知覺風險與線上評論對購買意願之影響:以信任為中介變數做探討

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Title:	知覺風險與線上評論對購買意願之影響:以信任為中介變數做探討 The Impact of Perceived Risk and Online Reviews on Purchase Intention: A Study on the Mediating Role of Trust
Authors:	黃湘筑 HUANG, HSIANG-CHU
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	知覺風險線上評論品牌信任購買意願 Perceived Risk Online Reviews Brand Trust Purchase Intention
Date:	2024
Issue Date:	2024-11-26 15:27:59 (UTC+8)
Abstract:	本研究探討知覺風險與線上評論對消費者購買意願的影響，並分析品牌信任在其中的中介角色。隨著數位經濟的快速發展，線上購物成為日常生活的一部分。然而，隨之而來的風險感知和品牌信任度成為影響消費者購買意願的重要因素。本研究採用問卷調查法，針對 S 購物平台的使用者進行調查，共取得 176 份有效樣本。透過敘述性統計分析、因素分析、信度分析、迴歸分析及中介分析，檢驗知覺風險、線上評論、品牌信任及購買意願之間的關係。研究結果顯示，知覺風險對購買意願有顯著的負向影響 (β = -0.35, p < 0.01)，線上評論對購買意願有顯著的正向影響 (β = 0.47, p < 0.01)。知覺風險對品牌信任有顯著的負向影響 (β = -0.38, p < 0.01)，線上評論對品牌信任有顯著的正向影響 (β = 0.53, p < 0.01)。此外，品牌信任對購買意願也有顯著的正向影響 (β = 0.45, p < 0.01)，並且品牌信任在知覺風險與購買意願之間，以及線上評論與購買意願之間具有顯著的中介效應。本研究證實了降低消費者的知覺風險和提升線上評論的質量，有助於提高品牌信任度，從而增強消費者的購買意願。 This study examines how perceived risk and online reviews influence consumers' pur- chase intentions on Shopee, with brand trust as a mediator. The findings show that per- ceived risk negatively impacts purchase intention, while online reviews and brand trust positively influence it. Enhancing online reviews and brand trust can mitigate perceived risk, ultimately boosting purchase intentions. This research provides practical insights for improving e-commerce strategies.
Appears in Collections:	[Master program of global brand and marketing] thesis

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