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題名：不同網路購物型態下知覺風險、信任對購買意願影響之研究
書刊名：北商學報
作者：閻瑞彥 引用關係／周嘉俊
作者(外文)：Yen, Jui-yen／Chou, Chia-chun
出版日期：2008
卷期：13
頁次：頁61-80
主題關鍵詞：電子商店；網路拍賣；知覺風險；信任；購買意願；Electronic store；Online auction；Perceived risk；Trust；Purchasing intention
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(1) 專書(0) 專書論文(0)
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  • 點閱點閱:85
近年來，網際網路的使用愈來愈普遍，這也帶動了網路購物的潮流。因此，網路購物的規模，不論是在電子商店或是在網路拍賣上都愈來愈熱絡。另一方面，因為在網路購物是沒有時間、地點的限制，也可以讓消費者有多比較的空間，這也是興起的原因。但是由於網路購物是透過開放、非面對面的方式來進行，因此增加了環境不確定性、複雜性以及資訊不對稱…等，使得在線上購物交易風險提高。因此，如何使消費者在網路購物時有信任感且降低知覺風險，並進而增加其購買意願，是個值得探討的課題。另外，雖然電子商店與網路拍賣皆是網路購物的類型，但是其呈現資訊、環境與交易方式...等，都大不相同，因此比較此兩者對於消費者的購買意願有何不同，亦是本研究探討的課題。結果顯示，不論在電子商店或網路拍賣，信任皆會降低消費者的知覺風險，並且會增加其購買意願。不過，知覺風險對於購買意願的影響，在電子商店與網路拍賣上的效果並不相同，電子商店中消費者的知覺風險愈高，購買意願愈低，但是在網路拍賣上，此一影響卻不顯著。
Although no longer believed to be the revolution previously conceived, the Internet remains a critical channel for selling most goods and services. Therefore, generating revenue through online purchasing is one of the key issues for e-commerce practitioners. In this study, we use the structural equation modeling (SEM) to analyze that the different type of Online shopping that the relationship among perceived risk, trus6t and purchasing intention. The result of this study in the electronic store showed that: (1) There is a negative relationship between trust and perceived risk. (2) There is a negative relationship between perceived risk and purchasing intention. (3) There is a positive relationship between trust and purchasing intention. On the other hand, the result of this study in the Online auction showed that: (1) There is a negative relationship between trust and perceived risk. (2) There is a positive relationship between trust and purchasing intention. (3) But the relationship between perceived risk and purchasing intention is not significant.
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圖書
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圖書論文
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