社群信任、產品涉入與認知風險對於虛擬社群購買動機之影響研究

Effects of Community Trust, Production Involvement and Perceived Risks to Online Purchase Intention of Virtual Communities

10.29931/MR.200606.0002

李來錫(Lai-Hsi Lee)；謝明晃(Ming-Huang Shieh)

虛擬社群 ； 社群信任 ； 產品涉入 ； 認知風險 ； 購買動機 ； Virtual Community ； Community Trust ； Product Involvement ； Perceived Risk ； Purchase Intention

行銷評論

3卷2期（2006 / 06 / 01）

149 - 168

繁體中文

由於網路虛擬社群社群的形成，形成了一股透過網路達成交易行為的熱潮，且此股透過網路產生的消費者行為亦有異於傳統面對面交易的思維。本研究擬透過現今數個網路最熱門的大型網路二手交易社群為研究對象，探討「社群信任」、「產品涉入」及「認知風險」等變數對社群成員之「購買動機」的影響。本研究以線性結構模式為主要方法，資料收集是以線上问卷方式，針對國內數個大型特定產品討論之網路虛擬社群進行調查，有效樣本共306份。研究結果顯示，整體的結構模式適合度良好，在變數的關係上，「社群信任」與「產品涉入」會顯著正向影響虛擬社群成員之「交易動機」；而「認知風險」則會顯著負向影響虛擬社群成員之「購買動機」；不過社群成員所感受到的「社群信任」並不會對「認知風險」產生顯著負向影響。

This article discusses the effects of community trust, product involvement and perceived risks affecting online purchase intentions of virtual communities. An empirical online investigation is conducted based on 306 members from three well-known virtual communities. The causal relationships among variables are examined having statistical goodness of fit by the structural equation modeling method. Additionally, community trust and product involvement have positive effects to online buying behaviors and perceived risks have negative effects to online purchase intentions. There is no strong evidence to support the hypothesis of trust having any effects to perceived risks.

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