文化與信任影響網路購物意圖之研究
--以兩岸網路使用者為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：84

、訪客IP：3.22.240.205

姓名

魏鏡倫(Ching-Lun Wei) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

文化與信任影響網路購物意圖之研究 --以兩岸網路使用者為例

相關論文

★ 製藥業的成本會計評估研究─ 一個ABC成本制度的應用	★ 一個保險業的資料採擷應用--業務員的薪酬制度分析
★ 農漁產品電子化交易中分類分級管理之研究	★ 應用類神經網路建構壽險核保決策支援之研究
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 企業導入ERP之關鍵成功因素-個案研究
★ 體外診斷醫療器材滿足CE及GMP驗證要求之個案研	★ 企業資訊系統委外研究－以個案銀行為例
★ 某中小企業執行政府專案計畫之社會網絡關係分析	★ 學習型組織與價值創造的探討
★ DRAM月平均價格變動分析	★ 定期航運產業運價及運送時間對經營績效影響之研究-以某外商海運公司在台灣經營為例
★ 以社會行動研究法探討組織內的社會網絡關係-以C研究中心為例	★ 以交通儲值卡作為電子支付工具的營運模式及可行性分析
★ 軟體公司能力成熟度評估	★ 加速台灣海關的通關便捷化－提升行動化服務的解決方案

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

網路購物是成長速度最快的購物形式之一，銷售成長率比傳統零售業購買還來的快速(Levy and Weitz, 2001)，雖然在網路這個市場上有許多的優勢及機會，但整個網路交易營業額的成長，卻因消費者對網路交易所帶來的隱憂而遭到阻礙。因此如何解決這些問題將是網路商店目前面對的一大挑戰。 Warrington et al. (2000) 認為，贏得消費者的信任，並將之保存對電子商務而言是必須的。Swaminathan et al. (1999) 發現消費者對網站的信賴程度會影響網路購物的頻率。文化上，海峽兩岸在經過四、五十年的分離分治，是否仍然具有類似的社會文化？而Johnston and Johal (1999) 發現網際網路發展在不同種族與文化間是有差異的，所以不同的文化及國家民族可能會有不同的網際網路購物習慣。因此，消費者的網際網路購物行為可能隨著不同的文化及地理因素而有所差異。本研究認為，在不同的文化及地理因素影響下，有必要分別針對兩岸網路消費者行為作深入探討，並進行兩岸比較性研究。
根據文獻探討，本研究先從消費者的角度，整理文獻發現「慎思行動理論」是一個適合解釋與預測消費者採用網路購物的行為理論基礎，而信任也是影響網路購物意圖的重要因素。所以本研究探討「行為態度」、「主觀規範」和「對網站的信任」，對消費者「在網站上購物的意願」的影響。最後，探索兩岸消費者在「國家文化」及「人口統計特徵」上的不同，對於本研究模型的影響。研究結果發現，「主觀規範」對在網站上購物的意願，兩岸樣本都有影響，「對網站的信任」在台灣樣本是有所影響，但在大陸樣本的影響不顯著，而「行為態度」的影響兩岸都不顯著。另外，結果也發現，不同的國家文化及人口特徵的確影響消費者網站上購物的意圖。

關鍵字(中)

★ 信任
★ 網際網路
★ 國家文化
★ 網路購物
★ 慎思行動理論

關鍵字(英)

論文目次

第一章、緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究進行的程序 3
第二章、文獻探討 5
第一節慎思行動理論 5
第二節信任 8
第三節文化 20
第四節本章小結 30
第三章、研究模型與研究方法 31
第一節研究架構 31
第二節研究假說 32
第三節研究變數之定義及操作化 37
第四節研究設計 43
第五節問卷設計 44
第六節資料分析方法 45
第四章、資料分析 47
第一節樣本回收 47
第二節樣本基本特性分析 48
第三節問卷量表之信度、效度檢定 50
第四節研究假說的實質關係檢定 54
第五節探索性分析 64
第五章、結論及建議 76
第一節研究結果及討論 76
第二節實務意涵 78
第三節研究限制 79
第四節未來研究方向 81
參考文獻 83
中文部份 83
英文部份 84
附錄 90
台灣版問卷 90
大陸版問卷 93

