| Summary: | 碩士 === 淡江大學 === 會計學系碩士班 === 104 === Recently, the development of online shopping has become more mature than before in Taiwan. Marketers have applied diverse mechanisms to promote online shop such as mobile phone applications and Facebook fanspage,. However, consumers still hesitate to shop online because they actually can not touch, feel, and smell the product before buying. They may feel uncertainty and risk and then give up their purchase decision. This may be due to the impact of unclear product information on purchase decision-making. Therefore, this brings the essential question: how to present more tangible information in order to reduce consumer’s perceived risk. This study proposes that three services tangibility—physical tangibility, mental tangibility and specificity—may help reduce consumers’ perceived risk and thus help consumers to build up their decision performance. These three service tangibility may provide consumers more tangible knowledge regarding the targeted product before buying. Further discussions for practice are also included in the conclusion.
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