第五章 結論與建議
第三節 後續研究建議
知覺風險之於購買意願之研究，多以整體風險探討，建議未來研究可深入各 構面，了解是否對於消費者會產生不同的影響，進而提供業者更具體的方向去制 定因應的策略。而探討購買意願之變數眾多，建議未來研究可加入其它變數加以 探討。而本研究之文獻推導為一般性，建議未來研究可深入不同的產業進行了解，
以幫助不同產業之業者明白其消費族群之購買意願。另外退換貨知覺容易度之於 購買意願之研究到目前為止仍為少數，然而其確實為影響信任之重要因子，故建 議後續研究可進一步了解。
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附錄一 量表
您好：
這是一份學術用途的研究問卷，目的在於了解影響消費者網路購買意願的因素，
希望您能提供寶貴的意見，撥冗填寫。本問卷僅供此研究進行分析，並不轉做他 用，請放心填答。感謝您的協助，並祝順心如意。
國立台中教育大學 事業經營研究所 指導教授：林欣怡 博士 研究生：陳侎蔆 敬上 第一部份：消費特性，請在適當的空格內勾選回答。
1 請問您使用過台灣的哪些購物網站？(複選)
□ YAHOO!奇摩拍賣 □ 博客來網路書店
□ YAHOO!奇摩購物中心 □ momo 富邦購物網
□ YAHOO!奇摩超級商城 □ 東森購物網
□ 露天拍賣 □ GOHAPPY 快樂購物網
□ PChome 線上購物 □ 樂天購物網
□ PChome 商店街 □ 樂天拍賣
□ PayEasy □ Hinet 拍賣
2 請問您最常使用台灣的哪個購物網站？(單選)
□ YAHOO!奇摩拍賣 □ 博客來網路書店
□ YAHOO!奇摩購物中心 □ momo 富邦購物網
□ YAHOO!奇摩超級商城 □ 東森購物網
□ 露天拍賣 □ GOHAPPY 快樂購物網
□ PChome 線上購物 □ 樂天購物網
□ PChome 商店街 □ 樂天拍賣
□ PayEasy □ Hinet 拍賣
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3 請問您接觸網路購物的時間已有多久？
□ 一年以下 □ 一年以上～二年以下 □ 二年以上～三年以下
□ 三年以上～四年以下 □ 四年以上～五年以下 □ 五年以上 4 請問您帄均每個月在購物網站購物的次數為？
□ 0 次 □ 一～二次 □ 三～四次 □ 五～六次 □ 七～八次
□ 九～十次 □ 十一次以上
5 請問您帄均每次使用或瀏覽購物網站的時間為？
□ 一小時以下 □ 一~三小時 □ 三~六小時 □ 六小時以上 6 請問您帄均每次在購物網站上的消費金額為？
□ 1000 元以下 □ 1001～3000 元 □ 3001～5000 元 □ 5001～7000 元
□ 7001～9000 元 □ 9001 元以上
7 你是否有網路購物的退換貨經驗？ □無
□有 (頻率:每十次網購退換____次) (原因：___________________)
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第三部份：下列個人基本資料僅供本研究使用，絕不對外公開，請放心填寫。
性別：□ 男 □ 女
年齡：□ 19 歲以下 □ 20~29 歲 □ 30~39 歲 □ 40~49 歲 □ 50 歲以上 教育程度：□ 高中以下 □ 專科 □ 大學 □ 研究所及以上
個人每月所得：□ 9,999 元以下 □ 10,000~19,999 元 □ 20,000~29,999 元 □ 30,000~39,999 元 □ 40,000~49,999 元 □ 50,000~59,999 元 □ 60,000 元以上
電子信箱：______________________________
《本問卷到此結束，再次感謝您的協助》
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.970 .722 購買意願
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2.554 85.120 .972
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