消費者網站購物行為之研究－以認知、情感、行為觀點

The Study of Consumers Online Shopping Behavior-From the Perspectives of the Cognition, Affect, and Behavior

王明展(Ming-Jaan Wang) ； 林韋儒(Wei-Ju Lin) ； 張淑真(Shu-Chen Chang)

《顧客滿意學刊》 10卷2期 (2014/09) Pp. 167-199

摘要

本研究主要探討消費者進行網路購物時，對購物網站的認知會產生何種感情支配，進而影響消費者的購買。樣本來源為臺灣地區使用過Yahoo!奇摩購物中心的消費者，以結構模式分析變數與變數之間的因果關係，進而得到合理的解釋。經實證與分析結果發現：（1）信任對於情緒模組中的控制會顯著正向影響；（2）消費者進行網路購物時，控制會顯著正向影響活力喚起、顯著負向影響緊張喚起；（3）活力喚起會顯著正向影響愉悅、緊張喚起會顯著負向影響愉悅；（4）愉悅會對購買產生顯著正向影響。由本研究各項數據結果可知，若消費者對於購物網站具有高度信任感，會影響其對購物網站的關注，透過情緒與情感的反應，提昇活力喚起，產生愉悅感，進而對購買產生正向影響。

關鍵字

認知信任 ； 情感信任 ； 認知－情感－行為模型 ； PAD情緒模組

並列摘要

In this research, the main point is to investigate what kind of emotion will influence customers' purchasing behaviors when they shop on Internet. All samples in this research are from customers who have shopping experiences from Yahoo Shopping Center. This study adopted Structural Equation Modeling to analyze the relationships among variables. According to the statistical analysis, there are four results. First, trust has significant and positive effect on control in the emotional model. Secondly, control significantly and positively affects energetic arousal but significantly and negatively affects the tense arousal. Thirdly, the energetic arousal significantly and positively affects pleasure while tense arousal significantly and negatively affects pleasure. Lastly, pleasure has significant and positive effect on purchase.

並列關鍵字

Cognitive Trust ； Affective Trust ； C-A-B Model ； PAD Theory

參考文獻

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