English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51803904      Online Users : 527
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/94662


    Title: 消費者對網路商店信任、態度及網路購物意願之研究
    Authors: 陳建興
    Contributors: 陳建維
    陳建興
    Keywords: 網路購物
    網路購物者特性
    網路商店屬性
    態度
    意願
    Date: 2008
    Issue Date: 2016-05-09 11:26:26 (UTC+8)
    Abstract:   網路市場的經濟產值中潛藏巨大商機,且因網路購物市場的進入障礙不高,於是吸引了大批老手新兵加入此一競爭領域。對於網路業者而言,必須了解網路市場中消費者的特性以及其所在意的網路商店屬性。消費者進行網路交易時,因缺乏實體的商品及店鋪,便容易對網路商店信任及負面的態度。因此,要如何藉由主觀的消費者的特性以及客觀的網路商店屬性,以降低消費者主觀的不信任感及負面的態度,進而增進消費者對網路購物之意願,尤其是業者所重視的議題。
      本研究基於上述理由,旨在探討根據不同的網路購物者特性與網路商店屬性下,是否新增消費者的網路購物意願?並實證信任、態度與網路購物者特性、商店屬性、購物意願之間的關係,以彌補過去研究之不足。
      由實證結果可以發現,整體模型具有相當的適配度,其研究結果如下:
    ㄧ、對網路商店信任具有顯著的正向影響的有:網路商店屬性(如:網站商譽、網站安全機制、服務品質、產品資訊)與網路購物者特性(從眾行為、追求流行)  
    二、對網路商店之態度具有顯著的正向影響的有:網路購物者特性(如從眾行為、追求流行、線上購物認知價值),網路商店屬性(網站商譽、網站安全機制、服務品質、產品資訊)與其對網路商店之信任;反向影響關係的有:網路購物者特性(如:線上購物認知風險、逛街購物態度)。
    三、對網路購物之意願具有顯著的正向影響的有:網路購物者特性(如:從眾行為、追求流行、線上購物認知價值),網路商店屬性(如:網站商譽、服務品質、產品資訊)與其對網路商店之態度。
      由上述結果可得知,網路商店業者應強化本身網站屬性,以及了解消費者內心的想法,以提升消費者對其的信任感與正面態度,這才是影響消費者網路購物意願的關鍵因素。
    Reference: ㄧ、中文部分
    王志平(2000),「電子商務討論」。出版公司:知城數位。

    李尚修(2001),「信賴、交易成本、服務品質對網路顧客忠誠度影響之探討-以購物網站為例」,私立中國文化大學資訊管理研究所碩士論文。

    李振妮(1999),「網路消費者購買決策行為之研究」,國立中山大學企業管理學系,碩士論文。 

    吳靜宜(1999),「影響使用者信任網站的因素之探討-以入口網站為例」,私立東吳大學資訊科學系,碩士論文。

    二、英文部分
    Abelson, G. W. (2001), “Personality: A Psychological Interpretation” In Schultz, D., and Schultz, S. E., Theory Personality, Books/Cole Publishing Co.,73-87

    Aladwani, A. M. & Palvia, P. C. (2002), “Developing and validating an instrument for measuring user-perceived web quality.” Information & Management, 39(6), 467-476.

    Anderson, E. W., Fornell, C. & Lehmann, D. R. (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”. Journal of Marketing, 58(3), 53-66

    Angehrn, A. (1997), ”Designing mature Internet business strategies: the ICDT model.” European Management Journal, 15(4), 361-369.

    Allen, L. E. (1996), “Electronic commerce”. Mortgage Banking, 56 (10), 101-102.

    Atkinson, M. & Kydd, C. (1997), “Individual characteristics associated with World-Wide-Web use: an empirical study of playfulness and motivation,” The DATA BASE for Advances in Information Systems, (28:2), 53-62.

    Benjamin, R. & Wigand, R. (1995) Electronic markets and virtual value chains on the information super-highway[J]. Sloan Management Review, 62-72

    Berry & Parasuraman (1996), “The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship.” Journal of Consumer Research, 16(3), 269-279.

    Bettman, J. R. (1987), “An Information Processing Theory of Consumer Choice”, 5th ed, M A: Addison-Wesley.

