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研究生:李佳芸
研究生(外文):Jia-Yun Lee
論文名稱:網路高涉入產品知覺風險對價值干擾之研究—以玉飾品為例
論文名稱(外文):The Moderating Role of Perceived Risk on Value in Online High Involvement Products
指導教授:陳秀華陳秀華引用關係
指導教授(外文):Sheu-Hua Chen
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:130
中文關鍵詞:知覺價值消費價值知覺風險高涉入產品
外文關鍵詞:Consumption ValuePerceived ValuePerceived RiskHigh Involvement ProductJade
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激烈的工商業競爭環境,促使企業走向了微利時代,全球企業紛紛尋找創造營收成長的新契機,「網路」是一個相當吸引人的通路,資策會(2010)也指出台灣電子商務正持續成長中,預計2013年可超越8仟億,但網路商家的與日劇增也使得線上交易市場競爭愈發激烈。隨著消費者導向的價值行銷概念興起,企業邁向了「價值導向」的新紀元,消費者不再僅侷限於比較商品的價格與品質,在消費過程或從特定商品中能獲得的價值,亦是影響著消費者市場選擇行為的重要誘因。
本研究以網路高涉入產品消費價值、知覺價值與知覺風險為研究主題,並以玉飾品為例,主要研究目的為探討網路玉飾品消費者其消費價值與知覺價值,並加入知覺風險,探討風險在價值中的干擾程度,本研究採用Sheth等人(1991)與Zeithaml(1988)的價值理論為研究基礎,利用網路問卷調查法,共回收306份有效問卷,利用複迴歸分析與階層迴歸分析法檢定,研究結果發現:
1.玉飾品消費者的「情感性價值」、「情境性價值」與「社會性價值」對知覺價值有
顯著正向影響,而「功能性價值」與「多樣性價值」對知覺價值則無顯著影響
2.知覺價值確實會正向影響購買意願
3.經由本研究對價值干擾之探討,提出以下兩個新的模型:
(1)對有玉飾品網路購買經驗的消費者而言,知覺風險中的財務風險對消費價值與知覺價值關係具有干擾效果,而產品績效風險與時間/便利風險則會直接影響知覺價值;
(2)對無玉飾品網路購買經驗的潛在消費者而言,知覺風險中的財務風險、時間/便利風險對消費價值與知覺價值關係具有干擾效果,而產品績效風險則會直接影響知覺價值。


In this highly competitive business environment, enterprises have to make efforts in struggle for existence. Operation business on Internet network is possible a new approach for surviving or creating profit. The major objective of this study is to explore the moderating role of perceived risk on value, and the interrelationships among consumption value, perceived value and purchase intention. The fundamental of this study is based on the explored models of consumption value and market choice, perceived value, and perceived risk-value.
The survey collected 306 online questionnaires. Based on the data collected, multiple regression analysis and hierarchical regression analysis is conducted. The results showed that for the consumer who has the experience of purchasing jade online, the moderate effect of Financial Risk and Time/Convenience Risk on the relationship between consumption value and perceived value is statistically significant. Regression results also showed the Emotional Value and Conditional Value has significant influence on perceived value, furthermore, the perceived value also had significant influence on purchase intention.

摘 要 iii
ABSTRACT iv
誌謝 v
目錄 vi
表目錄 ix
圖目錄 xi
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究流程 4
二、文獻探討 6
2.1玉飾品市場概況 6
2.1.1玉的定義與分類(Jade) 6
2.1.2玉飾品市場 7
2.2知覺風險(Perceived Risk) 8
2.2.1知覺風險之定義 8
2.2.2知覺風險之衡量構面 9
2.2.3網路購物知覺風險之相關研究 10
2.3消費價值(Consumption Value)與知覺價值(Perceived Value) 11
2.3.1消費價值與知覺價值之定義 11
2.3.2消費價值與知覺價值之衡量方式 12
2.3.3消費價值與知覺價值之相關研究 16
2.3.4消費價值與知覺價值之關係 17
2.4購買意願(Purchase Intention) 19
2.5涉入(Involvement) 19
2.5.1涉入的定義 19
2.5.2涉入的衡量方式 20
三、研究方法 21
3.1研究架構 21
3.2研究假說 21
3.3操作型定義與變數衡量 23
3.3.1消費價值之操作型定義與變數衡量 23
3.3.2知覺風險之操作型定義與變數衡量 26
3.3.3知覺價值之操作型定義與變數衡量 27
3.3.4購買意願之操作型定義與變數衡量 27
3.3.5涉入之操作型定義與變數衡量 28
3.4問卷設計 29
3.5前測與抽樣 29
3.5.1前測 29
3.5.2正式問卷發放 30
3.6信度與效度分析 31
3.6.1因素分析 31
3.6.2信度分析 36
3.6.3效度分析 40
3.7資料分析方法 43
3.7.1敘述性統計(Descriptive Statistic Analysis) 43
3.7.2效度分析(Validity Analysis) 43
3.7.3信度分析(Reliability Analysis) 43
3.7.4簡單迴歸分析(Simple Regression Analysis) 43
3.7.5複迴歸分析(Multiple Regression Analysis) 43
3.7.6階層迴歸分析(Hierarchical Regression Analysis) 44
四、資料分析 45
4.1樣本回收與篩選 45
4.1.1樣本回收情形 45
4.1.2樣本篩選 45
4.2敘述性統計分析 46
4.2.1人口統計變數 46
4.2.2玉飾品購買經驗 48
4.2.3玉飾品網路購買經驗 49
4.2.4玉飾品網路潛在消費者消費偏好 50
4.2.5量表之敘述性統計分析 51
4.3消費者特性與消費價值 53
4.3.1人口統計變數與消費價值 53
4.3.2購買實態與消費價值 60
4.3.3 潛在消費者購買偏好與消費價值 67
4.4 消費價值對知覺價值之影響 71
4.5知覺價值對購買意願之影響 72
4.6知覺風險對消費價值與知覺價值間的干擾關係 73
4.6.1財務風險對消費價值與知覺價值間的干擾關係 76
4.6.2產品績效風險對消費價值與知覺價值間的干擾關係 86
4.6.3時間/便利風險對消費價值與知覺價值間的干擾關係 90
4.7 假說檢定結果 95
五、結論與建議 96
5.1研究結論 96
5.1.1敘述性統計結果 96
5.1.2消費者特性與消費價值之關係 99
5.1.3假說檢定結果 100
5.2管理意涵 107
5.3研究建議 109
參考文獻 110
附錄、完整問卷內容 114

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