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博碩士論文 etd-0730108-161036 詳細資訊
Title page for etd-0730108-161036
論文名稱
Title
直銷產業消費者知覺風險與降低知覺風險策略之研究
The Research of Direct-Selling Consumer's Perceived Risk and Risk Reduction Strategy
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
138
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-07-23
繳交日期
Date of Submission
2008-07-30
關鍵字
Keywords
降低知覺風險策略、消費者特性、知覺風險
Risk reduction strategy, Perceived risk, Consumer characteristics
統計
Statistics
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中文摘要
以營養保健食品、美容保養品、清潔用品作為直銷產品的代表。以網路問卷調查網路族群的消費者特性對購買直銷產品的各種風險構面知覺程度,與降低知覺風險策略有效性的評價的影響。以線性結構方程模式分析知覺風險之間的路徑架構,以Roselius(1971)的研究方法衡量降低知覺風險策略的有效性評價,並以集群、相關與變異數分析進行消費者特性對知覺風險與降低風險策略的影響,及知覺風險對降低風險策略的影響。
重要結論有五,說明如下:
1. 直銷產品三種類別在績效、心理與總體三種風險上具有差異。
2. 在各種風險構面形成總體風險的架構中,同時存在直接與間接效果。
3. 不同的消費者特性會對不同知覺風險構面產生影響,最具意義者為『直銷消費者類型』與『對直銷購物的態度』
4. 不同的消費者特性對降低知覺風險策略偏好程度的排序有所影響,較具意義者為『年齡』、『居住地區』與『直銷消費者類型』
5. 不同的知覺風險構面會對不同的降低風險策略有效性評價產生影響,在總體與績效風險中,只有『免費試用』的有效性評價會越高。
管理意涵與重要建議有三,說明如下:
1. 『專門機構檢驗』、『政府機構檢驗』、『印象或商譽較好的品牌』可有效降低績效風險,進而降低總體風險,減少產品價值的知覺犧牲。
2. 對未曾成為直銷會員,且不常使用直銷產品的網路族群而言,『免費試用』搭配『退換產品保證』與『退錢保證』可有效降低知覺風險。
3. 長期應朝『改善直銷形象』努力,消費者對直銷購物的態度是影響風險知覺程度與降低風險策略的評價一個很重要的因素,『產業自治』是很好的策略,可惜的是中華民國直銷協會的知名度與公信力不足。
關鍵字:消費者特性、知覺風險、降低知覺風險策略
Abstract
This study takes “the Health food of nutrition”, “Cosmetic skin care products”, and “the Articles for cleanness” as the representatives of direct-selling products. With the network questionnaires to investigate “Consumer characteristics” of “Netizens”, and how they influence the levels of various perceived risk, and the helpfulness of risk reduction strategies, with SEM to analysis the structure between seven kinds of perceived risk, with the method which was used by Roselius (1971) to measure the helpfulness of risk reduction strategies, and with Cluster, Correlate, ANOVA to analysis the way how “Consumer characteristics” of “Netizens” influence perceived risks and risk reduction strategies, and the way how perceived risks influence risk reduction strategies.
There are five important conclusions, describing as following:
1. There are differences between three kinds of direct-selling products on the perceived risks of “Performance”, “Psychology”, and “Overall”.
2. In the structure of constructing the path to form the “Overall risk” by six kinds of risks, the direct and indirect result exists at the same time.
3. Different “Consumer characteristics” will influence different kinds of perceived risks, and the most meaningful characteristics are “the Types of direct-selling consumers” and “the attitude toward shopping through direct-selling”.
4. Different “Consumer characteristics” will influence the helpfulness of different risk reduction strategies, and the most meaningful characteristics are “Age”, “Location”, and “the Types of direct-selling consumers”.
5. Various perceived risks will influence the helpfulness of different risk reduction strategies, and only the helpfulness of “Free sample” will be enhanced.
There are three points about managerial implications and suggestions, describing as following:
1. “Private testing”, “Government testing”, and “Major brand image” are capable of reducing the “Performance risk” effectively, and then reduce the levels of “Overall risk” perception to decrease the perceived sacrifice of product value and to enhance it to the original levels of product value.
2. For the “Netizen” who are not becoming a member, and not using direct-selling products quite often, “Free sample” with “Replace product guarantee” or “Money-back guarantee” are capable of reducing the levels of risk perception effectively.
3. In the long run, direct-selling companies should endeavor to prove the image of direct-selling, because “the attitude toward shopping through direct-selling” is an important factor to influence the levels of risk perception and the helpfulness of the risk reduction strategies. And “Industry autonomy” is a good risk reduction strategy, but not be known by the public. There is a long way for TDSA (Taiwan Direct Selling Association) to go, because popularity and public trust are insufficient.
Key words: Consumer characteristics, Perceived risk, Risk reduction strategy
目次 Table of Contents
謝詞 三
中文摘要 四
英文摘要 五
目錄 七
圖目錄 九
表目錄 十
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 6
第一節 直銷產業的探討 6
第二節 知覺風險與降低知覺風險策略的探討 7
第三節 消費者特性的探討 18
第四節 消費者特性、知覺風險與降低知覺風險的關係 20
第五節 產品類別、知覺風險與降低知覺風險的關係 22
第六節 小結 24
第三章 研究方法 25
第一節 研究架構與假設 25
第二節 問卷設計 26
第三節 資料收集與資料分析方法 30
第四章 資料分析與結果 33
第一節 三種產品類別的平均數差異檢定 34
第二節 基本資料敘述性統計分析 36
第三節 知覺風險、降低知覺風險策略與人格特質的信度分析 37
第四節 知覺風險構面與總體風險之間的結構探討 39
第五節 消費者特性對知覺風險構面的影響 49
第六節 消費者特性對降低知覺風險策略偏好程度排序的影響 58
第七節 知覺風險對降低風險策略有效性的影響 77
第五章 結論與建議 85
第一節 研究結論 85
第二節 管理意涵與建議 89
第三節 研究限制 90
第四節 後續研究建議 91
參考文獻 93
附錄一 99
附錄二 103
附錄三 113
附錄四 117
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