電子商務中知覺風險、資訊搜尋行為與信任之互動 : 以日貨購物為例

淡江大學機構典藏 > 文學院 > 資訊傳播學系暨研究所 > 學位論文 > Item 987654321/52195

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Title:	電子商務中知覺風險、資訊搜尋行為與信任之互動 : 以日貨購物為例
Other Titles:	Interaction among perceived risk, information search behavior and trust in e-commerce marketing : a case of purchasing Japanese goods.
Authors:	張簡宛華;Chang-chien, Wan-hua
Contributors:	淡江大學資訊傳播學系碩士班卓美玲
Keywords:	知覺風險;資訊搜尋;信任;網路購物;電子商務;perceived risk;Information Search;Trust;Online Shopping;e-commerce
Date:	2010
Issue Date:	2010-09-23 17:08:58 (UTC+8)
Abstract:	台灣網路購物的發展越趨成熟，更多外國產品更容易透過網路購物取得，本研究透過日貨購物的購買方式來探討在電子商務中，知覺風險、資訊搜尋行為及信任的互動關係。網路購物消費者經常因無法親眼看到商品，無法對商品做出判斷，在購物時，對商品產生知覺風險，消費者在知覺風險時，為了要減低自身的不信任感以及不熟悉，透過資訊搜尋行為來增加對商品瞭解以及增加信賴感。資訊搜尋行為在日貨購物中是極其重要且不斷持續，在日貨購物中，消費者將如何選擇日貨賣家或商品，消費者透過觀察與口碑來瞭解賣家的信任評比來建立信心，此外ES版（網路購物版）在日貨購物中變成了一個互動資料庫，消費者如何提取資訊、分享資訊，而消費者同時又扮演著購買者與結伴購物者，透過消費者與網友的互動，來看網友理性資訊搜尋、感性衝動消費以及團體互動中購物時生火、滅火的變化（產生購買慾、將低購慾）。透過ES版與日貨購物行為來看社群成員在購買日貨時所產生的知覺風險，如何在資訊搜尋行為減低，關鍵資訊在購物中所扮演的重要性，專家生手如何透過關鍵資訊來決定購物決策，更重要的是日貨購物中信任關係如何層層疊疊，而建立信任後，對知覺風險的影響。本研究透過訪談分析來看在電子商務中知覺風險、資訊搜尋行為與信任之互動影響，同時根據參與觀察的結果來分析，網友喜愛日貨的原因以及日貨運作流程。雙管齊下來觀察消費者，如何透過社群來找尋資訊、減低風險、增加信任，同時再次回饋將個人信任貢獻於社群中，如此持續循環不斷的互動關係。研究顯示發現消費者選擇日貨購物時就是在規避某些構面的知覺風險，同時知覺風險產生，社群中所形成的團體信任及口碑能夠有效幫助消費者增加信任；此外消費者在高度涉入社群時，會無自覺的展開資訊搜尋行為，並且透過過去經驗來增加購物知識，產生信任。透過知覺風險、資訊搜尋行為及信任三方互動，來瞭解電子商務中消費者在面臨無法親眼所見的商品時，會採用的購物決策，同時也能瞭解電子商務中資訊呈現的先後順序及重要性 With the maturity of online shopping development in Taiwan, more and more foreign products could be got. The research discusses the interaction among perceived risk, information search behavior and trust in e-commerce marketing in a case of purchasing Japanese goods. Because they couldn’t see or judge merchandises on their own eyes, online shopping consumers would easily have perceived risks while shopping. When they sense these risks, in order to reduce the feeling of distrust or unfamiliarity, they would conduct the information search behavior to improve their knowledge of the goods and the feeling of trust. Japanese goods should be bought in short time due to the higher prize and the lower quantity. The study observes that how consumers get information, reduce risk, increase trust by social groups. The study result reveals that while consumers decide to purchase Japanese goods, they are in fact avoiding some dimensions of perceived risk. Once the perceived risk occurs, the trust and praise formed by e-community members can increase consumer’s reliance effectively. Besides, when consumers are in high involvement, they will perform information search behavior unconsciously, and increase shopping-knowledge based on past experiences to build trust. By studying the dynamic interaction among perceived risk, information search behavior and trust, we can not only know how consumers making purchasing decision when dealing with products display in pictures, but realize the priority and importance of information dissemination in e-commerce marketing.
Appears in Collections:	[資訊傳播學系暨研究所] 學位論文

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