運動用品之網路購物動機、風險因子與使用意願之研究

An Analysis of Motivation, Risk Factors, and Intention to Purchase through the Internet for Sport Merchandise Consumption

10.6547/tassm.2009.0001

陳成業(Chen-Yueh Chen)；林怡秀(Yi-Hsiu Lin)

網路購物 ； 風險因子 ； 運動行銷 ； 網路行銷 ； online consumption ； risk factors ； moderator ； sport marketing ； Internet marketing

臺灣體育運動管理學報

8期（2009 / 06 / 01）

1 - 16

繁體中文

本研究的目的在探討國內大學生對於運動用品之網路購物動機、網路購物風險因子與網路購物意願之因果關係，進而提出管理意涵。本研究採用問卷調查法，以國內三所大學之442位大學生，作為本研究的對象，以便利抽樣進行問卷之蒐集，本研究依研究目的以結構方程模式探討變數之關係。結果：網路購物之動機對網路購物意願具有正向影響；網路購物風險因子對網路購物意願具有負向影響。運動用品業者可以考慮從消費者所感受到的網路購物風險因子進行改善，例如提高網路購物的安全性及隱私、產品投遞、運動用品品質及顧客售後服務等。本研究建議業者需要充分了解網路購物消費者的心理層面，即消費者為何要進行網路購物及消費者為何不願意進行網路購物的心理因素，以滿足消費者之需求，以便達到業者與消費者雙贏局面。

The purpose of the current study was to investigate the causal relationships among motivation, risk factors, and intention to purchase through the Internet for sport merchandise. And to provide the managerial implications based on the findings of this study. Four hundred and forty two students were sampled from three universities and given questionnaire using convenience sampling. Structural equation modeling was performed for data analysis. Results: Motivation was found to positively influence the intention to purchase through the Internet for sport merchandise while risk factors were found to negatively affect the intention to purchase through the Internet for sport merchandise. Organizations should improve consumers' perceived risk factors associated with online consumption; for instance, to ensure security and privacy of online consumption, product delivery, quality of sport merchandise, and customer service was necessary. Also, organizations should allocate more marketing resources to decrease male consumers' perceived risk factors associated with online consumption. This study recommended that organizations should fully understand the psychological factors that could affect online consumers' purchase intention in order to achieve win-win situation for both organizations and consumers.

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