台灣電視購物產業蓬勃發展，加上「數位匯流」趨勢，主要電視購物業者 紛紛整合電視、網路、手機等通路，使台灣電視購物規模不斷擴大，消費者有何 需求、對於電視購物頻道行銷手法有何感受，乃值得深究的課題。 本研究採用深度訪談法的半結構式訪談，以立意抽樣方式，訪談10 位居住 在大台北地區的電視購物消費者，旨在探討其需求，以及其對於電視購物頻道行 銷手法的感受。 研究發現： 一、受到電視購物便利性吸引，購買日常生活用品、旅遊產品的人很多。 二、儘管消費者常在電視購物消費，但會到實體通路購買物品。 三、由於無法親自看到商品，電視購物消費者感到知覺風險。 四、電視購物消費者喜歡的主持人特質是誠懇、有信用。 五、電視購物消費者對特定頻道較無忠誠度。 六、電視購物消費者在下單時，偏好專人接聽服務。 七、電視購物消費者雖然肯定電視購物便利性與商品便宜價格，但是仍對 品質有疑慮。 八、電視購物消費者認為未來電視購物將繼續蓬勃發展，是時勢所趨。 本研究根據研究結果，提出研究建議如下： 一、政府監督，落實鑑賞制度 二、付款安全，推第三方支付 三、積極管理，盼主持人自制 四、服務取勝，勿用噱頭行銷 五、養忠誠度，可用集點紅利 六、專人接聽，供客製化服務 七、提供試用，通路虛實整合 八、數位匯流，整合不同系統 九、賺親友財，引入推薦制度 十、強化物流，退貨化繁為簡 / The TV shopping industry has been thriving these years. With the trend of digital convergence, major TV shopping enterprises are dedicated to integrating different channels, including TV, the Internet and mobile phones and broaden the size of the industry. What customers need and how they feel about the marketing strategies of the TV shopping channels are issues worthy to research. Adopting semi-structured and depth interview, the study applies purposive sampling and interviews 10 TV shopping consumers living in greater Taipei area, aiming to investigate these consumers’ demands and their feelings about marketing strategies of TV shopping channels in Taiwan. The findings are: 1. Due to the convenience, consumers are attracted to purchase daily necessaries and tourism products. 2. Consumers purchase at brick-and-mortar stores though they often do TV shopping. 3. Consumers feel perceived risk because they can’t see the product themselves. 4. Consumers hope hosts of TV shopping programs to be sincere and honest. 5. Consumers are not loyal to specific TV shopping channel. 6. Consumers prefer to be served by people rather than phonetic system. 7. Consumers worry about quality of goods even though they affirm the convenience of TV shopping and lowers prices of goods. 8. Consumers hold optimistic attitude towards the development of TV shopping in the future. Based on the research conclusion, the suggestions are: 1. The government should supervise the Satisfaction Guarantee & Return Policy of TV shopping channels. 2. Third-Party Payment should be implemented to enhance the safety. 3. The hosts of TV shopping programs should not exaggerate the effects of products. 4. TV shopping channels should put more emphasis on service and avoid tricks meant to deceive. 5. The activity of bonus points should be implemented to make consumers loyal to specific TV shopping channels. 6. More customized services should be provided. 7. TV shopping enterprises should integrate different shopping channels and provide probationary service. 8. Different systems should be integrated to meet the era of digital convergence. 9. Introduction systems should be used to make more consumers shopping with their family members. 10. Logistic systems should be fortified to make it easier for consumers to return their goods.

