Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97271
標題: 顧客認知風險、網購態度與購買意圖之研究:以醫療器材用品為例
Research on Customers'' Perceived Risk, Internet Shopping Attitude and Purchase Intention: An Example of Medical Instruments
作者: 鄧亞欣
Ya-Hsin Teng
關鍵字: 醫療器材;認知風險;網購態度;購買意圖;集群分析;Medical Instruments;Perceived Risk;Internet Shopping Attitude;Purchase Intention;Cluster Analysis
引用: Eagel, J. F., Blackwell, R. D.& Miniard, P. 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摘要: 
隨著醫療科技發展,國人平均壽命呈現增長趨勢,而社會經濟與生活水準的提升,亦帶動保健預防意識,居家照護型醫療器材用品越來越普及;網路購物潮流興起,加以近年來政府對於醫療器材販售通路逐漸鬆綁,各大電商平台紛紛推出醫療器材專區;惟醫療器材用品畢竟非一般產品或日用品,因此,探討醫療器材用品顧客線上購買意圖之影響因素,成為重要的議題。

本研究主要針對網購醫療器材用品進行案例分析,探討顧客認知風險與網購態度,對其網購意圖之影響與關聯;並透過集群分析,針對消費者購買醫療器材用品時所重視企業或商店形象之層面及程度等個人因素,將顧客分為三群,分別為專業取向、口碑取向,以及經濟取向,並深入研究不同客群對網購醫療器材用品之認知風險各構面,如何影響其網購意圖。

本研究採取發放網路問卷之方式,針對回收之445份有效問卷,利用SPSS統計軟體進行相關分析、迴歸分析、集群分析與單因子變異數分析,發現以下結論:
(一) 認知風險對醫療器材用品顧客網購意圖有顯著負向影響。
(二) 網購態度對醫療器材用品顧客網購意圖有顯著正向影響。
(三) 網購態度對醫療器材用品顧客認知風險有顯著負向影響。
(四) 專業取向顧客所認知之財務風險與交易風險,對其網購意圖有顯著負向影響;口碑取向、經濟取向之顧客財務風險、生理風險與交易風險,對其網購意圖有負向顯著影響。
(五) 人口統計變項在顧客認知風險與網購態度上存在部分顯著差異。

經由本研究可以探討出影響醫療器材用品顧客選擇網購之關鍵因素,藉此結果補足網路購物在不同產業間的研究與應用,所得之研究結果可供企業或商店未來經營方向作為參考,以強化網路顧客之購買意圖,並針對不同客群推出不同的行銷策略,以達醫療器材用品店多元發展目標。

With the growth of population and the development of social and economic, the average life expectancy of people shows an increasing trend, home care medical instruments become more and more popular. As the popularity of internet shopping, the Goverments release control for medical instruments sale channel. After all, medical instruments are not general products and daily necessaries, therefore, this study mainly explores the factors influencing customers’ internet shopping intention on buying medeical instruments.

This study examines the relationship among customers’ perceived risk, internet shopping attitude and purchase intention by questionnaires collected, using SPSS 20.0 statistics software to analysis data. Through cluster analysis, customers are divided into three groups: professional-oriented, word-of-mouth-oriented, and economic-oriented, to study the relationship between perceived risk and purchase intention. The results of this research are as following:
1.Customers’ perceived risk negatively influences their internet purchase intention.
2.Customers’ internet shopping attitude positively influences their internet purchase intention.
3.Customers’ internet shopping attitude negatively influences their perceived risk.
4.Professional-oriented customers’ financial risk and transactional risk negatively influence their internet purchase intention; word-of-mouth-oriented and economic-oriented customers’ financial risk, physical risk and transactional risk negatively influence their internet purchase intention.
5.The various components of customers and the demographic cariables were partly posotive significant relationship between perceived risk and internet shoppingn attitude.

The results extend the applications of theory on internet shopping, and it could be an advice for medical corporate or store making decisions to enhance customers’ purchase intention of internet shopping, and launch marketing strategy for satisfying different kinds of customers to reach the diversified development goals.
URI: http://hdl.handle.net/11455/97271
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