電子商務信任之彙總研究

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王瑋銘(Wei-Ming Wang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

電子商務信任之彙總研究
(A Study of Trust in Electronic Commerce)

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摘要(中)

隨著網際網路的蓬勃發展，電子商務也因而成為網際網路的運用中最有發展潛力的其中之一。然而電子商務交易過程中資訊的不安全，以及交易過程中交貨與付款的不同時所造成的風險，再加上買賣雙方可能發生的非理性行為使得交易的結果無法預期；這種種的因素形成了顧客對於電子商務的疑慮以及抵抗行為。而信任正是解決這些問題的最佳途徑。
本研究著重在於經由分析研究過去電子商務上信任的研究，配合學者對於信任的定義以及所引用理論方法的不同，透過對信任的原因以及量測的方法加以分類整理，試著找出初始信任以及整體信任，在信任前因上的差異。最後，希望能夠找出未來電子商務信任研究的可能走向。

摘要(英)

Following the phenomenal growth of Internet, e-commerce becomes one of the most potential developing applications on Internet. However, the lack of security when transaction proceed in e-commerce, the risk that customer perceive while exchanging goods and money not involve simultaneously, and the unable to except the outcome due to the possible unreasonable behaviors of buyer and seller. These preambles bring about the misgiving and refusing to adopt e-commerce. When facing that, trust is the best solution for solving these problems.
This study focuses on the analysis of previous papers which studies on trust in e-commerce. We arrange the adopted theories and examined trust antecedents of previous studies. Try to find out the difference between initial trust and overall trust on trust antecedents. At last, try to make this study possible to find out a possible direction for future research.

關鍵字(中)

★ 信任
★ 電子商務

關鍵字(英)

★ Trust
★ E-commerce

論文目次

1. INTRODUCTION.................................1
2. LITERATURE REVIEW............................4
2.1 E-COMMERCE...............................4
2.2 THE NATURE AND CONCEPTION OF TRUST.......5
2.3 THEORY APPLIED ON TRUST IN E-COMMERCE....6
2.4 REVIEW OF STUDIES ON TRUST IN E-COMMERCE.8
3. RESEARCH METHOD .............................30
4. RESEARCH FRAMEWORK..........................31
4.1 APPLIED THEORIES IN STUDIES.............31
4.2TRUST ANTECEDENTS IN E-COMMERCE..........34
4.3 CATEGORIZATION OF TRUST ANTECEDENTS.....39
4.3 TRUST MEASUREMENTS......................41
5. CONCLUSION AND DISCUSSION...................46
5.1 CONCLUSION..............................46
5.1 DISCUSSION..............................47
REFERENCES.....................................49

參考文獻

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2006-7-17

推文