參考文獻

中文部份
王存國 (1997)，「資訊密度在組織特性與資訊科技角色間的中介性」，第八屆國際資訊管理學術研討會，台北：政治大學，1997，頁169-176。
李志宏 (2000)，「組織公民行為意圖影響因素之研究－以兩岸資訊從業人員為例」，國立中央大學資訊管理學系博士論文，民國八十九年六月。
周守琳 (1998)，文化交流與跨文化管理，住都雙月刊，133，頁29~34。
翁睿廷 (2001)，「跨文化因素與人力資源管理策略相關性研究－以台商在大陸地區子公司為例」，義守大學管理科學研究所，民國九十年六月。
張春興、楊國樞 (1988)，心理學，三民書局，民國七十七年六月。
陳忠仁 (1994)，「文化差異程度與國際技術移轉績效關係之研究—以在台外資企業為例」，中原大學企業管理研究所，民國八十三年六月。
黃嘉宏 (2000)，組織間信任、依賴性與維持買賣合作關係意願之研究—以資訊硬體銷售通路組織為例，銘傳大學管理科學研究所碩士論文，民國八十九年六月。
楊國樞、文崇一、吳聰賢、李亦園 (1997)，社會及行為科學研究法，東華出版社。
趙必孝 (1999)，國際人力資源管理：理論與實證，台北：華泰書局。
鄭伯壎 (1995)，相似或相異：海峽兩岸組織文化之比較研究，台灣與大陸的企業文化與人力資源管理研討會論文集，台北：財團法人信義文化基金會，1995 年12 月7- 8 日，頁1-36。
蘇席儀 (2000)，「商品資訊搜尋任務暨網際網路特性之配適程度對網站接受度之影響」，國立臺灣大學資訊管理研究所碩士論文，民國八十九年六月。
中國互聯網路發展狀況統計，http://www.cnnic.net.cn/develst/
資策會推廣處網際網路資訊情報中心，http://www.find.org.tw/
英文部份
Abdul-Rahman, A., and S. Hailes (2000), “Supporting trust in virtual communities,” Proceedings of The 33rd Hawall International Conference on System Science, pp. 1-9.
Ajzen, I. (1985), “From Intentions to Actions: A Theory of Planned Behavior,” Action-Control: From Cognition to Behavior, Heidelberg: Springer.
Ajzen, I. (1991), “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, Vol.50, pp. 179-211
Ajzen, I., and M. Fishbein (1975), Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. pp. 53-89.
Ajzen, I., and M. Fishbein (1980), Understanding Attitudes and Predicting Social Behavior, Prentice-Hall Press.
Akelof, G.A. (1970), “The Market for Lemons: Quality Under Uncertainty and the Market Mechanism,” Quarterly Journal of Economics, Vol.84, pp. 488-500.
Allport, G.W. (1994), “Personality: A Psychological Interpretation” In Schultz, D., & Schultz, S. E., Theory id Personality, Brooks/Cole Publishing Co.
Baron, R.M., and D.A. Kenny (1986), The moderator-mediator distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, Vol.51, pp.1173-1182.
Bartels, J. (1982), “Dropout at the distance university in the Federal Republic of Germany,” Paper presented at the 22nd Annual AIR Forum, May 16-19, Colorado
Bigley, G.A., and J.L. Pearce (2000), “Insufficient Bureaucracy: trust and commitment in particularistic organizations,” Organization Science, pp.365-377.
Buckley, P.J., and M. Casson (1988), “A Theory of Cooperation in International Business,” in Cooperative Strategies in International Business, F. J. Contractor and P. Lorange (eds.), Lexington Books, Lexington, MA, pp. 31-53.
Cattell, R.B. (1994), ”Travels in Psychological Hyperspace,” In Sch ultz, D., and S.E. Schultz, Theory id Personality, Brooks/Cole Publishing Co..
Coleman, J.S. (1990), Foundations of Social Theory, Harvard University Press, Cambridge, MA.
Dasgupta, P. (1988), “Trust as a Commodity,” in Trust, D. G. Gambetta (ed.), Basil Blackwell, New York, pp. 49-72.
Doney, P.M., and J.P. Cannon (1997), “An examination of the nature of trust in buyer-seller relationships,” Journal of Marketing, Vol.61, April, pp. 35-51.
Doney, P.M., J.P. Cannon, and M.R. Mullen (1998), “Understanding the influence of national culture on the development of trust,” Academy of Management Review, Vol.23, Iss.3, pp.601-620.
Fukuyama, F. (1995), “Trust: the social virtues and the creation of prosperity,” New York: The Free Press.
Gambetta, D. (1988), “Can we trust trust?” In Gambetta D.(ed.), Trust: making and breaking cooperative relations, pp.213-238, U.K.: Basil Blackwell.
Gefen, D. (1997), “Building Users’ Trust in Freeware Providers and the Effects of this Trust on Users’ Perceptions of Usefulness, Ease of Use and Intended Use,” dissertation, Georgia State University.
