The correlation between perceived risk of internet shopping and customers'' satisfaction - using purchase of 3C products as an exampl

• Main Authors: Hung-Ching He, 何虹慶
• Other Authors: An-Ping Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/09099826984251257284

碩士 === 朝陽科技大學 === 保險金融管理系碩士班 === 98 === After 2009 the Global Financial Storm, the internet shopping market still continually grew by the considerable speed, but in recent years, Internet cheating, invasion, viral destruction, data steals and information security accidents, questions about produce services and returned goods guarantee are occurs repeatedly, let the consumer feel risky about internet shopping. This study discusses the consumer internet shopping behaviour, perceived risk and customer satisfaction, take 3C internet shopper in Taiwan as the object of study, analysis with the network questionnaire, altogether collects 140 effective questionnaires and statistical analysis by SPSS, obtains following several conclusions: In the consumer characteristic has the remarkable relations to perceived risk, especially the education level is most obvious to the privacy security risk and the intrinsic environment characteristic to the belongings and the function risk.2. In perceived risk, privacy risk has the remarkable inverse correlation to the internet shopping behavior.3. The customer satisfaction has the remarkable positive correlation for the customer loyalty.