| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 100 === With the development of the Internet, people often shop online and share information. We can get product information shared from others on the Internet. At the same time, the exchange of information improves people’s knowledge about specific products. Online consumers can choose the product that fits their demand or expectation according to the product knowledge. On the other hand, the uncertainty accrues from the lack of face-to-face encounter and real touch during the transaction, online consumers may perceive a certain level of risk before they place orders. This study investigates if online consumers’ product word-of-mouth, product knowledge and perceived risk (performance risk, financial risk, time risk) will influence their on-line purchase intention when they exchange information intensively with others. The results indicate that product word-of-mouth has a negative effect on perceived risk, which has a positive effect on purchase intention. Consumers’ product knowledge has a negative effect on perceived risk.
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