探討電子商務中購物價值和信任對滿意度的影響-以B2C電子商務平台為例

本研究旨在探討電子商務中購物價值和信任對滿意度的影響，並且以社會交換理論為基礎和電子商務等領域的相關文獻，提出了一個整合性的模型來理解消費者的線上購物行為。從過去的文獻中，社會交換理論對於研究人類的行為是相當具有解釋力的，藉由成本效益的衡量來評估線上購物的交易關係。另外，購物價值和信任在電子商務的研究中是相當重要的概念，本研究將深入探討這兩個概念對消費者滿意度的影響，此外，由於信任是較為抽象的概念，因此本研究藉由信任的前置因子來加強對信任構念的分析。綜合以上，為了建構出一個整合性的研究模型來理解消費者的線上購物行為，本研究以社會交換理論的觀點來探討在電子商務中購物價值和信任是如何影響消費者滿意度。本研究對象為台灣地區曾經有線上購物的使用者，一共回收了321份有效問卷，並且使用LISREL進行結構方程模式的路徑分析，結果顯示傾向支持本研究提出之假設。本研究歸納出兩項研究發現:(1)功利價值、享樂價值和信任對於滿意度皆有正向的顯著影響(2)能力和誠實對於信任皆有正向的顯著影響。最後，根據研究結果對學術以及實務界提出相關建議。

關鍵字

電子商務；社會交換理論；功利價值；享樂價值；信任；滿意度；再購買意圖

並列摘要

This research aims to examine the impact of shopping value and trust on satisfaction in E-commerce. Based on Social Exchange Theory and relevant literature in E-commerce , we proposed an integration model to comprehend consumer's online shopping behavior. Prior research indicated that Social Exchange Theory in researching human's behavior has great explanation. Online shopping's transaction relationship is assessed By evaluating cost-benefit. On the other side , shopping value and trust are very important concept in E-commerce research. Our research will go deep into to examine the impact of these two concept on consumer's satisfaction. In addition , due to trust is a more abstract conception. Our research will enhance the analysis of trust by discussing it's antecedents. In summary , in order to build an integration model to comprehend consumer's online shopping behavior. Our research based on Social Exchange Theory to explain that how shopping value and trust influence consumer satisfaction. Our research subject is user with online shopping experience in Taiwan. Data analysis is conducted by LISREL using SEM in path analysis within 321 valid questionnaires returned. Result inclined to support our hypothesis. This study conclude two main results, including:(1)utilitarian value, hedonic value and trust have significant positive effects on satisfaction. (2) competence and integrity have significant positive effects on trust. In conclusion, based on research result we maked some relevant suggestion for academy and practice.