowledge and reduce perceived risk, or use promotion activities to attract consumer shopping. In these ways, customers will accumulate the online shopping experiences, and improve consumers’ possibility of adopting online shopping and the purchase intention in the future.

第一章 緒論
第一節 研究動機與目的……………………………………1
第二節 研究流程……………………………………………7
第二章 文獻探討
第一節 理論基礎……………………………………………8
第二節 產品知識……………………………………………11
第三節 知覺風險……………………………………………17
第四節 購買導向……………………………………………22
第五節 購買意願……………………………………………25
第六節 產品知識對購買意願相關研究……………………27
第七節 知覺風險對購買意願相關研究……………………29
第八節 購買導向對購買意願相關研究……………………32
第九節 產品知識對產品知覺風險相關研究………………35
第十節 網路購物……………………………………………36
第三章 研究方法
第一節 研究架構……………………………………………41
第二節 操作型定義與變數衡量……………………………42
第三節 研究假設……………………………………………44
第四節 研究對象……………………………………………46
第五節 問卷設計……………………………………………47
第六節 前測…………………………………………………48
第七節 調查方法……………………………………………49
第八節 資料分析方法………………………………………49
第四章 資料分析
第一節 樣本資料分析………………………………………51
第二節 變異數分析…………………………………………54
第三節 信度與效度分析分析………………………………60
第四節 結構方程模型分析…………………………………62
第五節 層級迴歸分析………………………………………80
第六節 研究假設驗證結果…………………………………85
第五章 結論與建議
第一節 研究結果……………………………………………88
第二節 研究結論……………………………………………90
第三節 實務意涵與策略建議………………………………93
第四節 研究貢獻……………………………………………95
第五節 研究限制與後續研究者之建議……………………96
參考文獻……………………………………………………………………97
附錄一：問卷………………………………………………………………114

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