消費者欲購買時所產生的知覺風險，往往會選擇透過媒介來蒐集資訊，企圖降低風險。但是單一媒介所能提供的資訊型式與多寡，卻多受限於媒介本身的特性，因此本研究欲探討在跨媒介整合的趨勢下，消費者在使用電話或網路兩種媒介交互使用形成跨媒介時，是否能有效降低單一電話或網路媒介的知覺風險產生差異，並對其購買意願也產生差異。最後，也檢視單一媒介與跨媒介這兩種媒介傳遞方式，他們各別的知覺風險與購買意願之間的相關性。

本研究將產品設定為洗髮精，以避免產品涉入度的影響。以過去曾經使用過電話與網路兩種媒介的消費者為研究對象。採用實驗法，分別依照媒介傳遞方式設計「純電話」（對照組）、「先電話後網路」（實驗組）、「純網路」（對照組）、「先網路後電話」（實驗組）共計4組的媒介傳遞方式。在國立中山大學校園內徵求受測者以蒐集樣本，其實驗皆輔以問卷調查方式協助，4組回收問卷數共計199份，而經篩選後其有效樣本總計188份。

研究結果發現電話與網路所組成的跨媒介，確實能夠降低單一媒介的知覺風險，但只有消費者「先接觸電話後接觸網路」的第一種跨媒介能有效提升購買意願，建議業者未來在做跨媒介行銷可選擇此種媒介傳遞方式，且須把握「致力於財務、功能知覺風險降低」的原則。而本研究再度證實無論消費者接觸單一媒介或跨媒介，其產生的知覺風險確實與購買意願皆呈現負相關，符合過去文獻的結論。

The perceived risks would produce when consumers want to purchase, they would use the media to collect product information to reduce the risk. So this study would investigate the difference between the perceived risk and purchase intention in the single media or in the cross-media which is combined by telephone and internet.

In this study, the product is set to shampoo to avoid the impact of product involvement, and the sample focus on people who have used two kinds of phone and Internet media. The study adopts the experimental method which used in the campus of National Sun Yat-sen University. The sample can be divided into 4 groups which included the experimental and control teams; they totally collect 188 valid questionnaires.

The results showed that the cross-media which composed of phone and Internet can reduce the consumer perceived risk, but only one kind cross-media which is “touching the internet after telephone” can increase the purchase intention. The results would help the company to market, but it should follow one principle which was committed to "reducing the financial risk perception". Besides, this study confirmed that the purchase intention has an opposite correlation to perceived risk in the cross-media and single media again, the conclusion is consistent with the previous studies.

目次
第一章緒論 11
第一節研究背景與動機 11
第二節研究目的與問題 13
第二章 文獻探討 14
第一節 電話、網路媒介至跨媒介 14
第二節 知覺風險基礎理論與衡量 21
第三節 消費者的購買意願 26
第三章 研究方法 28
第一節 研究架構 28
第二節 研究變數與假說 29
第三節 問卷設計與發放 36
第四節 抽樣方法 41
第五節 實驗設計 41
第六節 資料分析方法 44
第四章 問卷結果與資料分析 46
第一節 問卷回收與整理 46
第二節 各組之量表敘述統計量 57
第三節 單一媒介與跨媒介對其知覺風險的差異 69
第四節 單一媒介與跨媒介對其購買意願的差異 74
第五節 知覺風險與購買意願相關 78
第五章 結論 82
第一節 研究結果整理與結論 83
第二節 給業者關於選擇媒介與行銷經營上的建議 85
第三節 研究貢獻 87
第四節 研究限制與後續研究建議 88
參考文獻 91
附錄一：問卷實驗內容 96
附錄二：問卷一（先接觸電話媒介後接觸網路媒介） 99
附錄三：問卷二（先接觸網路媒介後接觸電話媒介） 102
附錄四：問卷三（僅接觸過電話媒介） 106
附錄五：問卷四（僅接觸過網路媒介） 109

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