The Relationships among Product Information, Perceived Value, Perceived Risk and Purchase Intention of High-priced Product Online Secondhand Shopping.

• Main Authors: LIN, HSIAO-RU, 林筱茹
• Other Authors: SUN, LI-FANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tkw5by

碩士 === 明志科技大學 === 經營管理系碩士班 === 107 === 　　With the rapid advancement of information technology, the Internet has penetrated into every corner of society. The application of information and network technology has become an inevitable trend in the current global economic development. Ｍoreover, With the change of social life style, people pay more attention to the quality of life, and the online shopping market is increasing. Online shopping not only provides a wealth of product information, but also provides diversified products and services to meet to the needs of different consumers. Expecting to have unlimited potential for online shopping in the future. People are also turning to second-hand items that are not used or can't be used for sale. In order to take back the cost of the original purchase. In turn affects consumers' willingness to purchase high-priced second-hand online shopping. Therefore, this study proposes a framework to explore the impact of high-priced product information on perceived value and perceived risk. 　　After reviewing the relevant literature, this study discusses the perceived value by social value and emotional value separately, while the perceived risk is divided into performance risk and psychological risk, and what influence will be generated from the product information on the value and risk. This study will use the online questionnaire survey method. Using the online questionnaire, we conducted research on consumers who had had high-priced secondhand online shopping and collected 409 valid questionnaires. 　　The research results found that: In the online high-priced second-hand goods market: (1) Product information cannot directly affect their willingness to purchase; (2) Perceptual value plays a full intermediary role between product information and purchase intention, product information will be converted into value, which in turn increases the willingness to purchase; (3) Perceptual risk plays a full intermediary role between product information and purchase intention. When consumers have more product information, the higher risk, thus reduce the willingness to purchase.