A Study of the Relationship between Perceived Risk and Group-buying I ntention of Elementary School female Teachers in Kaohsiung City

• Main Authors: Shu-lien Chen, 陳淑蓮
• Other Authors: GGen-Ming Wu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/wtxe68

碩士 === 國立屏東教育大學 === 社會科教育學系碩士班 === 100 === The purpose of the study is to investigate the current condition and relationship between perceived risk and group-buying intention of female teachers in elementary schools in Kaohsiung City and how they are different with environment variables. This study chose survey method. The tool used was “The Questionnaire of Kaohsiung City Elementary School female Teacher’s perceived risk and group-buying intention” developed by the researcher. The study subjects were female teachers of elementary schools in Kaohsiung City. The study sample is through stratified random sampling .The effective samples are 632 in total. According to the result of the questionnaires, the following conclusions were analyzed by descriptive statistics, T-test, one-way variance of analysis, Person’s product-moment correlation method, and the regression analysis in multiple steps. Conclusions are as follows: 1. The perceived risk of female teachers of elementary schools in Kaohsiung City emphasized on the scope of “privacy risks”. On the other hand, the most significant factor that affected the female teachers’ group-buying intention was “the reliability of the initiator of group-buying”. 2. The elder and married female teachers of elementary schools in Kaohsiung City more concerned about the “privacy risks”. 3. The female teachers of elementary schools in Kaohsiung City who have no group-buying experiences tended to have more awareness on the perceived risk than those female teachers who have group-buying experiences. 4. The level of perceived risk of female teachers at large-scale elementary schools in Kaohsiung City was lower than the medium or the small-scale elementary schools. 5. There was a positive relationship between the perceived risk and group-buying intention of female teachers of elementary schools in Kaohsiung City . Specifically, “privacy risk” has the most significant effect on the group-buying intention. 6. The perceived risk of female teachers of elementary schools in Kaohsiung City has drastically influenced the group-buying intention. In particular, the “privacy risk” was the major aspect which predicted the group-buying intention. The conclusions above have the following implications 1. For the industrial circles 2. For elementary famle teachers 3. For future studies