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系統識別號 U0026-1207201617292700
論文名稱(中文) 不同背景消費者線上購買過程的知覺風險之眼動研究 - 以二手商品拍賣為例
論文名稱(英文) Online Consumers’ Perceived Risk During Purchasing Process with Different Background on Second-hand Products: An Eye-Tracking Approach
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 104
學期 2
出版年 105
研究生(中文) 李哲儒
研究生(英文) Jir-Lu Lee
學號 R76031082
學位類別 碩士
語文別 英文
論文頁數 214頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-蘇國瑋
口試委員-楊政達
中文關鍵字 線上拍賣  二手商品  消費者行為  購買決策過程  知覺風險  眼動追蹤法 
英文關鍵字 Online Auction  Second-hand Products  Consumer Behavior  Buying Decision Process  Perceived Risk  Eye-tracking 
學科別分類
中文摘要 在網際網路普及的現代,使用網路進行購物已成為現代不可或缺的一種購物管道。尤其是現今消費者對消費者(Consumer-to-Consumer)彼此也可以透過線上平台進行新品或二手商品的購買與販售。此類型交易平台已打破以往的交易模式,不僅增加商品與消費者的接觸面積,也提升交易效率。線上購物雖然方便,卻也帶來更多的不確定性和風險。消費者在進行線上購物時因為無法直接的接觸商品,所以會產生比傳統購物更加多且複雜的知覺風險。知覺風險受到個人內部與外部的因素影響,因為每個人有不同的生活環境、過往經驗和價值觀等因素,而產生不同的知覺風險程度。本研究主要目的就是在探討不同背景的消費者(兩個不同族群:學生、工作)在線上購買決策過程的知覺風險程度差異,在此以決策購買五步驟(需求認知、資訊搜尋、方案評估、購買和購後行為)為基礎來探討。
本研究將採用眼動追蹤法(Eye-tracking)、問卷調查法和半結構訪談的方式進行研究,研究中會根據過往文獻結果彙整不同的線上購買的知覺風險程度眼動實驗,來了解不同族群的消費者觀看不同購買決策歷程時的眼睛運動,二十位學生和二十位上班族被邀請參與研究,在眼動實驗中會顯示出不同的知覺風險畫面,眼動實驗結束後透過問卷調查法和半結構訪談法了解消費者在各個情境中的整體的知覺風險程度,最後根據研究所得知的量化和質化資料進行分析與討論。
最後結果發現兩個族群中在購買過程中的知覺風險程度確實有顯著差異,不同族群在資訊收集階段有顯著的差異,而學生較上班族重視績效風險,上班族則較重視心理風險和隱私風險,而研究發現總凝視次數和總凝視時間在不同的風險和購買過程中也有顯著的差異。最後搭配訪談,找出兩個族群的消費者注重這些風險的原因。
英文摘要 The Internet has become a modern shopping channel. The C2C (Consumer-to-Consumer) trading platform is one on which people conveniently sell and purchase new or second-hand goods. The C2C trading platform disrupted previous trading patterns because it not only increased the range of goods sold but also enhanced transaction efficiency. Online shopping is convenient, but it also brings more uncertainty and perceived risk to consumers because they can’t have direct contact with goods when they are engaged in online shopping. Perceived risk is affected by individual internal and external factors. Because everyone has a different living environment, past experience, and values, among other factors, these produce different degrees of risk perception. The main purpose of this study is to investigate the differences in perceived risk between two different ethnic groups when they are engaged in online second-hand goods shopping activities. A buying decision process five stage model (Cognition need, information search, alternatives evaluation, purchase and post-purchase) was used as a basis.
In this study, demographic surveys, questionnaires, interviews, and an eye-tracking survey were used. Twenty students and twenty workers were invited to participate in the study experiments. In this study, the seven types and different degrees of perceived risk were aggregated to an eye-tracking experiment based on the past literature on this topic. Questionnaires and semi-structured interviews were conducted to determine what types of perceived risk participants felt during eye-tracking after they finished the eye-tracking experiment. Finally, according to the quantitative and qualitative data from experiments, an analysis was conducted followed by a discussion of the results.
