網路消費者知覺風險與產品涉入對再購意願影響之研究陳紀叡、王學銘

(1)

網路消費者知覺風險與產品涉入對再購意願影響之研究陳紀叡、王學銘

E-mail: 365697@mail.dyu.edu.tw

摘要

本研究的主要目的是探討網路消費者知覺風險對再購意願是否有影響，而上述影響是否又會受到產品涉入的干擾而有增強效果。本研究設立二個假說，並分別以因素分析和迴歸分析進行假說檢定，以了解消費者的知覺風險及產品涉入是否會影響再購意願。本研究以實體問卷的方式進行調查，經由統計分析，獲得以下幾點結論：一、網路消費者的知覺風險會負向影響再購意願。其中知覺風險包含有財務風險、心理風險、績效風險、時間風險、身體風險、?私權風險等六個消費者知覺風險。二、產品涉入會對「網路消費者知覺風險會負向影響再購意願」關係中有干擾的效果。這二假設所呈現的網路消費者行為差異，這是本研究的主要目標。最後經過研究結果的討論，提出未來研究及網路行銷策略上的建議。

關鍵詞 : 知覺風險、產品涉入、再購意願

中文摘要 ... iii Abstract ... iv 誌謝辭

... v 目錄 ... vi 圖目錄 ... viii 表目錄 ... ix 第一章緒論 ... 1 第一節研究背景與動機

... 1 第二節研究目的 ... 2 第三節研究範圍 ... 3 第四節研究流程 ... 3 第二章文獻探討 ... 5 第一節網路購物

... 5 第二節知覺風險 ... 6 第三節產品涉入

... 11 第四節再購意願 ... 15 第五節知覺風險、產品涉入與再購意願之關係 ... 18 第三章研究設計與方法 ... 20 第一節研究架構 ... 20 第二節研究假設 ... 21 第三節研究變數與操作性定義 ... 22 第四節研究對象與資料蒐集 ... 24 第五節問卷設計 ... 24 第六節資料處理統計方法

... 30 第四章資料分析結果 ... 33 第一節敘述統計分析... 33 第二節信效度分析 ... 38 第三節變異數分析 ... 50 第四節相關分析 ... 57 第五章結論與建議

... 65 第一節結論 ... 65 第二節建議 ...

67 第三節管理意涵 ... 68 第四節研究限制與後續建議 ... 69 參考文獻 ... 71 附錄一研究問卷 ... 84

參考文獻

王嘉珮(1998)。網路商店功能設計與消費者購買意願關係之研究。中山大學資訊管理研究所碩士論文。池文海、唐資文、林怡安(2010)。

消費者購買涉入、品牌權益、知覺風險與顧客忠誠度之關係。中華管理評論國際學報，13(2)。李定家(2000)。網路購物之降低風險策略研究。國立中央大學資訊管理研究所。李忠儒(2010)。網路購物知覺風險與知覺效益影響網路購物意願之探討。樹德科技大學經營管理研究所。李宛穎(1999)。線上銷售考量因素之研究。國立中山大學企業管理學系研究所碩士論文。邱皓政(2000)。量化研究與統計分析

，初版。臺北:五南圖書出版有限公司。林慧珊(2009)。女性網路使用者的網路購物知覺風險與降低風險策略之研究－以化妝、保養品為例》。國立中正大學電訊傳播研究所。周冠中(2000)。e-business時代風潮。博碩文化。官振華(1997)。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。莊惠婷(2004)。知覺風險對線上購物意願之影響—以女性消費者為例。國立台北大學企業管理學系未出版碩士論文。陳盈秀(2006)。網路書店瀏覽者之產品涉入、知覺風險影響其購買意願之研究。南華大學山版事業管理研究所碩士論文。陳銘祥(2001)。影響網路團購之顧客滿意度與忠誠度及其前置因素之研究。政治大學商管專業學院研究所碩士論文。焦經隆(2003)。女性消費者產品涉入對知覺風險、資訊搜尋及散佈之影響—以健康食品為例。國立成功大學管理學院高階管理在職專班碩士論文。游權力(2010)。體驗行銷下網路購物關鍵因素之探討。銘傳大學資訊管理研究所。郭美瑜(2004)

