ANTECEDENTS AND CONSEQUENCE OF TRUST IN THE CHINESE B2C ONLINE SHOPPING CONTEXT

This research examines how argument quality and source credibility influence vendor trust and trust-gaining information, as well as how vendor trust and trust-gaining information influence repeat purchase intention in the Chinese business-to-consumer (B2C) online shopping context. This study collected 346 valid samples from an online survey and used structural equation modeling with AMOS version 22.0 to validate the proposed model. The results show that argument quality and source credibility have a significant and positive effect on vendor trust and trust-gaining information, respectively. Furthermore, source credibility has a higher effect on vendor trust and trust-gaining information than argument quality does. Vendor trust and trust-gaining information significantly and positively affect repurchase intention. Moreover, trust-gaining information has a higher effect on repurchase intention than vendor trust does. The positive effect of argument quality on vendor trust increases when the relationship strength increases. Conversely, the positive effect of argument quality on trust-gaining information and the positive effects of source credibility on vendor trust/trust-gaining information decrease when the relationship strength increases. Source credibility plays an important role of vendor trust and trust-gaining information. Online vendors encourage consumers to post current and objective information on their websites. Meanwhile, trust-gaining information is more important than vendor trust for repeat purchase intention. Online vendors should increase their expertise and knowledge about product information. They must maintain appropriate relationship strength with consumers to build their vendor trust and trust-gaining information.

關鍵字

argument quality ； source credibility ； vendor trust ； trust-gaining information ； repeat purchase intention

並列摘要

本研究在中國B2C（business to customer）的網路購物情境下，驗證論點品質和來源可信度如何影響賣家信任和獲得資訊信任，及賣家信任和獲得資訊信任如何影響再購意圖。本研究通過網路調查收集346份有效樣本，並使用結構方程模式軟體AMOS 22.0驗證提出的研究假說。研究結果顯示論點品質和來源可信度分別顯著正向影響賣家信任和獲得資訊信任。而且來源可信度對賣家信任和獲得資訊信任高於論點品質所產生的影響。賣家信任和獲得資訊信任顯著且正向影響再購意圖。而且，獲得資訊信任對再購意圖的影響高於賣家信任產生的影響。當關係強度提高時，論點品質對賣家信任的正向影響隨之提高。相反地，當關係強度升高時，論點品質對獲得資訊信任的正向影響及來源可信度對賣家信任和獲得資訊信任的影響隨之降低。來源可信度對賣家信任和獲得資訊信任起到重要作用，網路賣家鼓勵顧客在網站上呈現即時而客觀的資訊。同時，獲得資訊信任對於再購意圖比賣家信任更重要。線上賣家應該增加他們的專家知識和關於產品資訊的知識，且必須和顧客保持適度的關係強度來建立顧客對賣家和對獲得資訊的信任。

並列關鍵字

論點品質；來源可信度；賣家信任；獲得資訊信任；再購意圖

參考文獻

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ANTECEDENTS AND CONSEQUENCE OF TRUST IN THE CHINESE B2C ONLINE SHOPPING CONTEXT

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