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研究生:何美君
研究生(外文):Prima Phakanon
論文名稱:泰國消費者對線上海鮮購物的購買意向與購買決策:風險知覺
論文名稱(外文):Thai consumer's purchase intention and purchase decision towards online seafood shopping: Risk perception
指導教授:鄭雅穗鄭雅穗引用關係
指導教授(外文):HILARY CHENG
口試委員:許志誠盧以詮
口試委員(外文):Xu ZhichengLu Yiquan
口試日期:2023-12-29
學位類別:碩士
校院名稱:元智大學
系所名稱:管理學院經營管理碩士班(英語專班學程)
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:2024
畢業學年度:112
語文別:英文
論文頁數:47
中文關鍵詞:風險感知購買意願網購海鮮顧客網購意願消費者網購決策泰國消費
外文關鍵詞:Risk perceptionPurchase IntentionOnline seafood shoppingCustomer’s online purchase intentionConsumer’s online purchase decisionThai consume
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近年來,海鮮仍然被認為是泰國人蛋白質的主要來源,他們的消費和購買行為也在不斷變化。 社群媒體和線上平台日益增長的影響力正在重塑日常行為。 傳統商店必須適應新的生活方式和趨勢,以跟上不斷變化的客戶行為。 因此,線上平台充斥著各種產品類別的新興商店,包括食品和新鮮產品,如水果、蔬菜、乳製品和新鮮肉類。 雖然各種產品在網路上很常見,但由於這些易腐爛商品存在獨特的問題,肉類和海鮮商店相對較少。 因此,本研究旨在調查風險認知(特別是詐欺風險、交付風險和產品風險)如何影響泰國消費者的線上海鮮購物體驗。 主要目標是了解影響泰國消費者在線上購買決策的風險感知因素。 研究人員以224位有網路平台購買海鮮經驗的參與者為樣本,以量化方法分析了泰國人的購買意願。 使用 IBM SPSS Statistics 和 JASP 軟體進行資料分析。 結果表明,配送風險顯著影響線上購買意願。 此外,還觀察到了間接影響,因為交付風險和線上購買意願共同影響線上購買決策。
Throughout recent times, seafood has continued to be considered a primary source of protein for Thai people, and their consumption and purchasing behaviors are evolving. The increasing influence of social media and online platforms is reshaping daily behaviors. Traditional stores must adapt to align with new lifestyles and trends to keep pace with changing customer behavior. Consequently, online platforms are teeming with emerging stores across various product categories, including food and fresh products, like fruit, vegetables, dairy items, and fresh meat. While various products are commonly found online, meat and seafood stores has been relatively rare, due to the unique problems associated with these perishable goods. Therefore, this study aims to investigate how risk perception—specifically focusing on fraud risk, delivery risk, and product risk—affects Thai consumers’ online seafood shopping experiences. The primary objective is to understand the factors influencing Thai consumers’ online purchasing decisions regarding risk perception. The researcher has employed quantitative methods to analyze Thai purchase intention, based on a sample of 224 participants with experience of buying seafood from online platforms.
Title page i
Letter of Approval ii
Abstract in Chinese iii
Abstract in English iv
Acknowledgement vi
Table of contents Vii
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research Motivation 4
1.3 Research objective and questions 4
Chapter 2 Literature Review 6
2.1 Purchase Intention 6
2.2 The Online Purchase Decision 7
2.3 Perceived Risk 8
2.3.1 Product Performance Risk 9
2.3.2 Resource (Fraud) Risk 10
2.3.3 Delivery Risk 10
Chapter 3 Research Methodology 11
3.1 Research model development 11
3.2 Research methodology 12
3.4 Procedure 12
3.5 The process of data analysis 13
Chapter 4 Research Finding 16
4.1 Sample descriptive statistics 16
4.2 Reliability Statistics 20
4.3 Factory Analysis Validity 20
4.3.1 Exploratory Factor Analysis (EFA) 20
4.3.2 Confirmatory Factor Analysis (CFA) 23
4.3.3 AVE: Average Variance Extracted 25
4.4 Testing hypothesis 26
Chapter 5 Discussion and Conclusion 29
5.1 Discussion 29
5.1.1Factors influencing online purchase intention 29
5.1.2 Factors influencing online purchase decision 29
5.2 Managerial implications 30
References 32
Appendix 37










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