臺灣博碩士論文加值系統

一般消費者會認為在網路上消費購物之風險會比在一般商店消費還來的高。因此本研究最大的課題就是探討網路購物其風險，本研究以計畫行為理論為基礎並回顧網路購物之相關文獻，設定網購中的知覺效益程度與知覺風險程度對網路購物購買意願的影響為研究架構，本研究結果發現任何時間都可以購買是有網購經驗者認為最主要的網購效益，而更多產品選擇則是無網購經驗認為網購最主要的效益。另外，以時間風險、隱私風險、財務風險、績效風險、社會風險等來衡量網路消費者的知覺風險，其中績效風險為影響購買意願最主要的原因。合併網購知覺風險與網購知覺效益與購買意願有顯著正向關係，同時說明不同的產品類別與消費者是否有過網購經驗為網購買意願的干擾變項之影響。

Consumers generally perceive that shopping online possesses higher risks than in brick-and-mortar stores. The main focus in this research is in looking at online shopping risks based on Theory of Planned Behavior. We will refer to related publication. And as a structure for this research, we will define levels of impacts from degrees of perceived benefits and risks to degrees of consumer willingness in online shopping. Our research found that, to experienced online shoppers, the best of the perceived benefits of online shopping is to be able to shop any time. To those with no online shopping experiences, the top benefit is more merchandise selections on line than in regular retail stores. And using perceived risks, such as time risks, privacy risks, financial risks, performance risks, and social risks, to measure impacts on consumer’s willingness to buy online, performance risks stand out to be the most important. Combining perceived benefits and perceived risks results in a positive relationship on influencing consumer’s willingness in online shopping. The influences of the different types of diverse merchandise were also discussed.

中文摘要 --------------------------------------------------I
英文摘要 --------------------------------------------------II
目錄 -------------------------------------------------III
圖目錄 --------------------------------------------------IV
表目錄 ---------------------------------------------------V
第一章 緒論-----------------------------------------------1
第一節 研究背景--------------------------------------------1
第二節 研究動機--------------------------------------------3
第三節 研究目的--------------------------------------------5
第四節 研究範圍--------------------------------------------6
第五節 研究流程--------------------------------------------6
第二章 文獻探討--------------------------------------------8
第一節 網際網路的相關探討-----------------------------------8
第二節 計畫行為理論---------------------------------------12
第三節 網路購物行為---------------------------------------16
第四節 知覺風險-------------------------------------------23
第五節 網路購物產品類別與屬性------------------------------30
第六節 網路購物經驗---------------------------------------33
第三章 研究方法-------------------------------------------34
第一節 研究架構-------------------------------------------34
第二節 研究變數之操作型定義與衡量---------------------------35
第三節 研究設計-------------------------------------------36
第四節 研究對象-------------------------------------------36
第五節 資料分析法-----------------------------------------37
第四章 資料分析-------------------------------------------39
第一節 敘述統計分析---------------------------------------39
第二節 卡方檢定-------------------------------------------43
第三節 線性迴歸-------------------------------------------45
第五章 結論與建議-----------------------------------------55
第一節 研究結論-------------------------------------------55
第二節 對實務的建議與貢獻----------------------------------57
第六章 參考文獻-------------------------------------------59
附件一 問卷調查表-----------------------------------------70

中文文獻
1.王淑慧(1998)。「產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響」，國立成功大學碩士論文。
2.官振華(1995)。「WWW使用者運用電子購物意願之研究-以人格特質,購買涉入與網路使用行為探討」，國立中央大學碩士論文。
3.李宛穎(1998)。「線上銷售考量因素之研究」，國立中山大學碩士論文。
4.賴杉桂、蕭美麗、吳家寧(1996)。「電子商業座談會會議記錄」，http://www.doc.gov.tw/DOC/active/ecmeet.htm。
5.李定家(2000)。「網路購物之降低風險策略研究」，國立中央大學碩士論文。
6.榮泰生(2000)。「組織學習論之探討--企業實施辦公室自動化之實證研究」，國立政治大學博士論文。
7.鄭富馨(2001)。「降低風險策略對消費者知覺風險和網路購物意願的影響」，國防管理學院碩士論文。
