產品認知、顧客感知價值、知覺風險與消費者購買意願關係之研究－以虛擬貨幣為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/26541

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Title:	產品認知、顧客感知價值、知覺風險與消費者購買意願關係之研究－以虛擬貨幣為例
Other Titles:	Research on the Relationship among Product Cognition, Customer Perceived Value, Perceived Risk and Consumer Purchase Intention: A Case Study of Virtual Currency
Authors:	林佳姸 LIN, JIA-YAN
Contributors:	企業管理學系管理科學碩博士班紀信光 CHI, HSIN-KUANG
Keywords:	產品認知;顧客感知價值;知覺風險;消費者購買意願;虛擬貨幣 Product Cognition;Customer Perceived Value;Perceived Risk,;Consumer Purchase Intention;Virtual Crrency
Date:	2018
Issue Date:	2018-12-19 17:22:05 (UTC+8)
Abstract:	隨著電子設備使用的普及率，網絡資訊使得消費者對於商品購買之型態日益轉變，使得虛擬商品不斷推陳出新。首先對於一般消費者關於在虛擬貨幣形成消費者購買意願前的研究進行推論，根據消費者對於虛擬貨幣的認知所產生的產品價值及風險提出研究假設。　　本研究的目的欲探討虛擬貨幣之產品認知、顧客感知價值、知覺風險與消費者購買意願之研究。　　本研究採用隨機的便利抽樣法的方式，採用Google電子網路問卷進行調查，共發出350份，回收338份，扣除無效問卷34份，有效問卷為304份，有效問卷回收率87%。　　運用SPSS統計軟體進行敘述性分析、獨立樣本T檢定分析、單因子變異數分析、相關分析、迴歸分析等統計分析，本研究所得結論如下：(1)產品認知對顧客感知價值有顯著正向之影響。(2)感知價值對消費者購買意願有顯著正向之影響。(3)產品認知對消費者購買意願有顯著正向之影響。(4)知覺風險對消費者購買意願有顯著正向之影響。(5)顧客感知價值對於產品認知與消費者購買意願具有完全中介效果。(6)知覺風險在產品認知與消費者購買意願具有干擾效果。　　With the PoPularization of the use of electronic devices, network information has caused consumers to increasingly change the Pattern of Product Purchases, which has led to the emergence of new virtual goods. First of all, we make inferences about the research of the average consumer before the virtual currency forms the Purchasing intention of the consumer, and Put forward research hyPotheses based on the value and risk of the Product generated by consumers' PercePtion of virtual currency.　　The PurPose of this study is to investigate the Product PercePtion of virtual currency, customer Perceived value, PercePtion risk and consumer Purchase intention. In this study, a random, convenient samPling method was used to conduct surveys using google electronic network questionnaires. A total of 350 coPies were sent out, 338 were recovered, 33 invalid questionnaires were deducted, 304 valid questionnaires were available, and the effective questionnaire recovery rate was 87%.　　Using SPSS statistical software for narrative analysis, independent sample T-test analysis, single-factor variance analysis, correlation analysis, regression analysis and other statistical analysis, the conclusions of this study are as follows: (1)Product cognition has a significant positive impact on customer perceived value.(2)Perceived value has a significant positive impact on consumers' willingness to purchase.(3)Product cognition has a significant positive impact on consumers'willingness to purchase.(4)Perceived risk has a significant positive impact on consumers' willingness to purchase.(5)Customer perceived value has a complete mediating effect on product cognition and consumer purchase intention.(6)Perceptual risk has an interference effect on product cognition and consumer purchase intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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