| 摘要: | 由於近年來網路購物的迅速成長和上網人口的普及化，許多業者相繼投入大量的資金和人力建置其專屬網站，而顧客也能透過網站獲得產品的相關資訊，但其進入障礙低，使得線上商店如雨後春筍般迅速發展。一個線上商店的成功除了仰賴網站操作性、資訊豐富性之外，更需要服務機制的結合，然而大多數的網站都只在頁面上呈現簡易的產品描述和促銷廣告，卻很少給予即時且個人化的服務，此外，在網路上購買精緻糕點類商品時，由於關係到食品安全問題，故低價將不再是消費者的唯一考量，業者本身的特質也將左右消費者的選擇。
長久以來，對一家企業而言，買賣雙方良好的關係為其關鍵成功因素，同時也是企業的獲利基礎，因此本研究以Ahn et al.（2007）的研究模型為基礎，試圖結合廠商品質，藉此瞭解線上商店品質對於消費者的知覺信念、滿意度、信任和未來行為意圖的影響。
本研究採用網路問卷調查的方式，以國內知名線上糕點零售業者為目標網站，共回收380份問卷，有效樣本為334份，並進行相關統計分析。最後根據實證結果發現，廠商品質、消費者的知覺易用和知覺有用會正向且顯著的影響其滿意度，並間接的正向影響購買意圖，其中以知覺有用對滿意度的影響程度最大，而信任僅受知覺有用影響。而在線上商店品質和消費者的知覺信念的關聯中，資訊品質、系統品質和服務品質皆會正向且顯著地影響知覺易用和知覺有用。最後本研究根據實證結果提出結論與建議，期望提供學術及業界參考之用。
;Due to the rapid growth of online shopping and the popularization of the Internet population, many firms have invested a lot of money and manpower to build its own website, and customers can obtain information about the product through the site, but its low barriers to entry, making online stores have sprung up rapidly. A successful online store not only relies on the site operational and information richness, but requires a combination of service mechanism. However, most sites only presents a simple product description and promotional ads on its page, rarely provide immediate and personal service. Besides, due to the food safety, when purchasing delicate pastries on the network, the low price will no longer be the only consideration of consumers, vendor-specific quality will also influence their choice.
The good relations between buyers and sellers is the most important factor for a company to success, it also the basis for a profitable business. This study combines Ahn′s（2007）research model and vendor-specific quality, try to identify the relations between online shop quality, consumer beliefs, satisfaction, trust and behavior intentions. An online survey is conduct to those subjects who have experienced in browsing delicate pastries websites before. A total of 380 returned data resulting in 334 valid samples. The findings show that vendor-specific quality, perceived usefulness and perceived ease of use will be positive and have significant impact on their satisfaction and have indirect effect on purchase intention, and perceived usefulness is the most influential factor to consumer′s satisfaction. Consumers′ trust is only influenced by perceived usefulness. Information quality, system quality and service quality are positively and significantly affect consumers′ perceived ease of use and perceived usefulness. The implications to academics and business are discussed. |
