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研究生:洪振惟
研究生(外文):Hung, Jen-Wei
論文名稱:商品行情網站之企業電子採購信任模型研究
論文名稱(外文):The Trust Model of B2B Purchasing on Online Commodity Information Website
指導教授:張銀益張銀益引用關係
指導教授(外文):Chang, Yin-Yih
口試委員:李慶長林淑瓊
口試委員(外文):Lee, Ching-ChangLin, Shu-Chiung
口試日期:2012-05-25
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:90
中文關鍵詞:電子採購商品行情信任認知價值
外文關鍵詞:Electronic procurementCommodity informationTrustPerceived value
相關次數:
  • 被引用被引用:4
  • 點閱點閱:243
  • 評分評分:
  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:0
Internet上的商品行情網站發展迅速,提供了企業採購人員在進行電子採購時,找尋企業所欲購買商品資訊,進而訂定採購參考價格或直接購買。本研究針對企業採購人員,研究其對商情網站的資訊信任模式與購買意圖問題,主要構面是以賣方信任(供應商)、網站平台信任為自變項,研究其對商情網站的信任、認知價值與購買意圖等三個構面的影響。
在過去關於網路資訊或電子商務研究中,研究對象多以一般消費者的購買行為為主,而在本研究中將以企業採購人員為主要研究對象,並以紙本問卷進行企業商品購買意圖之資料蒐集,並研究他們對商情網站的了解以及認知程度。
本研究採便利性調查法對企業採購人員發出200份問卷,共收回102份有效問卷。研究結果有三:
1. 賣方信任(供應商)構面與中介信任構面對商情網站信任構面有顯著的影響。
2. 在結果中發現商情網站信任構面對購買意圖構面並未呈現顯著關係,這表示企業採購人員雖然信任商品行情網,但可能不會直接進行採購,主要是採購人員使用商品行情網是為了瞭解市場趨勢或價格行情。
3. 商情網站信任在透過認知價值的間接影響後,商情網站信任和認知價值構面對購買意圖都有顯著的影響。這結果表示當採購人員獲得商情資訊後,如能確認供應商確實對企業能產生實質價值,採購人員就會有意願對商品行情網的賣方(供應商)進行採購。
因此,透過本研究的結果指出,企業採購人員對商情網站是感到信任和認為其商情網站是有價值性的。另外,本研究問卷結果可給予商情網站經營者建議,也能給予企業採購人員作為指標性參考。

There are a lot of commodity information website on the internet. Online commodity information website provided useful product information and price for the corporate purchasing staff, has become more and more important these days. Thus, trust is the key factor that effective corporate purchasing staff’s participation in commodity information website. This research aims to establish a trust model of B2B purchase to investigate the factors affecting corporate purchasing staff’s perceived value and purchase intention.
The research model has two main parts. First, we search some trustworthiness attributes on trust, and explore relationship among trust, perceived value and purchase intention. This step can help us to understand how does a corporate purchasing staff trust commodity information website content or purchase. Second, our research model has two trust factors, seller trust and intermediary trust, and we want to find the relationship between them.
The experiment results show that 1) both seller trust and intermediary trust have the significant affect on the trust on commodity information website, 2) the perceived value is affected by trust on commodity information website, 3) and perceived value has the significant affects on purchase intention. Interestingly, the trust on commodity information website has nonsignificant effect on purchase intention. However, corporate purchasing staff trusts the commodity information website’s content, they may not purchase. When the information given by the commodity information website has the abundant value, they will purchase.
表 次 vi
圖 次 viii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程圖 4
第貳章 文獻探討 5
第一節 電子商務之現況 5
第二節 商品行情網站之發展 8
第三節 使用者購買意圖的相關研究 20
第四節 信任 26
第五節 認知價值 35
第六節 總結 37
第參章 研究方法 39
第一節 研究架構 39
第二節 研究假設 41
第三節 變數定義與衡量 44
第四節 研究設計 49
第肆章 資料分析與檢定結果 51
第一節 基本資料分析 51
第二節 問項之平均值與標準差 58
第三節 信度與效度分析 61
第四節 假說檢定結果 63
第五節 分析與討論 67
第伍章 結論與建議 71
第一節 結論 71
第二節 學術上的貢獻 72
第三節 實務上的貢獻 72
第四節 建議 73
第五節 研究限制與未來研究方向 74
參考文獻 75
附錄一 問卷 87
中文文獻
1.陳祈儒,2010年台灣線上購物規模3583億,年增21.5%,精實新聞,2010/10/19。2011/10/04,取自:
http://www.moneydj.com/kmdj/news/newsviewer.aspx?a=d542f7f8-a916-48f8-861f-71e7f8e80c58#ixzz1Z2aIrur0。

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