跳到主要內容

臺灣博碩士論文加值系統

(18.97.9.169) 您好!臺灣時間:2025/02/09 22:55
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:廖偉傑
研究生(外文):Wei-Chieh Liao
論文名稱:B2C電子商務中的消費者信任和消費者忠誠的研究與探討
論文名稱(外文):A Study of the Relationships between Consumer Trust and Loyalty in B2C E-Commerce
指導教授:羅卓雄
指導教授(外文):Cheuk-Hung Law
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:77
中文關鍵詞:電子商務信任消費者忠誠度B2C
外文關鍵詞:consumer''s loyaltyE-CommerceTrustB2C
相關次數:
  • 被引用被引用:26
  • 點閱點閱:1843
  • 評分評分:
  • 下載下載:662
  • 收藏至我的研究室書目清單書目收藏:7
電子商務帶來的便利性優於實體商店,但是台灣電子商務的發展卻不像國外正邁向成長階段,至今造成電子商務發展緩慢主要的原因有:文化的差異、地理環境、線上環境等,因此本研究藉由先前學者所提出研究模型加以修改。目前,已有許多相關文獻對於網路購物的信任加以研究,然而觀察到的大多是在購買前的信任及電子商務環境中的信任研究,因此,本研究希望以電子商務中整體購買流程為信任理論的研究重心,探討現今信任的影響,進而提供企業去重視與改進。
電子商務中發生不信任的原因主要有:匿名交易、未建立最初信任、付款機制、及商品領取方式,而本研究整理國內外學者所提出影響信任研究,提出一個B2C的信任架構:強調信任在電子商務的整體性影響,並促使顧客間相互推薦,以建立網路購物之顧客忠誠度,創造企業最大利潤。
本研究的模型包含二個主要的構面:購買前因素(如電子商務品牌、安全性等),和購買後因素(如售後服務等)。藉由二種構面去探討如何影響信任,以及信任與消費者忠誠度是否呈現正相關,並從實證研究中發現台灣目前在電子商務中障礙,探討廠商應如何增加消費者信任,且提供概略參考方案做為企業發展與改進依據。
E-Commerce brings about more convenience for customers than traditional shops. However, E-Commerce is developing at a very slow pace in Taiwan relative to western countries. This may be due to cultural differences, geographical and environmental factors, and conditions of network communications in Taiwan. This study is conducted to investigate the factors affecting consumer trust and online purchase intention. A research model of trusts is developed based on frameworks of prior studies. As of today, many studies can be found in the academic literature about consumer trust in the online purchase environment. However, most of these studies are found to have focused only on the pre-purchase factors of consumer trusts. Therefore, the primary focus of this study is aimed at investigating the factors affecting, and the impacts, of consumer trusts in the overall online purchase process, rather than only those in the pre-purchase stages. It is hoped that the study would result in an understanding of the abovementioned issues, and improvements in E-Commerce practice that are conducive to building consumer trusts and loyalty.
The reasons for the lack of trusts in an online purchase environment primarily include: the anonymity of the parties involved in transactions, lack of initial trusts, payment mechanisms, and the ways of goods delivery. On the basis of the frameworks, proposed by researchers in Taiwan and other countries, of the factors of consumer trust, this study has formulated a research model for the B2C process with an emphasis on the overall impacts of consumer trust on E-Commerce.
The proposed model includes two major dimensions, namely pre-purchase factors (such as brand name, and security), and post-purchase factors (such as post-sales services).The study empirically investigated whether these factors were positively associated with trusts and whether the latter construct was positively associated with customer loyalty in the Taiwan context. Finally, the study discussed how the businesses in Taiwan could possibly overcome the problems encountered in E-Commerce, and how they could enhance consumer trusts. These suggestions would possibly contribute to the further improvement and development of business enterprises in Taiwan.
