政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78427

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政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/78427

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78427

Title:	Determinants of successful online transactions – effects of transaction assurance seal and reputation rating affecting trust and purchase intention of consumers
Authors:	Hsu, Li-Ling;Chen, Shin-Jiang;Chiu, Ming-Chien;Chen, Jason C. H.
Contributors:	資管系
Keywords:	on-line auction;purchase intention;Transaction assurance seal;trust
Date:	2015
Issue Date:	2015-09-14 16:40:09 (UTC+8)
Abstract:	As the Internet continues to grow and flourish, more and more consumers like to buy things on the Internet. Online auction has become the biggest marketplace, because of the convenience and speed of online transactions. Ministry of Economic Affairs of Taiwan reported C2 C transaction rise by 20% annually, and its market is expected to grow continuously, meaning C2C marketplace is receiving much increased attention. Nonetheless, there are many risks that come with online shopping. The lack of ability to inspect merchandise before purchase will put consumers a trick of fraud (identify theft). Therefore, effectively increasing consumers` trust in online sellers will make consumers more willing to buy goods from them. This study reported some characters that might influence consumers` trust in online sellers, and investigated the influence of trust on purchase intention. The focus of this study is to examine the consumers` perceived effect of sellers` transaction assurance seal, reputation and ability to protect trade information. With Yahoo! Auction as the research subject, 260 questionnaire surveys were conducted online, and 226 were considered effective. The research hypotheses were developed by using structural equation modeling (SEM), and the results supported the model.
Relation:	Human Systems Management, 34(2), 105-118
Data Type:	article
DOI 連結:	http://dx.doi.org/10.3233/HSM-140827
DOI:	10.3233/HSM-140827
Appears in Collections:	[資訊管理學系] 期刊論文

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