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題名：消費者網站購物行為之研究--以認知、情感、行為觀點
書刊名：顧客滿意學刊
作者：王明展 引用關係／林韋儒 引用關係／張淑真
作者(外文)：Wang, Ming-jaan／Lin, Wei-ju／Chang, Shu-chen
出版日期：2014
卷期：10:2
頁次：頁167-199
主題關鍵詞：認知信任；情感信任；認知-情感-行為模型；PAD情緒模組；Cognitive trust；Affective trust；C-A-B model；PAD theory
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:36
本研究主要探討消費者進行網路購物時，對購物網站的認知會產生何種感情支配，進而影響消費者的購買。樣本來源為臺灣地區使用過Yahoo!奇摩購物中心的消費者，以結構模式分析變數與變數之間的因果關係，進而得到合理的解釋。經實證與分析結果發現：（1）信任對於情緒模組中的控制會顯著正向影響；（2）消費者進行網路購物時，控制會顯著正向影響活力喚起、顯著負向影響緊張喚起；（3）活力喚起會顯著正向影響愉悅、緊張喚起會顯著負向影響愉悅；（4）愉悅會對購買產生顯著正向影響。由本研究各項數據結果可知，若消費者對於購物網站具有高度信任感，會影響其對購物網站的關注，透過情緒與情感的反應，提昇活力喚起，產生愉悅感，進而對購買產生正向影響。
In this research, the main point is to investigate what kind of emotion will influence customers' purchasing behaviors when they shop on Internet. All samples in this research are from customers who have shopping experiences from Yahoo Shopping Center. This study adopted Structural Equation Modeling to analyze the relationships among variables. According to the statistical analysis, there are four results. First, trust has significant and positive effect on control in the emotional model. Secondly, control significantly and positively affects energetic arousal but significantly and negatively affects the tense arousal. Thirdly, the energetic arousal significantly and positively affects pleasure while tense arousal significantly and negatively affects pleasure. Lastly, pleasure has significant and positive effect on purchase.
期刊論文
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