Abstract I
摘要 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 論文架構 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 信任 7
第二節 信任於不同領域中的敘述 9
第三節 信任分類:最初信任與經驗信任 9
第四節 信任的發生 11
第五節 信任重要性 14
第六節 電子商務中信任機制應用 16
第一項 第三方信任 17
第二項 信任標章 17
第三項 B2C交易保障機制 18
第四項 付款機制 21
第三章 研究模型與方法 23
第一節 研究架構 23
第二節 研究假說 31
公司名聲 31
認知有用和認知容易使用 32
認知安全 33
商品資訊 34
取貨/換貨/維修 35
流程的複雜度 36
互動滿意度 36
消費者信任 37
消費者忠誠度 38
第三節 問卷設計說明 38
第四節 抽樣對象與抽樣方法 40
第五節 資料分析方法 41
描述性統計分析 41
信度 41
效度 42
迴歸分析 43
第四章 資料分析 44
第一節 樣本基本資料 44
第二節 問卷的信度與效度分析 48
第三節 多元迴歸分析 53
第五章 結論與建議 57
第一節 研究結果與建議 57
第二節 研究貢獻 65
第三節 研究限制與未來研究方向 66
參考文獻 67
附錄一 正式問卷 74
一、中文部分
財團法人資訊工業策進會(2004),2003-2004 中華民國電子商務年鑑。
財團法人資訊工業策進會(2004),2004 電子商務應用年鑑。
財團法人資訊工業策進會(2004),2004 網路使用者購物行為分析報告。
財團法人資訊工業策進會(2005),2005 電子商務應用年鑑。
財團法人資訊工業策進會網站 http://www.ec.org.tw/index.asp
石渼華(民93),「從關係行銷觀點探討醫藥產業中信任之前因與後果-以轉換障礙為干擾變數」,私立逢甲大學企業管所未出版碩士論文。
林依潔(民93),「B2C網站之顧客初始信任構建」,國立東華大學企業管理學所
李鴻志(民91),「電子商務網站消費者信賴程度與採購意願之探討─以農產品網站為例」,淡江大學資訊管理所
黃宇辰(民93),「電子商務系統中影響初始信任感之設計因素」,國立交通大學傳播研究所
吳明隆、涂金堂(2006),SPSS與統計應用分析,五南圖書出版股份有限公司
二、英文部份
G.A. Akerlof(1970), “The Market for Lemons:Quality Uncertainty and the Market Mechanism,” Quartly Journal of Economics 84(8), pp.488-500.
S. Ba and P.A. Pavlou(2002), “Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior,” MIS Quarterly 26(3), pp.243–268.
S. Bomil and H. Ingoo(2002), “Effect of Trust on Customer Acceptance of Internet Banking,” Electronic Commerce Research and Applications 1(3-4), pp.247-263.
W. Cobb, J. Cathy, C. A. Rubble and N. Donthu(1995), “Brand Equity, Brand Reference, and Purchase Intent,” Journal of Advertising 35(3), pp.25-39.
L. Corritore, B. Kracher and S. Wiedenbeck(2003), “On-line Trust: Concepts, Evolving Themes, a Model,” International Journal of Human-Computer Studies 58, pp.737-758.
L.D. Chen, M. L. Gillenson, D. L. and Sherrell(2002), “Enticing Online Consumers: an Extended Technology Acceptance Perspective,” Information and Management (39), pp.705-719.
T. Daughtrey(2001), “Costs of Trust for E-business,” Quality Progress 34(10), pp.38-41.
F.D. Davis(1989), “Perceive Usefulness, Perceived of Ease of Use, and End User Acceptance of Information Technology,” MIS Quarterly 13, pp.318-339.
C. N. Dellarocas(2003), “The Digitization of Word-of-Mouth: Promise and Challenges of Online Feedback Mechanisms,” Sloan School of Management
P.M. Doney and J.P. Cannon(1997), “An Examination of the Nature of Trust in Buyer–Seller Relationships,” Journal of Marketing 61(4), pp.35–51.
F. N. Egger(2001), “Affective Design of E-Commerce User Interface: How to Maximize Perceived Trustworthiness,” In proceedings of the international conference on affective human factors design
B. Friedman, Jr. P. Kahn, and D. Howe(2000), “Trust Online,” Communications of the ACM 43(12), pp.34-40.
M. Friman, T. Garling, B. Millett, J. Mattsson and R. Johnston(2002), “An Analysis of International Business-to-Business Relationships Based on the Commitment- Trust Theory,” Industrial Marketing Management 31(5), pp.403-410.
E. Garbarino and M. S. Johnson(1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships,” Journal of Marketing 63, pp.70-87.
