遊戲虛擬商品已經相當盛行，但商品買賣過程充斥著各式風險，因此知覺風險與服務品質是左右消費者購買意願的前置因子。本論文研究目的是分析出消費者購買意願因素，同時解決多數遊戲虛擬商品賣家銷售不佳現況。

本研究兩大研究問題為，第一點，不同人口統計特徵的買家，是否會存在不同的服務品質感受程度？第二點，傳統上知覺風險並未在遊戲虛擬商品交易過程做探討，而知覺風險在此新興產業是否還能影響消費者購買意願？

研究方式包含定性研究方法與定量研究方法。第一階段透過半結構式訪談，蒐集遊戲虛擬商品買賣方意見與想法，在訪談過程中發現超過以往網站服務品質的問題，因此多了不同問項做切入。第二階段採用網路問卷發放，蒐集有效問卷411份，第三階段透過SPSS進行分析。根據研究結果，得出了與以往知覺風險不同的見解，購買遊戲虛擬商品的知覺風險對消費者有不同程度影響，但幾乎不再影響消費者購買意願；此外，在網站服務品質構面上新創了呈現性的構面，賦予網站服務品質不同見解。在實務管理上，本研究結果可以提供遊戲虛擬商品業者往後在規劃、改善其行銷與營運策略參考方向。

The e-commerce of virtual goods in online games becomes mature. However, the transaction of virtual goods is full of various risks. The perceived risk and service quality are the predisposing factors that influence consumers' willingness to buy. The research is to explore the factors that affect customers’ purchase willingness and to provide solutions to the existing sales challenges.
In view of the preceding research purpose, two research questions are addressed as follows. First, do buyers with different demographic characteristics have different levels of sensitivity to service quality? Second, since there was no research on the perceived risk of virtual goods in online game transactions in previous studies, the study aims to examine whether perceived risks affect customers’ purchase willingness in this emerging industry.

The research methods used in this study include qualitative and quantitative methodolgies. In the first stage, this study uses the semi-structured interview to collect opinions from buyers and sellers of virtual goods in online games. During the interviews, a new aspect of the quality of online services is found. In the second stage, an improved questionnaire is distributed through social media platforms. In the third stage, the study applies multivariate analysis to test the research questions.

The results show that consumers with different backgrounds perceived risks of purchasing virtual goods differently, but perception risks will no longer affect consumers' willingness to purchase. In addition, a new dimension in online services quality, interaction transparency, is identified in this study. In terms of practical management, the results can be used as a reference direction for virtual commodity operators to plan and improve their marketing and operational strategies.

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