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研究生:廖雅柔
論文名稱:購物網站功能、知覺風險與購買意圖關係之研究-以服務保證為干擾變數
論文名稱(外文):The Study of the Relationship Among Shopping Website Function, Perceived Risk and Purchase Intentions: The Moderate Effect of Service Guarantee
指導教授:侯嘉政侯嘉政引用關係
指導教授(外文):Jia-Jeng, Hou
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理研究所
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:2009
畢業學年度:97
語文別:中文
中文關鍵詞:購物網站功能知覺風險服務保證購買意圖
外文關鍵詞:shopping website functionperceived riskservice guaranteespurchase intention
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近年來由於網路科技的發展,逐漸改變消費者的消費習慣,因為網路購物不受時間、地點、交通、空間…等因素的影響,讓消費者享受到許多的便利性,原本向實體通路商購買商品的消費者轉而向虛擬通路商店購買,但也因為網路購物存有虛擬通路的特性,因此,也相對的存在許多消費者難以掌握的風險,例如 : 財務、產品、隱私權風險…等,因此,如何降低消費者的知覺風險,便是許多網路商店業者必須共同重視的問題。

現存雖然已有許多探討知覺風險與購買意圖的文獻,但仍少有探討購物網站功能與知覺風險的主題,另外,許多文獻指出在企業設計良好的服務補救策略可以有效降低消費者的知覺風險,但仍無法掩蓋失誤發生的事實,因此,本研究欲探討消費者在網路購物前「購物網站功能」、「知覺風險」與「服務保證」對「購買意圖」的影響。

本研究採問卷調查法,經過近一個半月的問卷發放,實體問卷回收400份,網路虛擬問卷回收121份,全部共計回收521份問卷,剃除無效問卷66份,總共有效回收樣本共計455份,總回收率為87.3%。

研究結果顯示,購物網站功能與知覺風險間具有負向的顯著性影響,表示消費者在進行網路購物時,若對購物網站功能的評價越高,則消費者所感受的的知覺風險將會越低,此外,此時若加入了購物網站所提供的服務保證的話,將會產生干擾現象,顯示當購物網站業者提供適當的服務保證的話,消費者將會綜合使用購物網站功能的評價,而有更低的知覺風險。最後,研究結果也證實消費者的知覺風險將對其購買意圖有顯著的影響,亦即當消費者的知覺風險越低時,則其購買意圖將會越高。

本研究對於理論上的貢獻: (一) 以購物網站實際使用的功能驗證是否對消費者知覺風險產生影響。(二) 驗證服務保證是否會干擾購物網站功能對消費者知覺風險影響。其次,對於實務上的貢獻: (一) 針對沒有信用卡或晶片金融卡的民眾,利用可儲值式的電子錢包方案來代替,以降低網路購物結帳的門檻,並擴大網路購物消費族群的年齡層。
(二) 購物網站業者應首重訂單追蹤功能的加強,其次是提供消費者足夠的產品資訊,
,以上兩項若能再藉由服務保證呈現給消費者的話,讓消費者在購物時便已有相關的心理建設,搭配良好的個人資訊管理以及快速的溝通管道,並且提供其他購物網站同樣商品的價格供消費者參考。但最好有第三公正機關對購物網站所提供的訊息做把關的動作,相信如此綜合之下才能最有效的降低消費者的知覺風險。
目錄
致謝………………………………………………...…………………...……………..I
摘要…………………………………………………...…………………...………. …II
英文摘要……………………………………………………………...…...…………..IV
目錄…………………………………………………………………...…………….. .. VI
表目錄………………………………………………...………………...……………..VIII
圖目錄…………………………………………………………………………………IX
第一章 緒論…………………………………………………………………………1
第一節 研究背景與動機………………………………………………………1
第二節 研究目的………………………………………………………………4
第三節 研究流程………………………………………………………………5
第二章 文獻探討……………………………………………………………………6
第一節 購物網站功能及相關文獻之探討……………………………………6
第二節 知覺風險及相關文獻之探討…………………….…………..............14
第三節 服務保證及相關文獻之探討…………………….……………..........19
第四節 購買意圖及相關文獻之探討……………………….…………..........26
第五節 購物網站功能、知覺風險與購買意圖之關聯性探討……….……..29
第三章 研究方法………………………………………………………….......……31
第一節 研究架構與假說………………………………………..……..……...31
第二節 研究變項之操作性定義及衡量問項………………………..……….35
第三節 問卷設計………………………………………………………..…….40
第四節 抽樣方法與研究對象……………..……………………………..…...41
第五節 資料分析方法………………………………………………………...41
第六節 前測資料分析…………………………………………………..….....44
第四章 研究分析與結果…………………………………………………………...45
第一節 樣本描述………………………………………………….…………..45
第二節 各衡量變項之信度、效度分析與因素分析………………………...49
第三節 假說驗證……………………………………………………………...55

第五章 結論與建議………………………………………………………………...64
第一節 研究結果………………………………….…………………….….....64
第二節 研究貢獻…………………………………….………………………..69
第三節 研究限制…………………………………………….………………..71
第四節 研究建議…………………………………………….………………..71
參考文獻……………………………………………………………………………...72
中文文獻…………………………………………………………………………...72
英文文獻…………………………………………………………………………...74
附錄一 本研究問卷………………………………..…………………………...80
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