不同商品類型及資訊呈現方式對消費者網路購物意願影響之研究：認知風險與網站滿意度的觀點

The Effect of Different Product Types and Different Product Information Presentation on Consumer’s Intention Toward Online Shopping: Perspectives of Perceived Risk and Web Site Satisfaction

電子商務時代，網路購物環境最大的限制在於使用者無法直接感受實體商品，進而影響消費者認知的購物風險與購買意願。過去研究指出，利用3D技術來呈現商品資訊，將有助於克服上述問題。在實務上，業者礙於技術門檻與成本考量，真正運用3D技術於網路購物商品資訊呈現的網站卻不多見。因此，本研究希望針對不同商品類型（感官商品／非感官商品）與資訊呈現方式（純文字、2D及3D）進行探討，以了解兩者對於消費者認知風險與購買意願的影響。為貼切實際的網路購物環境，本研究採用準實驗法，以Sony及PChome真實的網路購物環境做為實驗情境，並以網路購物的主要消費族群－－大學生做為受測對象。合計505位受測者參與本研究實驗。研究結果指出，不同的商品資訊呈現方式會影響消費者的認知風險，且受到不同商品類型調節。再者，不同的商品資訊呈現方式，會直接影響消費者的滿意度進而影響購買意願。本研究建議，購物網站在兼顧成本效益的原則下，應針對不同商品類型選擇合適的資訊呈現方式，以提升經營績效，針對感官商品，應多採用更擬真的資訊呈現方式，以克服消費者網路購物的障礙。

In the era of electronic commerce, the main limitation of online shopping is customers cannot sense the products directly. This will affect consumer’s perceived risk and purchase intention. Previous studies indicated that 3D technique can overcome above problem. However, in practice, 3D technology is seldom used due to the technical thresholds and cost considerations. In order to resolve above gap between academic and practical application, the purpose of this study is attempted to understand the impact of different product information presentation methods (text, 2D and 3D) and different product types (sensory and non-sensory) on consumer’s perceived risk, satisfaction and purchase intention. Quasi-experimental design was employed. Additionally, Sony and PChome websites are served as experimental context. The subjects are college students. Finally, 505 valid subjects participated in this study. The major finding indicated that different product information presentation method will affect consumer’s perceived risk positively and moderated by different product types.