信任與風險影響品牌服飾的線上購買行為之研究-以台北市大學生為例

Abstract

隨著網際網路的普及，已經明顯改變了人類的生活習慣。網路開始成為人與 人相互交換訊息的主要方式之一，電子商務的發展也日進蓬勃。近年，國人的購 物習慣改變，網路購買服飾的行為逐年盛行，使得台灣服飾業逐漸轉變，本文將 探討就其中影響網路購物最重要的兩個因素－信任與風險作分析，針對線上品牌 服飾進行研究，了解信任與風險是否會確實影響台北市大學生的消費行為，以網 路族群為調查對象，共回收447 份有效問卷進行統計分析，了解台北市大校學生 在透過信任與風險的干擾在網路上購買品牌服飾的消費情況，以及信任與風險與 消費實態是否有正向關係存在。 研究結果發現：在信任程度與消費實態方面，在網站信任性構面上與消費者 的購買次數、購買數量和網站信任性構面有正相關。在品牌信任性構面上與消費 者的購買次數、購買數量、購買品牌及購買金額和品牌信任性構面正相關。不同 性別的台北市大學生，對於風險的知覺隱私風險構面有顯著的差異，女性重於男 性。不同每月治裝費的台北市大學生，對於風險的知覺安全風險構面有顯著的差 異。不同月治裝費的台北市大學生，對於風險的知覺隱私風險構面有顯著的差異。 消費者的購買次數、購買品牌、購買數量與購買金額和風險之知覺安全風險構面 與知覺隱私風險構面有正相關。因此本研究建議線上品牌服飾業者，可以針對不 同族群訂定不同的市場區隔，也可以透過像是線上媒體廣告的宣傳推廣，有效吸 引更多消費者的目光。

In recent years, people's shopping habits have changed. The behavior of the Internet shopping clothing increasing yearly made Taiwan clothing fashion industry has to change. This article will explore the impact of online shopping on which the two most important factors - trust and risk. Aiming for online brand clothing, we conduct researches to understand the trust and the risk would indeed affect consumer's behavior of college students in Taipei whether or not. The Internet population for the survey, 447 valid questionnaires were collected for statistical analysis, is our main target to understand university students in Taipei that they may consume through trust and risk interference online. In order to prove the fact that whether trust and risk may be related positive correlation to consumption. The results showed that: Between trust degree and actual consumption, the dimension of website trust has positive correlation with numbers of consumption and amount of consumption. And the dimension of brand trust has positive correlation between consumers purchase frequency and purchase quantity. Different gender between college students in Taipei perceived the dimension of privacy risks have significant differences. Females care privacy more than males. Furthermore, monthly spending on clothing of Taipei students also has significant differences between the dimension of security risk. What's more, monthly spending on clothing of Taipei students also has significant differences between the dimension of privacy risk. The number of consumers to buy, brand, purchase quantity and spending amount have positive correlation between the dimension of security risk and the dimension of security risk. Therefore, this study suggests that online brand apparel industry can set different market segmentation for different groups. Also, they can through advertising promotion such as online media to effectively attract more consumers.