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題名：線上購物經營者與消費者在網站信任方面認知落差之探討
書刊名：資訊社會研究
作者：邱顯貴／楊亨利 引用關係
作者(外文)：Chiu, Hsien-kuei／Yang, Heng-li
出版日期：2005
卷期：9
頁次：頁125-154
主題關鍵詞：網站信任；線上購物；落差分析；電子商務；Website trustworthiness；Online shopping；Gap analysis；E-commerce
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:4
  • 點閱點閱:48
為貼近消費者的想法，業者有必要檢視自己和消費者認知上是否有所差異。由於建立值得信任的購物網站是相當重要的。因此本研究透過問卷調查來衡量業者與消費者在網站信任認知上的落差，並分別從整體與類別指標比較看法之差異。此外並以多個案深入訪談方式，探索造成該認知落差的主要因素。 本研究結果顯示，整體而言，業者與消費者對其網站信任程度的認知上雖有正相關，但兩者之間有顯著的落差。一般消費者對網站信任的感知顯著低於業者自評。業者和一般消費者在網站正直方面的認知差距最大、相關程度也較低。而一般消費者覺得網站的能力的展現比關係和正直方面來得佳。一般消費者相當重視「業者尊重與維護顧客基本權利」，但業者與消費者卻有較大的落差。 經個案研究結果發現造成落差的主要因素包括：連線問題、對網站不重視、網頁改版時以半成品呈現、所屬公司內部問題(如經營不利而組織架構調整)、業者基於營運利益和成本考量、高階主管並不完全了解網站所呈現的各項細節、對網站名稱上的認知差距、知名度低、非該社群的成員。這些落差的分析，將可以作為業者修正問題、有效運用資源和經營策略調整之參考。
Through sample surveys and further case interviews, this study conducted a gap analysis of the website-trustworthiness perceptions between online-shopping managers and consumers. The results indicated that, averagely speaking, the website-trustworthiness perceptions between managers and consumers were significantly correlated; however, their differences are significant, and the latter were lower than the former. The case study found that their differences were caused by several factors, including the website's operational and cost considerations, both sides' different standpoints, etc. Finally, this paper gives some managerial implications.
期刊論文
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8.Mcfall, L.(1987)。Integrity。Ethics，98，5-20。  new window
9.Baier, Annette(1986)。Trust and Antitrust。Ethics，96(2)，231-260。  new window
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12.Deutsch, M.(1960)。The Effect of Motivational Orientation upon Trust and Suspicion。Human Relations，13，123-140。  new window
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14.邱顯貴、楊亨利(20030700)。線上購物網站值得消費者信任的因素之研究。資訊社會研究，5，139-174。new window  延伸查詢new window
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16.Sheehan, K. B.、Hoy, M. G.(2000)。Dimensions of Privacy Concern among Online Consumers。Journal of Public Policy & Marketing，19(1)，62-73。  new window
17.Cook, John、Wall, Toby(1980)。New work attitude measures of trust, organizational commitment and personal need non-fulfilment。Journal of Occupational Psychology，53(1)，39-52。  new window
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19.Butler, John K. Jr.(1991)。Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory。Journal of Management，17(3)，643-663。  new window
20.Bonoma, T. V.(1976)。Conflict, Cooperation, and Trust in Three Power Systems。Behavioral Science，21(6)，499-514。  new window
21.Kee, H. W.、Knox, R. E.(197009)。The Study of Trust and Suspicion。Journal of Conflict Resolution，14(3)，357-366。  new window
22.Johnson-George, Cynthia E.、Swap, Walter C.(1982)。Measurement of Specific Interpersonal Trust: Construction and Validation of a Scale to Assess Trust in a Specific Other。Journal of Personality and Social Psychology，43(6)，1306-1317。  new window
23.Zack, Michael H.(1999)。Developing a knowledge strategy。California Management Review，41(3)，125-145。  new window
24.Sitkin, Sim B.、Roth, Nancy L.(1993)。Explaining the Limited Effectiveness of Legalistic "Remedies" for Trust/Distrust。Organization Science，4(3)，367-392。  new window
25.Dayal, S.、Landesberg, H.、Zeisser, M.(1999)。How to Build Trust Online。Marketing Management，8(3)，64-69。  new window
26.Jones, Sara、Wilikens, Marc、Morris, Philip、Masera, Marcelo(2000)。Trust Requirements in E-business: A Conceptual Framework for Understanding the Needs and Concerns of Different Stakeholders。Communications of the ACM，43(12)，81-87。  new window
