網站可用性對消費者行為意圖影響之研究

The Study of Relationship between Website Usability and the Intention of Online Shopping

10.29735/SJEB.200912.0003

陳玫真(Mei-Jen Chen)；黃營杉(Ing-San Hwang)

網站可用性 ； 信任 ； 行為意圖 ； Website Usability ； Trust ； Behavior Intention

東吳經濟商學學報

67期（2009 / 12 / 01）

79 - 106

繁體中文

資訊科技應用日益蓬勃，網路購物已經成為消費者購物的新趨勢，在電子商務情境下，由於消費者並未直接與公司或其員工互動，所以網站成為線上購物行為的主要依據。消費者對網站呈現的知覺，可以網站可用性來衡量。本研究期望透過了解網站可用性對消費者行為的影響，進一步定位信任在線上購物所扮演的角色，研究結果發現網站可用性的四個構面，內容、易用性、個人化與情感訴求均顯著正向影響信任的形成，而信任也顯著影響消費者線上購物的意圖，本研究更進一步證實，信任在網站可用性影響行為的機制中，扮演中介角色。性別及產品類型也在本研究中發現調節效果，本研究建議後續研究應納入不同年齡層以觀察年紀的調節效果。

On-line shopping has become increasingly popular along with the advance of information technology. Since the virtuality of online store prevents consumers from direct interacting with the company, the website usability is playing a crucial role in shaping the consumers’ trust toward the site. This study intends to explore the impacts of website usability on the intension of online shopping. The result shows that four constructs of usability including content, ease of use, made-for-medium and emotion are positively associated with the formation of online trust. Furthermore, the impacts of usability on shopping intention are mediated by trust. While sex and the types of merchandise do moderate the association between usability and trust, the moderating effects do not support the hypotheses proposed in this study. Age is suggested to be included as another moderator in future research.

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