| Summary: | 碩士 === 國立雲林科技大學 === 國際企業管理研究所 === 99 === The Internet has grown rapidly in the world, and many retailers have sold products through Internet in recent years; thus, online purchasing would be a popular shopping model in some country. Despite it is convenient for consumers shopping online, they perceive higher risk than store-based purchases. When consumers perceive risk in a purchase, they would pursue strategies of risk reduction or using prior purchase expe-rience to influence their purchase intention. In addition, the cultural and habitat differ-ences also influence consumer purchase intention of the same product. Therefore, the main objectives of this study are to understand the effect of online shopping among consumer characteristics, risk perceptions, strategies of risk reduction, prior online shopping experience, and purchase intention between Taiwanese and Chinese.
The data for this study was collected via questionnaire of shopping online and answered by its own cognition and experience. There are 468 questionnaires that are usable for the analyses. The results indicate that most of Taiwanese and Chinese had been shopping online, and Chinese had been shopping online frequently. In addition, this study showed that both two countries have significant correlations or differences among consumer characteristics, frequency of shopping and risk perception.
Moreover, the results of the Multiple Regression Analysis in perception risk, strat-egies of reduction, prior purchase experience and purchase intention showed that Tai-wanese haves higher risk perception on financial and performance risk relying on repu-tation of web-retailer and world of mouth to reduce risk and prior purchase experience also influences purchase intention. Chinese have higher risk perception on performance and time risk relying on reference groups and reputation of web-retailer to reduce risk; however prior purchase experience do not influence purchase intention. Finally, ac-cording to the findings, this study provides some suggestion for further research and development.
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