全新的經營工具和交易管道，誰能領先善用網際網路，誰便有競爭的優勢。雖然
網際網路具有眾多優勢，但尚未成熟的網路交易機制，加上無法提供實體通路之
可實際接觸產品的障礙，使得消費者購買產品過程中仍然充滿高度不確定性，認
知風險普遍偏高。以往行銷文獻中，多項研究指出一些降低認知風險的策略運
用，例如產品品牌聲譽或提供退貨保證，對於降低消費者認知風險上具有顯著效
果。然而，從網際網路衍生的眾多構面為出發點，是否還有其它可能降低消費者
認知風險的因素，以及這些因素之間如何進行交互作用，將是本研究所欲探討的
主題。此外，我國電腦遊戲軟體產業市場規模在電腦全面普及化的趨勢帶動下逐
年成長，已經成為我國軟體產業的重要區隔。電腦遊戲軟體業者如何掌握產品特
性、凝聚人氣，並善用網路特性降低消費者認知風險，協助行銷活動遂行，以期
在新產品推出時能夠迅速獲得消費者青睞，是成敗與否的重大關鍵，也是本研究
期望給予的實務上建議之處。
本研究以適合在網路上流通的數位式產品—電腦遊戲軟體為受測產品，在網
站上架設網頁問卷的方式，針對一般網路使用者進行資料收集，總計回收有效問
卷409 份，經過統計軟體執行資料分析後，研究結果發現：
一、消費者的產品知識、虛擬經驗、虛擬社群參與程度和網路練達性愈高，消費
者認知風險愈低；產品的資訊搜尋成本愈低，消費者認知風險愈低。
二、對資訊搜尋成本偏低的消費者來說，產品的資訊搜尋成本對消費者認知風險
的影響，會受到虛擬經驗或網路練達性的干擾。
三、對資訊搜尋成本偏低的消費者來說，產品的資訊搜尋成本對消費者認知風險
的影響，會因虛擬經驗或網路練達性增加而有更加降低認知風險的現象。
根據本研究獲得的結果，提供以下實務上的建議：
企業必須善加利用網路媒體建構新的行銷通路，並透過行銷工具的交互運用，設
法降低消費者認知風險，方能提高消費者的購買意願，並創造出最大
一、利潤與價值。
二、增加消費者的產品知識（例如經常舉行新產品說明會、與網路咖啡店策略聯
盟、利用電子報主動對消費者進行教育的工作）、虛擬經驗（例如提高下載
試用頻率、結合聲音與影像的廣告訴求、運用駐站專家效果）、虛擬社群參
與程度（例如豎立虛擬社群的專有特色、有專門主持人負責維護虛擬社群的
運作與秩序、藉由活動交流以增強社群成員的歸屬感與向心力等）、網路練
達性（例如將網站網址登錄於各類搜尋引擎上、與高流量入口網站建立超連
結功能、網站內架設內部搜尋引擎），以及降低資訊搜尋成本（例如將網站
經營策略朝向電腦遊戲軟體入口網站的方向發展、傳達清晰透明的產品品質
和價格資訊、提供市場上同性質產品的比較），都有助於降低消費者認知風
險，可為企業擬定具體行銷策略時，提供一個引導的方向。

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