網站特性與認知風險對消費者網路購買意圖影響之研究

Abstract

應用網際網路從事行銷活動，進而獲取競爭優勢，已成為目前企業發展行銷策略必然的趨勢。因此，瞭解那些因素會影響消費者網路購買意圖，是電子商務領域重要的研究議題。本研究擬以297個網路書局消費者為實驗樣本，驗證網站特性（如：網站內容、購物便利性、個人化服務）與認知風險對消費者網路購買意圖的影響。而實證的研究結果指出，網站內容、購物便利性、個人化服務會正向影響消費者網路購買意圖。而認知風險則對消費者網路購買意圖有負向影響。It has been an inevitable trend for businesses to do the marketing activities on the Internet and attempt to gain the competitive advantages by developing marketing strategies. Therefore, understanding the determinants of consumer's purchasing intentions in online shopping represents a significant contribution to the area of business-to-consumer electronic commerce. Data from a survey of 297 consumers of online bookstores to examine the effects of website characteristics (such as website content, shopping convenience, and personalized service) and perceived risk on consumer's purchasing intentions. The analytical results indicate that all website characteristics positive influences relative consumer's purchasing intentions. Perceived risk negative influences consumer's purchasing intentions.