本研究主要目的是探討網站服務品質、網站信任與網站購物意向的影響關係,因此,本研究以台南地區國立大學學生(包括大學生與碩士生)為研究對象,總共發放400份研究問卷,共計264份有效問卷,問卷回收率為71.75%。為達成本研究各項目的與假設,本研究透過敘述性統計、因素分析、信度分析、效度分析與迴歸分析來驗證本研究各項假設。 經實證研究後,得到的主要結論如下: 1.網站服務品質會正向顯著影響網站購物意向。 2.網站服務品質(保證性)與網站信任的交互作用會正向顯著影響網站購物意向。 3.網站服務品質(關懷性)與網站信任的交互作用會正向顯著影響網站購物意向。 4.網站服務品質(反應性)與網站信任的交互作用會正向顯著影響網站購物意向。
The main purpose of this study was to examine the relationships among website service quality, website trust, and website purchase intention. Therefore, this study selected research subjects from national universities students in Tainan. 400 portions of questionnaires were delivered(264 valid portions recycled, with a recycle rate of 71.75%). Meanwhile, our research method adopted the descriptive statistics analysis, factor analysis, reliability analysis, validity analysis and regression analysis to test our hypotheses. The main conclusions gained from empirical research were: The results of this study were following: 1.Website service quality had significantly positive influence on website purchase intention. 2.The moderating effect of website trust will strengthen the relationship between assurance and website purchase intention. 3.The moderating effect of website trust will strengthen the relationship between empathy and website purchase intention. 4.The moderating effect of website trust will strengthen the relationship between responsiveness and website purchase intention.