Gefen, D. (2000), “E-commerce: the role of familiarity and trust,” Omega, Vol.28, pp. 725-737.
Gefen, D. (2003), “Trust and TAM in online shopping: An integrated model,” MIS Quarterly, Minneapolis; Mar; Vol.27, Iss. 1; pp. 51-90
Harrell, B.J. (1982), ” The social basis of root metaphor: An application to Apocalypse Now and The Heart of Darkness,” Journal of Mind and Behavior.
Harrison, D.A., P.P. Mykytyn Jr., and C.K. Riemenschneider (1997), “Executive Decisions About Adoption of Information Technology in Small Business: Theory and Empirical Tests,” Information Systems Research, Vol.8, Iss.2, June, pp. 171-195.
Hoffman, D.L., T.P. Novak, and M. Peralta, (1999), “Building Consumer Trust Online,” CACM, Vol.42, Iss.4, pp.80-85.
Hofstede, G. (1980), Culture’s consequences: International differences in work-related values, Thousand Oaks, CA: Sage Publications.
Hofstede, G., and M.H. Bond (1988), The Confucius connection: From cultural roots to economic growth, Organizational Dynamics, Vol.16, Iss.4, pp.4-21.
Hoftstede, G., B. Neuijen, D.D. Ohayv, and G. Sanders (1990), Measuring organizational cultures, Administrative Science Quarterly, Vol.35, Iss.2, pp.286-316.
Hofstede, G. (1990), “Managerial Culture and Work-Related Values in India”, Organization Studies, Vol.11, Iss.1, p.106.
Hofstede, G. (1997), Cultures and Organizations: Software of the mind, McGraw-Hill Press.
Hosmer, L.T. (1995), “Trust: the connection link between organizational theory and philosophical ethics,” Academy of Management Review, Vol.20, Iss.2, pp.379-403.
Huber, G.P., and D. Robey (1983), “Cognitive Style as a Basis for MIS and DSS Design: Much Ado about Nothing,” Management Science, Vol.29, Iss.5, pp. 567-582.
Jarvenpaa, S.L., K. Knoll, and D.E. Leidner (1988), “Is Anybody Out There? Antecedents of Trust in Global Virtual Teams”, Journal of Management Information Systems, Vol.14, No.4, Spring, pp.29-64.
Johnston, K. and P. Johal (1999), “The Internet as a ’virtual cultural region’: are extant cultural classification schemas appropriate?” Internet Research, Vol.9, Iss.3, pp. 178-186.
Karahanna, E., D.W. Straub, and N.L. Chervany (1999), “Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs,” MIS Quarterly, Vol.23, Iss.2, pp.183-213.
Kini, A., and J. Choobineh (1998), “Trust in electronic commerce: definition and theoretical considerations,” IEEE, Thirty-First Annual Hawaii International Conference on System Sciences-Vol. 4.
Kollock, P. and Smith, M. (1996). Managing the virtual commons: cooperation and conflict in computer communities, From S.C. Herring (Ed.), Computer-Mediated Communication: Linguistic, Social and Cross-Culture Perspectives, PA: John Benjamins.
Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation, and Control, NJ: Prentice-Hall.
Kumar, N. (1996), “The power of trust in manufacturer-retailer relationships,” Harvard Business Review, pp.92-106.
Levy , M., and B. Weitz, (2001). Retailing management (4th ed.). New York: McGraw-Hill.
Lu, Long-Chuan. (1999), “The effects of cultural dimensions on ethical decision making in marketing: An exploratory study,” Journal of Business Ethics. Vol.18, Iss.1, pp.91-105.
Lewicki, R.J., and B.B. Bunker (1995), “Trust in Relationships: A Model of Trust Development and Decline,” in Conflict, Cooperation and Justice, B. B. Bunker and J. Z. Rubin (ed.s), Jossey- Bass, San Francisco, pp.133-173.
Luhmann, N. (1979), “Trust and power,” Chichester, UK: Wiley.
