關係(Guanxi)與消費者購前知覺風險：主觀專業知識之調節效果

Guanxi and Consumers' Perceived Pre-purchased Risk: A Moderating Effect of Consumer Expertise

10.6226/NTURM2009.19.2.197

祝道松(Dauw-Song Zhu)；洪晨桓(Chen-Huan Hong)

知覺風險 ； 關係Guanxi ； 消費者專業知識 ； perceived risk ； guanxi ； consumer expertise

臺大管理論叢

19卷2期（2009 / 06 / 01）

197 - 232

繁體中文

過去消費者知覺風險研究主要是以產品為對象，甚少涉及服務方面的知覺風險，在服務比重相對提升的市場趨勢下，服務接觸成為影響服務業中交易成功與否的重要因素，人際互動更是值得探究的焦點。有鑑於此，本研究採用華人社會人際互動的重要概念－關係(Guanxi)，針對人員接觸程度高及以專業知識為基礎的服務消費項目，探討關(Guanxi)如何影響消費者購前風險知覺。研究結果發現：1.關係(Guanxi)能夠降低消費者的購前風險知覺；2.消費者主觀專業知識會調節關係(Guanxi)對消費者知覺風險的影響。本研究結果不僅豐富消費者知覺風險的理論基礎，並指出關係(Guanxi)在服務接觸情境的實務意涵。

Most researches about perceived risk focus on product rather than service. However, service encounter has become a critical factor to successful exchange in service industry, and the interpersonal interaction is worthy of discussion. For this reason, this study adopts the important concept in Chinese interpersonal interaction-Guanxi, and focuses on the high personal-contacted and professional service consumption to examine the effect of Guanxi on perceived risk before purchasing. This study provides two conclusions: 1. Guanxi have negative impact on consumer perceived risk; 2. consumer expertise will moderate the effect of Guanxi on perceived risk. The contributions of this study not only enrich the theoretical bases of perceived risk but also practical implications of Guanxi for service encounter.

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