Creating effective functions in website designs that reduce consumers' anxiety in shopping online is a challenge common to most e-retailers. The present study investigated the roles of online reputation systems and instant chat services in decreasing customer perceived risk and increasing initial trust in unfamiliar e-retailers. Therefore, the reputation system when coupled with live chat service may be an effective external mechanism for providing potential consumers with critical decision making information. The present research focused on examining the respective value of live chat services and reputation systems in reducing potential consumers' perceived risk and simultaneously increasing their initial trust towards an unfamiliar e-retailer. The present research tested an e-retailing trust model based on the consumer decision making process. The model incorporated the following variables: (1) live chat service, and (2) reputation system, and explanatory variables: (1) perceived risk and (2) an initial trust. Customer prediction of purchasing is the response variable. The moderating role of interdependent and independent self-construal on online consumers’ behavior was also examined. Based on the review of literature, the following hypotheses were developed: (H1) Perceived risk associated with an unfamiliar web retailer will vary as a feature of the reputation system feature of a web retailer; where the reputation is positive, perceived risk will decrease. (H2) Perceived risk associated with an unfamiliar web retailer will vary as a feature of the instant chat feature of a web retailer; the mere presence of a live chat feature will decrease perceived risk. (H3) Initial trust associated with an unfamiliar web retailer will vary as a feature of the reputation system feature of a web retailer; where the reputation is viewed as negative, perceived risk will increase. (H4) Initial trust associated with an unfamiliar web retailer will very as a feature of the instant chat feature of a web retailer; the mere absence of a live chat feature will result in an increase in perceived risk. (H5) Purchase Intention will be influenced by the live chat function in the e-retailing website. (H6) Purchase Intention will be influenced by the evaluation system presented in the website. (H7) Purchase Intention will be influenced by the customers' perceived risk. (H8) Purchase intention will be influenced by the customers' initial trust. (H9) There is no interaction effect between the perceived risk and initial trust. (H10) Self-construal will moderate the effects on initial trust and perceived risk. A two by two factorial between-subjects experiment was conducted using a mock retail website design to examine the effect of reputation system and live chat service on customers. The findings demonstrated that the evaluation system significantly influences customers' perceived risk and initial trust, and directly influences customers' purchase intention. Perceived risk and initial trust influence customers' purchase intention independently. For future marketing implications, this research suggests that positive customer reviews, transaction history or other evaluation details in the web presentation is crucial for a starting e-retailer. Although there is no significant direct effect of self-construal on the perceived risk and initial trust, this research demonstrated that female and male have different self-construal and self-construal can be a good mediator to observe its effects on the customers' attitude and behavior. Furthermore, customers' initial trust and perceived risk determine their behavior separately which indicates that customers' initial trust increase doesn’t mean their perceived risk will decrease. / Graduation date: 2012

電子化民主強調公民參與的重要性，政府亦積極投入推動的工作，值得我們注意的是，就政府所設置的電子化民主機制而言，民眾在使用上的觀感和意願可能是重要的，本研究想要了解對於已使用過的民眾而言，哪些因素會影響他們持續使用該機制的意願？本研究以計畫行為理論為研究架構之基礎，並依據文獻整合假設自覺風險性對態度、持續使用意願有顯著影響。 本研究主要的目的有二：一是透過文獻探討以了解電子化民主起源與實行目標，並藉此了解電子化民主對民眾而言，扮演何種角色與提供哪些功能和效益。二是透過實證研究來對計畫行為理論進行模式檢測，檢視該理論是否適用於解釋持續使用意願的影響因素，並藉此了解影響民眾持續使用意願的因素。 實證研究的結果顯示影響民眾持續使用網路公共論壇意願的因素為態度和認知行為控制，僅主觀規範較無顯著影響。由此可知，計畫行為理論並不能完全解釋「持續使用意願」的影響因素，但仍有部分論點可以適用於解釋「持續使用意願」的影響因素。再者，對民眾持續使用網路公共論壇之意願的影響力最大為民眾對使用論壇的態度。此外，本研究發現在網路公共論壇使用上，由於個人資料外洩或侵犯隱私的機率低，故對已使用過的民眾而言，風險問題可能並無影響，故自覺風險性對「網路公共論壇持續使用意願」的影響並不顯著。 / Issues concerning e-Democracy emphasize the importance of citizen participation. Governments in the worldwide invest much in pushing e-Democracy. Specifically, citizens’ attitude and intention are crucial for e-Democracy institutions of Governments. The central theme in this research is: which factors will affect their continuance usage intention for citizens who have been using online public forums? The research model based on Theory of Planned Behavior supposes that attitude and continuance usage intention will be affect by perceived risk. There are two purposes in this research. Firstly, it attempts to realize the origin and the goal of e-Democracy according to some related literatures. Secondly, it also conducts a model-testing to examine the applicability of the theory through the investigation. Results of the investigation indicated that citizens’ continuing usage intention of online public forums is affected by the attitude and perceived behavior control. Further, subjective norm didn’t have any obvious influence. These largely show that Theory of Planned Behavior based model is partly suitable to explain the factors of the citizens’usage intention. Overall, the most crucial factor affecting citizens’usage intention is their attitude toward using online public forums. In addition, perceived risk had no obvious influence on the usage intention as expected. This may be due to lower probabilities that individual data or privacy being damaged in online public forums.