D. Gefen(2002), “Customer Loyalty in E-Commerce,” Journal of the Association for Information Systems 3(1), pp.27–51.
D. Gefen, E. Karahanna and D.W. Straub(2003), “Trust and TAM in Online Shopping: an Integrated Model,” MIS Quarterly 27(1), pp.51–90.
D. Gefen and D. Straub(2003), “Managing User Trust in B2C E-Services,” E-Services Quarterly, pp.7–24.
S. Grabner-Krauter and E.A. Kaluscha(2003), “Empirical Research in On-Line Trust:a Review and Critical Assessment,” International Journal of Human-ComputerStudies, pp.783-812.
C. Gronroos(1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Asia-Australia Marketing Journal (2), pp.9-30.
S.L. Jarvenpaa, N. Tractinsky and M. Vitale(2000), “Consumer Trust in an Internet Store,” Information Technology and Management 1(1/2), pp.45–71.
S. Jones, M. Wilkens, P. Morris, and M. Masera(2000), “Trust Requirements in E-Business,” Communications of The ACM 43(12), pp.81-87.
R. Kalakota, and A.B. Whinston(1997), “Electronic Commerce—a Manager’s Guide,” Addison Wesley
A. Kirmani and A.K. Rao(2000), “No Pain, no Gain:a Critical Review of the Literature on Signaling Unobservable Product Quality,” Journal of Marketing 64(4), pp.66-79.
D. Kim and I. Benbasat(2003), “Trust-Related Arguments in Internet Stores: a Framework for Evaluation.” Journal of Electronic Commerce Research 4(2), pp.49-64.
D.J. Kim, Y.I. Song, S.B. Braynov, H.R Rao(2005), “A Multidimensional Trust Formation Model in B-to-C E-Commerce: a Conceptual Framework and Content Analyses of Academia/Practitioner Perspectives,” Decision Support Systems 40, pp.143-165.
K.M Kimery and M. Mccord(2002), “Third-Party Assurances: Mapping the Road to Trust in E-Retailing,” Journal of Information Technology Theory and Application 4(2), pp.64-82.
M. Koufaris and W. Hampton-Sosa(2004), “The Development of Initial Trust in an Online Company by New Customers,” Information and Management 41, pp.377-397.
S.P. Kulkarni(2000), “The Influence of Information Technology on Information Asymmetry in Product Markets,” Journal of Business and Economic Studies, pp.55-68.
M.C. Lander, R.L. Purvis, G.E. Mccray and W. Leigh(2004), “Trust-Building Mechanisms Utilized in Outsourced is Development Projects: a Case Study,” Information and Management 41, pp.509–528.
K. C. Laudon and C. G. Traver(2002), “E-Commerce: Business, Technology, Society,”
M.K.O .Lee, and E. Turban(2001), “A Trust Model for Consumer Internet Shopping,” International Journal of Electronic Commerce 6, pp.75-91.
D. A. Light(2001), “Sure, You can Trust Us,” MIT Sloan Management Review (43/1), pp.17.
J. D. Lewis and A. Weigert(1985), “Trust as a Social Reality,” Social Forces 63(4), pp.967-985.
R.C. Mayer, J.H. Davis, and F.D. Schoorman(1995), “An Integr Ative Model of Organizational Trust,” Academy of Management Review 20, pp.709-734.
A. Mckenna(2001), “Playing Fair with Consumer Privacy in the Global On-line Environment,” Information and Communications Technology Law (10/3), pp.339-355.
D.H. Mcknight and N.L. Chervany(2002), “What Trust Means in E-Commerce Customer Relationships: an Interdisciplinary Conceptual Typology,” International Journal of Electronic Commerce 6(2), pp.35-59.
D. H. Mcknight, V. Choudhury and C. Kacmar(2002), “The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: a Trust Building Model,” Journal of Strategic Information System 11, pp.297-323.
C. Moorman, G. Zaltman, and R. Deshpande(1993), “Relationships Between Providers and Users of Marketing Research:the Dynamics of Trust Within and Between Organization,” Journal of Marketing Research 29, pp.314-329.
R.M. Morgan and S.D. Hunt(1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing 58, pp.20-38.
