電子商務網站神明圖像對消費者信任之影響

The Influence of Buddhistic Image on Consumer Trust in EC Website

楊宏傑(Hung-Jie Yang)

指導教授 ： 戴榮賦

國立暨南國際大學/管理學院/資訊管理學系/碩士(2011年)

https://doi.org/10.6837/NCNU.2011.00011

摘要

近年來隨著宗教寺廟與宗教人口的增加，宗教色彩網站的數量也隨之而起，而這些宗教色彩網站還會提供線上祭祀、線上求籤、線上點光明燈、線上販賣產品等商業服務。然而，學術上關於宗教色彩網站對消費者信任的影響卻是少有研究，因此本研究目的在於探討，將神明圖像放入電子商務網站之中，透過神明圖像所產生的圖像吸引力與遠端臨場感對消費者信任的影響，最後再衡量信任對購買意圖的影響。本研究透過結構方程模式衡量各變數之間的因果關係，其結果為圖像吸引力對信任、神明圖像對遠端臨場感、遠端臨場感對信任、信任對購買意圖皆有正向且顯著的關係，但是神明圖像對圖像吸引力的影響效果卻不顯著。根據這樣的結果，本研究在此建議，宗教色彩網站應該重視透過神明圖像造成顧客情感上的吸引力，以及營造出真實廟宇的氣氛，讓顧客感覺好像踏入廟宇之中且被神明所圍繞，進而對宗教色彩網站產生信任。

關鍵字

信任 ； 神明圖像 ； 圖像吸引力 ； 遠端臨場感 ； 購買意圖

並列摘要

With increasing number of temples and believers nowadays, religious websites which offer some service and products have been increasing as well. However, research in consumer trust field especially impacted by religious websites is rather scarce. Hence, this study measures how consumer trust impacts consumer purchase intention through the influence of image appeal and telepresence by embedding Buddhistic images to website. The study utilizes structural equation model to measure the causality of variables. The results of study indicates that image appeal & trust, Buddhistic images & telepresence, telepresence & trust, and trust & purchase intention all shows significantly positive, but Buddhistic & image appeal shows less significant. According to the result, this study suggests that Buddhistic image should be used in religious websites in order to induce consumers’ emotional appeal. Besides, religious websites should be full of atmosphere of real temples so that consumers would feel like in real temples and be embraced by Buddha. Finally, consumers will then trust the religious websites.

並列關鍵字

trust ； purchase intention ； image appeal ； telepresence ； Buddhistic image

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