臺灣博碩士論文加值系統

自從Bauer(1960)提出消費者行為即是一種風險承擔行為，知覺風險觀念廣泛的被採用來解釋各種消費者行為，至今行銷文獻逐漸開始以知覺風險觀點來解釋網路上各種購買情境所產生的消費者行為。由於本身無形、不可分割、異質、易逝特性而產生較高風險的各種服務產品是否皆適合採用虛擬通路則是一個新興的議題。本研究架構嘗試建立服務e化通路帶給顧客的風險知覺前因與對購買行為的影響，服務特性與交易媒介(網路)兩者被視為風險來源，經由網路使用者的風險知覺，進而影響消費者線上購買服務的意願。本研究發展一系列研究假設並且以台灣網路使用者為實證對象，預期對服務業者能提供自我檢視服務特性與有效降低風險知覺之策略，並啟發相關領域的研究議題。

Since Bauer (1960) proposed that consumer behavior is a kind of risk taking, perceived risk has been recognized as an important factor that influences consumer behavior. Recently marketing literature has started to use perceived risk in explaining consumer behavior to use the Internet for a variety of purchasing tasks. The fitness between e-commerce and risky services due to intangibility, inseparability, heterogeneity, and perishability is the hot issue in modern market. In this study, we try to build a framework to analyze the antecedents and consequents of customers’ risk perception because of the service e-channel. We find service characteristics and Internet are the both sources of risk perception on consumers’ intention of service e-shopping. This empirical research develops a series of hypotheses about the antecedents of risk perception and service e-shopping behavior. We expect to contribute a diagnosis framework not only for service firms to understand their service characteristics but also help service firms to reduce the most important risk dimensions. Additionally, our hypotheses will propose some future research approach for service e-marketing.

1. Introduction…………………………………………………………… 1
1.1 Research Background and Motivation……………………………… 1
1.2 Research Purpose…………………………………………………5
2. Literature Review and Hypotheses………………………………… 7
2.1 Service E-commerce……………………………………………… 7
2.2 Risk Perception and Service Characterisitics………………………… 13
2.3 Agency Problems in Service E-channel……………………………… 29
3. Research Methodology…………………………………………35
3.1 Research Framework……………………………………………… 35
3.2 Variable Definition and Measurement…………………………… 36
3.3 Questionnaire Design…………………………………………… 48
3.4 Sampling Design and Data Collection……………………………48
3.5 Sample Structure………………………………………………… 49
3.6 Analysis Methods…………………………………………………53
4. Analysis Results………………………………………………… 54
4.1 Reliability and Validity………………………………………… 54
4.2 Hypotheses Test Results…………………………………………60
5. Conclusion and Implication…………………………………………… 74
5.1 Research Findings………………………………………………… 74
5.2 Managerial Implications…………………………………………75
5.3 Limitations and Future Research………………………………… 78
REFERENCE……………………………………………………………… 80
APPENDIX………………………………………………………………86

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