臺灣博碩士論文加值系統

藺草產品是苗栗縣苑裡地區的重要文化特色，亦是當今地方上積極推動的文創商品。值此藺草產品轉型之際，能否獲得消費者的信任是吸引消費者購買意圖的重要關鍵。本研究爬梳影響消費者信任的相關因素，將消費者對藺草產品的信任基礎分為消費者個人考量的計算基礎和熟悉基礎，消費者關係網絡內的家人信任轉移和熟人信任轉移，以及消費者關係網絡外的網路基礎、媒體基礎、制度基礎等7項信任基礎，從而探討消費者信任和信任基礎如何影響消費者對藺草產品的購買意圖。結果發現，整體信任對消費者購買藺草產品的購買意圖具備正向顯著影響；個人考量下的計算基礎、熟悉基礎，網絡內轉移的熟人轉移基礎，網絡外影響的網路基礎、媒體基礎對消費者購買藺草產品整體信任的影響亦為顯著正向。此外，消費者之計算基礎、網路基礎、媒體基礎等三個信任基礎對購買藺草產品之購買意圖具備正向影響，熟悉基礎和熟人信任轉移基礎對購買意圖的影響則不具備直接影響。

Rush-weaving is a well-known cultural feature in Yuan-Li District, Miaoli, and a cultural and creative product actively promoted by the locals. Rush-weaving products are currently confronting with industrial transformation, a key moment to build consumer’s trust toward rush-weaving industry and increase consumer’s purchase intention. This study aims to investigate the factors affecting on consumer’s trust, classifying consumer’s trust toward rush-weaving products into calculative-based trust and familiarity-based trust; family-based trust transfer and acquaintance-based trust transfer inside consumer’s interpersonal relationship; and seven bases of trust outside consumer’s interpersonal relationship, including internet-based trust, media-based trust, institution-based trust, etc. The results of the research indicate that the intention to purchase rush-weaving products was significantly positively influenced by consumer’s perception of trust, including calculative-based trust and familiarity-based trust under individual consideration; acquaintance-based trust transfer inside consumer’s interpersonal relationship; calculative-based trust, internet-based trust, and media-based trust outside consumer’s interpersonal relationship. Furthermore, three bases of trust mentioned above, calculative-based trust, internet-based trust, and media-based trust, positively influence on consumer’s purchase intention of rush-weaving products. Nevertheless, there was no direct effect of family-based trust transfer and acquaintance-based trust transfer on their intention to purchase the products.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 藺草產品之消費者信任對購買意圖的影響 4
第二節 消費者信任基礎對信任的影響 6
第三節 消費者對藺草產品的信任基礎 13
壹、 消費者對藺草產品信任基礎的個人考量 14
貳、 消費者對藺草產品信任基礎的網絡內轉移 15
參、 消費者對藺草產品信任基礎的網絡外影響 16
第三章 研究方法 21
第一節 抽樣設計 21
第二節 問卷設計 23
壹、整體信任以及個人考量的計算基礎和熟悉基礎 23
貳、消費者關係網絡內的信任轉移和關係網絡外的信任基礎 24
第三節 前測結果 27
第四章 研究結果 29
第一節 樣本基本統計資料 29
第二節 正式發放問卷信度與效度分析結果 32
第三節 迴歸分析結果 38
壹、第一階段迴歸分析結果 39
貳、第二階段迴歸分析結果 41
第五章 結論與建議 47
第一節 研究結論 47
第二節 研究建議 49
參考文獻 52

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