網路消費者的知覺風隩對其購買態度及意願之研究──以網路購物經驗與退貨經驗為調節變數

The Effects of Consumers’ Risk Perception towards Online Purchasing Behaviors with Prior Experiences and Return Policy as Moderating Variables

網路購物是近來盛行的新興購物方式，不過其缺少人與人直接進行互動的購買流程，也讓金流、物流和資訊流的處理，存在較大風險。再加上無法實體評鑑商品屬性與親身體驗商品帶來的感受，更讓消費者對於要在網路上購物感到猶豫。本研究彙整相關文獻，提出以消費者的知覺風險為研究重心之網路購物模型，探討知覺風險對消費者網路購物態度及意願之影響，以及影響知覺風險的前置因素。經實證結果發現，消費者的網路購物態度顯著影響其網路購物意願，且消費者對網路商店之信任較其知覺風險更為影響網路購物態度，而在影響知覺風險的前置因素中，又以消費者對網路購物的退貨政策認知為首要影響因素。

Online purchase brings online retailers huge revenues and opportunities, but there are still some risks exist in it. Due to the characteristics of online transaction, customers can not inspect products during the process. Thus, customers may worry that the products are unsuitable or not as good as anticipated. Furthermore, security and privacy issues toward the online transaction are also major concerns for customers which may stop customers to shop online. Hence this thesis proposed a model exploring the impact of the risk perception on customers’ online purchasing intention. The results showed that intention to purchase on the Internet was affected positively by consumers’ attitudes toward online purchase. Consumers’ attitudes were affected by consumers’ trust and risk perception. Risk perception, however, does not exhibit direct influence to the intention to purchase on the Internet. As for the antecedents of risk perception, we found that website’s return policy, privacy, trust and security as significant factors influencing online consumers’ risk perception. Theoretical and managerial implications are discussed.