人格特質與人口統計變數對網路購物知覺風險、降低知覺風險策略之影響

Abstract

摘 要 網路時代的來臨，正意味著商業交易模式的改變，由以往的實體商店轉變成為虛擬的網路商店，近年來成立了許多交易網站，不論是企業對企業(B to B)或是企業對消費者(B to C)的網站數目都在一直增加。本研究是從消費者的角度出發，本研究主要在探討消費者的人格特質和一些人口統計變數，對於其在網路上購物所發生知覺風險、降低知覺風險策略間的關係。可以提供網站經營者在面對某些類型的消費者時，提供較有效的降低知覺風險的方法，來吸引這些人在網站上購物。 本研究以問卷的形式，來收集相關的資料數據，研究的母體是新竹市的五所大專院校的大學生，依照各校大學生人數比例抽取適當的填答問卷者，共收集了五百份有效樣本，經過統計分析，獲得以下幾點結論： 1.財務風險和績效風險是最被大學生族群所重視的，社會風險最不被重視。 2.在降低風險策略方面，以退換保證、品牌忠誠和商店印象最受到大學生肯定； 而私人檢驗、昂貴的產品，是最沒有效的降低風險的方式。 3.發現人格特質、人口統計變數對知覺風險、降低知覺風險之策略有顯著的影響。 4.知覺風險與降低知覺風險之策略間的關係-心理、社會風險越高者，就越會採取免費樣品、選購、口碑的策略。財務、績效風險越高者，越要求保證、退錢保證，心理、社會風險越高者，則越不會用保證、退錢保證的方法。

Summary The coming of internet's era means the change of business trading model from real stores to virtual stores. In recent years , many trading sites have been established：Both sites of business to business and business to consumer are growing up continuously. This research is from the view of consumers.The main study is to explore the consumer's personal characteristics and some population statistics variables which effect perceived risk and strategies for reducing perceived risk , when consumers shopping in internet sites. It can provide the executives of sites using more powerful strategies to reduce perceived risk , when they face some types of consumers and attract consumers shopping in sites. This research uses questionnaire to collect correlated data.The population are from five colleges students in Hsin-Chu city.It depends on each college students ratio to sample appropriate answerers.Five hundred valid samples are collected.Through statistics analysis , conclusions are as follows： 1. The college students pay more attention to financial and performed risk .Social risk is not so important. 2. In respect of reducing perceived risk strategies , turn-back guarantee、brand loyalty and store image are most positive to college students.Private testing and expensive modelare the least effective strategies. 3. Personal characteristics and population statistics variables have significant influences to perceived risk、strategies for reducing perceived risk. 4. The relation between perceived risk and strategies for reducing perceived risk-people who feel more psychological and social risk , will more adopt strategies of free sample、shopping、word of mouth.People who feel more financial and performed risk , will ask more for endorsement、money-back guarantee.People who feel more psychological and social risk , will less use strategies like endorsement、money-back guarantee.