Made available in DSpace on 2010-04-20T20:48:28Z (GMT). No. of bitstreams: 3 98392.pdf.jpg: 11293 bytes, checksum: 8a79246985a15176f2dd421d6775239b (MD5) 98392.pdf: 541072 bytes, checksum: 0abb34ffbabe305d0e3aef7068b0fb3c (MD5) 98392.pdf.txt: 221637 bytes, checksum: 0c7c9f71701b0881cedc3b5a57a242ee (MD5) Previous issue date: 2005-09-27T00:00:00Z / Confronted with alarming social discourse favouring the perception of food risk, modern consumers find themselves in a situation of psychological discomfort caused by consumption of foodstuffs coming from the agricultural and foodstuff industry. To eliminate this discomfort the consumer may change their purchasing and consumption habits or introduce some measures for the reduction of risk. Since Bauer first introduced the marketing world to the concept, perceived risk has had a long and varied research tradition, yet many authors have failed to recognize in their research how pervasive the construct is in all the stages of the buying process. Hundreds of studies have measured risk perception in wide variety of contexts but, in the vast majority of cases, the stage of decision process in which the consumer found himself/herself in at the time of measurement was not considered. Then, this research brings an innovation in this sense once it considers the whole decision make process in its analysis. Another important contribution of this work is to break with the traditional view of risk reduction models where the risk reduction is mainly linked to the search of information and done on the level of handled risk to consider that risk reduction may happen also with the help of practices and cognitive developments and can be done in two levels: inherent risk and handled risk. Hence, the aim of this work is to understand the way consumers perceive risk in the whole decision making process and to present a typology of risk reduction strategies taking into account the diversity of buying and consumption practices. / Confrontado com o alarmante discurso social que favorece a percepção do risco do alimento à saúde, os consumidores modernos encontram-se em uma situação de desconforto psicológico causada pelo consumo de alimentos que vêm da indústria agrícola e de gêneros alimentícios. Para eliminar este desconforto, o consumidor pode mudar seus hábitos de compra e de consumo ou introduzir algumas medidas para reduzir este risco. Desde que o mundo do marketing foi introduzido a este conceito por Bauer, a teoria de risco percebido teve uma longa e variada tradição na pesquisa, contudo muitos autores não reconheceram em suas pesquisas a dispersão dessa construção em todos os estágios do processo de compra. As centenas de estudos mediram a percepção do risco em uma larga variedade de contextos mas, na grande maioria dos casos, o estágio do processo de decisão de compra, em que o consumidor se encontra inserido em grande medida, não foi considerado. Assim, esta pesquisa traz uma inovação neste sentido, uma vez que considera em sua análise o processo decisório da compra de forma integral. Uma outra contribuição importante deste trabalho está na quebra da visão tradicional dos modelos de redução do risco, onde a redução do risco é ligada principalmente à busca da informação e feita ao nível do risco manipulado, de forma a considerar que a redução do risco pode acontecer também com a ajuda das práticas e de desenvolvimentos cognitivos, podendo ser feita em dois níveis: risco inerente e risco manipulado. Por fim, o objetivo deste trabalho é compreender a maneira pela qual os consumidores percebem o risco, considerando todo o processo decisório, e apresentar uma tipologia das estratégias de redução do risco, identificando a diversidade de práticas de compra e de consumo que fazem parte da escolha do cliente. Palavras-chaves: consumo, processo de decisão de compra do consumidor, risco percebido, redução do risco, carne bovina.

