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題 名 | 產品涉入、消費者特性與情境對網路購物的影響:風險的觀點=The Impact of Product Involvement, Consumers' Characteristics, and Situation on Internet Shopping: The View of Risk |
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作 者 | 陳正男; 林素吟; 丁學勤; 詹琇蓉; | 書刊名 | 中華管理評論 |
卷 期 | 7:1 2004.02[民93.02] |
頁 次 | 頁106-125 |
分類號 | 496.34 |
關鍵詞 | 產品涉入; 消費者特性; 情境; 網路購物; 風險; Product involvement; Consumers' characteristics; Situation; Internet shopping; Risk; |
語 文 | 中文(Chinese) |
中文摘要 | 網路購物市場是一個新興的市場,正蓬勃發展中。但網路購物的消費者並未於購買前接觸到實際的商品,因此認知到的風險較一般店鋪購物為大。在網路購物市場中想要經營成功,深入瞭解消費者對網路購物的知覺風險是重要的議題。 本研究探討產品涉入、消費者特性與情境在網路購物的知覺風險的主題中所扮演的角色。以實驗設計法收集資料。本研究發現產品涉入、消費者特性與情境的不同會影響消費者對於網路購物的知覺風險程度,亦會影響消費者對降低網路購物風險之策略偏好程度。除此之外,本研究又發現財務風險與時間風險是網路購物者最重視的二項風險構面,整體而言,消費者認為最能有效降低網路購物風險的策略為品牌忠誠度以及選購。 本研究將知覺風險的概念由傳統購物延伸至網路購物,並加入產品涉入、消費者特性與情境的考量,對網路購物的知覺風險有更進一步的了解。同時,本研究的發現可提供網路業者於擬定經營策略時參考。 |
英文摘要 | The market of Internet shopping is a rising market and is prosperously developing. However, because consumers of Internet shopping cannot touch the actual products before purchasing, then perceive more risks than general stores. To be success in the market of Internet shopping, deeply understanding the perceived risks of consumers for Internet shopping is an important issue. This study explores that product involvement, consumers’ characteristics, and situation play what kinds of roles in the topics of the perceived risks of consumers for Internet shopping. We collect data by the method of experimental design. This study finds that product involvement, consumers’ characteristics, and situation not only have the impact on the perceived risks of consumers for Internet shopping, but also have the impact on the level of consumers’ preference about the strategies of reducing Internet shopping’s risk. In addition, this study also finds that financial risk and time risk are the two most cared risk dimensions for the Internet shopping’s consumers. Totally, the Internet shopping’s consumers recognize that brand loyalty and shopping are the two most effective strategies of reducing Internet shopping’s risk. By taking the concept of perceived risk from traditional shopping to Internet shopping and adding the thinking of product involvement, consumers’ characteristics, and situation, this study helps academics have better understandings about the perceived risks of consumers for Internet shopping. Moreover, the findings of this study can provide some insights to the Internet practitioners. |
本系統中英文摘要資訊取自各篇刊載內容。