影響消費者持續使用跨境電商因素之探討;Factors Affecting Customers’ Continuous Usage Intention of Cross-Border E-commerce

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题名:	影響消費者持續使用跨境電商因素之探討;Factors Affecting Customers’ Continuous Usage Intention of Cross-Border E-commerce
作者:	白慧婷;Pai, Hui-Ting
贡献者:	企業管理學系在職專班
关键词:	信任;知覺利益;知覺不確定性;跨境電商;跨境購物
日期:	2018-01-18
上传时间:	2018-04-13 11:00:29 (UTC+8)
出版者:	國立中央大學
摘要:	本研究利用信任為前置因子，探討影響消費者使用跨境電商購物的原因。依此討論台灣消費者選擇境外電商購物的原因，提供國內業者日後營銷方向及外銷策略的參考。本研究依據網路商店信任構面—能力、正直和善意探討消費者知覺利益和知覺不確定性對於持續使用跨境電商購物的影響。本研究採用網路問卷形式進行調查，有效樣本數220份，以結構方程模式（structure equation modeling, SEM）進行驗證分析。研究結果如下： 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.
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