Made available in DSpace on 2010-04-20T20:51:26Z (GMT). No. of bitstreams: 3 155025.pdf.jpg: 17982 bytes, checksum: 6b884d10e6e1305fdad06d16c76f3cdd (MD5) 155025.pdf: 1071311 bytes, checksum: 08a43f2dba2774959a7b44a78519cee5 (MD5) 155025.pdf.txt: 262203 bytes, checksum: 36cab83d49be85b008e787610d91f203 (MD5) Previous issue date: 2006-02-13T00:00:00Z / No Brasil, os varejos de grande escala estão perdendo espaço para os formatos menores como pequenos supermercados, mercadinhos, feiras, padarias, entre outros. Além disso, a inflação baixa e os preços sem grandes diferenças nos vários formatos de varejo criaram opções para os consumidores comprarem em várias lojas. Estes buscam realizar suas compras em locais que diminuam o ônus e aumentem o bônus na realização das compras. Portanto, os diversos formatos varejistas devem adquirir conhecimento a respeito do que os seus consumidores percebem como sacrifício (o ônus) ou benefício (o bônus) destas atividades, para poderem oferecer proposições mercadológicas coerentes com as demandas existentes. Para oferecer subsídios para melhor compreensão desse fenômeno, formulou-se o seguinte problema de pesquisa: quais os ônus e bônus que os consumidores percebem existir na escolha de um determinado formato de loja para realizarem suas compras de alimentos? Uma revisão do conhecimento a respeito de valor percebido e de seus antecedentes se fez necessária para responder a essa questão. A qualidade percebida e o sacrifício percebido (esforços e riscos) foram estudados. Também foi efetuado um estudo da evolução dos modelos de valor percebido apresentados ao longo dos anos, com o intuito de estabelecer o relacionamento dos construtos e variáveis presentes nos modelos. Uma pesquisa exploratória foi conduzida junto a consumidores destes estabelecimentos em uma média cidade brasileira que possui em seu território a diversidade de formatos varejistas presentes no país. Foram feitas entrevistas em profundidade com 51 donas-de-casa que realizam a compra de alimentos de suas residências e têm escolaridade acima da 4ª série, sendo 26 de baixa e 25 de alta renda. Os resultados apontaram a grande preocupação das consumidoras principalmente com a questão do preço e do tempo de viagem (proximidade), os quais são considerados como dois esforços pela literatura. Os valores de Holbrook (1999) também foram analisados segundo a ótica das consumidoras. Além do tempo de viagem, os outros esforços não-monetários de tempo foram categorizados, sendo que um dos mais destacados foi o tempo de espera (filas), seguido pelos tempos de compra e de monitoramento. Diversos riscos foram percebidos pelas consumidoras de alimentos, destacando-se aqueles relacionados tanto à loja varejista quanto aos produtos comprados, bem como outros associados à manipulação dos produtos pelos varejistas. Os diversos formatos varejistas apresentaram peculiaridades, sendo que as consumidoras se valem desses atributos positivos e negativos para realizarem suas escolhas. Muitas delas estão pautadas também nas características sócio-econômicas e nos recursos disponíveis às pessoas para que consigam ter acesso aos tipos de lojas. Na conclusão do trabalho são apresentadas limitações e sugestões para novas pesquisas. / In Brazil, big food retails are losing space to small formats like, among others, small supermarkets, traditional retailers, street formats, and bakeries. Besides, the low inflation and the prices without high differences among the retailing formats created options to the consumers that can buy in several stores. These consumers try to do their shopping in places where the onus is decreased and the bonus is increased. So, the different retail formats should acquire knowledge about what their consumers perceive as sacrifice (the onus), or benefit (the bonus) of these activities, to offer marketing propositions coherent with the existent demands. To offer information in order to enhance this phenomenon comprehension, the following research problem was presented: what are the onus and bonus that consumers perceive in the choice of a kind of store format to do theirs food s shopping? A knowledge review about perceived value and its antecedents was necessary to answer this question. The perceived quality and the perceived sacrifice (efforts and risks) were studied. A study about the evolution of the perceived value models presented through the years was also conducted to set up the relationship of the constructs and the variables that form these models. An exploratory research was conducted with consumers of these retails in a medium Brazilian city that has in its territory the various retail formats existing in this country. In- depth interviews were done with 51 households who do their home s food shopping and have at least four years of formal education; they were divided into 26 women of low income and 25 of high income. The results showed that the consumer s mainly preoccupation was with the issues of price and travel time (proximity), that are considered as two efforts by the literature. The Holbrook s (1999) values were also analyzed according to the consumer s view. Besides travel time, the others non-monetaries time efforts were categorized, and one of the most prominent was the waiting time (lines), followed by shopping time and monitoring time. Various risks were perceived by food s consumers, and were highlighted those related with retailing and bought products, and also others associated with the product s that are handled by the retailers. The different retail formats presented peculiarities, and the consumers use these positives and negatives attributes to do their choices. Most of these are based on socio- economics characteristics and on the available resources to access some kinds of stores. In the work s conclusion limitations and suggestions for new researches are presented.

