The Impact of Consumers’ Presence on Product Attitude and Perceived Risk in Computer-Mediated Environment

• Main Authors: Chia-Hao Chang, 張家豪
• Other Authors: Yun-Hua Su
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/yp2u3c

碩士 === 靜宜大學 === 企業管理研究所 === 91 === Internet is a newly information mass communication medium beyond tranditional media. But internet e-commerce couldn’t provide consumers an environment to experience product directly, especially the experience product. When consumers face this kind of product, they would feel uncertain. However, with the trend of applying multimedia technology, Internet can develop an unique characteristic of the interactivity that traditional media never have. Internet shopping environment applying multimedia technology, consumers can feel the sense of “being there”, called the sense of presence, and experience the product in virtual way. Multimedia technology provides two characteristics—vividness and interactivity. The present study focuses on consumers’ experience of the product in virtual environment, therefore, the concept of user control is adopted as the core concept in interactivity. This study is to realize how to match vividness and interactivity to create the sense of presence. Therefore, experiential design is adopted in the current study. There are four types of sense of presence developed in this study, the finding shows that presence can significantly enhance attitude strength of the product and decrease perceived risk. Besides, this study also finds different types of product and consumers’ product involvement both can interact with presence between attitude strength and perceived risk. As different types of product or consumers’ product involvement, presence has different effects on attitude strength and perceived risk.