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    Title: 信任與購買經驗對網路購物意圖之干擾效果
    Other Titles: The moderating effect of trust and shopping experience towards online purchasing intention
    Authors: 陳佩汶;Chen, Pei-Wen
    Contributors: 淡江大學國際企業學系碩士班
    孫嘉祈;Sun, Chia-Chi
    Keywords: 網路購物;信任;購買經驗;干擾效果;購買意圖;Online Shopping;Trust;Shopping Experience;Moderating Effect;Online Purchase Intention
    Date: 2014
    Issue Date: 2015-05-04 09:44:47 (UTC+8)
    Abstract: 網際網路蓬勃發展的趨勢之下,與網際網路相關的產業發展也逐漸受到重視,其中又以電子商務中產值最為可觀的B2C之發展尤為關鍵,然而在網路購物平台的經營中,網路購物平台本身的商品價格、促銷手法以及操作系統本身是否會對消費者的購買意圖影響程度為何,以及消費者本身對平台之信任與過去的購買經驗,是否會對上述關係產生干擾影響,此為本研究目的。
    本研究以多元迴歸分析與干擾分析為主軸,研究發現對網路購物平台之知覺價格與知覺有用性將對購買意圖產生正向顯著影響;願付價格、促銷手法與知覺易用性則為不顯著影響,表示網路購物平台應注重於操作系統升級,並使得消費者在使用平台系統時能快速且有效率的進行所需行為,此外信任與購買經驗將會對價格、促銷、科技接受模型與購買意圖之間的關係產生干擾效果,意味著網路購物平台需重視消費者的過去購買經驗與信任之影響,在制定平台商品價格、促銷手法及科技接受模型時,如何建立與消費者信任關係,並創造出良好購買經驗,將是未來網路購物平台需追求目標。
    The development of internet leads the public to pay more attention on the e-commerce of B2C. This study would try to reveal the interaction between intention of purchasing and website operating activities such as pricing, promotion, and user surface system; it would also try to verify if trust and shopping experience of consumer would moderate the relationship above.
    This research is based on multiple regression and moderating analysis, and it found that the perceptive price and perceptive useless of the online shopping website would cause significantly positive effect on online purchase intention. However, the consumers’ willingness to pay, promotion and perceptive ease of use are not significant; it means online shopping websites should focus on updating the user surface. Otherwise, trust and shopping experience would moderate the relationship between price, promotion, technology acceptance model and purchase intention, which indicates online shopping websites need to attach more importance to the past shopping history and influence of trust of customers. Building the trusted relationship and creating well experience of shopping with consumers would become the goal of developing online shopping website in the future.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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