A Study of the Effect of Risk-Reduction Strategies on Purchase Intention in Online Shopping

[[abstract]]網路購物的興起，逐漸的改變大眾消費行為，不僅購物便利且選擇種類繁多，更能快速比價，快速獲得所需的產品內容與知識，近年來雖快速發展，但尚未成熟，網路購物情境依然存在許多風險。 本研究主要目的為，了解不同的產品類型在知覺風險和降低風險策略之間有何差異，網購經驗和消費者創新性對知覺風險的影響，並探討知覺風險在網路購物中所形成的不安因素，以及消費者注重的降低風險方法，進而預測降低風險策略是否能引發其購買意圖。 在資料收集上，本研究使用網路問卷在各大購物網站討論版發放、輔以整體設計方法以及校園攔截的便利抽樣方法，共取得478位有網購經驗者的受測對象，並使用T檢定和迴歸分析實證各變數之假設關係。 本研究發現，第一，經驗品比搜尋品有較高的知覺風險、也比搜尋品更需要降低風險策略；第二，豐富的網路購物經驗更能處理購物風險；第三，創新性的人格特質確實有承擔風險的能力；第四，知覺風險和降低風險策略相生相成；第五，降低風險策略能正向影響消費者購買意圖。[[abstract]]Online shopping has changed consumers’ consumption behavior to some extents Not only does it offer convenient shopping with a diversity of products but it also allows consumers to easily compare price online and gain related product information Since the existence of internet e-commerce in Taiwan has gone through bad situations However online shopping has make progress in an amazing pace This study aims to explore the difference between perceived risk and risk-reduction strategies (RRS) by different product type Online shopping experience and innovativeness how to affect perceived risk We also investigated the insecure factors caused by perceived risk and what ways of relieving risk consumers care in online shopping Finally we want to predict the effect of risk-reduction strategies on purchase intention On collecting data the study use convenience sampling to collect 478 experienced consumers in online shopping sites we also use total design method and to intercept in university to collect samples We use t-test and regression analyze to inspect hypothesis of every variables Study results indicate that experience goods RRS more than search goods Abundant online shopping experience and Innovativeness were inversely related to perceived risk Perceived risk is positively associated with RRS Finally RRS is also positively associated with purchase intentio