The Impact of Customer Involvement on Perceived Risk Under the Implementation of Aquaponics Activities

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題The Impact of Customer Involvement on Perceived Risk Under the Implementation of Aquaponics Activities
出版類型國際研討會(全文口頭發表)
出版年度2018
AuthorsKuo, 郭瑋朋, 賴慶聰, & SHU-YI LIAW 廖世義
會議名稱永續與消費特刊研討會暨台灣行銷研究學會年會
出版日期Oct 19 2018 12:0
其他編號0000
中文摘要

The goal of this research is discussing in the degree of influence to perceived risk which consumer’s activities of aquaponics involved, and the regulation of the experience of aquaponics contacts. The samples in this research were the members in the social network of aquaponics, and performed the online investigated questionnaire for the members who contacted with aquaponics. The effective sample size is 309 copies. The results demonstrated that: (1) The perceived risk which consumers experienced in aquaponics almost could be sorted out Functional Risk and Resource Risk. (2) The whole consumer’s attribute did not remarkably effect on the perceived risk. However, the experience of the aquaponics contacts had remarkable regulatory effects on the perceived risk. The more experience of the consumer’s aquaponics contacts caused the lower degree of the perceived risk felt. (3) The higher degree in consumers involving the aquaponics activities caused the lower degree of the perceived risk felt, and the more will to join the activities. (4) As highly involving case, the degree of decreasing the consumer’s feeling to perceived risk was higher following the more experience of the aquaponics contacts.

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