O objetivo deste estudo é investigar, de forma comparativa entre as categorias alimento e limpeza doméstica, os antecedentes da intenção do consumidor comprar marcas próprias, bem como analisar os efeitos da diferença nos níveis de risco percebido entre essas duas categorias de produtos na formação da intenção de compra. Para o alcance desse objetivo construiu-se um modelo com base em revisões da literatura sobre marcas próprias, bem como sobre risco percebido, imagem da loja, imagem da marca própria e atitudes, construtos identificados como os principais preditores da intenção de compra. O marco teórico permitiu a construção de hipóteses acerca dos principais relacionamentos existentes entre esses construtos no contexto de marcas próprias. A seguir foi realizada uma pesquisa empírica com o objetivo de testar tais hipóteses, utilizando um questionário auto-administrado elaborado com escalas já validadas na literatura. Esse levantamento de campo (survey) coletou opiniões de uma amostra não probabilística de 1.938 clientes de supermercados, composta por pessoas de ambos os gêneros e provenientes de 26 Estados do Brasil e do Distrito Federal, com predominância do Estado de São Paulo. Os resultados obtidos por meio de modelagem de equações estruturais utilizando a ferramenta Smart PLS demonstram que há relacionamentos significativos entre o risco percebido e a imagem da marca própria; entre a imagem da loja e imagem da marca própria; entre a imagem da marca própria e a atitude; e entre a atitude e a intenção de compra, validando as hipóteses de trabalho. O estudo também conclui que o risco percebido e a imagem da loja são fortes preditores da imagem da marca própria e da atitude a qual, por sua vez, é uma forte preditora da intenção de compra. Por fim, os resultados sugerem que a imagem da loja exerce maior influência na imagem da marca própria quando se trata da categoria alimentos, identificada como de menor risco percebido. Já na categoria limpeza doméstica, a cadeia mais relevante de antecedentes à intenção de compra por parte dos consumidores passa pelas relações entre risco percebido, imagem da marca e atitude frente a marcas próprias. Essas conclusões sugerem diferenças de intensidade, senão em natureza, nas relações entre os antecedentes psicológicos à intenção de compra do consumidor quando são consideradas categorias que se diferenciam no risco percebido pelo cliente, contribuindo para uma melhor compreensão teórica do fenômeno e sugerindo implicações gerenciais na adoção de estratégias de marketing por parte dos varejistas detentores de marcas próprias. / This study aims to investigate the antecedents of consumer´s intention to purchase private brands and analyze the effects of different perceived risk levels in intention formation by comparing food and house cleaning product categories. To attain to such goal a model was developed based on literature reviews about private brands, as well as perceived risk, store image, brand image, and attitudes, constructs identified as the main predictors for purchase intention. The theoretical framework allowed the construction of hypotheses about the key relationships among the constructs in the context of private brands. A survey was then designed and executed in order to test the hypotheses. A self-administered questionnaire was build with validated scales found in marketing literature. The empirical study collected opinions from a non-probabilistic sample of 1,938 private brands supermarket shoppers, comprising persons of both genders and from all 26 Brazilian states and the Federal District, predominating residents in the state of São Paulo. Results obtained by Structural Equation Modeling using Smart PLS suggest there are significant relationships between perceived risk and private brand image; between store image and brand image; between private brand image and attitude; and between attitude and purchase intention, validating the proposed hypotheses. The study also concluded that perceived risk and store image are strong predictors for private brand image and attitude which, in turn, is a strong predictor for purchase intention. Finally, results suggest that store image has more influence on private brand image when food products are the focused category as consumers present lower perceived risk toward it. For house cleaning products, the most relevant antecedents for consumer´s purchase intention form a chain of relations from perceived risk, brand image and attitude towards private labels. These findings suggest differences in intensity, if not in nature, on the relations among consumer´s psychological antecedents for purchase intention when categories that differ on perceived risk are considered. Such findings contribute to a better theoretical understanding of the phenomenon and suggest managerial implications for marketing strategies to retailers who hold private brands.

