| Summary: | 碩士 === 遠東科技大學 === 行銷與供應鏈管理研究所 === 101 === Internet shopping is the general consumption habits of the twenty-first century. Online shopping plays an important role to office workers with the economy, the information capacity. Elementary school teachers not only possess economic stability, high academic qualifications, and internet information ability to comply with the three major characteristics of online shopping. Due to internet shoppers have concerns not being able to contact with the actual commodity and transaction security. Thus, perceived risk is to reduce the impact of one of the factors of consumers purchase will. Conservative and cautious elementary school teachers responsible for the educating children to adapt to future internet economy era. When faceing to clinical risk of consumer decision-making, there is a need to find solutions. All custermers can search for products and the knowledge of purchasing process to reduce risk, and such issue is worthy of further exploration. The study is sampled to Tainan elementary school teachers who used to internet in order to discuss perceived risk of internet shopping, consumer involvement, and purchase willingness. The study uses questionnaire sampling, stratified random sampling method, the resulting sample data to SPSS19.0 version of the statistical software package for the analysis tools, through correlation analysis, regression analysis, hierarchical regression analysis and statistical methods to discuss whethcr perceived risk has a significant impact to purchase intention or consumer involvement has an important influence to purchase intention. The study found that (1) The perceived risk has a negative significant impact to elementary school teachers who have online shopping purchase intention. (2) The perceived risk has a negative significant impact to elementary school teachers who have online shopping consumer involvement . (3) Consumer involvement have a significant positive impact on purchase intention of elementary school teachers internet shopping. (4) As there is an interference in consumer involvement, the perceived risk of internet shopping have a significant impact on purchase intention. The results of this study will provide reference to online shopping industry in order to reduce the perceived risk, to increase the involvement of consumers, thereby to increase purchase intention decisions of reference.
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