The final results showed that there are significant differences in the purchasing process in regard to perceived risk between the two groups under consideration. The two online consumer groups exhibited significant differences in the information search stage, where the students exhibited more perception of performance risk, and the workers exhibited more perception of psychological and privacy risks. This study found that the total fixation duration and total fixation count showed significant differences between different perceived risks in the three consumer buying decision stages. Finally, through post-experiment interviews, the reasons why these two online consumer groups pay attention to specific perceived risks were elucidated.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes and Questions 6
1.3 Research Scope and Limitations 7
1.4 Research Procedures 7
Chapter 2 Literature Review 9
2.1 Online Auction 9
2.1.1 New Products Online Auction 10
2.1.2 Second-hand Online Auction 11
2.1.3 Barter 13
2.2 Consumer Behavior 14
2.2.1 Consumer Behavior and Decision 14
2.2.2 Online Consumer 18
2.3 Perceived Risks 21
2.3.1 Consumer Perceived Risk Related Research 23
2.3.2 Dimensions of Perceived Risk 25
2.4 Eye Movements and Eye Tracking 31
2.4.1 Eye Movement Measures 32
2.4.2 Risk Related Studies of Eye Movement 35
Chapter 3 Research Methodology 38
3.1 Research Framework and Process 38
3.2 Study Participants 41
3.3 Eye-tracking Experiment 41
3.3.1 Experiment Environment 42
3.3.2 Experimental Scenarios 45
3.3.3 Experiment Procedures 51
3.4 Questionnaires 53
3.5 Semi-structured Interviews 55
3.6 Data Collection and Analysis Methods 56
3.6.1 Data Collection Methods 56
3.6.2 Data Analysis Methods 59
Chapter 4 Data Analysis 62
4.1 Characteristics of the Study Participants 62
4.2 Eye-tracking Data Analysis 63
4.2.1 Differences between the Two Groups for the Three Buying Decision Stages 63
4.2.2 Differences between the Two Groups for the Five Perceived Risks in the Three Buying Decision Stages 67
4.2.3 Differences of the Five Perceived risks for the Two Groups in the Three Buying Decision Stages 111
4.2.4 Differences in the Three Types of Products for the Two Groups in the Real Buying Decision Process Scenarios 121
4.3 Eye-tracking Behavior data 138
4.4 Attitude and Perceived Risk Survey Analysis Result 143
4.4.1 Attitude Survey Analysis Result 143
4.4.2 Perceived Risk Analysis Result 145
4.5 Interview Results 149
Chapter 5 Discussion and Conclusion 154
5.1 Discussion 154
5.1.1 Eye Movements of the Two Groups 154
5.1.2 Perceived Risks in the Consumer Purchase Process 158
5.1.3 Perceived Risks and Online Shopping Attitude of the Two Groups 160
5.2 Contributions 161
5.2.1 Academic Contributions 161
5.2.2 Practical Contributions 165
5.3 Limitations and Future Research 168
References 170
Appendix 1 Basic informantion Survey 179
Appendix 2 Online Shopping attitude Survey 180
Appendix 3 Perceived Risk Survey 181
Appendix 4 Experimental Scenarios 1 183
Appendix 5 Experimental Scenarios 2 184
Appendix 6 Experimental Scenarios 3 185
Appendix 7 Interview Participants’ Demographics 186
Appendix 8 Experimental AOI Area 188
Appendix 9 Variation of Normality for Students 189
Appendix 10 Variation of Normality for Workers 190
Appendix 11 Chi-Square Analysis of Fixation Count between the Two Groups for the Three Buying stages 191
Appendix 12 Chi-Square Analysis of Fixation Count between the Two Groups for the Five Perceived Risks in the Three Buying stages 192
Appendix 13 Chi-Square Analysis of Fixation Count for the Two Groups for the Five Perceived Risks in the Three Buying stages 196
Appendix 14 Chi-Square Analysis of Fixation Count between the Three Types of Products for the Two Groups in the Real Buying Decision Process Scenarios 199
Appendix 15 Residual Analysis of Variance 201
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