| 摘要: | 過去學者對於信任研究的投入，探討的焦點只集中在信任與隱私權的關係，或是僅針對某些特定因素做探討，仍然缺乏一套完整的模式來說明網路商店信任的組成因子。本研究整合過去相關文獻，建構容易了解的網路商店信任之整體架構，提供網路商店業者了解在眾多的前置因子中，消費者用以判斷網路商店是否值得信任的準則為何，以彌補過去研究之不足。此外根據過去文獻顯示，幾乎所有的學者都一致認同風險承擔的意願是在所有信任的情境中，少數共通的特徵；且當消費者在進行購買決策時，亦會知覺到風險的存在。因此本研究亦透過消費者的調查得知，消費者對於網路商店的信任、知覺風險與購買意圖三者之間的關係。 本研究利用網路問卷方式進行調查，共回收368份問卷，有效問卷351份，並以結構方程模式（SEM）進行本研究假設之驗證分析。研究結果如下： 1.消費者知覺到網路商店的專業能力、資訊系統安全維護能力、資訊透明化、隱私權保護、規模、聲譽，以及第三方的保證與推薦，顯著正向影響網路商店消費者的信任。其中又以資訊系統安全維護能力的影響程度最大。 2.消費者視網路商店的資訊系統可靠、操作介面友善且易於瀏覽，以及操作的速度通暢等資訊技術為基本必備的能力，僅能提高網購的便利性，使得消費者願意花更多時間停留在該網路商店尋找所需的商品；而往往過多的關懷形同壓力，反而約束了消費者的購買意願。因此網路商店的資訊技術能力越好、或是對消費者的關懷越多，並無法表示消費者對網路商店的信任程度就越高。 3.消費者對網路商店的信任除了會對購買意圖產生直接的正向影響效果之外，亦會透過知覺風險間接影響購買意圖；另一方面，消費者對網路商店的信任也會對知覺風險產生負向影響，而知覺風險則會直接對購買意圖產生負向影響效果。 In the past study, the focus of study does only focus on the relationship of trust and privacy, or only for certain specific factors. Still lack a comprehensive model to explain the composition of the trust factor online store. This study integrates literature to construct the overall structure of the online trust. Providing online store operators to understand the many antecedents, consumers used to determine whether the trusted online stores criteria. In addition, through consumer surveys, that trust, perceived risk and purchase intentions, the relationship among the three. This study uses online questionnaire and surveys 368 users of online store, in which 351 are valid. Structural Equation Modeling（SEM）is applied to test the hypotheses of this study. The findings of this study are as follows. 1.Consumer perception to the online stores: professional competence, information systems security maintenance capability, information transparency, privacy protection, size, reputation, and third-party guarantee and recommended a significant positive effect on consumer trust in online stores. Among them, information system security maintenance capability has the greatest influence. 2.Consumers as the online store of information and technology skills necessary for the basic ability to only increase the convenience of online shopping, consumers are willing to spend more time to stay in the online store to find the necessary goods; and often excessive care just like the pressure, but constrained consumers will buy. 3.Consumer trust in online stores in addition to purchase intention will have a direct positive effect, but also an indirect effect through perceived risk of purchase intention; the other hand, consumer trust in online stores also on perceived risk produce negative effects, while the perceived risk on purchase intentions will be a direct negative effect. |
