消費者網站購物購買行為前置因素之研究：以轉換成本為調節變數_

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題名：	消費者網站購物購買行為前置因素之研究：以轉換成本為調節變數
書刊名：	顧客滿意學刊
作者：	袁劍雲／邱天佑／關來成
作者(外文)：	Yuan, Chien-yun／Chiu, Tien-you／Kuan, Lai-cheng
出版日期：	2013
卷期：	9:1
頁次：	頁1-22
主題關鍵詞：	網路購物；知覺隱私；知覺安全；關係品質；轉換成本；Online shopping；Perceived privacy；Perceived security；Relationship quality；Switching cost
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:19

本研究以認知—情感—行為模型為基礎，企圖結合科技接受模式（知覺易用性、知覺有用性）、知覺隱私、知覺安全、關係品質（滿意、信任、承諾）建構消費者對網路購買行為之模式。研究結果發現除了知覺易用性對信任、滿意對承諾與承諾對持續購買意圖之假說未獲得支持，其餘假說皆獲得支持。也證實滿意及信任是影響買賣雙方之間高關係程度的重要變數。此外，以轉換成本為調節變數，發現網站購物轉換成本，對消費者之滿意與持續購買意圖之間關係未產生調節作用。最後，本研究根據研究結果提供網路購物業者了解消費者購物行為趨勢，作為制定行銷策略之參考。

以文找文

This study attempts to combine Technology Acceptance Model (perceived ease of use, and perceived usefulness), perceived privacy, perceived security, relationship quality (satisfaction, trust, commitment) based on Cognition-Affect-Behavior (C-A-B) model from the perspective of business to consumer to construct the model about online consumer purchase behavior. The study found that in addition to perceived ease of use for trust, satisfaction for commitment and commitment for intention of continue repurchase is not supported, the remaining hypotheses are supported. The study also confirmed that satisfaction and trust are the important variables with relationship between buyers and sellers. In addition to switching cost for the moderating variable and found that the switching cost of online shopping, the relationship between consumer satisfaction and intention of continue repurchase is not a regulatory role. Finally, the study also provides some suggestions for shopping site operators to understand the tendency of the consumer behavior to set up the business strategy.

以文找文

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