網站品質、品牌形象與信任對線上購買意圖影響之研究

The Impact of Website Quality, Brand Image and Trust on Online Purchase Intention

陳牧德(Mu-Te Chen)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10501

摘要

在線上購物市場不斷蓬勃發展的今天，有越來越多經營者投入這塊市場，使得競爭日益激烈。而若要在這樣的市場中取得競爭優勢，找出影響消費者購買意願的因素，並針對這些因素進行策略之擬定，將有助於經營一個成功的線上購物網站。
本研究綜合過去學者提出之論點，提出網站品質、品牌形象與信任為影響線上購買意圖之要素，並整合三者更完整地建構出影響線上購買意圖之關係模式。此外由於衡量網站品質所採用之構面至今尚未有一個定論，經過諸多量表的探討與比較後，採用了電子商務服務品質量表(E-S-QUAL)進行網站品質的衡量。
本研究以有線上購物經驗的消費者為研究對象進行了問卷調查，最後回收了402份有效樣本，並採用結構方程模式(SEM)進行研究模型的驗證。實證結果發現，網站品質對於品牌形象與信任的建立皆有顯著之影響；而品牌形象也確實提昇了消費者對購物網站的信任與購買意圖；最後，信任與購買意圖之間也有著正向的關係。研究結果證實了模式的適宜性，並能作為購物網站的從業者擬定經營策略之參考。

關鍵字

線上購物 ； 網站品質 ； 品牌形象 ； 信任 ； 購買意圖

並列摘要

With the rapid development of the Internet, more and more investors are trying to get their share of the online shopping market. This makes understanding the factors that affect consumer’s purchase intention even more important for strategizing a successful way to manage a profitable online shopping website.
After reviewing addressed theories and researches, our study points out how website quality, brand image and trust affect consumer purchase intention. These three ideas are further integrated into a model to expound their relationship with purchase intention. Due to the dimensions of website quality is still in debate, by comparing many scale for website quality, E-S-QUAL is chosen as a suitable scale for this study.
Subjects filled out a questionnaire regarding their experience as an online shopping consumer. The 402 valid samples retrieved underwent Structural Equation Modeling (SEM) analysis. Analysis results showed that website quality had a significant effect on brand image and trust; heightened brand image went on to influence consumer trust and purchase intention; lastly, trust and purchase intention showed a positive correlation. Research results proved the suitability of the model. Managers can use the results as reference for more profitable business strategies.

並列關鍵字

online shopping ； website quality ； brand image ； trust ； purchase intention

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