第三方保證標章對網路消費者行為意圖之影響

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鄞國鏈(Kuo-Lien Yin) 查詢紙本館藏

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資訊管理學系

論文名稱

第三方保證標章對網路消費者行為意圖之影響
(How third party seals effect behavioral intention of online consumer)

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摘要(中)

網際網路的發展，使得電子商務得以盛行，有許多的網路商店出現。這些網路商店在初期都會面對消費者信任的問題。主要原因是消費者不熟悉網路商店，會擔心風險的相關問題，而不願在此網路商店有一些行為。網路商店面對這些消費者時，最重要的就是建立消費者的信任，使消費者有意願在此網路上購物。本研究的主旨是了解第三方保證標章對網路消費者行為意圖之影響。
有許多第三方公正單位發展網路的保證標準，對消費者擔心在網路交易可能遇到的相關問題，建立網路商店必需遵守的標準。當網路商店能遵守這些保障消費者的保證標準，可在網站上顯示此第三方的保證標章。消費者在有保證標章的網路商店時，可以放心進行填寫個人資料或購物的行為。
本研究是採用第三方保證標章作為網路商店建立信任的策略，探討第三方保證標章對網路消費者行為意圖之影響；並加入初始信任探討的因素 (結構保證、知覺網路風險)，且進一步探討第三方保證標章影響的過程 (信號理論、信任轉移)。透過實驗室實驗法模擬法律服務的電子商務網站，並操控第三方保證標章，研究結果發現：
1. 第三方保證標章會正向影響到消費者對網路商店的信任
2. 第三方保證標章也會透過消費者知覺保證的程度，正向影響對網路商店的信任。
3. 消費者的結構保證會正向影響消費者知覺保證，進而正向影響到消費者對網路商店的信任。
4. 消費者的知覺網路風險會負向影響消費者的行為意圖，而對網路商店的信任會正向影響消費者的行為意圖。

關鍵字(中)

★ 信任
★ 第三方保證標章
★ 網路消費者
★ 初始信任
★ 信號理論

關鍵字(英)

★ trust
★ third party seal
★ online consumer
★ initial trust
★ signal theory

論文目次

目錄 I
圖目錄 II
表目錄 III
第一章緖論 1
第一節研究背景及動機 1
第二節研究目的 2
第三節研究程序 3
第二章文獻探討 5
第一節網路信任 5
第二節網路信任建立的方式 18
第三節知覺風險 29
第三章研究方法 34
第一節研究架構 34
第二節研究假說 37
第三節研究變數之定義與操作化 44
第四節研究設計 50
第四章資料分析 53
第一節樣本基本資料分析 53
第二節量表品質檢測 55
第三節研究假說檢定 59
第四節研究假說檢定結果彙整 69
第五章結論與建議 71
第一節研究結論 71
第二節管理實務上的建議 75
第三節研究限制 76
第四節未來研究方向 78
參考文獻 79
附錄一：實驗網站畫面 87

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指導教授

范錚強(Cheng-Kiang Farn)

審核日期

2004-6-29

推文