網站特性、認知信任、情感信任與口碑之關聯性研究__臺灣人文及社會科學引文索引資料庫

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題名：	網站特性、認知信任、情感信任與口碑之關聯性研究
書刊名：	顧客滿意學刊
作者：	梅國忠／吳鈺萍／許吉雄
作者(外文)：	Mei, Albert Kuo-chung／Wu, Yu-ping／Hsu, Chi-hsiung
出版日期：	2017
卷期：	13:1
頁次：	頁77-102
主題關鍵詞：	認知-情感-行為模式；設計；網站品質；信任；口碑；Cognition-affect-behavior model；Website characteristics；Trust；Word of mouth
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:15

由於網際網路的科技發達，帶動了電子商務的便利性，而購物網站對於消費者而言，只能透過網路頁面認識商品，無法真實的接觸，且在購物流程及付款流程上，也會讓消費者產生不確定性。因此，如何透過網路特性來提昇消費者對購物網站的信任及態度，進而與消費者維持關係，為目前重要的議題。本研究採用C-A-B 模型( 認知- 情感- 行為面三大層級因素) 作為研究之概念性框架，探討網路使用者在網路購物網站的環境中，網站特性、信任等因素之間所產生的影響，可以成功的增加網路使用者口碑，本研究研究對象為臺灣地區在半年內，曾使用過或正在使用博客來網站書店的使用者，共計413 位有效樣本。本研究使用結構方程模式進行模式檢驗，經研究實證結果發現：(1) 網路設計、網站聲譽分別顯著正向影響認知信任、情感信任；(2) 認知信任、情感信任分別顯著正向影響口碑。最後本研究依據建立之架構及實證結果，提出若干管理實務之意涵及後續研究之建議。

以文找文

This study explores the relationships among website characteristics, cognitive trust, affective trust, and word of mouth of consumers in the context of the shopping website. A total of 413 valid samples were collected. This study used SEM (structural equation modeling) to analyze the data. The empirical results indicated that (1) website characteristics (design, information quality, source credibility, and website reputation) have a significant and positive effect on cognitive trust and affective trust, respectively. (2) Cognitive trust and affective trust have a significant and positive effect on word of mouth.

以文找文

期刊論文
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其他
1.	創市際市場研究顧問公司(2013)。創市際月刊報告書，https://docs.google.com/file/d/0By5gVRH3imwaRVFzNkpoV2szQlE/edit，。延伸查詢

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