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研究生:謝芳婷
研究生(外文):Hsieh, Fangting
論文名稱:消費者知覺風險與再消費風險之研究_以雅虎拍賣為例
論文名稱(外文):A Study Of Relationship Between Perceived Risks And Purchase Intension: The Case Of Yahoo Online Shopping
指導教授:蕭宏金蕭宏金引用關係藍於琛藍於琛引用關係
指導教授(外文):Hsiao, LuckLan, Jesse
口試委員:張存金蕭宏金藍於琛葉上葆
口試委員(外文):Zhang , ZunjimHsiao, LuckLan, JesseYeh, Albert
口試日期:2012-06-05
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院管理碩博士班
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:2012
畢業學年度:100
語文別:英文
論文頁數:81
外文關鍵詞:Perceptive RisksInfluence Of SituationalRepurchase Intension
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This research aims to explore how perceived risk, influence of situation and repurchase intension related online shopping internet. In this era, information has developed very fast. It is important to attract consumers who could get more attention and more benefits. Although emphasis on attracting attention is important, it’s also important to eliminate the risks that make customers not to worry about anything, and continue to purchase on the internet. Therefore, it is necessary to analysis the discussion through the interaction and effect between perceptive risks and repurchases intensions. On the other way, consumers will be influence by the environment around when they are shopping in physical store, than effect their shopping behavior. A total of 350 subjects who consumed foreign brands leads to 321 valid samples. Based on marketing composite strategy scale, law scale and consumption willingness scale, we conducted descriptive statistics, reliability test, factor analysis, Pearson product-moment correlation coefficient analysis and scalar regression, and concluded as follows: (1) the difference in different consumer background has significantly affected in influence of situation. (2) The difference in different consumer background has significantly affected in Perceived Risk. (3) The difference of different background consumers has significantly affected in Repurchase Intension (4) Influence of Situation has significantly related influence to Repurchase Intension, especially in Online Service and Production Information and Function has significantly positive interfered.
TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 PROBLEM STATEMENT AND RESEARCH OBJECTIVES 2
1.3 SIGNIFICANCE AND SCOPE OF THE RESEARCH 3
1.3.1 Research questions 3
1.3.2. Research method 4
1.4 RESEARCH PROCEDURES 4
CHAPTER 2 LITERATURE REVIEW 6
2.1 THE MEANING AND RELEVANT RESEARCH OF PERCEIVED RISKS 6
2.1.1 The Meaning of Perceived Risks 6
2.1.2 The Dimensions of Perceived Risks 7
2.1.3 The Strategy of Reduce Perceived Risk 10
2.1.4 The Related Research of Reduce Risks Strategy in Online Shopping 11
2.2 THE MEANING AND RELEVANT RESEARCH OF INFLUENCE OF SITUATION 12
2.2.1 The Meaning of influence of situation 12
2.2.2 The online shopping influence of situation 13
2.2.3 Mehrabian-Russell model 14
2.3 THE MEANING AND RELEVANT RESEARCH OF REPURCHASE INTENSIONS 16
2.3.1 The Meaning of Repurchase Intensions 16
2.3.2 The Theory Model of Consumers Behavior 16
2.3.3 The Dimensions of Perceived Risks 20
2.4 THE RELATED RESEARCH OF PERCEIVED RISKS, INFLUENCE OF SITUATION AND REPURCHASE INTENSION 23
2.4.1 The Related Research of Perceived Risks and Repurchase Intension 23
2.4.2 The Related Research of Perceptive Risks and Influence of Situation 23
2.4.3 The Related Research of Repurchase Intensions and Influence of Situation 24
2.5 RESEARCH HYPOTHESIS 24
2.6 FRAMEWORK OF STUDY 25
CHAPTER 3 METHODOLOGY 27
3.1. RESEARCH DESIGN 27
3.2. QUESTIONNAIRE DESIGN AND SCALES 27
3.2.1 Perceived Risk 27
3.2.2 Influence of Situation 28
3.2.3 Repurchase Intension 30
3.2.4 Demographics 31
3.3. SAMPLING DESIGN 31
3.3.1. Pre-Test 32
3.4. RELIABILITY AND FACTOR ANALYSIS 32
