臺灣博碩士論文加值系統

對於社群推薦的信任是否能夠影響消費者購買推薦商品的意願?而消費者對社群推薦的信任又如何與其對網站的信任去進一步影響在該網站上的交易意願呢?此外，哪些前置因子可能影響著消費者對於社群推薦和對於網站的信任?為了解答以上的疑問，本研究提出一研究架構以探討信任社群推薦及信任網站對消費者之影響。此研究架構中不僅以過去文獻為基礎檢驗信任網站之前置因子，同時輔以質化研究結果找出信任社群推薦可能之決定因素。
本研究以問卷調查1219位巴哈姆特社群網站成員並採SEM方法驗證研究模式。研究結果顯示，信任社群推薦對於消費者購買推薦商品的意願有顯著之正面影響。除此，消費者信任社群推薦對其與該網站交易意願之間接影響力較信任網站之直接影響力強烈，因此，電子商務經營者應更重視對於社群推薦信任之營造。根據本研究結果亦分別提出提升消費者對社群推薦及對網站兩者信任之建議。最後，我們就研究發現討論對學者及管理者之意涵。

Does trust in the recommendation (TrR) of virtual community impact on consumers' willingness to purchase the social-recommended product? How do TrR further affect their intention to purchase from that website with trust in the website (TrW)? Moreover, what are the antecedents of TrR and TrW? In order to answer these questions, this study proposed a comprehensive framework which explored the determinants of TrR based on a qualitative survey as well as examined the antecedents of TrW grounded on the literature to explain the effect of TrR and TrW.
The research model was evaluated with structural equation modeling and tested using a questionnaire survey of 1219 members of Bahamut website. The results revealed that TrR had a significant positive effect on consumers’ intention to purchase the social-recommended product. Interestingly, consumers’ TrR had a stronger indirect effect than the direct effect of consumers’ TrW on their willingness to purchase from that website. Hence, Internet business managers need to pay particular attention to the creation of TrR. The results of this study also found the ways to promote consumers’ TrR and TrW. Implications of these findings were discussed for researchers and practitioners.

中文摘要 IV
ABSTRACT V
誌 謝 VI
Contents VII
List of Figures IX
List of Tables X
Chapter 1. Introduction 1
Chapter 2. Research model and hypotheses 5
2.1 The importance of Trust 6
2.2 Basic theoretical model 8
2.2.1 TrW and intention to purchase from the website 9
2.2.2 TrR and intention to purchase from the website 10
2.3 The antecedents of Trust 12
2.3.1 Community-based antecedents of TrR 13
2.3.2 Website-based antecedents of TrW 19
2.3.3 Trust development in online shopping 22
Chapter 3. Research methodology 25
3.1 Data Collection 25
3.2 Instrument development 28
Chapter 4. Data analysis and results 32
4.1 Measurement model 32
4.2 Structural model 35
4.2.1 Model fitness 35
4.2.2 Hypotheses testing 36
Chapter 5. Discussion and conclusion 38
5.1 Research findings 38
5.2 Theoretical and practical contributions 41
5.3 Limitations and future research 43
Reference 45
Appendix 55

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