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研究生:陳鏡清
研究生(外文):CHEN, CHING-CHING
論文名稱:網路購物知覺風險,調節焦點與購買意願相關性之研究
論文名稱(外文):A study on the correlation between perceived risk, moderating focus and purchase intention of online shopping
指導教授:余國訓余國訓引用關係
指導教授(外文):YU, KUO-HSUN
口試委員:陳彦勲何嘉惠
口試委員(外文):GHEN, YAN-XUNHO, CHIA-HUI
口試日期:2022-05-31
學位類別:碩士
校院名稱:遠東科技大學
系所名稱:創新商品設計與創業管理系碩士班
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:2022
畢業學年度:110
語文別:中文
論文頁數:84
中文關鍵詞:知覺風險調節焦點購買意願
外文關鍵詞:perceived riskregulatory focuspurchase intention
相關次數:
  • 被引用被引用:4
  • 點閱點閱:170
  • 評分評分:
  • 下載下載:66
  • 收藏至我的研究室書目清單書目收藏:0
隨著網路從撥接上網到寛頻上網和現的光纖網路及無線網路從1G,2G,3G,4G到目前的5G與資訊安全的提升,網路購物的便利性與安全性己經取得大多數民衆認同,為民衆生活用品不可缺少的來源之一,查目前國內尚未有研究者以知覺風險、調節焦點對網路購物的購買意願影響的研究探討文獻。本研究想要瞭解網路消費者對於網路購物知覺風險,調節焦點與購買意願相關性之研究。本研究採量化問卷抽樣調查法,針對網路購物消費者為調查對象,抽樣調查共取得251份有效問卷。經SPSS 25統計分析軟體進行描述性統計分析、信度分析、因素分析、獨立樣本T檢定、單因子變異數分析、迴歸分析。研究結果顯示:知覺風險對調節焦點具有顯著影響;調節焦點對購買意願具有正向顯著影響;知覺風險對購買意願,因現今資訊安全的提高,網路購物業者的努力降低知覺風險的策略,再加上消費者對網路購物的黏著高(商品比實體便宜且多樣化等) ,消費者己知網路購物有風險,但還是會選擇網路購物購買物品的。所以現今的網路購物購買意願沒辦法以知覺風險來預測的。針對本研究結果加以解釋,並提出針對知覺風險、調節焦點及購買意願等建議,希望能提供網路購物業者在經營上做為參考。
With the Internet from dial-up Internet access to broadband Internet access and the current optical fiber network and wireless network from 1G, 2G, 3G, 4G to the current 5G and the improvement of information security, the convenience and security of online shopping have become It has been recognized by the majority of people that it is one of the indispensable sources of people's daily necessities, and there is no domestic research literature on the impact of perceived risk and adjustment focus on the purchase intention of online shopping. The purpose of this study is to understand the correlation between online consumers' perceived risk of online shopping, moderation focus and purchase intention. This study adopts the quantitative questionnaire sampling method, aiming at online shopping consumers as the survey object, and a total of 251 valid questionnaires are obtained from the sampling survey. Descriptive statistical analysis, reliability analysis, factor analysis, independent sample T test, single factor analysis of variance and regression analysis were performed by SPSS 25 statistical analysis software. The research results show that: perceived risk has a significant impact on adjustment focus; adjustment focus has a positive and significant impact on purchase intention; perceived risk has a significant impact on purchase intention, due to the improvement of information security today, online shopping industry efforts to reduce perceived risk strategies, and then In addition, consumers are highly attached to online shopping (commodities are cheaper and more diverse than physical products, etc.), consumers know that online shopping is risky, but they will still choose online shopping as their purchase intention. Therefore, the purchase intention of today's online shopping cannot be predicted by perceived risk.Explain the results of this study, and put forward suggestions on perceived risk, adjustment focus and purchase intention, hoping to provide online shopping operators as a reference in their operations.
致謝 i
摘要 ii
ABSTRCAT iii
目錄 v
表目錄 vii
圖目錄 viii
第壹章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究對象與範圍 4
第四節研究流程 4
第貳章文獻探討 6
第一節知覺風險 6
第二節 調節焦點 11
第三節購買意願 18
第四節各項構念間之關係探討 23
第參章研究方法 27
第二節研究假設 27
第三節操作型定義與衡量 28
第四節抽樣方法 32
第五節問卷設計 32
第六節資料分析 35
第肆章資料分析 38
第一節樣本基本資料分析 38
第二節描述性統計分析 40
第三節信度分析與因素分析檢定 45
第四節不同背景變項在各研究變項之差異分析 56
第五節迴歸分析 61
第伍章結論與建議 65
第一節研究假設驗證成果 65
第二節理論意涵 65
第三節實務意涵 66
第四節研究限制與未來建議 67
參考文獻 68
一、中文部分 68
二、英文部分 72
附錄ㄧ問卷 80


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