The Study of Perceived Risk and Purchasing Intention of Internet Shop─The Case for 3C Products

• Main Authors: Hsueh, Shih Wei, 薛世偉
• Other Authors: Chang, Chun Ming
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52059157810114433669

碩士 === 長榮大學 === 企業管理學系碩士班 === 98 === According to the MIC report of Institute for Information Industry, the market scale of internet shops keeps on growing in Taiwan. However, most internet consumers worry about the risks of online shopping. According to many studies, consumer’s purchasing intention will be debased if perceived risk is high. Since 3C products are high-priced and long-consuming-period, consumers need more information to help decision-making. This study performs internet survey to derive factors that influence perceived risk and online purchasing intention such as brand image of 3C products, shop image of internet shop, service quality of website. This research applies Structural equation modeling (SEM) to find out the effect how brand image of 3C products, shop image of internet shop and service quality of website affect perceived risk and consumer’s purchasing intention for internet users. Three conclusions are obtained: 1. Consumers’ purchasing intention is significantly affected by perceived risk. 2. Female consumers have higher perceived risk than male consumers. 3. Those consumers having internet shopping experiences have higher purchasing intention.