Mayer, R.C., J.H. Davis, and F.D. Schoorman (1995), “An Integrative Model of organization trust,” Academy of Management Review, Vol.20, Iss.3, pp.709-734.
McKnight D.H., L.L. Cummings, and N.L. Chervany (1998), “Initial trust formation in new organizational relationships,” Academy of Management Review, Vol. 23, Iss.3, pp.473-490.
Nunnally, J.C. (1978), Psychometric Theory, 2nd, New York: McGraw-Hill.
Reichheld, F.F. and P. Schefter (2000), "E-Loyalty: Your Secret Weapon on the Web," Harvard Business Review, (July/August), pp.105-113.
Roberts, P., and R. Henderson (2000), “Information technology acceptance in a sample of government employees: a test of the technology acceptance model,” Interacting with Computers, Vol.12, pp.427-443.
Robbins, S.P. (1994), Organizational Behavior Behavior, (7th ed).Englewoods, N J: Prentice-Hall Inc.
Rotter, J.B. (1967), “A new scale for the measurement of interpersonal trust,” Journal of Personality, Vol.35, pp.651-665.
Rotter, J.B. (1971), “Generalized expectancies for interpersonal trust,” American psychologist, Vol.126, pp.443-452.
Rousseau, D.M., S.B. Sitkin, R.S. Burt, and C. Camerer (1998), “Not so different after all: A cross-discipline view of trust,” Academy of Management Review, Vol.23, Iss.3, pp.393-404.
Shapiro, D.L., B.H. Sheppard, and L. Cheraskin (1992), “Business on a Handshake,” Negotiation Journal, Vol.3, pp.365-377.
Shim, S., M.A. Eastlick, S.L. Lotz, and P. Warrington (2001), “An Online Prepurchase Intentions Model: The Role of Intention to Search,” Journal of Retailing, Vol.77, pp.397-416.
Swaminathan, V., E. Lepkowska-White, and B.P. Rao (1999), “Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange,” JCMC, Vol.25, Iss.2, December.
Sztompka, P. (1999), A sociological theory, Cambridge University Press.
Tyler, T.R., and R.M. Kramer (1995), “Whither trust?” In R.M. Kramer & T.R. Tyler (eds.), Trust in Organization, pp.331-356, Thousand Oaks, CA: Sage.
Taylor, S., and P. Todd (1995), “Decomposition and crossover effects in the theory of planned behavior: a study of consumer adoption intentions,” International Journal of Research in Marketing, Vol.12, pp.137-155.
Warrington, Traci B., Nadia J. Abgrab, and Helen M. Caldwell (2000), “Building Trust to Develop Competitive Advantage in E-Business Relationships,” Competitiveness Review Vol. 10, Iss.2.
Weick, K.E., D. Meyerson, and R.M. Kramer (1996), Swift trust and temporary groups. In: R.M. Kramer and T.R. Tyler, eds. Trust in organizations: Frontiers of theory and research. Thousand Oaks, CA: Sage Publications, pp.166-195.
Whitener, E.M., S.E. Brodt, M.A. Korsgaard, and J.M. Werner (1999), “Managers as initiators of trust: an exchange relationship framework for understanding managerial trustworthy behavior,” Academy of Management Review, Vol.23, Iss.3, pp.513-530.
Wicks, A.C., S.L. Berman, and T.M. Jones (1999), “The Structure of Optimal Trust: Moral and Strategic Implications,” Academy of Management Review, Vol. 24, No. 1, pp.99-116.
Williamson, O.E. (1993), “Calculativeness, Trust, and Economic Organization,” Journal of Law and Economics Vol.34, pp.453-502.
Williamson, O.E. (1985), The Economic Institutions of Capitalism, Free Press, New York.
Zand, E.D. (1972), “Trust and managerial problem solving,” Administrative Science Quarterly, Vol.17, pp.229-239.
Zucker, K.G. (1986), “Production of Trust: Institutional Sources of Economics Structure,” In B. M. Staw and L. L. Cumming (Eds.), Research in Organizational Behavior, pp.53-111.

指導教授

范錚強、宋鎧
(Cheng-Kiang Farn、Kai Sung)

審核日期

2003-7-14

推文