臺灣博碩士論文加值系統

信任相關議題的研究已經研究了一段時間，多數信任研究認為信任與不信任是一體的兩端，他們是相同的概念。但近年來已開始有研究證實信任與不信任為不同的感覺，他們是可以同時存在的。本研究整理過去文獻，以資訊系統成功模式、信號理論建構一模式，探討顧客信任與不信任對購物網站購買意圖與價格溢價影響。本研究共蒐集了1068份問卷，有效問卷為987份。透過結構方程式模型分析結果發現，購物網站資訊品質與服務品質對顧客信任購物網站有顯著正向影響；資訊品質與系統品質對顧客不信任購物網站有顯著的負向影響。購物網站的聲譽、結構化保證與第三方保證對顧客信任與不信任均有顯著的正向影響。信任對購買意圖與價格溢價均有顯著的正向影響、不信任則只對購買意圖有顯著的負向影響。本研究指出，由於其獨特的認知，信任與不信任是兩個不同的概念，對購物行為有不同的影響。透過本研究結果，網站設計者和管理者未來可以對網站的屬性做出調整，以增加買家對購物網站的信任並降低不信任。

Researchers make a long time study on finding the distinction between trust and distrust, and the majority of studies suggest that they are the same construct. But in recent years, there are studies have begun to verify that the trust and distrust are different constructs, and they can coexist. According to literatures, we adopt the IS success model and the signal theory as bases to propose a model that tests how the construct of trust and distrust of customer influence the purchase intention and price premium in the shopping website. In the study, a total of 1068 questionnaires were collected, and 987 were valid ones. This study then runs the structured formula model analysis and verifies the suitability of models and samples, and verifies the relationship among the variables. The result shows that information quality and service quality have significant positive effect on trust. Information quality and system quality has significant negative effect on distrust. Reputation, structured assurance and third-party assurance has significant positive impact on trust and distrust. Trust has significantly positive effect on purchase intention and price premiums. Distrust has significant negative impact purchase on intention. Our research indicates that trust and distrust are two separate concepts, and they have different influences on buyers’ purchase intention. Therefore, our research shows that the designers and managers of website should make some fine-tuning to the website in order to increase the trust on the shopping sites and reduce the distrust.

目錄
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 電子商務 7
第二節 網站品質 10
第三節 信號理論(Signal Theory) 16
第四節 信任與不信任的差異 21
第五節 購買意圖 33
第六節 價格溢價 36
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假說建立 39
第三節 研究變數定義 44
第四節 研究設計 48
第四章 資料分析與討論 49
第一節 問卷編碼 49
第二節 敘述性統計分析 52
第三節 衡量變數敘述性統計分析 56
第四節 信度與效度分析 57
第五節 結構模式分析 66
第六節 結果討論 70
第五章 結論 74
第一節 研究結論 74
第二節 研究貢獻 76
第三節 研究限制 78
第四節 未來研究 79
參考文獻 80
一、 中文部分 80
二、 英文部分 80
附錄 研究問卷 87
 
表目錄
表1 電子商務的定義 7
表2 資訊品質衡量指標 12
表3 系統品質衡量指標 14
表4 服務品質衡量指標 15
表5 信任的定義 22
表6 不信任的定義 29
表7 信任與不信任相關研究 31
表8 購買意圖的定義 34
表9 價格溢價的定義 36
表10 操作型定義 44
表11 問卷編碼 49
表12 表樣本基本資料統計 52
表13 樣本職業與薪資分布 53
表14 樣本使用網路與購物網站情況 54
表15 敘述性統計量表 56
表16 Cronbach’s α 可信程度 58
表17 信度分析 58
表18 驗證性因素分析結果 59
表19 收斂與區別效度 62
表20 資訊品質、系統品質與服務品質之KMO值與Bartlett球形檢定 62
表21資訊品質、系統品質與服務品質轉軸後成分矩陣 63
表22 聲譽、結構化保證與第三方保證之KMO值與Bartlett球形檢定 64
表23 聲譽、結構化保證與第三方保證轉軸後成分矩陣 64
表24 信任、不信任、購買意圖與價格溢價之KMO值與Bartlett球形檢定 64
表25 信任、不信任、購買意圖與價格溢價轉軸後成分矩陣 65
表27 整體模式配適度指標 67
表26 結構模式路徑係數 69

 
圖目錄
圖1 全國地區上網人口 1
圖2 我國B2C網路購物產值 2
圖3 本研究流程 6
圖4 電子商務四大類型 9
圖5 資訊系統成功模式 10
圖6 修正後的資訊系統成功模式 11
圖7 信任的基本架構 24
圖8 初始信任模式 25
圖9 初始信任建立模式 27
圖10 信任和不信任象限圖 30
圖11 研究架構 38
圖12 結構模式檢測結果 68

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