The Effects of Perceived Risk on Internet Shopping Behaviors ─A Study for Dong Shih Farmers’ Association Website

• Main Authors: Pei-Chun Chuang, 莊珮君
• Other Authors: Ching-Ying Huang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/04170184904427849337

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 96 === According to the Internet is all pervading, the online shopping also gradually develops, but online shopping has risk problem frequently. It creates the hindrance that the consumer is hesitant to advance. In recent years, the government positively counseled various farmers’ association to construct the construction online shopping commercial, the affiliation sells different characteristic in every place and agricultural product is high quality by the website. Among them, Dong Shih farmers’ association website has the good result. Therefore this research that take Dong Shih farmers’ association website as an object, discusses online shoppers shopping behaviors, the online shopping financial risk, performance risk, physical risk, time risk when people shop online, as well as these perceived risks whether affect its shopping behavior. This research take the questionnaire survey, we collect 118 consumers who shop in online, use percentage, average, correlation analysis and regression analysis carries on the discussion, the analysis result knows the following important conclusion: First, when all online shoppers purchase product know risk. Among them, people absorb in time risk, performance risk, financial risk and physical risk. Second, the online shoppers shopping behavior, the total amount for purchase amost in the past by NT$2,000 below in one year. The purchase frequency is 1~2. Third, when consumer has physical risk, time risk higher, the consumer’s shopping behavior will go down. Therefore, the above-mentioned result studies to put forward a following suggestion: First, the future will want to be engaged in the online shopping the related human affairs will be allowed to reduce this four perceived risk to promote consumers purchasing orientation. Second, farmers’ association when management online shopping commercial should pay attention to and reduce the influence which perceived risk go up, promotes consumer''s shopping behavior. Third, the physical risk aspect, the farmers’ association may on the homepage outside the non-periodical renewal fresh fruit''s production personal history. Also it may clearly photograph or indicate the product regarding the processing product the manufacture process; The time risk aspect, the farmers’ association may draw up set of products to produce goods the examination flow and exchanges a purchase the goods flow, reduces the commodity not good rate occurrence, and exchanges a purchase the customer puzzle which the goods procedure is numerous and diverse not conveniently creates.