知覺線上購物風險對線上商店有用性與消費者購買意願之影響──以線上商店聲譽為干擾變數

The impact of perceived risk on online store usefulness and consumer purchase intention: An online store reputation perspective

線上購物是近來盛行的購物方式之一，但相較實體購物，線上購物衍生了許多問題，都會使消費者必須承受許多購物風險，令消費者存對線上購物在不安與疑慮。因此，本研究以線上商店知覺風險（時間、產品與財務）為依變項，探討對線上商店知覺有用性的影響，及如何誘發消費者購買意願；並探討線上商店聲譽的干擾效果。藉由便利抽樣與網路問卷發放後所蒐集來的樣本，並採用結構方程模式進行分析，以瞭解本研究架構中各構面之關係。本研究藉由分析瞭解：（1）知覺時間、與財務風險會顯著負向影響線上商店知覺有用性，知覺產品風險則不具顯著影響力；（2）線上商店知覺有用性會顯著正向影響消費者線上購買意願；（3）線上商店聲譽程度的差異於線上商店知覺有用性與消費者購買意願間存在顯著的干擾效果。

Online shopping is one of the recent popular ways to shop, but compared to physical shopping, online shopping gives raise many problems, so that consumers will have to endure the risk. This study investigates the relationship between perceived risk, perceived usefulness and purchase intention of consumer; and verified the moderating effect of online store reputation. A structural equation model (SEM) is developed to test the casual effects between those contracts. The empirical results show that (1) the perceived time risk and perceived financial risk have a significant negative effect on perceived usefulness of online store, but perceived product risk doesn’t have a significant effect on the perceived usefulness; (2) perceived usefulness of online store have a significant positive effect on purchase intention; (3) online store reputation have a significant strengthen effect between perceived usefulness and purchase intention. The managerial implications for online marketing managers, and limitations, are discussed.