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研究生:翁淑華
研究生(外文):Weng, Shu-Hua
論文名稱:網路購買意願影響因素之研究-以保健食品為例
論文名稱(外文):Study of Factors Influencing Network Purchase Intention
指導教授:林雲燦 博士林文燦 博士
指導教授(外文):Dr. Yun-Tsan LinDr. Wen-Tsann Lin
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:研發科技與資訊管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:85
中文關鍵詞:品牌權益產品網站服務品質知覺風險購買意願保健食品
外文關鍵詞:Brand equityproductWeb-service qualityperceived riskpurchase intentionhealth care product
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隨著全球上網人口日益劇增,網際網路市場成長快速,而國民的生活水準逐年提升,人們對於保健的意識日趨重視,因此,本研究以保健食品為例,探討影響消費者線上購物意願之研究,進而提供投入網購之保健食品業者建議。

本研究探討的消費者會因品牌權益、產品、網站服務品質、知覺風險四個因素來影響到網路購物的購買意願,以線上問卷方式採樣曾瀏覽過或消費過保健食品網站的消費者,得到有效問卷334份,樣本大多為21~30歲之高收入且從事製造業族群。以大學畢業的受訪者居多,37.7%的受訪者每天花費1小時內在網路上。經由相關文獻的探討之後,運用描述性統計、信效度分析、結構方程式分析,實證分析結論如下:品牌權益、產品、網站服務品質皆對於知覺風險會有顯著負向影響,而知覺風險對線上購物意願會有顯著負向影響,本研究嚐試找出會影響網路消費者意願之因素,當消費者選擇購買保健食品,會重視知覺風險的關係,因此如何降低消費者的知覺風險很重要,才能讓消費者安心,進而對該購買意願產生信賴,藉以助益後續學者及實務之應用。
Along with dramatic increase in global internet user population, the Internet market has a rapid growth as well, this has increased living standard of resident. These circumstances have brought up resident awareness in health care. Therefore, this study is using health care products as model to find out impacts that affect intention of purchase then progress to provide ideas or suggestions for health care industry who wish to carry their business into the Internet market.

In this study, impacts of brand equity, products, quality of web services, and perceived risk on consumers’ intention to purchase through online service were studied. This study was carried out through online survey by consumers who have surfed or purchased health care products through online service. There were 334 effective surveys which mostly are 21 to 30-year-old consumers from manufacturing groups. Among those respondents, most of them were university graduated, 37.7% of them has spent at least one hour on the World Wide Web daily. After reviewing literature, this study was using descriptive statistics, reliability and validity analysis, structural equation analysis in getting the results and the empirical analysis conclusions are generated as: brand equity, product characteristic and Web-service quality have significant negative impact on perceived risk; while perceived risk has significant negative impact on intention of purchase online.
This study is trying to get the impact that affects intention of online consumer when they would like to purchase health care products through online services. They may emphasize on effect by perceived risk; therefore, it is important to understand methods in decreasing consumer’s perceived risk to enable consumers feel comfortable and reliable then increasing intention of purchase online, this might be beneficial in academic and practical application in future.
摘 要....... i
致 謝.......iv
圖目錄....... vii
表目錄.......viii
第一章 緒論.......1
1.1 研究背景.......1
1.2 研究動機與目的.......1
1.3 研究流程.......4
第二章 文獻探討.......5
2.1 品牌權益.......5
2.1.1 品牌知名度....... 6
2.1.2 品牌形象.......7
2.1.3 品牌忠誠度....... 9
2.1.4 品牌保證及可預測性.......9
2.2 產品.......10
2.2.1 產品品質....... 11
2.2.2 產品設計....... 12
2.2.3 產品價格....... 12
2.3 購物網站服務品質........ 13
2.3.1 網路購物....... 13
2.3.2 網站服務品質....... 14
2.4 知覺風險....... 15
2.5 線上購買意願....... 17
2.6 品牌權益、產品、網站服務品質對知覺風險的影響....... 17
2.7 知覺風險與線上購買意願的關係....... 19
第三章 研究方法與步驟....... 21
3.1 研究架構....... 21
3.2 研究假設....... 22
3.3 研究對象與資料收集方法....... 22
3.3.1 研究對象....... 22
3.3.2 樣本數....... 22
3.3.3 抽樣方式....... 23
3.4 測量工具....... 24
3.4.1 品牌權益....... 24
3.4.2 產品....... 25
3.4.3 網站服務品質....... 25
3.4.4 知覺風險....... 27
3.4.5 線上購買意願....... 27
3.5 資料分析方法步驟....... 28
第四章 資料分析與結果....... 31
4.1 描述性統計分析....... 31
4.1.1 抽樣結果....... 31
4.1.2 社會人口統計變項之分析結果....... 31
4.2 觀察變項測量結果與估計方法....... 34
4.2.1 量表鑑別度分析....... 34
4.2.2 量表之峰度及態勢....... 37
4.2.3 結構方程模式估計方法之選擇....... 41
4.3 驗證性因素分析....... 42
4.3.1 品牌權益之驗證性因素分析....... 42
4.3.2 產品之驗證性因素分析....... 46
4.3.3 網站服務品質之驗證性因素分析....... 48
4.3.4 知覺風險之驗證性因素分析....... 54
4.3.5 線上購買意願之驗證性因素分析....... 56
4.4 結構方程模式之路徑分析....... 59
4.5 驗證研究假設之因果模型結果....... 61
第五章 結論與建議....... 64
5.1 研究結論....... 64
5.2 研究限制與未來研究之建議....... 66
參考文獻....... 68
附錄一....... 76
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