27.Jarvenpaa, S. L.、Tractinsky, N.、Saarinen, L.(1999)。Consumer trust in an internet store: A cross-cultural validation。Journal of Computer-Mediated Communication，5(2)，1-35。  new window
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29.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
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33.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
34.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
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37.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
38.Lee, Matthew Kwok On、Turban, Efraim(2001)。A Trust Model for Consumer Internet Shopping。International Journal of Electronic Commerce，6(1)，75-91。  new window
39.Bhattacherjee, Anol(2002)。Individual Trust in Online Firms: Scale Development and Initial Test。Journal of Management Information Systems，19(1)，211-241。  new window
40.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
41.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
42.Gefen, David(2002)。Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers。Database for Advances in Information Systems，33(3)，38-53。  new window
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48.Shaw, R. B.(1998)。Organizational Integrity。Executive Excellence，15(3)，13+。  new window
研究報告
1.Sultan, F.、Urban, G. L.、Shankar, V.、Bart, I.(2002)。Determinants and Consequences of Trust in e-Business。Cambridge, MA：Sloan School of Management, MIT。  new window
圖書
1.林建煌(2011)。行銷管理。臺北：華泰文化。  延伸查詢new window
2.Shaw, Paul(2001)。E-Business Privacy and Trust: Planning and Management Strategies。NY：John Wiley & Sons。  new window
3.Barber, Bernard(1983)。The Logic and Limits of Trust。New Brunswick, New Jersey：Rutgers University Press。  new window
4.Afuah, Allan、Tucci, Christopher L.(2002)。Internet Business Models and Strategies: Text and Cases。McGraw-Hill。  new window
5.Shaw, Robert Bruce(1997)。Trust in the Balance: Building Successful Organizations on Results, Integrity, and Concern。San Francisco, Calif.：Jossey-Bass。  new window
6.Earle, T. C.、Cvetkovice, G. T.(1995)。Social Trust: Toward a Cosmopolitan。CT。  new window
7.Eggar, F.(2002)。Consumer Trust in E-Commerce: From Psychology to Interaction Design。Trust in Electronic Commerce: The Role of Trust from a Legal, an Organizational and a Technical Point of View \\ Prins et al. (Eds.)。  new window
8.Gabarro, J. J.(1978)。The Development of Trust, Influence, and Expectations。Interpersonal Behavior: Communication and Understanding in Relationship \\ A. G. Athos ; J. J. Gabarro (Eds.)。Englewood Cliffs, NJ。  new window
9.McKnight, D. H.、Chervany, N. L.(2001)。Trust and Distrust Definitions: One Bite at a Time。Trust in Cyber-Societies, LNAI 2246 \\ R. Falcone ; M. Singh ; Y.-H. Tan (Eds.)。Berlin Heidelberg。  new window
其他
1.(1999)。E-commerce Trust Study。  new window
圖書論文
1.Holmes, J. G.(1991)。Trust and the Appraisal Process in Close Relationships。Advances in Personal Relationships。London：Jessica Kingsley Publishers。  new window
2.Smith, M.、Bailey, J.、Brynjolfsson, E.(2000)。Understanding Digital Markets: Review and Assessment。Understanding the Digital Economy \\ Erik Brynjolfsson ; Brian Kahin (eds.)。Cambridge, MA：MIT Press。  new window
3.Mishra, A. K.(1996)。Organizational responses to crisis: the centrality of trust。Trust in organizations: Frontiers of theory and research。Sage。  new window
 
 
 
 
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