結合服務品質與TAM觀點探討消費者線上信任及購買意願之影響因素

Factors Influencing Online Trust and Consumer Purchase Intention with Service Quality and TAM Perspective

陳宜棻(Yi-Fen Chen) ； 劉璧瑩(Pi-Ying Liu)

《顧客滿意學刊》 6卷1期 (2010/03) Pp. 1-32

https://doi.org/10.30066/JCS.201003.0001

摘要

隨著網際網路的日益普及，使用網路進行購物已成為新潮流，取得消費者的信任感是網路業者提昇消費者之產品購買意願的重要前因。本研究旨在探討影響網路購物信任的因素，以科技接受模型(Technology Acceptance Model; TAM)的觀點，探究網路購物信任的影響因素及其與消費者購買意願的關係。本研究採用問卷調查法，資料收集方式為網頁問卷調查，對象為曾經到過購物或拍賣網站購買商品之消費者，有效回收樣本435份。研究分析結果顯示，網站服務品質、互動性、網站安全性、訂單履行能力會透過信任影響消費者的購買意願，而網站認知易用性及有用性因素亦會直接影響消費者購買意願。本研究結果可供未來研究者及經營網路購物業者之參考。

關鍵字

網路購物 ； 服務品質 ； 信任 ； 科技接受模式 ； 購買意願

並列摘要

As the Internet getting progress, online purchasing brings huge revenues and opportunities for online retailers. However, there are still some risks exist in E-commerce possesses. This study explored the determinants of customer trust. The effects of the customer trust upon online purchase behavior are also investigated. This study primarily discusses the relationship of customer trust and their online purchase intention based on the Technology Acceptance Model (TAM).A survey questionnaire was designed in this study. The participants who had experience of Internet shopping or web auction surfing were selected. There were 435 participants completed the online questionnaire and usable surveys were returned. The results show that ”service quality”, interaction”, ”online security”, ”order fulfillment ability” significantly influencing ”customer trust”, which involving purchase intention on the Internet. Moreover, ”perceived usefulness” and ”perceived ease of use” directly influence ”online purchase intention”. Finally, this research provides some suggestions and recommendations for the further studies and online stores.

並列關鍵字

Online Shopping ； Service Quality ； Trust ； Technology Acceptance Model TAM ； Purchase Intention

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