8.鄭伯壎(1994)。「領導方式、情境因素與人格屬性對工人工作滿足感的影響」，國立台灣大學碩士論文。
9.葉旭榮(1997)。「志工參與行為意向模式的建構及其在志工人力資源招募的應用-以老人福利機構志工招募為例」，國立中山大學碩士論文。
10.蔡秀媛(2005)。「行動通訊加值服務使用者滿意度、購買意向與品牌忠 誠行為關係之研究-整合科技接受模型與計畫行為理論」，東吳大學碩士論文。
11.魏翠珍(2006)。「以解構計畫行為理論分析3G手機購買意圖之研究」，開南大學碩士論文。
12.謝佩吟(2005)。「產品屬性對創新採用之影響-以網路通路為干擾變項」，國立中正大學碩士論文。
13.許嘉元(2006)。「消費者創新採用、品牌定位與社會風險知覺對購買意願影響之研究-以照相手機為例」，中國文化大學碩士論文。
14.陳德列(2007)。「台灣DVB-H手機電視創新採用意願研究」，世新大學碩士論文。
15.陳銘祥(2000)。「消費者類型與知覺風險對網際網路購物意願影響之研究」，銘傳大學資訊管理研究所未出版之碩士論文。
16.湯嘉恆(1999)。「消費者之網路購物資訊環境態度、購買涉入、網路使用行為對網路購物意願之影響探討-以國立大學學生為例」，國立交通大學碩士論文。
17.張元琦(1996)。「企業在網際網路上行銷活動之研究」，國立政治大學碩士論文。
18.林如瑩(2000)。「風險降低策略於網路購物之研究–以實驗室實驗法探 討」，國立中央大學碩士論文。
19.林亮德(1999)。「消費者創新產品之採用行為與產品屬性評估之研究─以數位影音光碟機（DVD）為例」，國立中央大學碩士論文。
20.黃賢章(2003)。「網路購物付費方式與消費者知覺風險之研討」，立德管理學院碩士論文。


英文文獻
1.Ajzen, I. (1985), “From Intentions to Actions: A Theory of Planned Behavior”, In Action Control from Cognition to Behavior. Kuhl Julius and Bechmann Jurgen, pp.11-39.
2.Akaah I.P & P.K. Korgaonkar (1988), “A Conjoint Investigation of the Relative Importance of Risk Relativers in Direct Marketing.” Journal of Advertising Research, pp.38-44.
3.Ajzen, I. (1988), Attitudes, Personality, and Behavior. Chicago, IL: The Dorsey Press.
4.Ajzen Icek. (1991), “The Theory of Planned Behavior” Organizational Behavior and Human Decision Processes﹐pp.179-211.
5.Aaker, D. A. (1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, The Free Press, N.Y.
6.Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A and Wood, S (1997), “Interactive home shopping: consumer, retailer, and manufacturer incentives, to participate in electronic marketplaces”,Journal of Marketing, pp.38-53.
7.Bauer, R. A. (1960), “Consumer Behavior as Risk Taking,” Dynamic Marketing for Changing World, Chicago：American Marketing Association, pp.389-393.
8.Berelson, B.& Steiner ,G.A. (1964), Human Behavior:An Inventory of Scientific Findings. New York:Harcourt, Brace& World , Inc.
9.Bettman, J. R. (1973), “Perceived Risk and Its Components：A model and Empirical Test”, Journal of Marketing Research, pp.184-190.
10.Brooker, G. (1984), “An Assessment of an Expended Measure of Perceived Risk”, in Advances in Consumer Research, 11, ed. Thomas C. Kinnear, Urbana, IL：Association for Consumer Research, pp.439-441.
11.Barwise (1997), “Brands in a Digital Word”, Journal of Brand Management, pp.220-223.
12.Burke Raymond (1997), “Do You See What I See? The Future of Virtual Shopping”, Journal of the Academy of Marketing Science, pp.352-360.
13.Butler &Joe Peppard (1998), “Consumer Purchase on the Internet:Process and Prospects”, European Management Journal, pp.600-610.
14.Boyd,Thomas C.and Charlotte H. Mason（1999）, “The Link Between Attractiveness of｀Extrabrand＇Attributes and the Adoption of Innovations”,Journal of the Academy of Marketing Science , pp. 306-319.
15.Bansal, H. S. and Voyer, P. A. (2000), “Word-of-Mouth Processes Within a Services Purchasa Decision Context”, Journal of Service Research, pp.166-177.
16.Cuieford, J. P. (1965), Fundamental Statistics in Psychology and Education, 4th Edition, New York, NY: McGraw-Hill.
17.Cox, Donald F. (1967), “Risk Handling in Consumer Behavior-An Intensive Study of Two Cases”, in Donald F. Cox (ED.), Risk Taking and Information Handling in Consumer Behavior, Boston：Harvard University Press, pp.34-81.
18.Cunningham, S.M. (1967), “The Major Dimension of Perceived Risk”,in Donald F. Cox (ED.), Risk Taking and Information Handling in Consumer Behavior, Boston：Harvard University Press, pp.82-108.
19.Childers(1986), “Assessment of the Psychometric Properties of an opinion Leadership Scale”, Journal of Marketing Research, pp.184-188.
