線上購物者類型與其網購的產品類別間關係之研究

Abstract

在這個網路盛行、上網購物行為非常普遍的時代裡，瞭解消費者上網行為、資訊搜尋模式，以及購買產品種類之間的關係是非常重要的。由於過往研究對於消費者類型以及其購買產品種類之間的關連鮮少著墨，本篇文章期望以探索的方式，從消費者資訊搜尋型態為出發點，探討個別類型的消費者所購買的產品類別是否有差異；以及上網時所感受到的不確定性是否會對消費者購買的產品類別有影響。

Internet has been emerging as an important new sales, distribution, and advertising channel for modern business. This brings up the issue of re-evaluating the conventional commodity school thinking in marketing area. As the usage and popularity of the Internet continues to expand, the questions of why consumers prefer to shop on the Internet for certain products and not for others and how consumer classify convenience, shopping, and credence goods need to be addressed. Although more than 800 million people use the Internet daily, a great portion of consumers still do not want to shop online because of the complexity and cost involved (Pastore 2001). In addition, the uncertainty, insecurity, and perceived risk associated with revealed personal information problem have contributed to consumer’s cautions against e-tailers. The purpose of this study is to examine the effect of perceived uncertainty on the relationship between product category and online shopping behavior, and the connection between product category and information searching pattern. The research results indicate that those who have more online skills prefer to buy experience goods online, and those who are less online-skilled prefer to buy search goods online. Furthermore, perceived online risks will affect the consumers when they buy credence goods online; perceived online benefits will affect the consumers when they buy search goods online; both perceived online risks and benefits will affect the consumers when they buy experience goods online.