- 學位論文
網路購物結合信任之TAM 模式對購買 意願之影響
A Study of the Relationship between Trust and Consumer Purchase Intention Based on the Technology Acceptance Model
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，然而目前國內電子商 務最缺乏的就是網站安全性以及取得消費者心理層面的信任感。在許多文獻中均指出 「信任」為電子商務邁向成功的關鍵，同時亦是讓消費者從網站瀏覽者變成實際購買者 的重要因素。 因此，本研究旨在探討影響網路購物信任的因素，找出消費者信任網路商店的來源 與建立信任後所引發的結果，並加入科技接受模型(TAM)的觀點，探討其與信任、消費 者購買意願的關係，其研究重點包括：(1)找出及建構消費者對網路購物信任的因素；(2) 暸解消費者是否透過信任影響其購買意願；(3)網路購物的易用性與有用性是否會影響消 費者購買意願。 本研究採用問卷調查法，資料收集方式以網頁問卷調查與書面問卷調查並行，主要 選取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，藉由曾 於網路購物的消費者所填答之問卷結果，推論網路購物網站服務品質、互動、網站安全 性、訂單履行能力等外部變數與結合信任之科技接受模式延伸探討消費者購買意願的概 念性模式。 本論文分析結果顯示，除網站「認知易用性」不會顯著影響信任外，其餘假設均得 到驗證，亦即網站服務品質、互動、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則為直接影響。最後，本研究依據研究結 果來提出結論與建議，以供未來研究者及經營網路購物業者之參考。
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. Therefore, to establish “trust” relations between customers and website can reduce their perceived risk. Additionally, past studies point out that “trust” is a key success factor for excellent E-commerce. This key factor also causes consumers purchase instated surf the Internet. Thus, this study explored the influenced variable of customer trust. The effects of the customer trust upon online purchase behavior are also investigated. This study is primarily to discuss the relationship of customer trust and their online purchase intention based on the Technology Acceptance Model (TAM). Based on the present literature, this study proposes a model exploring the impact of trust on customer online purchase intention. There are three objectives addressed in this study, those are: (1) To discuses the factors of customer trust with online purchase intention. (2) To explore whether “customer trust” influencing online purchase behaviors. (3) To discover whether “perceived usefulness” and “perceived ease of use” influenced customer online purchase behavior. A survey questionnaire was designed in this study. The participants who had experience of Internet shopping or web auction surfing were selected. There are 435 participants completed the questionnaire and usable surveys were returned. The conceptually integrated model incorporating the service quality, interaction, online security, order fulfillment ability and TAM model was then empirically tested base on the survey. The results show that “service quality”, “interaction”, “online security”, “orders fulfillment ability” significantly influencing “customer trust”, which involving the intention to purchase on the Internet except for “perceived ease of use”. Moreover, “perceived usefulness” and “perceived ease of use” directly influence “the intention to purchase on the Internet”. Finally, this research provides some suggestion and recommend for the further studies of this important subject are needed.