網路購物是近來盛行的新興購物方式,不過其缺少人與人直接進行互動的購買流程,也讓欺騙、標錯價、侵犯消費者的隱私等事件接連的發生,以及現行法令的規範不足以及無法實體評鑑商品屬性與親身體驗商品帶來的感受,其中以戴爾電腦(DELL)2009年6月25日、7月5日兩度標錯價,以及2010年7月24日蘋果電腦也標錯價,一系列的線上銷售不倫理接連發生,卻無相關的法令來保護消費者的權益,因而使消費者對於線上購物時感到不信任,因此,本研究進而去對線上購物之銷售倫理進行深入探討。 本研究以知覺銷售倫理為主軸,將銷售倫理分為安全、隱私、誠實無欺、可靠,並探討銷售倫理對再購意願、電子口碑、商店信任、商店印象之影響,以及商店印象對商店信任之影響,電子口碑、商店信任對再購意願之影響,以277位有過線上購物經驗的消費者為驗證對象 路徑分析結果顯示,(1)線上商店銷售倫理顯著正向部分影響消費者的電子口碑 (2) 線上商店銷售倫理會顯著正向影響消費者的商店印象和商店信任(3)商店印象不顯著正向影響商店信任(4)電子口碑和商店信任顯著正向影響再購意願,最後,研究者依據實證研究結果提出建議,以供線上商店業者參考,並提出後續之研究建議。 關鍵詞:銷售倫理、電子口碑、商店信任、商店印象、再購意願
While e-commerce has witnessed extensive growth in recent years, so has consumers’ concerns regarding ethical issues surrounding online shopping. The vast majority of earlier research on this area is conceptual in nature, and limited in scope. But no relevant laws to protect of consumers, which allows consumers to feel no trust for online retailing. So, the real necessary to online retailing sales ethical, influence the nline retailing sales ethical on the deep discussion. This study’s principal model scale is consumers’ perceptions regarding the ethics of online retailers (CPEOR),The first, this Study uses four variables of CPEOR(security, privacy, non-deception, and fulfillment/reliability.) effect to electronic word of mouth, store trust, and store image. The second electronic word of mouth and store trust effect to repurchase Intension. Data from 277online consumers were sampled as subjects, The results of path analysis show that (1) Sales ethics has positive part impact related to Electronic word of Mouth (2) Sales Ethics has impact related to Store Image and Store Trust(3) Store Image not impact related to Store Trust (4) Electronic Word of Mouth and store image impact related to repurchase intension. Finally, this study provides suggestions and recommendation for online retailing service provider. Keywords: Sales ethics, Electronic Word of Mouth, Store Trust, Store Image
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