顧客網路代購的知覺模糊與知覺價值對購買意圖之研究

Customer's Perception of Network Purchasing Studies in Fuzziness and Perceived Value of Purchase Intent

根據2013年資策會產業情報研究所表示，台灣網友跨境網路代購情形，發現36.3%的網友在過去一年曾利用網路代購海外商品。在龐大商機下，網路代購的價值與風險是我們該去瞭解及探討，於此，本研究將進一步地針對網路代購其知覺價值程度與知覺風險程度對購買意圖的影響方向去探討。本研究的目的是要探討四個變數對於網路代購與知覺模糊（包含知覺犧牲、知覺風險）知覺價值及購買意圖之關係。透過發出250份問卷，以SPSS20.0來進行敘述性分析、信度分析、因素分析、相關分析、迴歸分析及變異數分析與Schefee事後比較等分析。研究結果發現，消費者對於網路代購的知覺模糊愈低，知覺價值相對提高，兩個變數呈現反向影響，表示消費者購買商品時擔心及風險越低，則會提高消費者對於產品的價值感。讓消費者心中的知覺模糊調降最低，進而增加消費者的購買意圖。

According to 2013 Length of Institute for Industrial Research Institute said, Taiwan Internet users purchasing cross-border networks and found that 36.3% Users in the past year use the Internet purchasing overseas goods. Under the enormous business opportunities, and value of online purchasing and the risk is to understand, and we discuss this further in this research network purchasing of its perceived value level the impact on purchase intent and perceived level of risk direction to explore. The purpose of this study is to explore the online shopping service with four variables and perceived ambiguity (Contains the perceived expense, perceived risk ) Relationship between perceived value and purchase intent. By issuing 250 questionnaires to SPSS 20.0 to narrative analysis, reliability analysis, factor analysis, correlation analysis, regression analysis and analysis of variance and Schefee comparative analysis. The findings, consumer perception of the network purchasing fuzzy lower perceived value improve, two variables has the reverse effect, said worried when consumers to purchase goods and lower the risk, it will enhance the value of consumer products. Fuzzy lowered the minimum let consumer perception, thereby increasing consumers ' purchasing intentions.