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The research scope of this study is confined to adolescents’ perception in the context of online shopping

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計畫名稱:青少年之風險態度及線上遊戲成癮程度對於線上購物知覺 的影響

97-2410-H-468-020- 研究計畫英文摘要:

Key words: Adolescent, Risk Attitude, Online Game Addiction, Perceived Risk, Online Shopping

Perceived risk plays an important role in online shopping. Since perceived risk occurs prior to decision making and information search (Pires et al., 2004), it can be deemed as a trigger for exploring individual’s whole perception toward online shopping. In order to clarify adolescents’ perception toward online shopping, this study attempts to explore the antecedents of adolescents’

perceived risk toward online shopping and its consequences. In terms of the antecedents, based on Chou and Ting’s (2003) argument that preference and habit could explain the consumption decisions made by consumers, this study uses the general preference based on personal traits (i.e., risk attitude) and Internet-related habit (i.e., levels of online game addiction) to predict adolescent’s perceived risk toward online shopping. Moreover, the consequent variables are concerned with two types of online-shopping perceptions including hedonic and utilitarian based on Babin et al.’s (1994) and Hartman et al.’s (2006) theories.

Finally, while consumers’ perceived risk has been found to be negatively related to their hedonic and utilitarian behaviors, involvement and subjective norm serve as positive moderators to attenuate the negative influence of adolescents’

perceived risk on hedonic/utilitarian online shopping perception.

The research scope of this study is confined to adolescents’ perception in the context of online shopping. Adolescents are the major population of Internet users, and many of them are addicted to the messages and activity on the Internet. Previous studies showed that ages would not affect perceived risk for adolescents. These evidences point out it is proper to align the research focus on adolescent perceptions in the context of online shopping. The results of this study may be attractive and create a new cutting edge for field of adolescent behavior.

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