知覺銷售倫理、電子口碑、商店印象、商店信任對再購意願之影響－以線上購物商店為例

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知覺銷售倫理、電子口碑、商店印象、商店信任對再購意願之影響－以線上購物商店為例

Effects of Perceived Ethical Sales , Electronic Word-of-Mouth ,Store Image, Store Trust on Repurchase Intension - An Empirical Study of Online Retailing

陳勛暉 , Masters　　Advisor：施佳玫　　

繁體中文

銷售倫理；電子口碑；商店信任；商店印象；再購意願； Sales ethics ； Electronic Word of Mouth ； Store Trust ； Store Image

Abstract │ Reference (178) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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

Reference ( 178 ) 〈TOP〉

毛政仁(民99)，網路口碑與沉迷經驗對線上遊戲持續使用意圖之研究-以科技準備度為干擾變數，大同大學資訊經營學系，碩士論文。
連結：
方世榮、張苑惠(民95)，「網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素」，電子商務學報，第8第4期，頁499-532。
連結：
李小梅&黃世儒(民99)。部落格行銷中的信任形成因素。Journal of e-Business，第十二卷，第二期，頁201-220。
連結：
林心慧、蕭怡婷、廖逸民(民98)，建構消費者紙本型錄與電子型錄之通路選擇行爲預測模式。服務業行銷研討會，頁893-919。
連結：
林彣珊、許應哲、黃馨儀，(民98)，『消費者採用網路平台傳播購後相關訊息意圖之研究:顧客滿意度和品牌信任觀點。商管科技季刊，第10卷第2期，頁197~223。
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