    Bhatti, N., Bouch, A. & Kuchinsky, A. (2000), “Integrating user-perceived quality into web server design”, Computer Network, Vol.33, No.1-6, 43-54



    Bigley, G. A. & Pearce, J.L. (1995), “Straining for Shared Meaning in Organization Science: Problems of Trust and Distrust,” Academy of Management Journal, vol.23, iss.3, pp.405-421.

    Bitner, M.J. (1990). “Evaluation Service Encounters: The Effects of Physical Surroundings and Employee Responses”. Journal of Marketing, 54(Apr.), 69-82.

    Black, R. D., Miniard P. W. & Engel, J. F. (2001), “Consumer Behavior,” Harcount, Inc., 9th ed,98-106

    Boulding, W., Kalra A. & Staelin R. (1993),”A dynamic process model of service quality[J].” Journal of Marketing Research, 7-27

    Burke R.R. (1997), “Do You See What I See ? The Future of Virtual
    Shopping,” ournal of the Academy of Marketing Science.Vol.5, 352-360.

    Gillenson, C. L. M. & Sherrell, D. (2002), “Enticing online consumers: an extended technology acceptance perspective”, Information & Management, Vol. 39, No. 8,705-719

    Cheung, M. K., Chan, W. W., & Limayem, M. (2005), “A Critical Review of Online Consumer Behavior: Empirical Research,” Journal of Electronic Commerce in Organizations, 34-41

    Chin, W. W., Gopal, A. & Salisbury, W. D. (1995), “Advancing the Theory of Adaptive Structuration Theory:The Development of a Scale to Measure
    Faithfulness of Appropriation,” Information System Research, Vol. 8, No. 4, 342-367

    Chung, H. P. & Young, G. K. (2003), “Identifying key factors affecting consumer purchase behavior in an online shopping context”, International Journal of Retail and Distribution Management, 31,89-94

    Comas, S. M. (1982), “The Major Dimensions Of Perceived Risk”, In Donald,
    F.C.(Eds), Risk Taking And Information Handling In Consumer Behavior, Boston : Harvard University Press, 82-108

    Cooper, D. R. & Schindler, P. S. (2003), “Business Research Methods”. 8th ed., New York: McGraw Hill,107-121

    Cox, D. F. (1967), “Risk Handling In Consumer Behavior: An Interactive Study OfTwo Cases”, In Donald, F.C. (Eds), Risk Taking And Information Handling In
    Consumer Behavior, Boston: Harvard University Press, 34-81

    Cronin, J. J. & Taylor, S.A. (1992), “Measuring Service Quality: A Reexamination and Extension”. Journal of Marketing, 56(Jul.), 55-68

    Crosby, L. A., Evans, K. R. & Cowels, D. (1990), “Relationship Quality in Service Selling: An Influence Perspective”. Journal of Marketing, 54(3), 236-2

    Darian, J. C. (1987), “In-Home Shopping:Are There Consumer Segments?”, Journal of Retailing, Vol. 63, No. 2, 163-186

    Dayal, S., Landesberg, H. & Zeisser, M. (1999),“How to build trust online” Marketing & Technology, 8(3), 64-70.

    Dellaert, B. & Kahn, B. (1999), “How tolerable is delay?: Consumers’ evaluations of Internet Web sites after wsaiting”. Journal of Interactive Marketing, 13(1), 45-54.

    Doney, P. M. & Cannon, J. P. (1997), “An examination of the nature of trust in buyer-seller relationships”. Journal of Marketing, 61(April), 35-51

    Donthu, N. & Garcia, A. (1999),” The internet shopper. “ Journal of Advertising Research, May-June, 52-66.

    Donthu & Gilliland, D. (1996), “The Infomercial Shopper”, Journal of Advertising Research, 36(2), 69-76. 29.

    Doney, P. M. & Cannon, J. P. (1997), “An examination of the nature of trust in buyer-seller relationships.” Journal of Marketing, 61(April), 35-51.

