本文對過往網路購物行為研究作進一步延展，探討網路風險認知如何調節知識及心理因素對網路購物意願之影響。基於傳統認知－態度－意願模型，我們假設網路知識、網路資訊搜尋活動、及自我效能認知會影響個人對網路購物之態度偏好，且態度偏好進而決定購物意願。本研究同時發現，風險認知較高的消費者，其態度偏好更可能受到網路知識及資訊搜尋活動之影響。但在這一族群中，態度偏好對購物意願之正向影響，反而不如在風險認知較低族群中那樣顯著。本研究突顯風險認知對消費者行為存在多方面影響。這一發現有助於網路公司改善客戶關係管理及網站設計。

This study examines how perceived risk of e-purchasing moderates the effects of attitudinal and cognitive factors on e-purchase intention. We found that the relationships between Web knowledge, Web-based information search, and consumer attitude were stronger among the consumers who perceived online purchasing as highly risky. On the other hand, the relationship between attitude and e-purchase intention was significantly weaker among consumers with higher risk perceptions. The implications of these results for online customer relationship management and website design are discussed.

網路購物;風險認知;顧客行為;電子商務;客戶關係管理

Online purchase; risk perception; consumer behavior; e-commerce; customer relationship management