20.C.F. Hofacker (1998), “Internet Marketing”, http://education,pro2net.com/internemarketing/ch11/risk.html
21.Culuan (1999), “Georgetown Internet Privacy Policy Survey”, http://www.msb.edu/faculty/cuinanm/gippshome.html
22.Coltman&Devinney&Latukefu&Midgley(2001), “E-business:Revolution, Evolution, or Hype”, California Management Review, pp.57-86.
23.Derbaix, C (1983), “Perceived Risk An Empiricaand Risk Relievers：Investigation”, Journal of Economic Psychology, pp.19-38.
24.Dunn, M. G., P. E. Murphy, and G. U. Skelly (1986), “Research Note: The Influence of Perceived Risk on Brand Preference for Supermarket Products”, Journal of Retailing , pp.35-42.
25.Dhar, Ravi and Steven J. Sherman (1996), “The Effect of Common and Unique Features in Consumer Choice”,Journal of Consumer Research , pp.193-203.
26.Donthu, N., and Garcia, A. (1999), “The Internet Shopper”, Journal of Advertising Research, pp.52-66.
27.Engel, Blackwell & Miniard (1990), Consumer Behavior,6th Edition, The Dryden Press.
28.Fishbein, M., and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
29.Fishbein, M., and Ajzen, I. (1989), Understanding Attitudes and Predicting Social Behavior. New Jersey: Prentice-Hall.
30.Freedman (2002), “6 Golden rules of online customer service”, Catalog Age, pp.55-56.
31.Garner, Sarah Jane (1986), “Perceived Risk and Information Source in Services Purchasing”, Mid-Atlantic Journal of Business, pp.49-58.
32.George Balabanis & Stefanos Vassileiou(1999), “Some Attitude Predictors of Home-Shopping through the Internet”, Journal of Marketing Management, pp.361-385.
33.Garretson, Judith A. and Clow Kenneth E. (2003), “The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry”, Journal of Service Marketing, pp.59-70.
34.Hugstand, P., James W. Taylor, and Grand D.Bruce（1987）, “The Effects of Social Risk on Consumer Information Search”, Journal of Service Marketing, pp.47-52.
35.Holak, Susan L. and donald R. Lehmann (1990), “Purchase Intentions and the Dimensions of Innovation : an Exploratory Model”, Journal of Product Innovation Management , pp.59-73.
36.Havlena, W. J., and Desarbo, W. S. (1991), “On the Meseasurement of Perceived Consumer Risk”, Decision Sciences, pp.927-939.
37.Innis & Unnava,(1991), “The Usefulness of Product Warranties for Reputable and New Brands”,Advance in Consumer Research, pp.317-322.
38.Jocoby, J., and Kaplan, L. (1972), “ The Components of Perceived Risk”,In M. Venkatesan(Ed.), Proceedings , 3rd Annual Conference, Chicago: Association for Consumer Research , pp.382-393.
39.Jarvenpa, S. L. (1999), “Communication and Trust in Global Virtual Teams”, Organization Science, pp.791-815.
40.Kaplan, L.B. & J. Jacoby(1972), “The Components of Perceived Risk”,in Proceedings, Third Annual Conference, ed. M. Venkatesan, Urbans,IL:Association for Consumer Research, pp.382-393.
41.Kaplan, L. B., Szybillo, G. J., and Jacoby, J. (1974), “Components of Perceived Risk in Product Purchase:A Cross-Vaildation”,Journal of Applied Psychology, pp.287-291.
42.Kamins, M. A & Marks, L.J. (1991),“The Perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands”,Journal of the Academy of Marketing Science, pp.177-185.
43.Kevin Lane Keller (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”,Journal of Marketing, pp.1-22.
44.Kalakota, R. & Whinston, A. B. (1996), “Frontiers of Electronic Commerce”,Addison-Wesley Publishing Company, Inc.
45.Locander, William B. and Peter W. Hermann (1979), “The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction.” Journal of Marketing Research, pp.268-274.
46.Lefkoff-Hagius, Poxanne and Charlotte H. Mason, (1993), “Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference , ” Journal of Consumer Research, pp.100-110.
47.Laroche, M., Kim C., & L. Zhou (1996), “Brand Familiarity and Confidence Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context”,Journal of Business Research, pp.115-120.
48.Liang & Huang(1998), “An Empirical Study on Consumer Markets: A Transaction Cost Model”,Decision Support System, pp.29-43.
49.Midgley(1983),“Effects of information supply and demand on judgment accuracy：evidence from corporate managers”, The Accounting Review , pp. 284-293.
50.Mitchell, Vincent-Wayne and Michael Greatorex (1989), “Risk Reduction Strategies Used in the Purchase of Wine in the UK.” European Journal of Marketing,pp.31-46.
51.Murray, Keith B. and John L. Schlacter (1990), “The Impact of Service vs. Goods on Consumers’ Assessment of Perceived Risk and Variability.” Journal of the Academy of Marketing Science, pp.51-65.