    Doolin, B. S., Dillon, F. T. & Corner, J. L. ( 2005) Perceived risk, the internet shopping experience and online purchasing behavior: A New Zealand perspective, Journal of Global Information Management, 13 (2), 66-88
    Dowling, G. R. & Staelin, R. (1994), "A model of perceived risk and intended risk handling activity", Journal of Consumer Research, Vol. 21, 119-34

    Egan (2002), ”Relationship Marketing”,116-177.

    Eighmey & McCord (1998) “Adding value in the information age: Uses and gratifications of sites on the World Wide Web”, Journal of Business Research, Vol. 41, Iss. 3; 187-195

    Engel, Kollat & Blackwell (1980), “Consumer Behavior 3rd ed., Prentice Hall Inc., 28-33.

    Forsythe, S. M. & Shi-Bo, (2003), “Consumer patronage and risk perceptions in internet shopping”, Journal of Business Research, Vol.56,867-875

    Fukuyama, F.(1995), “Trust: The Social Virtues and the Creation of Prosperity.” New York, N.Y.: Free Press, 98-110.

    Garbarino, E. & Johnson, M. (1999), “The different roles of satisfaction, trust, and commitment in customer relationships.” Journal of Marketing, 63(2), 70-87.

    Gefen, D. (2000), “E-commerce: the role of familiarity and trust”. Omega, 28(6), 725-37.

    Grabner-Kraeuter, S. (2002), “The Role of Consumer’s Trust in Online-Shopping.” Journal of Business Ethics, Vol. 39, No.1-2, 43-50.

    Grazioli, S. & Jarvenpaa, S. L. (2000). “Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers”. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 395-410.

    Hans & Tibert (2002), “A new model for measuring advertising effectiveness,” Journal of Advertising Research, 42(2), 23-31.

    Hawkins, R. J. B. & Kenneth, A. C. (1992),” Consumer Behavior: Implication For Marketing Strategy” 6th ed Irwinm Inc., 28-31.
    Hoffman, D. L. & Novak, T. P. C. (1996), ”Commercial scenarios for the Web:Opportunities and challenges”,78-93.

    Hoque, A. Y. & Lohse, G. L. (1999), “An information search cost perspective for designing interfaces for electronic commerce”. Journal of Marketing Research, 36(3), 59-88.

    Hosmer, L. (1995), “Trust: The connecting link between organizational theory and philosophical ethics”. Academy of Management Review, 20(2), 379-403

    Huizingh, E. (2000), “The content and design of web sites: an empirical study”. Information and Management, 37(3), 123-134.

    Jarvenpaa, S. & Todd P. A. (1997), “Consumer Reactions to Electronic Shopping on World Wide Web”, Int. J. Electron. Commerce 1, NO. 2,.

    Jacoby, J. & Kaplan, L. B. (1972), “The components of perceived risk,” Proceedings of 3rd Annual Conference, Association for Consumer Research, 382-393

    Eighmey, J. & McCord, L. (1995), “Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web,”Journal of Business Research. 78-89

    Peter, J. P. & Lawrence, T. X. (1975),” A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes.” 38-52

    Keen, P. G. W. (1997), “Future of the Internet Relies on Trust,” Computerworld, February 17, 70.

    Korgaonkar, P. K. & Wolin, L. D. (1999), “A Multivariate Analysis of Web Usage,” Journal of Advertising Research, March/April, 53-68.

    Kotler (2000), “Marketing in the Twenty-First Century 21” Marketing Management, 11-20. 51.

    Kreth, H. C. (1962), "Processes of Opinion Change," Public Opinion Quarterly, Vol.25, No. 1, 57-7
    Koufaris, M. & Hampton-Sosa, W. (2004), “The development of initial trust in an online company by new customers.” Information and Management, 41, 377-397

    Kwak, B. S. & Hopkinson. (2002),” A new kind of knowledge transfer ? A report into the feasibility of embedding Learning Technologies within the SME market for vocational training.” Cascade report no. 1, London, University of North.