Cette thèse vise à comprendre les freins à l’achat des médicaments génériques chez les patients-consommateurs. Plus particulièrement, notre recherche vise par le biais d’une étude qualitative et quantitative à améliorer l’efficacité des communications des acteurs de santé pour réduire le risque perçu à l’achat des génériques. Il s’agit plus précisément d’étudier les variables susceptibles d’expliquer l’attitude envers la substitution, mais aussi de comprendre les mécanismes impliqués, et de mettre en lumière les variables les plus à même à expliquer l’intention d’achat d’un médicament générique (vs princeps). Ainsi, nous avons cherché à explorer les facteurs explicatifs de la perception et de la réduction du risque envers les génériques à travers des entretiens semi-directifs individuels menés auprès de 24 patients-consommateurs. Les résultats de l’étude quantitative menée auprès de 303 personnes, soulignent que (1) le risque perçu envers la substitution et l’attitude envers les génériques médiatisent la relation entre le risque perçu envers les génériques et l’attitude envers la substitution, (2) la confiance dans la source d’informations (pharmacien et médecin) modère la relation entre l’attitude envers la substitution et l’intention d’achat d’un médicament générique (vs princeps) et (3) l’effet d’interaction entre le capital marque du médicament générique : faible (vs fort), la chronicité de la maladie : non chronique (vs chronique) et le taux de remboursement : 65% (vs 100%) sur l’intention d’achat d’un médicament générique (vs princeps) est validé. Sur un plan théorique, la recherche permet d’éclairer la littérature sur le risque perçu en matière de santé, notamment en mobilisant un concept issu de la médecine « l’effet nocebo». Les implications managériales sont multiples, tant pour les laboratoires pharmaceutiques génériqueurs, d’une part, que pour les pharmaciens, les médecins et enfin les pouvoirs publics décideurs des politiques de communication en faveur des médicaments génériques, d’autre part. / This thesis aims to understand the obstacles to the purchase of generic drugs in patients-consumers. More specifically, it aims, through a qualitative and a quantitative study, to improve the efficiency of communication of health actors to reduce the perceived risk in buying generics. More precisely, it intends to examine the variables that explain the patients-consumers attitudes towards the substitution, to understand the mechanisms involved in this process and to highlight the most likely variables that explain the intention of purchasing a generic (vs brand name) drug. Thus, we aimed to explore the factors that explain the perception and reduction of risks towards the generic drugs by conducting individual semi-structured interviews with 24 patients-consumers. The results of the quantitative study of 303 individuals point out that (1) the perceived risk towards the substitution and the attitude towards generic drugs mediate the relationship between the perceived risk towards generic drugs and attitude towards substitution, (2) the trust in the information source (pharmacist and physician) moderates the relationship between the attitude towards substitution and the intention of purchasing a generic (vs brand name) drug and (3) the interaction effect between the brand equity of generic drug : low (vs strong ), the chronicity of disease : non chronic (vs chronic) and the repayment rate : 65% (vs 100%) on the intention purchase generic (vs brand name) drug is validated. Theoretically, the research sheds light on the literature on the perceived risk in health, including mobilizing a concept from the medicine "Nocebo effect". The managerial implications are manifold for generic pharmaceutical industry as well as for pharmacists, physicians, and, finally government makers of communications policies for generic drugs.

Cette étude fournit un aperçu des tendances qui existent dans la littérature concernant le gouvernement électronique et le potentiel que ces systèmes ont pour les gouvernements, les entreprises, les employés et les citoyens dans la perspective des pays en développement. Pour comprendre la nature multidimensionnelle des systèmes de gouvernement électronique, cette étude présente un cadre de l'adoption par les citoyens de services du gouvernement électronique en intégrant la littérature sur l'acceptation de technologies et sur le succès du système d'information ainsi que les croyances d'attitude et de la société. Le modèle a été testé par une étude empirique au moyen de deux enquêtes, un questionnaire papier et une autre enquête sur internet. La modélisation d’équation structurelle a été utilisée pour tester les hypothèses.Les résultats de la recherche ont montré que par la capacité perçue à utiliser, le bénéfice fonctionnel, la confiance dans l'internet, la confiance dans le gouvernement et la satisfaction des utilisateurs sont de forts prédicteurs de l'intention des citoyens d’adopter des services de gouvernement