以交易成本理论探究网路消费者行为  

Applying transactional cost theory to explore consumer behavior in the online context

作　　者：郑正丰 张筱湄 

机构地区：[1]亚洲大学国际企业学系,台中41354

出　　处：《中国经济评论（1536-9056）》2009年第10期43-50,共8页Zhongguo Jingji Pinglu

摘　　要：本研究旨在结合交易成本理论与其它影响因子（如产品品质、知觉风险与知觉价值），试图发展整合型研究模式以探究网路消费者行为。实证分析方法主要运用叙述性统计分析、因素分析、信度分析与路径分析。研究发现网路服务品质、产品品质与交易成本均对于知觉风险与知觉价值存在显着的地影响效果。其次，知觉风险与知觉价值也会对网路购买意图产生显着影响效果．此外，实证分析结果亦显示网路服务品质、产品品质与交易成本均可透过知觉风险与知觉价值，对于网路购买意图产生影响效果。This study develops research model by integrating transactional cost theory and other determinants （i.e., product quality, perceived risk and perceived value） to explore online consumer behavior. The statistical techniques that we adopt contain descriptive statistics, factor analysis, reliability analysis, canonical analysis, and path analysis. Empirical results show that e-service quality, product quality, and transaction cost can significantly affect perceived risk and perceived value. Both perceived risk and perceived value have significant influences on online purchase intention. Besides, the result also shows that the e-service quality, product quality, and transactional cost can influence online purchase intention by perceived risk and perceived value.

关 键 词：网路服务品质 产品品质 交易成本 知觉风险 知觉价值 网路购买意图 

分 类 号：F270[经济管理—企业管理] F014.5[经济管理—国民经济]