网路购物知觉风险的前因与克服之道：消费者的观点.pdf

經營管理論叢 Vol.3, No.2, 2007第 97-116頁 網路購物知覺風險的前因與克服之道：消費者的觀點 Antecedents of Perceived Risk and the Methods of Reducing Risk in Internet Shopping ：The Views of Consumers 丁學勤1 (Received: Jun. 28, 2007 ；First Revision: Sep. 11, 2007 ；Accepted: Sep. 26, 2007) 摘要 一般而言，消費者對網路購物具有較高的知覺風險。然而，網路購物知覺風險的高 低受到什麼因素的影響，而且當面臨網路購物的知覺風險時，消費者會選擇什麼方法來 降低其網路購物的知覺風險，目前仍不完全清楚。本研究以調查法收集 273份有效問卷， 進行研究。首先，本研究發現產品複雜性、購買目的與網路購物經驗會影響消費者對網 路購物的知覺風險程度，複雜性較高的產品會帶來較高的網路購物的知覺風險；購買產 品的目的為送人時比自用時，有較高的網路購物的知覺風險；具有網路購物經驗的消費 者有較低的網路購物的知覺風險。其次，本研究發現網路購物的知覺風險具有多種型 態，當消費者面臨不同型態的網路購物的知覺風險時，會選擇不同的方法來因應，詳言 之，面臨成本風險時會選擇成 本法與經驗法，面臨心理與身體風險時會選擇外部線索 法，面臨社會風險時會選擇經驗法，來降低網路購物的知覺風險。 關鍵詞： 網路、購物、知覺、風險 Abstract Generally, consumers perceive higher risk in Internet shopping. However, what factors influence the level of perceived risk in Internet shopping and when facing perceived risk in Internet shopping, consumers choose what methods to reduce their perceived risk are still not very clear. This study collects the valid questionnaires of 273 copies by the questionnaire survey method to be analyzed. Firstly, the study finds that the complexity of products, the purchasing purpose and the experience of Internet shopping influence the level of perceived risk in Internet shopping. Higher perceived risk in Internet shopping is caused by the higher complexity of products, the purchasing purpose of giving others, and having no experience of Internet shopping. Secondly, the study finds that there are various types of perceived risk in Internet shopping and when facing some types of perceived risk in Internet shopping, consumers choose some appropriate methods to reduce them. Specifically, consumers faci