électroniques. Nous trouvons également que l'effet de la qualité de l'information et la qualité du système sur l'adoption de l’e-gouvernement est totalement médiée par la capacité perçue à utiliser, le bénéfice fonctionnel, la confiance dans l'internet, la confiance dans le gouvernement et la satisfaction des utilisateurs. La capacité perçue à utiliser et la confiance dans le gouvernement s'avèrent être de significatifs médiateurs de la relation entre la qualité de service et l'adoption des services gouvernementaux en ligne. Nous ne trouvons pas d'effet direct significatif de risque perçu de terrorisme sur l'adoption des services gouvernementaux en ligne, cependant, nous trouvons un effet indirect par le bénéfice fonctionnel. Par ailleurs, nous trouvons un effet significatif du sexe, niveau d'éducation et du niveau d'expérience (avec Internet et avec les sites web du gouvernement) sur l'adoption des services gouvernementaux en ligne par les citoyens. On a constaté que l’âge n'avait pas d'effet significatif sur l'adoption des services gouvernementaux en ligne.En outre, la recherche fournit certaines suggestions utiles et implications pour les milieux académiques et les professionnels des services gouvernementaux en ligne. Cela permettra également de réduire les confusions dans l'esprit des citoyens, au sujet de l’adoption de l'e-gouvernement / Globalization has increased the importance of internet as a medium of communication almost in all aspects of our lives. The current exploratory research provides an insight into the trends that exist within literature concerning the area of Electronic Government (e-government) and the potential these have for the governments, businesses, employees and citizens in perspective of the developing countries. Globally the pace of implementing e-government services is rapidly increasing; however, despite high levels of investment, a broad range of applications, and various methods of access citizens have shown relatively low levels of usage of e-government services making it an interesting area of research. To encompass the multi-dimensional nature of e-government systems the current study presents a framework of citizens’ adoption of e-government services by integrating technology acceptance and information systems (IS) success literature along with citizens’ attitudinal and societal beliefs. In the proposed framework, the qualities of e-government websites such as perceived information quality (PIQ), perceived system quality (PSYQ) and perceived service quality (PSQ) along with social influence (SI), perceived risk of terrorism (PRT) are posited to influence citizens’ adoption of e-government services (ADP) directly and indirectly through perceived ability to use (PATU), perceived functional benefit (PFB), trust in the medium (TM), trust in the government (TG) and user satisfaction (SAT). The research uses a citizen-centric approach to determine citizens’ overall acceptability/adoptability of e-government services. Although we may generalize the results to other countries, yet the primary intention of this research is to shed light on how to approach, manage and implement such projects in developing countries. The model has been examined through an empirical study using paper-based along with a web-based survey. Structural equation modeling has been used to test the proposed hypotheses. The results of the research show that perceived ability to use, perceived functional benefit, trust in medium, trust in government and user satisfaction are strong predictors of citizens’ adoption of e-government services. We also find evidence that the effect of perceived information quality and perceived system quality on adoption of e-government services is totally mediated by perceived ability to use, perceived functional benefit, trust in medium, trust in government and user satisfaction. Perceived ability to use and trust in government are found to be significant mediators on the relationship between perceived service quality and adoption of e-government services. We do not find any significant direct effect of perceived risk of terrorism on adoption of e-government services rather we find an indirect effect through perceived functional benefit. We also find that perceived ability to use, trust in medium and trust in government partially mediate the relationship between social influence and adoption of e-government services. Moreover, we find significant effect of gender, education level, experience with internet and with e-government websites on citizens’ adoption of e-government services. Age is found to have no significant effect on citizens’ adoption of e-government services. Further, the research provides some useful suggestions and implications for the academician and practitioners of e-government services assisting them in designing and implementing policies and strategies to increase the adoption of e-government services. This will also help reduce confusions in the minds of citizens, regarding e-government adoption

