Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender
碩士 === 國立中興大學 === 科技管理研究所 === 100 === Online group buying is a new emerged recently. The purpose of this research is to examine the risk perception and risk reduction strategy in online group buying context. The moderating effects of gender and product class were also considered. Questionnaire s...
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ndltd-TW-100NCHU52300272018-04-10T17:21:59Z http://ndltd.ncl.edu.tw/handle/xptc32 Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender 線上團購環境之知覺風險與降低風險策略:產品類別與性別差異的角色 Tien-Yin Liu 劉恬吟 碩士 國立中興大學 科技管理研究所 100 Online group buying is a new emerged recently. The purpose of this research is to examine the risk perception and risk reduction strategy in online group buying context. The moderating effects of gender and product class were also considered. Questionnaire survey was conducted to collect data. Data was analyzed based on 301 valid samples. Through correlation analysis and ANOVA analysis, the results reveal that all risk reduction strategies are helpful except past experience and major brand image;female significantly perceived higher time risk than do male, and the adoption strategies are also different; product class, search good and credence good have significant difference in financial, social and privacy risk, whereas experience good has no significant difference between them, the adoption strategies to reduce risks are different in three kinds of product class. This study expect to explore the helpful reduction strategies for the risks which perceived from gender and different product class, then provide some suggestions of online marketing to Internet sellers, aims to increase consumers’ purchase intension. 鄭菲菲 2012 學位論文 ; thesis 61 en_US |
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碩士 === 國立中興大學 === 科技管理研究所 === 100 === Online group buying is a new emerged recently. The purpose of this research is to examine the risk perception and risk reduction strategy in online group buying context. The moderating effects of gender and product class were also considered. Questionnaire survey was conducted to collect data. Data was analyzed based on 301 valid samples. Through correlation analysis and ANOVA analysis, the results reveal that all risk reduction strategies are helpful except past experience and major brand image;female significantly perceived higher time risk than do male, and the adoption strategies are also different; product class, search good and credence good have significant difference in financial, social and privacy risk, whereas experience good has no significant difference between them, the adoption strategies to reduce risks are different in three kinds of product class.
This study expect to explore the helpful reduction strategies for the risks which perceived from gender and different product class, then provide some suggestions of online marketing to Internet sellers, aims to increase consumers’ purchase intension.
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author2 |
鄭菲菲 |
author_facet |
鄭菲菲 Tien-Yin Liu 劉恬吟 |
author |
Tien-Yin Liu 劉恬吟 |
spellingShingle |
Tien-Yin Liu 劉恬吟 Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
author_sort |
Tien-Yin Liu |
title |
Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
title_short |
Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
title_full |
Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
title_fullStr |
Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
title_full_unstemmed |
Perceived Risk and Risk Reduction Strategies in Online Group-Buying: The Role of Product Class and Gender |
title_sort |
perceived risk and risk reduction strategies in online group-buying: the role of product class and gender |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/xptc32 |
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