。服務接觸的印象與購買意願之探討。國立中央大學企業管理研究所碩士論文。郭淑雲(2001)。消費者特性與網際網路購物意願關係之研究－以生鮮食品為例。國立中興大學行銷研究所。張瓊文(2001)。網路商店中線上人員服務功能對消費者商店印象與其購買意願之影響。國立中山大學管理傳播研究所。湯嘉恒(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構物意願之影響探討－以國立大學學生為例。碩士論文。國立交通大學經營管理研究所。黃賢章(2004)。網路購物付費方式與消費者知覺風險之研究。

(2)

立德管理學院科技管理研究所。詹琇蓉（2001）。產品涉入、消費者特性與情境對網路購物之知覺風險影響分析。國立成功大學企業管理學系碩士論文。廖俊儒、曾阿玉、杜建樑、蔡敦仁(2007)。網路消費者購物知覺風險分析。2007知識社群與資訊安全學術研討會。

蔡青姿(2006)。網路購物在知覺風險模式之建構。國立虎尾科技大學學報。第二十五卷第三期。31-44。鄭富馨(2000)。降低風險策略對消費者知覺風險和網路購物意願的影響。國立國防管理學院資源管理研究所碩士論文。盧忠明(2004)。購物網站之關鍵成功因素及競爭策略研究－以台灣網物網站為例。國立臺北大學企業管理研究所。謝長承(2011)。透過店配取貨機制建立消費者網路購物之信任模式。

北臺灣科學技術學院電子商務研究所。財團法人臺灣網路資訊中心。2011年台灣寬頻網路使用調查報告。 Akaah, I. P., & Kargaonkar, P.

(1988), A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research,28(4), 38-46. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., awyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives, to participate in electronic marketplaces.Journal of Marketing, 61(3), 38-53. Andrews et al. (1990). Classification for effective

rehabilitation: Rediscovering psychology, Criminal Justice and Behavior, 17, 19-52. Arora, R. (1982). Validation of an S-O-R Model for Situation, Enduring, and Response Components of Involvement, Journal of Marketing Research, 19 (November), 505-516. Assael, H. (1992). Consumer Behavior and Marketing Action. PWS-KENT. B. Joseph Pine II, Don Peppers, and Martha Rogers(1995). Do You Want to Keep Your Customers Forever? Harvard Business Review. March. Bauer, R. A. (1967). Consumer behavior as risk taking. In D. Cox (Ed.), Risk Taking and Information Handling in Consumer Behavior. Harvard University Press,Boston, MA, 23-33. Bettman, J. R., & Park, W. C. (1980). Effect of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research. 7(3), 234-248.

Bhatnagar, A., Saniog, M., & H. R. Rao. (2000). On risk, convenience, and internet shopping behavior. Communication of The ACM, 43(11), 98-105. Bloch, P. H.(1982). Involvement beyond the purchase process: conceptual issues and empirical investigation, Advances in Consumer Research, 9(1), 413-417. Bloch, P. H., & Richins, M. L.(1983). A theoretical model for the study of product importance perceptions, Journal of Marketing, 47(3), 69-81. Bloemer, J.M.M. and J.D.P. Kasper (1995). The complex relationship between consumer satisfaction and brand loyalty.

Journal of Economic Psychology, 16, 311-329. Bloemer, J. & K. de Ruyter (1998). A On the Relationship Between Store Image, Store Satisfaction and Store Loyalty, European Journal of Marketing, 32(5/6), 499-513. Bowen, Laurence and Chaffer, Steven H. (1974). Product Involvement and Pertinent Advertising Appeals, Journalism Quarterly, 51, 613-615. 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, 439-441. Butler, P. & J.

Peppard. (1998). Consumer purchase on the internet: Process and prospects. European Management Journal, 16(5), 600-610. Childers, T. L.

(1986). Assessment of the psychometric properties of an opinion leadership scale. Journal of Marketing Research, 23(May), 184-188. Cox, D. F.

(1967). Risk taking and information handling in consumer behavior.Boston: Graduate School of Business Administration, Harward University.

Cooke, R., & Sheeran, P. (2004). Moderation of cognition-intention and cognition-behaviour relations: A meta-analysis of properties of variables from the theory of planned behaviour. British Journal of Social Psychology, 43, 159-186. Cox, D. F. & S. U. Rich (1964). Perceived risk and consumer decision making: The case of telephone shopping. Journal of Marketing Research, 1(4), 32-39. 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, 82-108. Darian, J. C. (1987). In-home shopping: Are there consumer segments. Journal of retailing, 63(2), 163-186. Davidow, Moshe (2003).

