網路購物中消費者信任與承諾對再購意圖影響之研究

The impact of consumer trust and commitment on repurchase intention of online shopping.

洪詩婷(Shih-Ting Hung)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

近年來，隨著網際網路的普及使用，網路購物也跟著蓬勃發展，消費者可以很容易的在不同的網站間做轉換，網站間的競爭也越趨激烈。因此，網站想要經營成功的關鍵在於讓消費者繼續留在網站並且持續的重複購買。本研究目的為探討網站可以成功提昇消費者再購意圖並與消費者維持長期關係的因素。
網路購物與傳統購物間最大的差別為不能一手交錢一手交貨。當網站具有履約能力，也就是網站能在所允諾的時間內遞送正確的產品給消費者，消費者便會正向的評價網站的交易能力，且可能提升對網站的信心以及再購意願。而根據過去學者之研究，信任是網站與消費者成功建立長期關係的關鍵因素。本研究欲探討履約能力是否會影響消費者信任，而信任是否會影響再購意圖。因此本研究引用Mukherjee and Nath (2003) 針對信任承諾理論中KMV模型所修改之架構，以信任為主要中介，試圖驗證履約能力與信任間之關係，並找出影響網站與消費者維持長久交易關係之關鍵因素。本研究架構中以信任和關係承諾為主要中介變數，履約能力、共享價值觀、溝通、投機行為、隱私性以及安全性為信任之前因；共享價值觀、關係利益以及轉換成本為關係承諾之前因；信任與關係承諾之影響結果為再購意圖。
本研究針對國內知名BBS站之使用者發放網路問卷，共回收1720份有效問卷，並使用結構方程模式來驗證假說。研究結果發現：溝通、隱私性、安全性與履約能力會正向影響消費者之信任；共享價值、關係利益與轉換成本會正向影響消費著之關係承諾；且在網路購物中，消費者對網站之信任與承諾皆會顯著的提升再購意圖。

關鍵字

網路購物 ； 信任 ； 履約能力 ； 再購意圖

並列摘要

In recent years, with the popularization of Internet, consumers can easily switch between different websites, thus the competition between websites becomes more sharply. The key of websites to be succeed is that consumers’ continually repurchasing. Therefore, the study aims to provide websites with a suggestion witch can successfully increase consumer’s repurchase intention and maintain long-term relationships with consumers.
When online shopping, consumers can’t get the goods simultaneously when order. If websites have the ability of fulfillment, consumers will evaluate the websites’ transaction ability positively, which may increase consumers’ confidence with websites as well as repurchase intention. According to previous literatures, to build successful long-term relationships with consumers, trust is the key factor. Therefore, the study discusses whether fulfillment will influence consumer trust, and the influence of trust on repurchase intention. The study cites the KMV model adjusted from Mukherjee and Nath (2007) which use trust as the mediate variable, trying to verify the relationship between trust and fulfillment, and to find out the key factor to maintain long-term relationships. The research framework uses trust and relationship commitment as mediate variables, fulfillment, shared value, communication, opportunistic behavior, privacy and security are Antecedents of trust, shared value, switching costs and relationship benefits are are Antecedents of relationship commitment, the consequence variable is repurchase intention.
This study collected 1603 valid questionnaires online, and validated the hypotheses by structural equation modeling.. The result suggests that fulfillment, communication, opportunistic behavior, privacy and security have positive impact on trust, shared value, switching costs and relationship benefits have positive impact on relationship commitment, and both trust and relationship will increase repurchase intention.

並列關鍵字

online sopping ； trust ； fulfillment ； repurchase intention

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