取消商品鑑賞期對購買意願之影響研究－以網路購物為例

Impact of Product Appreciation Cancellation on Purchasing Intention: A Study of Online Shopping Behavior

吳壽進(Sou-Chin Wu)；陳采毓(Tsai-Yu Chen)；吳芸芳(Yun-Fang Wu)；吳嘉育(Chia-Yu Wu)；蔡燕雯(Yen-Wen Tsai)；蔡佳均(Chia-Chun Tsai)

商品鑑賞期 ； 品牌知名度 ； 價格促銷 ； 購買意願 ； product appreciation ； brand awareness ； price promotion ； purchase intention

致理學報

34期:商業與管理特刊（2014 / 07 / 01）

717 - 750

繁體中文

有鑑於網路購物存有一些不可預料的疏失和詐欺風險，故存在商品鑑賞期之法條來保障消費者權益，但當鑑賞期取消後，特別是在網路購物之情境下消費者是否還願意購買？本研究採用實驗設計法，分別探討商品鑑賞期、品牌知名度、價格促銷等因素對購買意願之影響效果。根據前測結果確定量表信效度，先選出合適的商品耳機為本研究之網路購物商品。正式實驗分成三個階段的2x2實驗設計：實驗一是探討鑑賞期對購買意願之影響，了解有無鑑賞期之差異；實驗二則在有無鑑賞期之情境下，探討品牌知名度對購買意願之影響；實驗三則在有無鑑賞期之情境下，探討兩種促銷折扣對購買意願之影響。依此建構12種不同的購物網頁情境對受測者進行模擬購物，將受測者帶入模擬購物情境中，並進行問卷填寫。經過變異數分析研究後，得知消費者對於取消鑑賞期、品牌的知名度皆會影響消費者購買意願，而價格促銷對購買意願之影響沒有差異。同時，品牌知名度之影響效果可以彌補、甚至可以避免取消鑑賞期購買意願之不利影響。

Because online shopping is subject to high degree of the risk of fraud, there has been a law of product appreciation to protect consumer interests. However, the cancellation of product appreciation is critical, particularly when determining whether online consumers are willing to continue shopping. In this study, an experimental design was used to investigate the relationship among product appreciation, brand awareness, price promotions, and purchasing intention. The results of the pretest confirmed the reliability and validity of the scale, and enabled selecting the suitable product for the study of online shopping. The experiment was divided into three phases. The first phase with 2x2 experiment design involved investigating the effects of product appreciation on purchasing intention. In the second phase, we investigated the effect of brand awareness on purchasing intention, in the simulations of with and without product appreciation. In the third phase, price promotions featuring two levels of discount were analyzed. The study involved designing 12 web pages to simulate online shopping. The study participants were presented with a simulated shopping scenario and then completed a questionnaire. The results indicated that product appreciation and brand awareness influenced consumer willingness to buy. Price promotions had no effect on purchasing intention when the cancellation of product appreciation.