網路促銷中知覺時間壓力對消費者心理變數的影響

Abstract

本研究目的為探討有時限下的網路促銷方案中知覺時間壓力對消費者心理變數的影響力，應用交易效用理論與風險承擔理論整合知覺時間壓力、知覺風險、知覺品質、知覺價值、達成購物計畫知覺、顧客滿意與再購意願等消費者心理變數。採用問卷調查法收集資料，並使用結構方程式進行分析。本研究發現給予受測者相同的時間限制下，知覺時間壓力會增加知覺風險，降低知覺品質與達成購物計畫知覺，再間接降低知覺價值、顧客滿意與再購意願。This study discusses the influence of perceived time pressure on consumer psychological variables involving time-constrained Internet promotions. Transaction utility theory and risk-taking theory are applied to integrating perceived time pressure, perceived risk, perceived quality, perceived value, perceived fulfillment of shopping task, customer satisfaction, and repurchase intention. This study found that perceived time pressure increases perceived risk while decreases perceived quality and perceived fulfillment of shopping task given the same time constraint imposed on participants, and indirectly lowers customer satisfaction and repurchase intention.