知覺風險、綠色知覺價值對購買意願影響之研究—以女性消費者網路購買泳裝為例

Abstract

本研究旨在探討女性海洋運動參與者網路購買泳裝現況與知覺風險、綠色知覺價值、購買意願三變項間相關情形，並進一步驗證泳裝產品之綠色知覺價值在知覺風險與購買意願路徑間是否具中介效果。研究針對曾於網路購買泳裝之女性海洋運動參與者為研究對象，並於 2023年 2 月透過 Survey Cake 平台進行網路問卷施測，共計收回 404 份有效問卷。接著以 SPSS for Mac 26.0 統計軟體進行本研究假設檢驗與相關分析。研究結果發現如下：一、消費者曾透過網路購買泳裝次數主要分布 2~5 次，從事海洋運動類型集中於衝浪與自由潛水兩項目，每月平均從事海洋運動之頻率在 5 次以下，年齡以 20~29 歲所佔大宗，教育程度多為大學以上，各職業類別每月可支配收入則是相對平均。二、知覺風險方面，以功能風險認同程度最高，而時間風險最低。三變項現況整體介於「普通」與「非常同意」之間。三、知覺風險對綠色知覺價值與購買意願呈顯著負相關，綠色知覺價值對購買意願則為顯著正相關關係。四、綠色知覺價值於知覺風險與購買意願間具有部分中介效果。本研究建議網路品牌業者於電子商務網站平台管理方面，應提供足夠評估泳裝效能與退換貨手續之細節資訊，透過降低功能與時間風險感知程度，以提升其知覺價值與購買意願；同時，透過環保包裝與相關活動以提升品牌理念與產品本身之綠色知覺價值。

The purpose of this study is to explore the influence of female marine sporty consumers’ purchase intention and test whether green perceived value has a mediating effect on the relationship between perceived risk and purchase intention. In February 2023, the research conducted a questionnaire survey on consumers who had purchased swimsuits online, and 404 valid questionnaires received. The finding of the study are as follows: 1. The consumers main age group is 20 to 29 years old. Most of them are free divers or surfers, and the frequency in participating marine sport is less than 5 times every month. 2. The perceived risk has the highest functional risk score and the lowest time risk score. Generally, the overall score is between “normal” and “strongly agree”. 3. The correlation between perceived risk, green perceived value and purchase intention is significant. 4. Green perceived value has positive mediating effect between perceived risk and purchase intention. As a result, the online seller should supply more detailed information about the function and returning policy for swimsuits on website to reduce the perceived functional risk and time risk, and increase both perceived value and purchase intention as well. At the same time, the environment-friendly wrapping and events can promote brand image and the green perceived value of the products.