    Lazer, T. & Kanareff, V. (1963), “Information Cost, Amount Of Payoff And Level OfAspiration As Determinants Of Information Seeking In Decision Making”, Journal ofConsumer Research, Vol. 9, Iss. 2, 53-73

    Lee & Turban (2001),”A trust model for consumer Internet shopping,” International Journal of Electronic Commerce, Volume 6(1), 75-91

    Loughlin, P. (1999), “Viewpoint: e-commerce strengthens suppliers’ position”. International Journal of Retail & Distribution Management, .27(2), 69-72

    Lutz, R. J., Scott B. M., & George E. B. (1983), "Attitude Toward the Ad as a Mediator of Advertising Effectiveness”, 83-99

    Lynch, J. G. & Ariely, D. (2000), “Wine Online: Search Costs Affect Competition on Price, Quality and Distribution”. Marketing Science, 19(1), 83-103.

    Marton, F. & Alba, G. (1997), "Conceptions of learning." International Journal of Educational Research 19(3): 277-300

    Mathieson, V. (1991), “Developing and Validating Trust Measures for E-Commerce: An Integrative Typology”. Information Systems Research, 13(3), 334-359.

    McCole, P. (2002), “The role of trust for electronic commerce in services”. International Journal of Contemporary Hospitality Mangement, 14(2), 81-87.

    Mervis, C. B & Rosh, E. (1981), ”Categorization of Natural Objects, ”Annual Review of Psychology,89-115.


    Moorman, C., Deshpande, R., & Zaltman, G. (1993), “Factors affecting trust in market research relationships”. Journal of Marketing, 57(January), 81-101.

    Moorman, C., Deshpande, R., & Zaltman, G. (1993), “Factors affecting trust in market research relationships”. Journal of Marketing, 57(January), 81-101

    Morgan, R. M. & Hunt, S. D. (1994), “The commitments trust theory of relationship marketing”. Journal of Marketing, 58, 20-38

    Nielsen, J. (1996), “User Interface Directions for the Web”. Communications of the ACM, 42(1), 65-75.

    Novak, T., Hoffman, D. & Yung, Y. (2000), “Measuring the customer experience in online environments: a structural modeling approack”. Marketing Science, 10(1), 22-42.

    Palmer, J. W. & Griffith, D. A. (1998), "An emerging model of web site design for marketing," Communications Of the ACM, Vol. 41, No. 3, 87-102

    Park, C. W. & Mittal, B. (1986), "Theory of Involvement in Consumer Beghavior:Problems and Issues" In:J. N. Sheth (ed.), Research in Consumer Behavior, Vol.1.Greenwich, CT:JAI Press.201-232

    Butler, P. & Peppard, J. (1998), “Consumer Purchasing on the Internet: Processes and Prospects,”European management Journal, London, 600-610

    Peterson, R. A., Balasubramanian, S. & Bronnenberg, B. J. (1997), “Exploring the Implications of the Internet for Consumer Marketing”. Journal of the Academy of Marketing Science, 25(Fall), 329-346.

    Petty R. E., & Cacioppo, J.T. (1984), "Effects of Involvement on Responses to Argument Quantity and Quality:Central and Peripheral Routes of Persusion", Journal of Personality and Social Psychology,Vol.46,69-81

    Petty, R. E. & Cacioppo, J. T (1986), “Communication and Persuasion: Central and Peripheral Routes to Attitude Change”, New York: Springer.56-78


    Plummer, J. P., & Tarpey L.X. (1974), “A Comparative Analysis Of Three Consumer Decision Strategies”, Journal of Consumer Research. 29-37

    Reynolds, F. D., Darden, W. R. & Martin, W. S. (1974). “Deceloping an imagine of the store-loyal customer.” Journal of Retailing, 50, 73-84

    Roussean, D. M., Sitkin, S. B., Burt, R. S. & Camerer, C. (1998), “Not so different after all: A cross-discipline view of trust”. Academy of Management Review, 23(3), 393-404.

    Schiffman, L. G. & Kanuk, L. L. (1994),”Consumer Behavior, “ Prentice-Hall, Englewood Cliffs, NJ. 47-54

    Singh, J. & Sirdeshmukh, D. (2000), “Agency and trust mechanisms in consumer satisfaction and loyalty judgments”. Journal of the Academy of Marketing Science, 28(1), 150-167.

    Shim, S. & Drake, M. (1990), "Consumer intention to utilize electronic shopping", Journal of Direct Marketing, Vol. 4 No.3, 22-33.