Organizational Responses to Customer Complaints: What Works and What Doesn’t, Journal of Service Research, Vol. 5, number 3, February 2003, 225-250. Dowling, G. R. & Staelin, R. (1994). A model of perceived risk and intended risk handling activity. Journal of Consumer Research, 21(1), 119-134. Engel, J.F., Blackwell, R.D., & Miniard P.W.(1990). Consumer Behavior, Orlado, 3 th eds., The Dryden Press, New York, 189.

Featherman, M. S. & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474. Folkes, V. S. (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research, 14(4), 548-565. Forsythe, S. M. & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(11), 867-875. Foxall G. R., G. E. Greenley (1999). Consumers' emotional responses to service environments. Journal of Business Research, 46(2), 149-158. Francken, D.A. (1993). Postpurchase Consumer Evaluation, Complaint Actions and Repurchase Behavior. Journal of Economic Psychology. Garbarino, E. & Johnson, M. S. (1999). The different of satisfaction, trust, and

commitment in consumer relationship. Journal of Marketing, 63(2), 70-87. Garretson, J. A., Clow, K. E.(1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry, Journal of Services Marketing, Vol. 13, Iss.1, 59-72.

Guieford, J. P.(1965). Fundamental Statistics in Psychology and Education, New York: McGraw-Hill. Hillier et al. (2003). The association between licit and illicit drug use and sexuality in young Australian women. Medical Journal of Australia, 179, 6, 326-327. Houston, M. J., & Rothschild, M.

L. (1978). Methodological Perspectives in Involvement, Research Frontiers in Marketing: Dialogues and Direction, Chicago: American Marketing Association. Hunt et al. (1995). Rock-magnetic proxies of climate changes in the loesspalaeosol sequences of the western Loess Plateau of China, Geophys. J. Int., 123, 232–244. Hung et al. (2004). Upper ocean carbon flux determined by size-fractionated 234Th data and sediment traps in the Gulf of Mexico, Geochem. J., 38(6), 601–611. Jacoby, J. & L. B. Kaplan. (1972). The components of perceived risk. Advance in Consumer Research, 13(1), 382-393. Jarvenpaa, S. L. & Todd, P. A.(1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88. Jarvenpaa et al. (1999). Consumer trust in an Internet store. Information Technology Management.

John L. Lastovicka (1979). Questioning the Concept of Involvement Defined Product Classes, 174-179. Jones T.O. & Sasser W.E.(1995). Why Satisfied Customers Defect, Harvard Business Review, November-December, 88-99. Kaiser, H.F. (1974). An index of factorial simplicity.

Psychometrika, 39, 31-36. Kalakota, R. & Whinston, A. B. (1996). Frontiers of Electronic Commerce, Addison-Wesley Publishing Company, Inc.

(3)

Kaplan, L. B., Jacoby, J., & Szybillo, G. (1974). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(3), 287-291. Kokkinaki, F. & Lunt, P. (1997). The relationship between involvement, attitude accessibility & attitudebehaviour consistency. British Journal of Social Psychology, 36, 497-509. Kotler, P.(2000). Marketing Management: Analysis, Planning, Implementation, and Control, 10 Edition, New Jesey, Prentice-Hall. Krugman, Herbert E. (1965). The Impact of Television Advertising: Learning Without Involvement, Public Opinion Quarterly. 29. 349-356. Kwak et al. (2003). NADPH oxidase AtrbohD and AtrbohF genes function in ROS-dependent ABA signaling in Arabidopsis. EMBO Journal 2003, 22, 2623-2633. Laaksonen, P. (1994). Consumer Involvement: Concepts and Research. London, UK: Routledge. Laurent, G., & Kapferer, J. N.(1985). Measuring consumer Involvement Profiles, Journal of Marketing Research, 22(1) , 41-53.

Lee, K. S. & S. J. Tan. (2003). E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research,56(11), 877-885. Liang & Huang(1998). An Empirical Study on Consumer Markets: A Transaction Cost Model, Decision Support System, 29-43. Lien, T.B. & Yu, C.C. (2001). An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-140.

Mitchell, V. W. & Greatorex, M.(1993). Risk Perception and Reduction in the Purchase of Consumer Services , The Service Industries Journal, 13(4), 179-200. Mitra, K., Reiss, M. C., and Capella, L., M. (1999). An examination of perceived risk, information search, experience and credence services. The Journal of Services Marketing, 13(3), 208-228. Miyazaki & Fernandez (2001). Consumer perception of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(Oct.), 27-44. Murray, Keith B.and John L. Schlacter (1990). The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability, Journal of the Academy of Marketing Science. 18, 1,51-65 Oliver, R.L.

