電子商務在歷經過去將近十年的發展，雖然帶來了許多方便以及好處，但是買賣雙方由於在整個交易過程中缺乏面對面接觸的機會，因此也添增了許多的不確定性。依照資策會調查指出，我國B2C電子商務線上購物市場規模在2005年達493.1億的規模。但B2C線上購物市場之營業額僅佔整體零售市場1.2％，美國線上購物也僅佔整體零售市場達6%。究其主要原因之一乃是因為消費者不熟悉網路商店或是擔心個人資料被盜用方面的風險，因此，信任在B2C電子商務中扮演了一個非常重要的角色。故網路商店要如何建立消費者的信任，使消費者有意願在網路商店上購物乃是重要的策略。 本研究主要探討的議題在於第三方保證標章、實體商店形象與信任傾向三者之間的交互作用對於網路商店信任的影響本研究採實驗法模擬網路書店的情境，操控的自變數有兩個，分別為第三方保証標章呈現的有無以及實體商店形象的高低。研究結果發現： 1. 高信任傾向的消費者會因為網路商店呈現第三方保證標章而建立其對網站的信 任；但是，低信任傾向的消費者並不會因為網路商店呈現第三方保證標章而建立其對網站的信任。 2. 消費者對於網路商店的信任會負向的影響到其認知的風險。 3. 消費者對於網路商店的知覺風險會負向的影響到其購買的意圖。 E-commerce has developed for more than ten years. It brings a lot of conveniences and advantages but consumers have less chance to face the seller. Thus, it brings many transaction uncertainties and risks. According to a report by the Institute for Information Industry, while B2C E-commerce in Taiwan has reached NT$ 49.31 billion in 2005, it takes up only 1.2% of the total retail market. Likewise, B2C E-commerce in the U.S. takes up only 6% of the total retail market. A major reason is that consumers are not familiar with the e-vendor or worry about the risk of personal information exposure. Thus, “trust” plays a very important role in B2C E-commerce. Therefore, how to establish consumers’ trust and increase the intention to purchase on e-vendors are important issue in promoting online retailing.. This research identified three important factors, namely, third party seal, physical store image and disposition to trust, and investigated how their interaction affect consumer trust in B2C E-commerce. A lab experimentation was conducted to simulate an online e-bookstore scenario. The two manipulated variables are the display of the third party seal and the image of the physical store. Important research findings are: 1. Consumers who tend to have trust more to others would trust the e-vendor more is a third party seal is presented. But consumers who are low in disposition to trust would not increase their trust towards the e-vendor even though a third party seal is presented. 2. Consumers’ trust toward e-vendor negatively affects perceived risk. 3. Consumers’ perceived risk toward e-vendor negatively affects purchasing intention.
