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論文名稱(中文) B2B2C電子商務平台的信任因子與不確定規避文化的影響之研究
論文名稱(英文) Antecedent factors of trust and the moderator role of uncertainty avoidance on B2B2C electronic commerce platform
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 107
學期 2
出版年 108
研究生(中文) 邱佳敏
研究生(英文) Chia-Min Chiu
學號 R66051064
學位類別 碩士
語文別 中文
論文頁數 55頁
口試委員 指導教授-郭亞慧
口試委員-張紹基
口試委員-陳芃婷
中文關鍵字 電子商務  電商  信任  不確定性規避 
英文關鍵字 B2B2C e-commerce  trust  uncertainty avoidance 
學科別分類
中文摘要 網際網路打破空間限制改變了交易的形式,消費者可以透過電腦與網路購買商品。而近幾年,電商平台作為交易中介機制的電子商務模式發展出企業對企業對顧客B2B2C(business to business to consumer)的形式,指網站提供中介交易平台,讓賣家或品牌公司支付一筆費用即可以進駐網站並販賣產品。在網路購物環境中,交易風險高於實體通路,因此保障交易安全、取得消費者的信任,是獲得顧客的關鍵要素。本研究旨在探討B2B2C電子商務模式中影響信任的因子,以及如何在電商平台到賣家這些不同層面之間,增加消費者的信任程度。
本研究提出一研究架構,針對B2B2C電商平台歸納五個影響信任之因子:熟悉度、網站品質感知、電商平台服務有效性、他人對賣家/品牌之評論與賣家/品牌形象,並以不確定性規避之文化因素為調節變數,探討其對上述關係之影響性。
透過網路收集問卷並進行資料分析,實證結果為熟悉度、服務有效性感知與賣家/品牌形象正向顯著影響信任,而不確定性規避的調節作用僅對服務有效性與信任之間的關係具有正向顯著影響。從實證分析結果得知,服務有效性是影響消費者信任最關鍵的因素。因此電商購物平台應注重增加交易安全性、履行購買保障以及提供顧客服務機制,以減少消費者的不確定感知,也進而影響消費者對整體網路購物環境的信任程度,強化消費者的購買意願。其研究結果期望能提供電商經營者操作和管理之參考以及對後續研究發展的建議。
英文摘要 B2B2C electronic commerce (e-commerce) has been a new model of online shopping. Given that the past research focused mostly on B2C or C2C e-commerce, this study developed a new model depicting the formation of trust in B2B2C e-commerce platform. The antecedents of trust in B2B2C e-commerce platform included familiarity, perception of website quality, effectiveness of the e-commerce platform services, feedback on seller/brand and seller/brand’s image. This study also investigated the moderating effect of uncertainty avoidance in the formation of trust. 
 The research results indicated that familiarity, effectiveness of service and seller/brand’s image are significantly related to trust in B2B2C e-commerce platform, and that the relationship between effectiveness of service and trust in B2B2C e-commerce was moderated by uncertainty avoidance. This study provides an understanding of trust formation in B2B2C e-commerce. The results of this study can help practitioners to develop consumer trust and future research to investigate more consumer behaviors resulting from trust.

論文目次 目錄
第一章 緒論1
第一節 研究背景與研究動機1
第二節 研究問題與研究目標5
第三節 研究貢獻6
第四節 研究流程7
第二章 文獻探討8
第一節 信任在電子商務中的探討8
第二節 電商B2B2C網路購物平台環境中的信任因子11
第三節 不確定性規避及交互影響關係15
第四節 小結17
第三章 研究方法19
第一節 研究架構19
第二節 操作型定義與衡量方法20
第三節 研究對象23
第四節 研究設計24
第五節 資料分析方法24
第四章 資料分析結果26
第一節 樣本受試者基本資料26
第二節 敘述性統計分析26
第三節 信度分析與驗證性因素分析27
第四節 迴歸分析31
第五章 討論與建議34
第一節 研究討論34
第二節 實務管理意涵39
第三節 研究限制與未來研究建議40
附錄43
參考文獻48
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