文化與信任影響網路購物意圖之研究
--以兩岸網路使用者為例

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魏鏡倫(Ching-Lun Wei) 查詢紙本館藏

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資訊管理學系

論文名稱

文化與信任影響網路購物意圖之研究 --以兩岸網路使用者為例

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摘要(中)

網路購物是成長速度最快的購物形式之一，銷售成長率比傳統零售業購買還來的快速(Levy and Weitz, 2001)，雖然在網路這個市場上有許多的優勢及機會，但整個網路交易營業額的成長，卻因消費者對網路交易所帶來的隱憂而遭到阻礙。因此如何解決這些問題將是網路商店目前面對的一大挑戰。 Warrington et al. (2000) 認為，贏得消費者的信任，並將之保存對電子商務而言是必須的。Swaminathan et al. (1999) 發現消費者對網站的信賴程度會影響網路購物的頻率。文化上，海峽兩岸在經過四、五十年的分離分治，是否仍然具有類似的社會文化？而Johnston and Johal (1999) 發現網際網路發展在不同種族與文化間是有差異的，所以不同的文化及國家民族可能會有不同的網際網路購物習慣。因此，消費者的網際網路購物行為可能隨著不同的文化及地理因素而有所差異。本研究認為，在不同的文化及地理因素影響下，有必要分別針對兩岸網路消費者行為作深入探討，並進行兩岸比較性研究。
根據文獻探討，本研究先從消費者的角度，整理文獻發現「慎思行動理論」是一個適合解釋與預測消費者採用網路購物的行為理論基礎，而信任也是影響網路購物意圖的重要因素。所以本研究探討「行為態度」、「主觀規範」和「對網站的信任」，對消費者「在網站上購物的意願」的影響。最後，探索兩岸消費者在「國家文化」及「人口統計特徵」上的不同，對於本研究模型的影響。研究結果發現，「主觀規範」對在網站上購物的意願，兩岸樣本都有影響，「對網站的信任」在台灣樣本是有所影響，但在大陸樣本的影響不顯著，而「行為態度」的影響兩岸都不顯著。另外，結果也發現，不同的國家文化及人口特徵的確影響消費者網站上購物的意圖。

關鍵字(中)

★ 信任
★ 網際網路
★ 國家文化
★ 網路購物
★ 慎思行動理論

關鍵字(英)

論文目次

第一章、緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究進行的程序 3
第二章、文獻探討 5
第一節慎思行動理論 5
第二節信任 8
第三節文化 20
第四節本章小結 30
第三章、研究模型與研究方法 31
第一節研究架構 31
第二節研究假說 32
第三節研究變數之定義及操作化 37
第四節研究設計 43
第五節問卷設計 44
第六節資料分析方法 45
第四章、資料分析 47
第一節樣本回收 47
第二節樣本基本特性分析 48
第三節問卷量表之信度、效度檢定 50
第四節研究假說的實質關係檢定 54
第五節探索性分析 64
第五章、結論及建議 76
第一節研究結果及討論 76
第二節實務意涵 78
第三節研究限制 79
第四節未來研究方向 81
參考文獻 83
中文部份 83
英文部份 84
附錄 90
台灣版問卷 90
大陸版問卷 93

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指導教授

范錚強、宋鎧
(Cheng-Kiang Farn、Kai Sung)

審核日期

2003-7-14

推文