影響消費者至國外網路商店購物的因素

Factors that Affect Consumers' Intention to Shop on Foreign Online Stores

張雅筑(YA-CHU CHANG)

指導教授 ： 黃旭立

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

跨境電子商務已迅速擴大。然而，卻很少研究調查客戶如何決定使用跨境電子商務。本研究旨在探索影響消費者至國外網站購物的因素。提出一個從客戶感知信任和感知價值的角度所發展的研究模型。另外，本研究檢驗消費者的依附類型和供應商的訊號對感知信任的影響，以及利益和成本對感知價值的影響。我們以線上調查測試研究模型。研究結果顯示消費者的迴避及焦慮依附類型皆會負面影響海外線上購物的感知信任，但廠商不可改變的資訊如國家法律結構及正直程度，以及可改變的訊息如商譽名聲和網站制度則會對感知信任有正向影響。而有競爭力的價格及產品的獨特性都可以增加消費者的感知價值進而正面影響到國外網站購買的意圖，另一方面，我們也確認在國外網站購物的等待成本會對感知價值有負向影響，顯示消費者對於到國外購物網站消費所需較長的等待時間較無法忍受。本研究結果可以幫助研究人員和從業人員了解跨境電子商務的障礙，並且幫助他們制定策略來克服這些障礙。

關鍵字

消費者感知價值 ； 消費者感知信任 ； 依附類型 ； 跨國網站購物意圖 ； 跨境電商

並列摘要

Cross-border e-commerce has been rapidly expanding. However, little research has been done to investigate how customers decide to use cross-border e-commerce. This study aims to explore the factors that impact consumers’ intention to shop from foreign websites. A conceptual model is developed from the perspectives of customer perceived trust and value. The effects of customers’ attachment styles and suppliers’ signaling on perceived trust as well as the effects of benefits and costs on perceived value are examined. This study conducts an online survey to test the research model. The research result showed that customer perceived trust and value determine their intention to shop across national borders. The perceptions of legal structure and national integrity in a supplier's country, the supplier's reputation and policy, and the customer's attachment style influence the perceived trust. Price competitiveness, product uniqueness, and waiting cost determine the perceived value. The research findings can help researchers and practitioners understand the barriers to cross-border e-commerce and devise strategies to overcome these barriers.

並列關鍵字

customer perceived trust ； attachment style ； intention to shop on a foreign website ； Cross-border e-commerce ； customer perceived value

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