知覺風險對消費者保養品網路購買行為意願影響之研究—以台灣地區消費者為例

Abstract

網際網路的無遠弗屆的資訊能更快速的傳遞，也產生了有別於傳統通路購買商品的形式，透過網路虛擬通路購物。此種新型態的網路購物模式蘊藏的商機無限，在各項網路購物商品中，美容保養品的發展潛力最大，成長也最快。

因此，本研究將探討影響消費者網路購買保養品意願的關鍵因素和知覺風險對網路購買意願的影響性，藉此了解消費者對於網路購買保養品的購買意願。

本研究以網路問卷，進行資料蒐集，藉由探討網路保養品的產品屬性、購買動機、資訊尋求、網路購買評估、知覺風險及購買意願等變數對消費者行為進行行分析。本研究採用因素分析、卡方檢定、變異數分析、迴歸分析等統計方法對樣本資料進行分析。

研究結果顯示，網路購買保養品的消費者無論是在資訊尋求、購買動機、產品屬性、網路購買評估、知覺風險和購買意願皆有顯著差異。此外，知覺風險中的績效風險、身體風險和財務風險均對購買意願有負向關係，其中，以身體風險的影響力最大，其次是績效風險，最後才為財務風險。

最後依據研究結果提出行銷建議，以提供爾後學術界之研究及網路保養品業者擬定經營策略之參考。

Because of the omnipresent Internet ,the information can be passed quickly without any obstruction. There is a new way to online shop.This new type of online shopping provides infinite business opportunities. This study will investigate the key factors which affect consumers＇purchase behavior and the influence of perceived risk on consumers＇ purchase intentions. This study uses online questionnaires to collect data.There are six variables to describe the characteristics and behaviors of consumers:product properties,purchase motives,sources of information,perceived risk,online-shopping and purchase intentions variables.Factor analysis,Chi-Square Test,One Way ANOVA analysis and Regression analysis will be used in this study. The results of the study are as following.The consumers are significantly different in product properties,purchase motives,sources of information,perceived risk,online-shopping and purchase intentions variables.The performance risk,physical risk and financial risk have negative effects on consumers＇ purchase intensions.Moreover,the most influential risk of perceived risk is physical risk,then performance risk and financial risk. Finally,this study provides some marketing recommendations for future research.