網站服務品質對線上消費者購買意願之研究−以信任及知覺風險為中介變數

The Impact of Consumer ’s Online Purchasing on E-service Quality－Trust and Perceived Risk Mediator Variables

趙晨卉(Chen-Hei Chao,)

指導教授 ： 梁世安 ； 呂姿瑩

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

近年來，通訊科技不但改變了人類的生活，也漸漸地改變了消費習慣與行銷通路。隨著網際網路的使用性越來越普及化，電子商務迅速地蓬勃發展，也帶動了網路購物的潮流，使得企業主與消費者紛紛投入虛擬網路市場。另一方面，由於在網路上購物是沒有時間、地點的限制，可以讓消費者有多比較的空間，這也是使網路購物興起的原因。但是由於網路購物是透過開放、非面對面的方式來進行，因此增加了環境不確定性、複雜性以及資訊不對稱…等，使得在線上購物交易風險相對提高。因此，如何使消費者在網路購物時有信任感且降低知覺風險，是個值得探討的課題。此外，線上消費者對於在購物時十分重視其網站服務品質，因此將網站服務品質納入本研究探討的課題。整體而言，本研究使用spss統計軟體進行模型分析，主要對象為曾經具有網路購物經驗的消費者，透過文獻探討及問卷發放，再經由問卷分析後並發現網站服務品質及信任對於購買意願都有顯著的正向效果，且信任在網站服務品質與購買意願間具有部分中介效果，而本研究亦發現與以往文獻不同的結論，即網站服務品質對知覺風險及知覺風險對購買意願間並無顯著產生影響，希望結果對於網路商店經營者可做為重要之參考。

關鍵字

網站服務品質 ； 信任 ； 知覺風險 ； 購買意願

並列摘要

In recent years, communications technology not only changed the lives of human beings, but also gradually changing consumption habits and marketing channels. With the use of the Internet is increasingly popularity of e-commerce booming rapidly, but also led the trend of online shopping, making business owners and consumers have invested in virtual network market. On the other hand, because shopping is on the network do not have time and location constraints, allowing consumers to compare how much space, which is the reason for the rise of online shopping. However, due to online shopping is through open, non-face manner to carry out, so an increase of environmental uncertainty, complexity and information asymmetry ... etc., making the online shopping transaction risk is relatively increased. Therefore, how to make consumers have when shopping in a network of trust and lower perceived risk, is a subject worth exploring. In addition, when shopping online consumers attach great importance to the quality of its website services, web services will therefore be included in this study was to investigate the quality of the subject. Overall, the study used statistical software spss model analysis, the main target for ever with online shopping experience to consumers, through literature and questionnaires, and then through the questionnaire analysis and found that the site service quality and trust for the purchase intention are has a positive effect, and trust on the site between service quality and purchase intentions partially mediated, and the study also found that different conclusions from previous literature, that website service quality on perceived risk and perceived risk on purchase intention between no significant impact.

並列關鍵字

E-service quality ； Perceived risk ； Trust ； Purchasing intention

參考文獻

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