臺灣博碩士論文加值系統

網際網路的無遠弗屆的資訊能更快速的傳遞，也產生了有別於傳統通路購買商品的形式，透過網路虛擬通路購物。此種新型態的網路購物模式蘊藏的商機無限，在各項網路購物商品中，美容保養品的發展潛力最大，成長也最快。

因此，本研究將探討影響消費者網路購買保養品意願的關鍵因素和知覺風險對網路購買意願的影響性，藉此了解消費者對於網路購買保養品的購買意願。

本研究以網路問卷，進行資料蒐集，藉由探討網路保養品的產品屬性、購買動機、資訊尋求、網路購買評估、知覺風險及購買意願等變數對消費者行為進行行分析。本研究採用因素分析、卡方檢定、變異數分析、迴歸分析等統計方法對樣本資料進行分析。

研究結果顯示，網路購買保養品的消費者無論是在資訊尋求、購買動機、產品屬性、網路購買評估、知覺風險和購買意願皆有顯著差異。此外，知覺風險中的績效風險、身體風險和財務風險均對購買意願有負向關係，其中，以身體風險的影響力最大，其次是績效風險，最後才為財務風險。

最後依據研究結果提出行銷建議，以提供爾後學術界之研究及網路保養品業者擬定經營策略之參考。

Because of the omnipresent Internet ,the information can be passed quickly without any
obstruction. There is a new way to online shop.This new type of online shopping provides infinite
business opportunities.
This study will investigate the key factors which affect consumers＇purchase behavior and
the influence of perceived risk on consumers＇ purchase intentions.
This study uses online questionnaires to collect data.There are six variables to describe
the characteristics and behaviors of consumers:product properties,purchase motives,sources of
information,perceived risk,online-shopping and purchase intentions variables.Factor
analysis,Chi-Square Test,One Way ANOVA analysis and Regression analysis will be used in this
study.
The results of the study are as following.The consumers are significantly different in
product properties,purchase motives,sources of information,perceived risk,online-shopping and
purchase intentions variables.The performance risk,physical risk and financial risk have
negative effects on consumers＇ purchase intensions.Moreover,the most influential risk of
perceived risk is physical risk,then performance risk and financial risk.
Finally,this study provides some marketing recommendations for future research.

第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究對象及範圍 2
1.4研究架構 2
1.5研究流程 3
第二章 文獻探討 4
2.1網路購物消費特性 4
2.1.1網路購物的定義 4
2.1.2台灣網路購物市場概況 4
2.1.3網路消費者的行為 7
2.1.4消費者決策行為在傳統實體市場與網路市場中的差異 11
2.1.5影響網路購物的因素 14
2.2化妝品 16
2.2.1化妝品的定義 16
2.2.2化妝品的分類 16
2.2.3化妝品市場發展趨勢 18
2.2.4化妝品屬性 19
2.3知覺風險 23
2.3.1知覺風險之定義 23
2.3.2知覺風險之構面 24
2.3.3知覺風險之衡量 28
2.4購買意願 29
2.4.1購買意願之定義 29
2.4.2知覺風險與購買意願 30
2.5國內相關文獻探討 31
2.5.1購買動機變數 31
2.5.2資訊尋求變數 32
2.5.3產品屬性變數 34
2.5.4網路購物屬性變數 35
2.5.5知覺風險變數 36
2.5.6人口統計變數 37
第三章 研究方法 38
3.1操作性架構 38
3.2研究變數之操作定義 39
3.2.1人口統計變數 39
3.2.2購買動機變數 39
3.2.3資訊尋求變數 39
3.2.4產品屬性評估準則變數 39
3.2.5網路購物屬性評估準則變數 39
3.2.6知覺風險變數 40
3.3研究假說 40
3.4問卷設計 42
3.5抽樣設計 45
3.6資料處理與分析方法 49
3.7信度與效度 51
3.7.1信度(Reliability) 51
3.7.2效度(Validity) 53
3.8 研究限制 54
第四章 資料分析與發現 55
4.1因素分析 55
4.1.1產品屬性之因素分析 55
4.1.2知覺風險之因素分析 57
4.2信度、效度分析 59
4.2.1信度分析 59
4.2.2效度分析 60
4.3人口統計變數對資訊來源之分析 62
4.3.1性別與網路購買保養品行為的資訊來源 62
4.3.2年齡與網路購買保養品行為的資訊來源 62
4.3.3教育程度與網路購買保養品行為的資訊來源 63
4.3.4職業與網路購買保養品行為的資訊來源 63
4.3.5可支配所得與網路購買保養品行為的資訊來源 64
4.4人口統計變數對動機來源之分析 64
4.4.1性別與網路購買保養品行為的動機來源 65
4.4.2年齡與網路購買保養品行為的動機來源 65
4.4.3教育程度與網路購買保養品行為的動機來源 66
4.4.4職業與網路購買保養品行為的動機來源 66
4.4.5可支配所得與網路購買保養品行為的動機來源 66
4.5人口統計變數對產品屬性之分析 67
4.5.1性別與產品屬性 67
4.5.2年齡與產品屬性 68
4.5.3教育程度與產品屬性 69
4.5.4職業與產品屬性 69
4.5.5可支配所得與產品屬性 70
4.6人口統計變數對網路購買評估之分析 71
4.6.1性別與網路購買 72
4.6.2年齡與網路購買 72
4.6.3教育程度與網路購買 73
4.6.4職業與網路購買 73
4.6.5可支配所得與網路購買 74
4.7人口統計變數對知覺風險之分析 75
4.7.1性別與知覺風險 75
4.7.2年齡與知覺風險 75
4.7.3教育程度與知覺風險 77
4.7.4職業與知覺風險 77
4.7.5可支配所得與知覺風險 78
4.8人口統計變數對購買意願之分析 79
4.8.1性別與購買意願 79
4.8.2年齡與購買意願 80
4.8.3教育程度與購買意願 80
4.8.4職業與購買意願 80
4.8.5可支配所得與購買意願 81
4.9知覺風險對購買意願影響之分析 81
4.10研究假說驗證之彙整 83
第五章 結論與建議 89
5.1研究結果 89
5.2研究建議 93
5.3後續研究建議 94
參考文獻 95
附錄1:問卷 101

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