| dc.description.abstract | 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.
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