近年來國人旅遊風氣盛行，旅遊產業規模日益增大也帶動了住宿業的商機。根據中華民國交通部觀光局的統計，2015年國人國內平均旅遊次數為8.5次，國外旅遊平均為0.56次。與2014年相比，國內旅遊總旅次成長了14.25%，國外總旅次則成長11.3%；旅遊總費用亦有可觀的成長，其中住宿又是主要的支出項目，約占旅遊總支出的33%。隨著網際網路的發達，消費者對旅遊規劃的自主性提高，帶動自由行的風潮，也讓訂房網站得以快速擴張。然而訂房網站面對的是一群價格敏感度較高的消費者，同時產業內多元的競爭者也讓網站業者面臨更激烈的價格競爭，大多以強調低價為主要的行銷手段。本研究欲探討訂房網站行銷4P策略，特別是價格策略，對顧客滿意度與忠誠度之影響，以及影響訂房網站滿意度之消費者心理因素。 本研究透過文獻探討決定研究變數並建立研究架構，再以問卷調查的方式蒐集初級樣本資料，共蒐集295份有效問卷，並以敘述性統計及迴歸分析等方法進行假設驗證。 研究結果發現低價策略及價格/非價格促銷策略皆無法讓消費者同時達到行為及態度忠誠。網站品質、關係行銷策略以及主打經驗性的品牌形象可以透過提升滿意度進而達到顧客忠誠。然而本研究發現當消費者有安全或隱私風險的疑慮時，會對常態性低價策略及短期的價格促銷的滿意度造成不同的影響。本研究認為訂房網站必須跳脫價格競爭的泥淖，做出差異化的策略，同時保障消費者個資以及交易安全，才能確保永續經營的優勢。 / The expansion of tourism industry has thrived the online accommodation reservation market. The increased popularity of Internet has lowered the cost of information search and inspired people to become more willing to arrange their tours online. Consumers who reserve accommodation online are considered more price sensitive than those who do so through the offline channel. In order to attract consumers, online travel agencies (OTA) use different marketing tools, and put special emphasis on providing price incentives such as EDLP strategy or temporary price discount. In this study, we investigate how OTAs’ marketing strategies (including product attributes, price strategy, website quality, promtions and brand image) influence customer satisfaction and loyalty. Also, we will find out whether consumers’ perceived risk will influence the effectiveness of OTAs’ pricing strategy. A total number of 295 samples were obtained through Internet questionnaire conducted by the study. It was found that 1. EDLP has significantly positive effect on satisfaction while temporary price promotion doesn’t. However, both pricing strategies aren’t able to achieve complete customer loyalty, which is comprised of behavioral and attitual dimension. 2. The loyalty program of OTA has significantly negative effect on satisfaction. 3. Enhancing website quality, conducting relationship marketing and creating experiential brand image have significantly positive effect on both satisfaction and loyalty. 4. Consumers’ perceived risk will pose different effect on EDLP and temporary price promotion.

El riesgo percibido ha sido considerado desde hace décadas como un factor fundamental en el comportamiento de compra de los consumidores, y en este caso, en el proceso de toma de decisión de compra. La presente investigación tiene como objetivo identificar y examinar la relación entre los distintos factores de riesgo percibido que percibe el consumidor con la intención de compra en línea de productos tecnológicos en tiendas por departamento. Se realizaron un total de 405 encuestas vía online entre consumidores que adquirieron productos tecnológicos por el canal online de las tiendas por departamento en los últimos doce meses. Se realizó un análisis factorial y una regresión logística y análisis de los datos se realizó utilizando IBM SPSS Statistics 25. Los resultados revelaron que el riesgo de seguridad es el de mayor influencia negativa en la intención de compra de los consumidores. Asimismo, el riesgo financiero y riesgo social también demostraron tener una relación negativa con la intención de compra en línea. Por su parte, el riesgo de producto, riesgo de desempeño y riesgo de tiempo resultaron no afectar a la intención de compra en línea de los consumidores. El estudio proporciona información relevante para el marketing, especialmente para los especialistas en e-commerce, y se espera que los hallazgos puedan aportar a futuros estudios sobre la percepción del riesgo en los consumidores, para que de esta manera se puedan reducir los riesgos en el entorno online. / Perceived risk has been considered for decades as a fundamental factor in consumer purchasing behavior, and in this case, in the purchasing decision-making process. The present research aims to identify and examine the relationship between the different perceived risk factors perceived by the consumer with the intention of online purchase of technological products in department stores. A total of 405 online surveys were conducted among consumers who purchased technology products through the online channel of department stores in the last twelve months, using factor analysis and logistic regression and the data analysis was performed using IBM SPSS Statistics 25. The results revealed that security risk has the greatest negative influence on consumers' purchase intention. Likewise, financial risk and social risk were also shown to have a negative relationship with online purchase intention. For its part, product risk, performance risk, and time risk did not affect consumers' online purchase intention. The study provides relevant information for marketing, especially for e-commerce specialists, and it is hoped that the findings can contribute to future studies on the perception of risk in consumers so that in this way the risks in the online environment can be reduced. / Trabajo de investigación