產品屬性、知覺風險與知覺利益之關係－以網路通路為例

Relationship among Product Attributes, Perceived Risk, and Perceived Benefits-Example of Internet Shopping

10.29931/MR.201103.0005

張景盛(Ching-Sheng Chang)；藍宜亭(Yi-Ting Lan)；陳卜僑(Pu-Chiao Chen)；黃俊英(Jun-Ying Huang)

產品屬性 ； 知覺風險 ； 知覺利益 ； 網路虛擬購物 ； 品牌 ； product attributes ； perceived risk ； perceived benefits ； internet shopping ； brand

行銷評論

8卷1期（2011 / 03 / 01）

125 - 148

繁體中文

本研究主要探討產品屬性之品牌、功能服務與價格對消費者知覺風險與知覺利益之影響，藉此獲得管理及研究上的意涵，並提出建議。由於網路虛擬購物牽涉到許多的不同傳統實體層次的構面，業者在欲拓展網路的市場上，須了解消費者在網路通路的消費行爲以做出符合消費者需求的決策，如此一來可避免浪費資源以及事倍功半，企業亦能進一步考量產品之屬性是否適合在網路通路且是否有開拓網路通路之必要性，研究結果希望幫助企業針對本身產品的屬性而決定產品的通路以避免資源的浪費。本研究受訪對象爲一般民眾，並採取便利抽樣方式，取得127份有效問卷。研究結果顯示當產品屬性之功能服務對消費者的知覺風險有顯著的正向影響，且產品屬性之品牌及價格對有網路購物經驗之消費者的知覺利益皆有顯著的正向影響。

This study primarily explores the effects of product attributes, in terms of its brand, functions and relevant services, and price, on consumers' perceived risk and perceived benefits, thereby obtaining implications for management and research and providing suggestions accordingly. Internet shopping, despite its virtual nature, involves a variety of traditional and physical constructs. As a result, many business operators' impetuousinvestment in the Internet market without much consideration will only lead to either a waste of resources or trivial achievements compared with the efforts made. Business operators have to understand the consumer behavior on the Internet, in order to come up with the policies that truly cater to consumers' needs, and further consider the questions as to whether the attributes of their products are suitable for the Internet channel and whether it is necessary to expand the Internet channel. It is hoped that the research results will help enterprises to decide what the best channel is for their products based on their attributes, thus avoiding waste of resources. The study participants were conveniently sampled from the general public, and 127 valid questionnaires were collected. The research results reveal that the attributes of a product, in terms of its functions and relevant services, have a significant positive influence on consumers' perceived risk, while both the brand and price of a product have a significant positive influence on the benefits perceived by consumers with previous Internet shopping experiences.

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