1.消費者信任網站能力的程度越高，對知覺利益和知覺不確定性的影響越大。 2.消費者信任網站正直的程度越高，對知覺利益無顯著影響，但對知覺不確定性的影響顯著。 3.消費者信任網站善意的程度越高，對知覺利益無顯著影響，但知覺不確定性的影響顯著。 4.消費者知覺利益越大，使用跨境電商的意願越高。 5.消費者知覺不確定性越高，使用跨境電商的意願越低。 6.網站的產品特性在知覺利益與使用意願之間具調節效果。 7.網站的產品特性在知覺不確定性與使用意願之間具調節效果。 ;This research studied the influence of consumers using cross-border e-commerce through the antecedent factors (ability, integrity and benevolence) in online trust. As well as to understand whether the consumers′ trust in cross-border shopping will affect their perceived benefits or perceived uncertainties. In addition, try to find the reasons why residents in Taiwan prefer to use e-commerce platform from foreign, and provide domestic businesses a reference for global marketing strategies. This study surveys cross-border shopping consumption behavior by online questionnaire, and verify the effects of perceived benefits, perceived uncertainties and continuous usage intention. The results are as follows:
1.The customers feel more trustworthiness of the ability for cross-border shopping website, which has a significantly effect on perceived benefit and uncertainty. 2.The customers feel more trustworthiness of the integrity for cross-border shopping website, which has no significant effects on perceived benefit; however, the perceived uncertainty has a significantly effect.. 3.The customers feel more trustworthiness of the benevolence for cross-border shopping website, that has no significant effects on perceived benefit, however, the perceived uncertainty has a significantly effect. 4.Customers’ perceived benefit has a significantly positive effect on continuous usage intention for cross-border shopping website. 5.Customers’ perceived uncertainty has a significantly negative effect on continuous usage intention for cross-border shopping website. 6.Customers’ perceived product characteristic has a partial moderating effect between perceived benefit and continuous usage intention. 7.Customers’ perceived product characteristic has a partial moderating effect between perceived uncertainty and continuous usage intention.