52.Mitchell, V. W., and Greatorex, M. (1993),Risk Perception and Reduction in the Purchase of Consumer Services” , The Service Industries Journal, pp.179-200.
53.Mitchell, V. W., and Greatorex, M. (1994),Modeling Consumer Risk Reduction Preferences from Percevied Loss Data”,Journal of Economic Psychology, pp.669-685.
54.Moore, Geoffrey A. (1995), In Side the Tornado: Marketing Strategies from Silicon Valley''s Cutting Edge, Harper Business: New York.
55.Marios Angelides (1997), “Implementing the Internet for Business: AGlobal Marketing Opportunity”,Internation Journal of Information Management, pp.405-419.
56.Mitra, K., Reiss, M. C. (1999). “ An examination of perceived risk,information search and behavioral intentions in search, experience and credence services. ” Journal of Services Marketing, pp.208.
57.Mantel,S.P.&Kardes,F.R.(1999).The role of direction of comparison. Attribute-based processing ,and attitude- based processing in consumer Preference. Journal of Consumer Research, pp.335-352.
58.Melody Y. Kiang, T.S. Raghu, Kevin Huei-Min Shang(2000),“ Marketing on the Internet-who can benefit from an online marketing approach ?”Decision Support System, pp.383-393.
59.Modahl(2000),Mary, Now or Never,Forrester Research Inc .
60.Miyazaki & Fernandez (2001), “ Consumer Perception of Privacy and Security Risks for Online Shopping” ,Journal of Consumer Affairs, pp.27-44.
61.Nelson, P. (1970), “Information and Consumer Behavior” , Journal of Political Economy, pp.311-329.
62.Novak Thomas, P., and Donna L. Hoffman(1998), “Modeling the structure of the flow experience among web users”, INFORMS marketing science and the internet mini-conference MIT.
63.Peter & Tarpey (1975), “A Comparative Analysis of Three Consumer Decision Strategies” ,Journal of Consumer Research, pp.29-37.
64.Pallab paul (1996), “ Marketing on the Internet.” Journal of ConsumerMarketing” , pp.27-37.
65.Peterson et.al,(1997), “Exploring the Implication of the Internet for Consumer Marketing” , Journal of the Academy of Marketing Science, pp.329-346.
66.P. Kolter, (1997), “Marketing Management Analysis, lanning,Implementation, and Control” ,Prentice-Hall,NJ, pp.433-437, pp.718-733.
67.Roselius, T., (1971) , “Consumer Rankings of Risk Reduction Methods” ,Journal of Marketing, pp.56-61.
68.Robertson, Thomas. S., Joan Zielinski and Scott Ward (1984), Consumer Behavior. Glenview, Ill.:Scott, Foresman.
69.Rossiter, John R. and Larry Percy (1987), “Advertising and Promotion Management” ,New York: McGraw-Hill Book company.
70.Rao, Akshay R. and Robert W. Ruekert (1994), “Brand Alliances as Signals of Product Quality” , Sloan Management Review, pp.87-97.
71.Srinivasan, N. and B. T. Ratchford (1991), “An Empirical Test of an External Search for Automobiles.” Journal of Consumer Research, pp.233-242.
72.Stone, R.N., and Gronhaug, K. (1993),“Perceived Risk:Further Consideration for the Marketing Discipline,” European Journal of Marketing, pp.39-50.
73.Sweeney, J. C., Soutar, G. N., and Johnson, L.W. (1999),“The Role of Preceived Risk in the Quality-Value Relationship:A study in a Retail Environment,” Journal of Retailing, pp.77-105.
74.Taylor, S., & Todd, P.A(1995),“Understanding information technology usage: A test of competing models. ” Information Systems Research, pp.145-176.
75.Tan (1999), “Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping”, Journal of Marketing, pp.168-180.
76.Tain & Emery (2002), “Cross-Culture Issues Internet Marketing” , Journal of American Academy of Business, pp.217-224.
77.Veryzer ,Robert W., Jr.(1998), “Key Factors Affecting Customer Evaluation of Discontinuous”, Journal of Product Innovation Management , pp.136-150.
78.Wilson,T. D.(1997), “On User Studies and Information Need” ,Journal of Documentation, pp.9.
79.Yoon & Kim(2001), “Is the Internet More Effective Than traditional Media?Factors the Choice of Media” , Journal of Advertising Research, pp.53-60.
80.Zeithaml, V. A. (1981), “Consumer Perceptions of Price, Quality, and Value:Ameans-End Model and Synthesis of Evidence” , Journal of Marketing, pp.2-22.
81.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value:Ameans-End Model and Synthesis of Evidence,” Journal of Marketing, pp.2-22.