臺灣博碩士論文加值系統

摘要
隨著國人生活水準的提升，人們越來越重視休閒品質，對休閒遊憩活動需求日益增加，加上台灣四面環海的地理環境優勢，水上運動成為國人所偏好休閒的遊憩活動之一。水上運動屬於較高風險的活動，因此，水上運動服務業的經營中，需要思考消費者承擔風險性，在過去的研究中，發現當消費者面對不確定性風險且缺乏產品資訊時，便會產生各種不同的知覺風險，降低購買意願；因此，在管理服務業過程中，深入分析知覺風險有其必要性，透過研究消費者的知覺風險可進一步了解其中策略運用的機會與可能性。
行銷策略中的行銷溝通工具，其目的是傳遞產品資訊與降低消費者知覺風險；而目前的台灣水上運動業者所使用的行銷方式，多以增加其知名度為主，並未從消費者的風險面來著手，若業者能在行銷上多著重於消費者較重視的知覺風險上，不僅可提升其業績，亦可使資源做最有效的配置。因此，本研究透過文獻收集、以及問卷上的實際訪查，採取回歸分析作為研究工具，分析在不同的風險知覺下，行銷策略應採取的行銷溝通工具，進而規劃業者之行銷溝通策略。
本研究分析得知，在面對消費者不同的知覺風險下，會因其對行銷溝通工具的偏好有所不同而所承受的風險程度也隨之改變；在面對社會風險與身體風險時，以直效行銷中的文字或圖片的方式可有效降低其風險程度，而在面對財務風險與心理風險時，分別以銷售推廣中的贈品與口碑中的間接傳遞的方式可有效降低其風險程度；但其中以績效風險與時間風險並不適用行銷溝通工具。而業者在進行行銷溝通策略時，若能善用本研究對於消費者知覺風險與行銷溝通工具的關係之研究，作為行銷策略規劃之參考，定可降低消費者疑慮，促使消費者消費意願。

Abstract
The demands of recreational activities are increase with the rising of life quality. Because of the geography environment of Taiwan is surrounding by ocean, water activities becomes one of the most popular recreational activities of compatriots. Water sport have the high risky characteristic. Risk which consumer taken should be consider in water sport service. It is known from the past researches, different perceived risks will happen when the consumer face to the uncertain risk and the product information is lacked, and then it will reduce the purchase willing. It is necessary to analyze the perceived risks deeply in the process of service industry management. The opportunity and possibility of applying strategy could be realize more through the researching the perceived risks of consumers.
The target of the communication of marketing strategy is to send the products information and to reduce the perceived risks of consumers. In Taiwan, the most marketing way used by the proprietors of water sport presently is raising the fame, but they never considerate about the risk issue of consumers. If the proprietors could emphasize the perceived risks which the consumers focus on, it will not only help to raise the sales. For above reason, this research is according to the result of collecting literatures and the questionnaire, and applies the return analysis for the researching tools. By analyzing the different, there are to find the best marketing communication ways and the proprietors of the marketing communication.
In the result of research, it is known that when the consumers face to the different perceived risks, the risk extent which the consumer took will be changed because of the different leaning of the marketing communication tools. When facing to the society risk and physical risk, the pictures and text of direct marketing are able to reducing the leaning of risk with effect. When face to the financial and psychological risk, the risk is able to be reduced by selling the present and indirectly pass of the public praise, but the performance risk and the time risk are not fit to be used for the marketing communication tools. If this research for researching the consumer perceived risks and marketing communication tools could be reference by proprietors when planning the marketing strategy, the doubt of consumer will be decreased and increase the purchase willing.

