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題名：網站服務品質、認知風險與購買意圖之網路書店實證研究
書刊名：管理研究學報
作者：李國光／林秀芬
作者(外文)：Lee, Gwo-guang／Lin, Hsiu-fen
出版日期：2004
卷期：4:1
頁次：頁123-143
主題關鍵詞：理性行動理論；服務品質；認知風險；購買意圖；線性結構關係模式；TRA；Service quality；Perceived risk；Purchase intention；LISREL
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(1) 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:0
  • 點閱點閱:47
本研究的主要目的有二：一是採用理性行動理論觀點，建構消費者網路購買意圖影響因素的理論模型；另一是以297個實驗樣本為例，驗證消費者所感受到的「網站服務品質」、「認知風險」會對其網路「使用態度」與「購買意圖」產生影響。 在資料分析方法中，衡量模式以驗證性因素分析來評估模式的信度與建構效度，以線性結構關係模式驗證研究架構合理性及研究假說。而實證研究方面，研究的結果指出，「網站服候品質」會正向影響消費者網路「使用態度」與「購買意圖」。而「認知風險」對消費者網路「購買意圖」有負向影響，但是，消費者感受到的「認知風險」對其網路「使用態度」的影響，卻未獲得統計上的顯著支持。
The purposes of this research are (1) applying the theory of reasoned action (TRA) to develop a theoretical model for consumer purchase intention on the Internet shopping and (2) involving 297 samples to test this model and examining of the relationship between customer belief on the Internet (attitude toward Internet shopping and purchase intention). Confirmatory factor analysis was performed to examine the reliability and validity of the measurement model, and the linear structured relationships (LISREL) model technique was used to evaluate the proposed model and consumer attitude and purchase intention with Internet shopping. Perceived risk negative influences relative service quality and consumer purchase intention, but has no effect on consumer attitude.
期刊論文
1.Shim, S.、Eastlick, M. A.、Lotz, S. L.、Warrington, P.(2001)。An online prepurchase intentions model: The role of intention to search。Journal of Retailing，77，397-416。  new window
2.Liebermann, Y.、Stashevsky, S.(2002)。Perceived Risks as Barriers to Internet and E-commerce Usage。Qualitative Market Research: An International Journal，5(4)，291-300。  new window
3.Salisbury, W. D.、Pearson, R. A.、Pearson, A. W.、Miller, D. W.(2001)。Perceived Security and World Wide Web Purchase Intention。Industrial Management and Data Systems，101(4)，165-177。  new window
4.Shohreh, A.、Christine, I. B.(2000)。A Proposal to Assess the Service Quality Services of Online Travel Agencies: An Exploratory Study。Journal of Professional Services Marketing，2(1)，63-88。  new window
5.Van Den Poel, Dirk、Leunis, Joseph(1999)。Consumer Acceptance of the Internet as a Channel of Distribution。Journal of Business Research，45(3)，249-256。  new window
6.Parasuraman, A.、Valarie, A. Z.、Leonard, L. B.(1994)。Reassessment of Expectations as s Comparison Standard in Measuring Service Quality: Implications for Further Research。Journal of Marketing，58，111-124。  new window
7.Taylor, S. A.(1997)。Assessing regression-based importance weights for quality perceptions and satisfaction judgments in the presence of higher order and/or interaction effects。Journal of Retailing，73(1)，135-159。  new window
8.Mitchell, Vincent W.(1992)。Understanding Consumers' Behavior: Can Perceived Risk Theory Help?。Management Decision，30(3)，26-31。  new window
9.Liao, S.-Y.、Shao, Y.-P.、Wang, H.-Q.、Chen, A.(1999)。The adoption of virtual banking: An empirical study。International Journal of Information Management，19(1)，63-74。  new window
10.McCorkle, D. E.(1990)。The role of perceived risk in mail order catalogue shopping。Journal of Direct Marketing，4，26-35。  new window
11.Keeney, Ralph L.(1999)。The Value of Internet Commerce to the Customer。Management Science，45(4)，533-542。  new window
12.Chau, P. Y. K.、Hu, P. J. H.(2001)。Information technology acceptance by individual professionals: A model comparison approach。Decision Sciences，32(4)，699-719。  new window
13.Taylor, Shirley、Todd, Peter A.(1995)。Understanding information technology usage: A test of competing models。Information Systems Research，6(2)，144-176。  new window
14.Dowling, Grahame R.、Staelin, Richard(1994)。A model of perceived risk and intended risk-handling activity。Journal of consumer Research，21(1)，119-134。  new window
15.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
16.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
17.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
18.Bauer, Hans H.、Grether, Mark、Leach, Mark(2002)。Building Customer Relations over the Internet。Industrial Marketing Management，31(2)，155-163。  new window
19.Bhatnagar, Amit、Misra, Sanjog、Rao, H. Raghav(2000)。On risk, convenience, and Internet shopping behavior。Communications of the ACM，43(11)，98-105。  new window
會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
圖書
1.Solomon, M. R.(1992)。Consumer behavior: Buying, having, had being。Boston：Allyn and Bacon。  new window
2.Cox, D. F.(1967)。Risk Taking and Information Handling in Consumer Behavior。Boston, MA：Harvard University Press。  new window
3.Loudon, D. L.、Bitta, A. D.(1993)。Consumer Behavior: Concept and Application。New York：MCGraw-Hill。  new window
4.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
5.Ajzen, Icek、Fishbein, Martin(1980)。Understanding Attitudes and Predicting Social Behavior。Prentice-Hall, Inc.。  new window
 
 
 
 
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