政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/27285
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/27285


    Title: 線上購物經驗對網站信任的影響：以某書店網站為例
    Authors: 邱顯貴;楊亨利
    Yang,Heng-Li;Chiu,Hsien-Kuei
    Keywords: 購物網站;購物經驗;網站信任;網路行銷;顧客關係;Shopping Websites;Online Experience;Tustworthiness;Customer Relationship.
    Date: 2005-06
    Issue Date: 2009-01-17 16:27:59 (UTC+8)
    Abstract: 本研究係透過消費者對某書店網站信任的感知的實證研究，探討購物經
    驗對該網站信任的影響。本研究不但分析一般消費者和有無購物經驗的會員
    兩兩之間在網站信任的平均方面是否有顯著差異，並探討不同購物經驗層次
    對網站信任的影響。期望藉由本研究的結果，在實務上提供業者電子商務網
    站經營的參考。
    研究結果顯示，整體而言，平均對該網站的信任程度，依序由小而大是：
    一般消費者、該網站未購物會員、曾在該網站購物的會員。網站信任的準則
    項目方面，一般消費者和該網站尚未購物的會員在『經營能力』和『安全維
    護的能力』方面看法未顯著差異，其他則一般消費者顯著小於尚未購物的會
    員。信任的準則項目當中，『一致性的表現』、『管理的公開與作業透明化』
    和『員工與社群成員行為的規範』隨著消費者對網站實際交易往來的頻繁程
    度，有顯著地提高之傾向。
    總之，具有較豐富購物經驗的會員對網站信任程度較高。而且購物經驗
    越佳，對網站信任的程度也會顯著的高。顯示網站有較多的購物實際經驗或
    認識程度一致有關。雖然整體而言，這些網友對此特定網站的信任程度會受
    到過去以來在網站的購物經驗所影響，但在網站信任的各項指標上，對各個
    指標的看法並不完全一致。本研究並針對上述差異與共同情形提供業者一些
    經營上的建議。
    This paper examines the effects of online experiences on the performance
    of the website trustworthiness. It surveyed the perceptions of online
    trustworthiness by both members and nonmember consumers of an online
    bookstore. Results show that the better online experiences the website provided,
    the more trustworthy it could be. Besides, averagely speaking, the website was
    more trusted by its members than by nonmember consumers. The effects of
    member status on each component of trustworthiness were also examined.
    Finally, the managerial implications for the shopping websites were also
    discussed.
    Relation: 管理與資訊學報, 10, 365-388
    Data Type: article
    Appears in Collections:[Department of MIS] Periodical Articles

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