    Shneiderman, B. (2005), “Designing trust into online experiences,” Communications of the ACM, vol. 43, iss. 12, 57-59,

    Smith, R. E. & Swinyard, W. R. (1978), “Involvement and the hierarchy of effects: an integrated framework,” in Hafer, G. (Eds.), A Look Back, A Look Ahead, Chicago: American Marketing Association, 86-98.

    Spence, H. E., Engel, J. F. & Blackwell, R. D. (1970), “Perceived Risk In Mail-Order And Retail Store Buying”, Journal of Marketing Research,. 364-369

    Sweeney, J. C. & Soutar, G. N., Johnson, L.W. (1999), “Retail service quality and perceived value: A comparison of two models,” Journal of Retailing and Consumer Services, 4(1), 39-48.

    Stone, N. R. & Gronhaug, K. (1993), “Perceived risk:further considerations for the marketing discipline”, European Journal of Marketing, Vol. 27, No.3,.39-50


    Schmitt & Simonson (1997),"Conscious Parallelism and Advertising Themes-The Case for Comparative Advertising "Antitrust Law and Economics Review, Vol.7, 11-20,

    Szymanski, D. M., & Hise, R. T. (2000),” e-Satisfaction: An Initial Examination.” Journal of Retailing, Vol.76, No. 3, 309-322

    Tan, S. (1999), “Strategies For Reducing Consumers’ Risk Aversion In
    Internet Shopping”, Journal of Consumer Marketing, Vol. 16, Iss. 2,163-180

    Tan, Y. H. & Thoen, W. (2002), “An outline of a trust model for electronic commerce.” 67-75

    Urban, G. L., Sultan, F. & Qualls, W.J. (2000), “Placing trust at the center of your internet strategy”. Sloan Management Review, 39-48.

    Wang & Emurian (2005), “Reputation and Corporate Strategy: A Review of Recent Theory and Applications”. Strategic Management Journal, 9(5), 443-454.

    Weigelt, K. & Camerer, C. (1988), “Reputation and Corporate Strategy: A Review of Recent Theory and Applications”. Strategic Management Journal, 9(5), 443-454.

    Wolfinbarger, M. & Gilly, M.C. (2001), “shopping online for freedom, control, and fun”. California Management Review, 43(2), 34-55.

    Venkatesh, Y. & Yale, F. (1985), “Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study.” Journal of Marketing, vol.69, 133-152

    Yianakos, C. (2002),”Nameless in cyberspace: protecting online privacy”. Journal of Banking and Financial services, 116(6), 48-9.

    Yang, Z. & Jun, M. (2002), “Consumer perception of e-service quality: From Internet purchaser and non-purchaser perspectives”. Journal of Business Strategies, 19(1), 19-41.


    邱毓萍(2001),「資訊豐富度對網路購物意願之研究」,國立交通大學傳播研究所,碩士論文。

    林清河(2000),「透過供應鏈上需求變異的降低抑制長鞭效應之研究」,國立成功大工業管理研究所,碩士論文。

    曾柔鷹(2006),現代行銷學,第七版。普林斯頓出版社,

    張劭勳、曾淑鋒(2000),「網路郵購與傳統郵購之實證研究」,第三屆國際資訊管理研究暨實務研討會論文集,250-256頁。

    許家恩(2000),「 購物行為因素與網際網路購物接受度之關係研究─以行動電話為例」,私立淡江大學國貿研究所,碩士論文。

    黃錦祥(1999),「消費者選擇網路購物的經濟分析」,國立中山大學資訊管理研究所,博士論文。

    萬桓均(2003),「線上學習產業營運模式與財務規劃模式研究∼以中山網路大學為例」,國立中山大學財務管理學系研究所,碩士論文。


    湯嘉恆(1999),「消費者之網路購物資訊環境態度、購買涉入、網路使用行為對網路購物意願之影響探討-以國立大學學生為例」,國立交通大學經營管理研究所,碩士論文。

    趙巧倚(2005),「網路商店經營的前置變項對顧客滿意度之影響:以網路信任為中介變項」,私立淡江大學國際企業研究所,碩士論文。

    欒斌、羅凱揚(2001),「電子商務」,修訂版,滄海書局。
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    95351040
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095351040
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2275View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback