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題名：信任機制對網路交易意圖影響之研究
作者：鍾育明 引用關係
作者(外文)：Chung, Yu-Ming
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：黃營杉
學位類別：博士
出版日期：2004
主題關鍵詞：信任機制；交易意圖；信任傾向；聲譽；互動性；善意；勝任能力；trust mechanism；transaction intention；trust tendency；reputation；interactive；benevolence；competency
原始連結：連回原系統網址new window
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交換關係之過程與結果的可預測性，不僅是消費者在從事網路交易時所關心的議題，也是管理領域和行銷學者，在探討消費者購買行為時關注的焦點。而信任機制對於交換關係之過程與結果的影響，一直以來都扮演了重要的角色。但是卻很少有學者深入探討信任機制的要素與之間的關係，及對於交易意圖之影響。因此，本研究透過以信任概念為核心，進行信任機制的建構與整合，並探討信任機制各要素，對於消費者在網路交易意圖之影響。
從文獻的回顧、推論與實務經驗中，在網路交易關係中的信任機制，可以界定為消費者依據其信任傾向、對網路交易情境的經驗與熟悉性、網站的聲譽與互動機制的提供，推論被網站的動機、執行能力和消費者期望結果間的關係，藉以判斷是否值得信任，並以此決定消費者依賴網站的行為與行為結果之意願大小，並影響消費者對此網站產生交易的意圖。
本研究利用電子郵件的方式傳送問卷，經過試訪並修正問卷內容後，共回收有效問卷796份，佔總回收問卷之80.89%。研究結果顯示，網路交易是具有高風險的特性，以及消費者早期的經驗會對於信任機制中各構念產生顯著影響。
在將消費者早期或先前的經驗當做控制變數後，以線性結構模式進行完整樣本模式，及分組樣本資料的分析與研究假說的驗證。模式分析的結果顯示，網路交易的發生過程中，無論先前或早期的經驗為何，信任傾向對於網站是否值得信任會有顯著的影響。消費者對於網站的信任意圖，也會對於消費者未來和此一特定網站的交易意圖方面，有正向顯著的影響關係，證明了網路交易中信任的確扮演了重要且關鍵的角色。
在互動性的影響方面，消費者對於特定網站的熟悉程度和交易經驗，會對於網站是否值得信任產生正向且顯著的影響。但是在聲譽的影響方面，各個分組模式的分析結果，則不儘相同。當消費者熟悉／有交易經驗及不熟悉／無經驗時，網站聲譽和網站是否具有善意或勝任能力方面，呈現正向的關係。反而當消費者有部份經驗時，卻未呈現顯著的關係。
在競爭模式中，研究結果顯示，本研究之模式應加入信任傾向對於信任意圖之影響關係。同時在此模式中亦顯示值得信任的中介效果，僅發生在消費者對於網站的勝任能力上。對於網站的善意和信任意圖的關係，消費者個人對於人性的信念即可取代網站表達善意的效果。此外，對於傳統信任研究中，有關於被信任者的特徵對於信任意圖影響的論點，經過結構模式分析後，並未顯示出有直接的影響效果，而是必須透過勝任能力此一因素，才得以產生影響效果。
The predictability of the process and results involved in an exchange relationship is not only of concern to consumers practicing network transactions, but also a focal point for management and marketing scholars studying purchase behavior of consumers. Trust mechanism, furthermore, have always played a key role in influencing the process and results of exchange relationships. To date, however, few scholars have explored the elements and their interrelationships of trust mechanism, and their impact on transaction intention. Hence, this study uses trust as a central concept, to construct the trust mechanism for an integrated research on the influences of consumers’ transaction intention.
Through the literature review, deduction, and practice experiences, the trust mechanism in network’s transaction relationship could be defined as consumers who depend on their trust intention, experiences and familiarity of network’s transaction situations, reputation and interactive mechanism of the Web site. To infer the relationship among motive, ability of the Web site, and the outcomes of consumers, then they are used to judge whether the trustworthiness of Web site or not. Consumers will decide their willingness of dependence on Web site’s behaviors and outcomes, and influence their transaction intention on the Web site”.
After delivering the questionnaires from E-mail, preliminary testing and modifying the content of questionnaire, we received 796 valid questionnaires and 80.89% in total samples. Our findings reveal that the risk is higher in network transaction, and the early experiences of consumers will salient influence the constructs of trust mechanism.
While the early experiences have been view as a controlled variable, linear structure model is used to test the full samples and subgroup models’ hypothesizes. The results of model analysis reveal that trust intention will produce a positive effect on the trustworthiness(benevolence and competency) of Web site, whatever the early experiences of consumers. Furthermore, transaction intention on Web site is positive influenced by consumers’ trust intention. These results have proved that trust play a key role in network transaction.
In the competitive model, our findings indicate that trust tendency will directly influence the trust intention. Mediating effect of trustworthiness for consumers’ expectation is found only in the competency of Web site. Our findings didn’t display the relationship between Web site’s benevolence and trust intention, and the benevolence could be replaced by human’s belief of individual. From the traditional view, trust intention can be influence by the trustee’s characteristics. But the study didn’t reveal the same results, and these characteristics have through competency factor to generate influence effects.
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