目錄
摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍 3
1.4 研究流程圖 3
第貮章 文獻回顧 4
2.1 知覺風險 4
2.1.1知覺風險相關研究 4
2.2 行銷溝通工具 8
2.2.1 行銷工具—廣告 10
2.2.2 行銷工具—人員推銷 11
2.2.3 行銷工具—銷售推廣 12
2.2.4 行銷工具—公共關係 14
2.2.5 行銷工具—直接行銷 15
2.2.6 網際網路行銷溝通工具 16
2.2.7 口碑 17
第三章 研究方法 20
3.1 研究架構圖 20
3.2 迴歸分析方法 20
3.2.1 簡單線性迴歸分析（Simple Linear Regression Model） 21
3.2.2 複迴歸分析（Multiple Regression） 21
3.2.3 非線性迴 21
3.2.4 敘述統計性分析 22
3.2.5 信度分析 22
3.2.6 相關分析 22
3.2.7 變異數分析 22
3.3 研究設計 23
第四章 資料分析結果 24
4.1 台灣水上運動業的發展 24
4.2 研究樣本敘述性統計及信度分析 25
4.2.1 樣本基本資料 25
4.2.1.1 性別分佈 26
4.2.1.2 個人收入 26
4.2.1.3 年齡 27
4.2.1.4 從事水上活動的區域 27
4.2.1.5 近一年內從事水上運動的次數 27
4.3 知覺風險 27
4.3.1 財務風險 28
4.3.2 績效風險 28
4.3.3 身體風險 29
4.3.4 心理風險 29
4.3.5 時間風險 29
4.4 行銷溝通工具 29
4.4.1 廣告 31
4.4.2 人員推銷 31
4.4.3 銷售推廣 31
4.4.4 公共關係 31
4.4.5 直效行銷 32
4.4.6 口碑 32
4.4.7 網際網路 32
4.5 知覺風險與行銷溝通工具之相關性分析 32
4.6 知覺風險與行銷溝通工具之迴歸分析 34
4.6.1 知覺風險與行銷溝通工具之影響效果 34
4.6.2 知覺風險與行銷溝通工具之廣告影響效果 35
4.6.3 知覺風險與行銷溝通工具之人員推銷影響效果 38
4.6.4 知覺風險與行銷溝通工具之銷售推廣影響效果 41
4.6.5 知覺風險與行銷溝通工具之公共關係影響效果 44
4.6.6 知覺風險與行銷溝通工具之直效行銷影響效果 48
4.6.7 知覺風險與行銷溝通工具之口碑影響效果 51
4.6.8 知覺風險與行銷溝通工具之網際網路影響效果 54
第五章 結論與建議 58
5.1 研究結論 58
5.2 研究貢獻與建議 59
5.3 研究限制 61
5.4 後續研究與建議 62
參考文獻 63
附錄一 70

表目錄
表2-1 知覺風險相關研究與研究學者整理 4
表2-2 知覺風險與風險類型的研究彙整 7
表2-3 知覺風險與風險類型的研究彙整 8
表2-4 行銷溝通工具相關文獻之彙整 19
表4-1 問卷回收狀況 25
表4-2 樣本描述表 26
表4-3 知覺風險之平均數、標準差及信度分析 28
表4-4 行銷溝通工具之平均數、標準差及信度分析 30
表4-5 知覺風險與行銷溝通工具之相關性檢定 33
表4-7 知覺風險與行銷溝通工具之廣告影響效果 36
表4-8 知覺風險與行銷溝通工具之廣告細項影響效果 38
表4-9 知覺風險與行銷溝通工具之人員推銷影響效果 39
表4-10 知覺風險與行銷溝通工具之人員推銷細項影響效果 41
表4-11 知覺風險與行銷溝通工具之銷售推廣影響效果 42
表4-12 知覺風險與行銷溝通工具之銷售推廣細項影響效果 44
表4-13 知覺風險與行銷溝通工具之公共關係影響效果 45
表4-14 知覺風險與行銷溝通工具之公共關係細項影響效果 47
表4-15 知覺風險與行銷溝通工具之直效行銷影響效果 48
表4-16 知覺風險與行銷溝通工具之直效行銷細項影響效果 50
表4-17 知覺風險與行銷溝通工具之口碑影響效果 52
表4-18 知覺風險與行銷溝通工具之口碑細項影響效果 54
表4-19 知覺風險與行銷溝通工具之網際網路影響效果 55
表4-20 知覺風險與行銷溝通工具之網際網路細項影響效果 56
表5-1 知覺風險與各行銷溝通工具之影響關係 58
表5-2 知覺風險與各行銷溝通工具細項之影響關係 59

圖目錄
圖1-1 研究流程 3
圖3-1 研究架構 20
圖4-1 水域活動分類圖 24

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