網路購物行為之消費者知覺風險研究

The Study on the Perceived Risk of the Behavior of the Consumer in the Internet Shopping

10.29931/MR.201009.0005

丁國章(Kuo-Chang Ting)；曾相榮(Shiang-Rong Tseng)；潘昭儀(Chao-Yi Pan)

知覺風險 ； E.K.B. ； 網路購物 ； perceived risk ； E.K.B. ； internet shopping

行銷評論

7卷3期（2010 / 09 / 01）

381 - 410

繁體中文

網路購物在過去，隨著網際網路之普及，而快速發展中，但根據數據顯示台灣網路購物市場的成長力道其實正在減緩。台灣網路購物市場在2000年的成長率爲127%，2007年爲49%，預估到了2010年，只剩下5%。顯示網路購物市場在十年內急速成長之後，面臨發展的瓶頸，究其原因很多，其中之一就是消費者之知覺風險。本研究主要探討消費者之知覺風險，對於網路購物之影響作一個初步之探討。希望藉由本研究，可以爲網路購物業者經營改善方面提出有用之建議。

In the past few decades, the shopping in the Internet grows rapidly as the Internet prevailed over the entire world. However, many researches indicate that the growth rate of the shopping in the Internet is decreasing. For example, the growth rate of the Internet shopping in Taiwan can be up to 127% in 2000. However, this growth rate is only 49% in 2007. This growth rate is estimated to be 5% in 2010. The results shown in the above indicate that the Internet shopping encounters a serious bottleneck for development now. One of these reasons for encountering bottlenecks is the perceived risk in the Internet shopping for the consumer. In this article, we focus on discussing the impact of the perceived risk in the Internet shopping on the consumer's behavior. The results in this article are expected to be a good suggestion and an improvement idea in business management for the enterprise in the Internet shopping.

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