(1999). Whence Consumer Loyalty?, Journal of Marketing, Vol.63, 33-44. Park, C. W. & Young, S. M.(1986). Consumer Response to television Commercials: The Impact of Involvement & Background Music on Brand Attitude Formation, Journal of Marketing Research, 23(1), 11-24.

Reichheld F.F. & Sasser W.E.(1990). Zero Defections: Quality Comes to Services, Harvard Business Review, September-October, 105-111.

Peppers, Don and Martha, Rogers (1993). The One To One Future: Building Relationships One Customer at a Time, Doubleday, New York.

Peter, J. P. & L. X. Tarpey (1975). Comparative analysis of three consumers decision strategies. Journal of Consumer Research, 2(1), 29-37. Peter, J. P. & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188. Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118-131. Roselius, T. (1971).

Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61. Robert, N. and Gronhaug, Kjell. (1993). Perceived risk: Further considerations for the Marketing discipline, European Journal of Marketing, Vol.27, 39-50. Robertson, T., Zielinski, J., & Ward, S. (1984).

Consumer behavior. Glenview, IL: Scott, Foresman & Company. Rothschild, M. L.(1984). Perspectives in involvement: current problem and future directions, Advances in Consumer Research, Vol. 11, 216-217. Russell-Bennett et al. (2007). The relative importance of involvement and

satisfaction on brand loyalty in a small business services setting. Journal of Business Research. Sandra, M. Forsythe & Bo Shi(2003). Consumer patronage and risk perceptions in Internet shopping, Journal of Business Research, Vol.56, 867-875. Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, Journal of European Marketing, 27 (9), 19-35. Sherif, M. & Cantril, H. (1947). The psycho Logy of ego-involvements, social attitudes & indentifications. wiley publications in psychology, 8, 525 Sheth, J. N. &

Parvatiyar, A. (1995). Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 255-271. Srinivasan, N. & Ratchford, B. (1991). An empirical test of a model of external search for automobiles, Journal of Consumer Research. Stone, R. N. & K. Gronhaug. (1993). Perceived risk: Further considerations for the marketing discipline. Journal of Marketing Research, 27(3), 39-50. Sudman,S.(1976). Applied Sampling, New York:Academic Press, 87. Summers, T., Belleau, B. & Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fa shion Marketing and Management, 4 (10) , 405-419. Sweeney, Jillian C., Geoffrey N. Soutar, & Lester W. Johnson (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment, JR, 75 (1), 77-105. Tan, S. J.(1999). Strategies for reducing consumers’ risk aversion in internet shopping. Journal of Consumer Marketing, 16(2), 163-180. Taylor, J. W.(1974). The role of risk in consumer behavior. Journal of Marketing,38(2), 54-56. Tsiros, Michael & Vikas Mittal(2000).

Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making, Journal of Consumer Research, Vol. 26, 401-417. Tyebjee, Tyzoon (1979). Response Time, Conflict, and Involvement in Brand Choice, Journal of Consumer Research, 6, 3, 295-304. Utpal, M. D.(2001). A motivational process model of product involvementand consumer risk perception. European Journal of Marketing, 35, 1340-1360. Vaughn, R.(1986). How Advertising Works: A Planning Model, Journal of Advertising Research, October, 20(5), 27-33. William B. Dodds & Kent B.

Monroe (1985). The Effect of Brand and Price Information on Subjective Product Evaluations , Association for Consumer Research, 85-90.

Yixiang Zhanga, Yulin Fang, Kwok-Kee Wei, Elaine Ramsey, Patrick McCole, Huaping Chenf (2011). Repurchase intention in B2C e-commerce - A relationship quality perspective. Journal of Information & Management, 48(6),192-200. Zaichkowsky, J.L. (1985). Measuring the involvement construct, Journal of Consumer Research, Vol. 12, Dec, 341-52. Zaichkowsky, J.L. (1994). The personal involvement inventory: reduction, revision, and application to advertising, Journal of advertising, Vol. 23 No. 40, 59-70. Zeithaml, Valarie A., Berry, Leonard L. & Parasuraman, A.

(1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.

網路消費者知覺風險與產品涉入對再購意願影響之研究 陳紀叡、王學銘