The Influences of Perceived Risk and Online Recommendation on Consumers' Purchasing Intention in the Online Auction
| Autor: | Fen-pei Hsu, 許芬珮 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 In the past, customers were price taker. However, people are price maker now, and have a chance to appraise for sellers after receiving products in the online auction. These ratings are considered as second important factor of online auction competitiveness after the price. “Female clothing and adornments”is the study’ssubject due to up to April 15,2008,its ratio is the greatest in Yahoo and eBay websites. On the other hand, consumers have different perceived risks because of different purchasing situation and product categories. In order to understand perceived risks in purchasing“female clothing and adornments”, this study uses in-depth interview and online recommendation to discuss the influences on the purchasing intention. Female consumers who have purchased clothes, necklace, and earrings are this study’s denotatum. In the analytic methodology, we use questionnaire and multiple linear regression analysis to examine the research hypothesize. The empirical results show that performance risk, psychological risk, physical risk, private risk, and online recommendation affect consumers’ purchasing intention in the online auction significantly, but financial risk support our hypothesis partly. Despite we find that “defrud” affects consumers’ purchasing intention in the online auction significantly, it showes that “defrud” is the important factor to constitute consumer financial risk. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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