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系統識別號 U0026-1906201417375600
論文名稱(中文) 消費者信任在交易成本與網站購買意願關係上之中介作用探索
論文名稱(英文) Exploring the mediation of consumer trust on the relationship between transaction cost and online buying intention
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生(中文) 李芸樺
研究生(英文) Yun-Hua Lee
學號 R46011094
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-葉桂珍
口試委員-陳明惠
口試委員-王瑜琳
中文關鍵字 購物網站  交易成本理論  信任  中介 
英文關鍵字 Online shop  Transaction Cost Economics  Trust  Mediation 
學科別分類
中文摘要 網路業者透過網站建立形象、與消費者溝通。消費者根據業者所提供的資訊與服務推測產品品質。根據交易成本理論,理性的消費者會選擇成本較低的通路。依據資訊豐富度理論,完整的產品資訊有助於降低消費者的對交易的不確定性和成本。此外計畫行為理論指出,個人行為會受到其行為意圖的影響,而行為意圖則取決於個人對於特定行為所抱持的態度。基於上述理論,本研究欲以拍賣網站與官方網站之間各屬性上的差異,來探討產品資訊與售後服務對消費者網路購買意願之影響。分析重點在於消費者使用網站所感受到的交易成本與對網站的信任度,以及消費者的購買意願與再訪意願,並以消費者對網站的信任為中介。
本研究利用拍賣與官方網站的各種屬性,如網站設計、資訊、服務等,為實驗設計之根據,並使用網路問卷形式,於網路購物討論區發放,共蒐集330份樣本,受測者主要為經常使用網路購物的學生。研究結果顯示:1.交易成本中的搜尋及執行成本似不會影響購買與再訪意願;2.消費者信任對監督成本與購買與再訪意願間關係有中介作用。因此,本研究結論:購物網站的交易資訊,尤其是監督成本,通常被消費者作為推論產品品質的外部線索,故透過網站設計可幫助建立專業交易形象,留住消費者。
英文摘要 This thesis aims to investigate the effect of product information and after-sale service on consumers’ online buying intention by design of different information and service attributes between auction websites and official purchasing websites. The analysis focuses on perceived transaction cost, consumer trust, and purchase and revisit intention, with consumer trust as the mediator. The experimental design is based on different attributes between auction websites and official purchasing websites, such as website design, information and services. Internet questionnaires were distributed in an online shopping forum, with 330 samples collected. The subjects are primarily students who shop online frequently. Data analysis shows that: 1. Searching and executing cost would not impact on purchase intention and revisit intention. 2. The relationships between monitoring cost and purchase intention, revisit intention are mediated by consumer trust. Finally, the research conclusion is as follows: Consumers usually consider information on a website, especially monitoring cost, to be external cues for evaluating product quality. Therefore, website designs contribute to building a professional brand image and retaining consumers.
論文目次 中文摘要 I
Exploring the mediation of consumer trust on the relationship between transaction cost and online buying intention II
致謝 V
目錄 VI
表目錄 IX
圖目錄 X
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與流程 2
壹、研究目的 2
貳、研究流程 4
第貳章 文獻探討 5
第一節 購物網站 5
壹、購物網站的定義 5
貳、購物網站與消費者 7
参、購物網站知覺品質 8
第二節 交易成本理論 9
壹、交易成本理論(Transaction Cost Economics, TCE) 9
貳、資訊豐富度與交易成本 11
参、售後服務與交易成本 12
第三節 信任 13
壹、信任的定義 13
貳、購物網站與信任 14
第四節 行為意圖 15
壹、購買意願與再訪意願 15
貳、行為意圖與信任 16
第參章 研究方法 18
第一節 研究架構與假設 18
壹、研究架構 18
貳、研究假設 19
第二節 各變數之操作性定義與衡量 22
壹、交易成本 22
貳、消費者信任 23
参、購買意願 23
肆、再訪意願 24
第三節 研究設計 25
壹、實驗設計與研究情境設計 25
貳、問卷設計 29
参、樣本 29
第肆章 資料分析 30
第一節 樣本資料統計 30
第二節 因素與信度分析檢定 31
第三節 操弄檢定 36
第四節 Pearson相關分析 37
第五節 平均數檢定分析 39
第六節 迴歸分析 40
第七節 階層迴歸分析 43
第伍章 結論與建議 46
第一節 結論 46
壹、研究發現與討論 46
貳、假設檢驗結果整理 49
第二節 研究貢獻 50
第三節 行銷實務意涵 50
第四節 研究限制與後續研究建議 52
壹、研究限制 52
貳、後續研究建議 53
參考文獻 54
附錄一 實驗設計 58
附錄二 正式問卷 66
參考文獻 中文部分
朱國明(2008),「以網路的資訊豐富環境與訊息框架探討網路購物行為之前因與後果模型研究」,中華管理評論,第十一卷第四期。

邱顯貴、楊亨利(2003),「線上購物網站值得消費者信任的因素之研究」,資訊社會研究(5),頁139-174。
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