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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/27335


    Title: 電子商務網站信任管理之研究
    Authors: 邱顯貴;楊亨利
    CHIU,Hsien-Kuei;Yang,Heng-Li
    Keywords: 電子商務;網站;信任;值得信任;組織準備就緒;商業經營模式
    e-commerce;websites;trust;trustworthiness;readiness;business model
    Date: 2003-10
    Issue Date: 2009-01-17 16:32:48 (UTC+8)
    Abstract: 本研究係提出一個能夠讓企業經營的購物網站值得消費者信任之管理模式，以幫助業者提昇消費者對網站的信任。首先以消費者為導向，探討網站值得信任的架構和重要組成。接著由業者評量自己的網站在此方面的表現，同時也指出影響該表現的各因素之強烈程度。然後，經由消費者進一步逐一評量該網站的實際情況。透過業者與消費者之間認知落差的探討，以提供線上業者改進之參考。本研究結果指出，網站值得消費者信任的架構係由能力、正直、關係三個構面、十三個總指標和五十三個細目指標所組成。對業者的實證結果顯示，會顯著地促成網站業者在「網站信任」有較佳表現的因素，並不是感知的利益或感知的外在壓力，而是該網站是否一切準備就緒，尤其是在教育訓練與管理結構的支持、資訊科技資源、以及線上認證的配合等方面。另外，商業經營模式也是促成的重要因素，尤其是業者對網站的重要程度越高，又懂得虛擬社群的經營，那麼將更助於網站信任的展現。此外，實證結果顯示，業者與消費者對網站值得信任的評比上，兩者相關但有顯著的落差。為有效管理網站和促使網站值得信任，業者需重視網站的經營，以消費者為中心，建立與善用所需的相關資源，來提升消費者對網站的信任。
    This paper presents an EC-trust management model based on three empirical studies, in order to help website managers to enhance their website trustworthiness. This model consists of the website trustworthiness components, the factors supporting the trustworthiness building, and the gap analysis to identify the differences in the trustworthiness perceptions between website managers and consumers. The result shows that the website trustworthiness involves three latent factors (i.e., competence, integrity, and relation), which consist of 13 elements, and a total of 53 detailed indicators. Website trustworthiness performance is significantly affected by their website readiness (i.e., E & T and managerial structure, IT resources, financial resources, and seal-program preparation), perceived website importance, as well as perceived community importance. Meanwhile, the results also show that the gap of perceptions between website managers and consumers do exist. Therefore, to manage their websites effectively, they should be really consumer-oriented and enhance their trustworthiness based on the E & T as well as the IT resources.
    Relation: 中華管理評論國際學報, 6(5), 152-175
    Data Type: article
    Appears in Collections:[Department of MIS] Periodical Articles

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