3.4.1. Perceived Risk 32
3.4.2. Influence of Situation 34
3.4.3. Repurchase Intension 36
3.4.4. Reliability Analysis of Scale 36
3.5. DATA ANALYSIS 37
3.5.1. Reliability Analysis 37
3.5.2. Descriptive Analysis 38
3.5.3. Pearson Product-Moment Correlation 38
3.5.4. Hierarchical Regression 38
3.5.5. One-Way ANOVA 38
CHAPTER4 RESULT 39
4.1 DESCRIPTIVE STATISTICS 39
4.1.1. Gender 39
4.1.2. Age 39
4.1.3 Marriage Status 39
4.1.4 Educational background 39
4.1.5 Monthly Income 40
4.1.6 Online Internet Shopping 40
4.2 PEARSON CORRELATION ANALYSIS 41
4.3 RESULTS OF REGRESSION ANALYSIS 43
4.3.1. The difference in different consumer background in each dimension 43
4.3.2 The Effects of Influence of Situation to Repurchasing Intention 46
4.4.3 The Moderating Effects of Perceived Risk between the Influence of Situation and Repurchasing Intention 47
CHAPTER 5 CONCLUSION AND SUGGESTIONS 50
5.1 CONCLUSION 50
5.1.1. The difference in different consumer background in influence of situation 50
5.1.2. The difference in different consumer background in influence of situation in Perceived Risk 50
5.1.3. The difference of different background consumers has significantly affected in Repurchase Intension 51
5.1.4. Influence of Situation has significantly related influence to Repurchase Intension, especially in Online Service and Production Information and Function has significantly positive interfered. 51
5.2 SUGGESTIONS 51
5.2.1 The suggestions for Online Shopping Sellers 51
5.2.2 The suggestions for Online Shopping Consumers 52
5.3 SUGGESTIONS FOR FURTHER RESEARCHES 53
5.3.1. Framework of Study 53
5.3.2. Methodology 53
5.3.3. Vertical Research 53
BIBLIOGRAPHY 55
ENGLISH 55
CHINESE 56
APPENDIX 59
APPENDIX A THE CORRELATION SHIP STUDY OF PERCEIVED RISKS, INFLUENCE OF SITUATION TO REPURCHASE INTENSIONS- THE PERSPECTIVE OF KAOHSIUNG FULL TIME WORKERS. (PRE-TEST QUESTIONNAIRE) 59
APPENDIX B 購物網站消費者知覺風險、情境擾動與再消費意願之研究-以高雄市購物網站上班族群消費者為例(預試問卷) 63
APPENDIX C THE CORRELATION SHIP STUDY OF PERCEIVED RISKS, INFLUENCE OF SITUATION TO REPURCHASE INTENSIONS- THE PERSPECTIVE OF KAOHSIUNG FULL TIME WORKERS. (FORMAL QUESTIONNAIRE) 66
APPENDIX D 購物網站消費者知覺風險、情境擾動與再消費意願之研究-以高雄市購物網站上班族群消費者為例(正式問卷) 70
LIST OF TABLES
TABLE 2-2 THE DEFINITION OF REPURCHASE INTENSIONS. 16
TABLE 3.1 THE DIMENSIONS AND MEASUREMENTS OF PERCEIVED RISK 28
TABLE 3.2 DIMENSIONS AND MEASUREMENTS OF INFLUENCE OF SITUATION. 30
TABLE 3.3 DIMENSIONS AND MEASUREMENTS OF REPURCHASE INTENSION 31
TABLE 3.3 RELIABILITY ANALYSIS OF PRETEST 32
TABLE 3.4 THE RESULT OF PERCEIVED RISK FACTOR AND RELIABILITY ANALYSIS 33
TABLE 3.5 THE RESULT OF INFLUENCE OF SITUATION’S FACTOR AND RELIABILITY ANALYSIS 34
TABLE 3.6 THE RESULT OF REPURCHASE INTENSION’S FACTOR AND RELIABILITY ANALYSIS 36
TABLE 3.7 RELIABILITY ANALYSIS OF QUESTIONNAIRE 37
TABLE 4.1 THE LIST OF DESCRIPTION STATISTICS 41
TABLE 4.2 PEARSON CORRELATION SCALE OF VARIABLES 42
TABLE 4.3 THE DIFFERENT TIMES SHOWN IN ONLINE SHOPPING ON INFLUENCE OF SITUATION. 44
TABLE 4.4 THE DIFFERENT TIMES SHOWN IN ONLINE SHOPPING ON INFLUENCE OF SITUATION. 44
TABLE 4.5 THE DIFFERENT TIMES SHOWN IN ONLINE SHOPPING ON REPURCHASE INTENSION. 45
TABLE 4.6 THE DIFFERENT ONLINE SHOPPING WEBSITES THAT HAS AN EFFECT ON INFLUENCE OF SITUATION 45
TABLE 4.7 THE DIFFERENT ONLINE SHOPPING WEBSITES THAT HAS AN EFFECT ON PERCEIVED RISK. 46
TABLE 4.8 THE DIFFERENT ONLINE SHOPPING WEBSITES THAT HAS AN EFFECT ON REPURCHASE INTENSION. 46
TABLE 4.9 REGRESSION ANALYSIS OF PERCEIVED RISK BETWEEN INFLUENCE OF SITUATION AND REPURCHASING INTENTION 47
LIST OF FIGURES
FIGURE 1.1 MIC ONLINE SHOPPING IN TAIWAN IN 2010 2
FIGURE 1-2 THE PROCESS OF THE RESEARCH 5
FIGURE 2.1 THE MEHRABIAN-RUSSELL MODEL 14
FIGURE 2-2 MODEL EBM 18
FIGURE 2-2 FRAMEWORK OF STUDY 25
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