Does Trust Really Matter? The View of Its Antecedent and Consequence

信任真的重要？其前因後果的觀點

閻瑞彥(Jui-Yen Yen) ； 陳秋美(Chiu-Mei Chen)

《北商學報》 15期 (2009/01) Pp. 23-39

https://doi.org/10.29871/JNTCB.200901.0002

摘要

信賴在社會經濟不確定和相互依賴時扮演著重要的角色，也是在線上購物時重要的因數，本研究探討信賴與其前因和後果變數間關係，並以臺北商業技術學院的學生和社會人士為對象。結果發現網路賣家的信譽會正向影響消費者信任、消費者信任則須透過態度間接影響購物意願；本研究的相關限制和應用亦被討論。

關鍵字

網路購物 ； 消費者信任 ； 前因後果

並列摘要

Trust is an important role in many social and economic interactions involving uncertainty and dependency. It also plays a critical factor of online shopping. This study research the relationship between the antecedents and consequences of consumer trust, the major research objects are college students of NTCB and public figures outside school. The results show that reputation of an Internet vendor is positively related to consumer trust. Yet intention to purchase of online store is indirectly affected through attitude by consumers' trust. Limitation and implications of the results are discussed.

並列關鍵字

Online shopping ； Consumer trust ； antecedent and consequence