| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 97 === Because of the changes of industrial structure and consumption habits, the Internet developed vigorously; moreover, the network access patterns gradually grew as well. For consumers, they could purchase daily necessaries insteading of going out to choose of that personally. It could bring them the convenience and cost saving.
What the future business model will be developed and how could the consumers face to the changing of purchasing perceived risk. This research focused on the analysis of the purchasing perceived, risk to physical channel, and virtual channel investigation. The AHP structure is established by collecting and analyzing the literature and the data. The study discussed whether the Purchasing Perceived Risk would be changed by different channels through using the AHP to analyze the weight and the ratio of each factor in each level. This study submits related issue and modified mechanism about development process.
The results showed that the financial risk for consumers in the physical channel is the first factor to consider; followed by the time risks, physical risk and psychological risk. And virtual channel to the first by considerations of risk factors for psychological risk; followed by the performance risk, financial risk and time risk. By the findings show that the final dimensions of these guidelines through the promotion of the wishes of consumers, reducing the degree of perceived risk.
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