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研究生:張育誠
研究生(外文):Chang, Yucheng
論文名稱:網路商店形象對於消費者購買意圖之影響:以消費者信任與認知的資訊品質為中介變數
論文名稱(外文):The Impact Of Online Store Image On Consumer Purchase Intention: The Mediating Effect Of The Consumer Trust And Information Quality
指導教授:陳瀅慧陳瀅慧引用關係
指導教授(外文):Chen, Yinghueih
口試委員:吳志正李家瑩陳瀅慧陳武林楊子青
口試委員(外文):Wu, ChihchengLi, ChiayingChen, YinghueihChen, WulinYang, Tzyyching
口試日期:101/07/25
學位類別:碩士
校院名稱:靜宜大學
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:72
中文關鍵詞:網站聲譽網路口碑交易安全售後服務信任
外文關鍵詞:ReputationWord of mouthsTransaction securityCustomer serviceTrust
相關次數:
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  • 下載下載:92
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  現今網路蓬勃發展,購物網站林立,為吸引顧客消費,購物網站的商店形象是否獲得消費者信賴以及青睞,扮演關鍵角色。本研究以信任為中心,探討影響消費者信任購物網站之商店形象的相關因素。本研究提出有關於網路商店形象之網站聲譽、網路口碑、交易安全及售後服務為影響認知的資訊品質及消費者信任的前置因素,消費者信任及認知的資訊品質則進而影響消費者購買意圖。
  本研究期望提升消費者對於購物網站之信任度,進而提升購買意圖。本研究以網路購物的消費者為對象,在網路上發放線上問卷進行實證研究調查,有效問卷共有392份。研究結果顯示,消費者對於購物網站之信任度,會影響到對此購物網站之購買意圖。又前置因素之網站聲譽、網路口碑、交易安全、售後服務皆會正向影響到消費者對購物網站的信任程度。
The rise and wide-spreading of e-commerce has changed the way of business practice and competition. In order to attract consumers’ consumption, the store images of the shopping site for consumer trust and favor play a key role. While store images have captured significant research attention, little is known about how and why consumer trust the shopping site information like recommended information or consumers’ comment. Integrating from the prior research, we propose store image of website reputation, e-WOM, transaction security, and customer service as antecedents which influence the information quality and consumer trust. Information quality and consumer trust further influence the purchase intention.
An online survey is conducted to examine the research construct. Based on responses of 392 online questionnaire, the result reveals that the trust of shopping site to consumer has the impact on consumers’ purchase intention. Website reputation, e-WOM, transaction security, and customer service all show positive effects on the consumers’ purchase intention. This research has both theoretical and practical implications.
目錄
中文摘要 I
ABSTRACT II
目錄 III
表 目 錄 V
圖 目 錄 VI
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程與步驟 4
第二章、文獻探討與假設 5
2.1 網路購物 5
2.2 訊號理論 6
2.3 影響信任之前置因素 7
2.3.1 網站聲譽 7
2.3.2 網路口碑 8
2.3.3 交易安全 9
2.3.4 售後服務 10
2.3.5 信任 12
2.3.6 認知的資訊品質 13
2.3.7 購買意圖 14
第三章、研究方法 16
3.1 研究架構 16
3.2 研究變數之定義與操作 17
3.2.1 網站聲譽 17
3.2.2 網路口碑 18
3.2.3 交易安全 19
3.2.4 售後服務 19
3.2.5 信任 20
3.2.6 認知的資訊品質 21
3.2.7 購買意圖 22
3.3 問卷設計與前測 22
3.3.1 問卷設計 22
3.3.2 問卷內容 22
3.3.3 前測 23
3.3.4 問卷蒐集 23
3.4 統計分析方法 24
第四章、資料統計分析 26
4.1 問卷回收概述 26
4.2 樣本特性統計分析 26
4.2.1 填卷者性別與年齡 26
4.2.2 填卷者學歷與職業 27
4.2.3 填卷者上網經驗 28
4.2.4 填卷者線上購物經驗 29
4.2.5 填卷者線上購物習慣 30
4.2.6 填卷者線上購物產品類型 31
4.3 測量模式統計分析 31
4.3.1 驗證性因素分析 31
4.3.2 信度與效度分析 35
4.3.3 結構效度與平均萃取變異數 35
4.3.4 收斂效度與區別效度 37
4.3.5 變數相關分析 38
4.4 結構模式分析 40
4.4.1 整體模式配適度 40
4.5 因果關係的驗證 43
第五章、研究結論與建議 47
5.1 研究結論 47
5.2 研究意涵 49
5.2.1 理論研究意涵 49
5.2.2 實務意涵 50
5.3 研究限制與未來研究方向 51
參考文獻 52
附錄一、問卷 61

表 目 錄
表格 1 研究變數與操作型定義 17
表格 2 網站聲譽構面之衡量問項表 18
表格 3 網路口碑構面之衡量問項表 18
表格 4 交易安全構面之衡量問項表 19
表格 5 售後服務構面之衡量問項表 20
表格 6 信任構面之衡量問項表 20
表格 7 認知的資訊品質構面之衡量問項表 21
表格 8 購買意圖構面之衡量問項表 22
表格 9 前測構面卡方值表 23
表格 10 填卷者性別與年齡(N=392) 27
表格 11 填卷者的學歷與職業(N=392) 27
表格 12 填卷者的上網經驗(N=392) 28
表格 13 填卷者的線上購物經驗(N=392) 29
表格 14 填卷者線上購物習慣(N=392) 30
表格 15 填卷者線上購物產品類型(N=392) 31
表格 16 調整前測量模式SMC分析表 ..32
表格 17 調整後測量模式分析表以及結構信度與萃取變異數 36
表格 18 收斂效度與區別分析表 37
表格 19 變數相關分析 39
表格 20 驗證性模式適合度指標(N=392) 43
表格 22 研究假設實證結果彙總 47

圖 目 錄
圖 1 論文流程架構 4
圖 2 本研究架構圖 16
圖 3 最終測量模式 34
圖 4 本研究調整後架構 35
圖 5 本研究整體結構模式圖 41
圖 6理論模型之結構模式路徑完成圖 44
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1. 品牌形象、網路商店形象、知覺風險、知覺價值與行為意圖之相關性研究-以廉價航空為例
2. 官方旅遊入口網站資訊品質、系統品質、介面設計與顧客滿意度之探討
3. 探討資訊品質、系統品質及服務品質對消費者滿意度及購買意圖影響之研究-期望確認理論之擴展
4. 官網資訊品質、系統品質及球迷偏愛程度對進場看球行為意圖之影響-以義大犀牛球隊為例
5. 拍賣網站之相關議題影響消費者信任、消費者滿意度與購買意圖-以淘寶網為例
6. 以推敲可能性模式探討產品資訊品質與網路口碑對團購購買意圖之影響
7. 探討資訊品質、系統品質與介面設計品質對購後行為意圖之影響-以智慧型手機為例
8. 網站美感設計、資訊品質對網路商店顧客忠誠度之影響研究
9. 消費者之網路商店購買意願研究:網路商店印象與網路品牌權益之影響
10. 資訊品質對訊息來源可信度及網路口碑傳播之探討-以美食部落格為例
11. 商品價格、網路口碑及消費者的信任程度對購物方式選擇的影響
12. 探討網路商店服務品質與企業形象對顧客購買意願之影響-以台糖易購網為例
13. 消費者信任和購買意願關係之研究 -消費者態度對於印尼電子商務的中介作用
14. 體驗行銷對消費者信任及購買意願影響之研究
15. 以雙因子理論探討影響消費者對網路商店信任之因素