The Relationship among Perceived Risk, Price Consciousness and Purchase Intention

• Main Authors: Hou Bo-Cyuan, 侯柏全
• Other Authors: Chen, Rong-Fang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/31745923796348992637

碩士 === 國立高雄應用科技大學 === 企業管理系 === 101 === With the growth of the Internet, it has become indispensible to our daily activities. When purchasing products on the Internet, Consumers feel uncertain, so the issues about “Money-Back” are increasing. Therefore, it is the objective of this study to explore how the product types and the channels affect the purchase intention of consumers. This study adopts the design of experiment to survey, giving subjects different product type and money-back guarantee period, to explore the relationship among the perceived risk, price consciousnesss and purchase intention. The empirical results are the following: (1) Different money-back guarantee interferes the relationship between perceived risk and price consciousnesss, indicating that money-back could reduce purchase risk and the level of evaluating product. (2) Different product type interferes the relationship between financial risk and price consciousness, price consciousness and purchase intention, indicating that reducing the financial risk and the price consciousness of the experience product could raise consumers’ purchase intention more than search product. These findings suggest that the product with money-back guarantee could reduce purchase risk and price consciousness. In addtion, experience product could raise the purchase intention.