- 學位論文
人際信任傾向對網路使用強度及選擇網路購物比例之干擾效果
The Moderating Effect of Trust Propensity on Intensity of Internet Usage and Percentage of Online Purchasing
摘要
網際網路發展與電子商務的興起，使得網路使用人口及網路購物快速成長，有越來越多的消費者使用網路進行購物。但消費者進行網路交易時，因空間上的分隔與無法觸及實體的商品和店鋪，使用網路消費購物的風險遠高於傳統實體店鋪，造成消費者對網路購物產生不信任。因此，除了電子商務的普及外，信任也是影響消費者是否選擇在網路商店消費的重要因素。 過去學者多從網路環境或購物網站對信任建立的影響，加上過去的文獻對個人信任傾向與信任的建立之間的關係並無一致的結論。因此，本研究以信任傾向為主題，探討信任傾向在網路使用強度與網路購物比例中所扮演的角色。本研究以網路商店與傳統實體店鋪為兩種通路選擇，以服飾精品、3C數位產品、美妝用品、書報雜誌作為產品實例，並利用人際信任量表將消費者區分為高人際信任傾向與低人機信任傾向，探討在上網時數變化下，高、低人際信任傾向不同的消費者，選擇使用網路購買商品的比例變化。旨在探討「人際信任傾向」對「網路使用強度」與「使用網路購買商品比例」的干擾效果。 由實證結果可以發現，人際信任傾向高低不同的消費者隨上網時數增加，在不同產品類別下，選擇使用網路購買商品的比例變化不同。企業可以利用本研究結果，在從事商品販售的同時，除了網站安全、商品保證外，亦須將顧客本身的特質納入考量，進一步探討不同人口統計變數、社經地位及成長背景如何影響顧客信任，針對不同信任傾向的消費者，提供最能滿足其需求的產品。
並列摘要
With the rapidly growth of internet and the e-commerce business, there is an increasing number of customer who use internet and shop online. Online shopping has been grown with a fast pace. However, the lack of tangible and physical inspection to a good prior to purchase while shopping online increased the perceived risk of online shopping. It leads to distrust in online shopping. Therefore, despite the explosive growth of e-commerce, trust is one of the crucial factors as customers choose whether to purchase online. Vast studies published on online shopping have focused on online trust development, however, the relation between trust propensities and trust didn’t come to a conclusion unanimously. This paper will examine the role of interpersonal trust propensity in online shopping. We use online retailers and traditional retailers as two channels, four product categories clothes, 3C products, cosmetics, books and magazines are discussed. Our goal in this paper is to examine the moderating effect of interpersonal trust on intensity of internet usage and percentage of online purchasing. Our results have demonstrated that percentage of online purchasing of different trust propensity level customers vary from different products as the intensity of internet usage change. The result can be useful for practitioners to understand what influences customer trust despite website security and product guarantee. With further investigation on antecedent factors of trust propensity such as demographic factors, social status and background of growing up, companies will be able to segment customers. The companies need to be aware of what to provide to customers with different trust propensity.