H. Nissenbaum(2001), “Securing Trust Online: Wisdom or Oxymoron?,” Boston University Law Review 81(3), pp.635-664.
R.L. Oliver(1997), “Satisfaction: a Behavioral Perspective on the Consumer,” New York: McGraw-Hill
P.A. Pavlou(2003), “Consumer Acceptance of Electronic Commerce—Integrating Trust and Risk with the Technology Acceptance Model,” International Journal of Electronic Commerce 7(3), pp.69-103.
P.A. Pavlou, R.K. Chellappa(2001), “The Role of Perceived Privacy and Perceived Security in the Development of Trust in Electronic Commerce Transactions,” Submitted to the Special Issue of ISR on Electronic Commerce Metrics
P. A. Pavlou and D. Gefen(2004), “Building Effective Online Marketplaces with Institution-Based Trust,” Information Systems Research 15(1), pp.37-59.
J. F. Rayport and B. J. Jaworski(2001), “E-Commerce,”
D.M. Rousseau, S. B. Sitkin, R. S. Burt, and C. Camerer(1998), “Not so Different After All: a Cross-Discipline View of Trust,” Academy of Management Review, pp.393–404.
P. Saparito, C. Chen, and H.J. Sapienza(2004), “The Central Role of Calculus-Based Trust and Relational Trust in Bank-Small Firm Relationships,” Academy of Management Best Paper Proceedings
P. B. Seybold and R. T. Marshak(1998), “Customer.com: How to Create a Profitable Business Strategies for the Internet and Beyond,” New York : Random House
V. Shankar, A. Rangaswamy and M. Pusateri(1999), “The Online Medium and Customer Price Sensitivity,” University of Maryland
J. Singh, and D. Sirdeshmukh(2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of Academy of Marketing Science 128(1), pp.150-167.
S.B. Sitkin, and A. L. Pablo(1992), “Reconceptualizing the Determinants of Risk Behavior,” Academy of Management review 17, pp.9-38.
R.A. Spreng, S.B. Mackenzie, and R.W. Olshavsky(1996), “A Reexamination of the Determinants of Consumer Satisfaction,” Journal of Marketing 60, pp.15-32.
M. Spence(1973), “Job Market Signaling,” Quarterly Journal of Economics 87 (1), pp.355-374.
S. Stahl(2002), “Building Trust with Customers is Imperative,” Information Week (878), pp.8.
J. Stanford, E. R. Tauber, B. J. Fogg and L. Marable(2002), “Experts vs. Online Consumers: a Comparative Credibility Study of Health and Finance Web Sites,”
R. C. Stephens(2001), “Design element model,” TrustStudy.com Web Site
K. J Stewart(2003), “Trust Transfer on the World Wide Web,” Organization Science 14(1), pp.5-17.
D.M. Szymanski and R.T. Hise(2000), “E-Satisfaction: An Initial Examination,” Journal of Retailing 73(3), pp.309-322.
Teo. Thompson S.H., Jing Liu(2005), “Consumer Trust in E-Commerce in the United States, Singapore and China,” The International Journal of Management Science
G. Torkzadeh and G. Dhillon(2002), “Measuring Factors that Influence the Success of Internet Commerce,” Information Systems Research 13(1), pp.187-204.
G.L. Urban, F. Sultan and W. J. Qualls(2000), “Placing Trust at the Center of Your Internet Strategy,” MIT Sloan Management Review 42, pp.39-47.
L.R. Vijayasarathy(2004), “Predicting Consumer Intentions to Use Online Shopping: the Case for an Augmented Technology Acceptance Model,” Information and Management 41(6), pp.747-762.
S. Wang, S. E. Beatty and W. Foxx(2004), “Signaling the Trustworthiness of Small Online Retailers,” Journal of Interactive Marketing 18(1), pp.53-69.
Y.D. Wang, and H.H. Emurian(2005), “An Overview of Online Trust: Concepts, Elements, and Implications,” Computers in Human Behavior 33, pp.105-125.
T.B Warrington, N. J Abgrab and H. M. Caldwell(2000), “Building Trust to Develop Competitive Advantage in E-Business Relationships,” Competitive Review10(2), pp.160-168.
Sung-Joon Yoon(2002), “The Antecedents and Consequences of Trust in Online Purchase Decisions,” Journal of Interactive Marketing 16, pp.47-62.
ICSC, Multi-channel retailing. ICSC Research Quarterly 1999 6(3),1–5 Available from: http://www.icsc.org/ecommerce/d.pdf.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