影響線上拍賣網站購買意願因素之研究

A Study of Influence Factors for Purchase Intention on the Online Auction Site

陳照森(Chau-Shen Chen) ； 白翊玄(Yi-Syuan Bai)

《中華科技大學學報》 54期 (2013/01) Pp. 103-120

摘要

近年來網路的使用率逐漸提升，使消費者嘗試網路購物，使得網路成為僅次於傳統實體通路外的銷售重要管道。了解影響線上拍賣消費者購買意願因素就相當重要。本研究提出一個模型來探討「網站信任」、「賣方信任」、「知覺價值」對於線上拍賣消費者購買意願之影響。透過實體問卷收集有線上拍賣經驗的樣本資料，使用Visual PLS進行分析，來驗證本研究模型與相關假設。本研究分析結果發現「認知風險」對於購買意願會產生負向顯著影響，「網站信任」對購買意願具有正向顯著的影響不成立之外，「賣方信任」、「知覺價值」對於購買意願皆為正向顯著影響。

關鍵字

購買意願 ； 隱私顧慮 ； 認知風險 ； 聲譽 ； 知覺價值

並列摘要

Utilization of the network gradually enhanced in recent years, enabling consumers to try online shopping, makes the online traditional is more and more important. For understanding the impact of online auction consumer purchase intention factors, this study proposes a model to explore the website trust, seller trust, perceived value to the purchase intention of online auction consumer. This research uses questionnaires to investigate consumers' usage attitude and purchase intention. The structural equation modeling (SEM) technique will be managed to confirm the proposed model. The results are expected to provide solid recommendations to related vendors. This study found that perceived risk negative affects purchase intention and the website trust affects the purchase intention insignificantly. Perceived value and seller trust have positive significant relationships on purchase intention of online auction site.

並列關鍵字

Purchase intention ； privacy concern ； perceived risk ； Reputation ； perceived value