Exploring the Antecedents of Perceived Value and Perceived Risk on Consumer Internet Shopping Satisfaction-Internet Shopping Industry as example

• Main Authors: Ming-Chang Kang, 康明璋
• Other Authors: Ching-Lung Shen Ph.D.
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/47156800829518986589

碩士 === 國立屏東科技大學 === 企業管理系所 === 98 === In this study, from a point of view of internet shopping experienced consumer, investigated internet consumer behavior influences antecedents of perceived value, perceived risk and dependent variable for understanding the antecedents of perceived value and perceived risk, which influence consumer internet shopping satisfaction. The antecedents of perceived value and perceived risk include website characteristic and internet consumer characteristic which are two independent variables. The subjects are internet shopping experienced consumer in Taiwan. The questionnaires issued 1620 and received 456 copies. The questionnaires were analyzed by LISREL and ANOVA methods. The results confirmed that the website characteristic has a positive significant relationship with perceived value, and the perceived value has a positive significant relationship with consumer internet shopping satisfaction. In the contrast, the internet consumer characteristic has a negative significant relationship with the perceived risk, and the perceived risk has a negative significant relationship with the internet shopping satisfaction。The some of ANOVA testing results had significantly different.