不信任對線上購物意圖之影響－兩岸消費者之比較研究

The Effects of Distrust on Online Shopping Intention-A Comparative Study between Cross-Strait Consumers

10.6656/MR.202007_39(3).CNI029

王凱弘(Kai-Hung Wang)；游耀華(Yao-Hua You)；黃鐸銘(Tuo-Ming Huang)；范錚強(Cheng-Kiang Farn)

產品態度 ； 不信任信念 ； 購買意圖 ； 兩岸對比 ； Product Attitudes ； Distrust Beliefs ； Purchase Intention ； Comparison between Cross-Strait

管理評論

39卷3期（2020 / 07 / 01）

29 - 57

繁體中文

研究目的：本研究以二元產品態度，探討不信任對消費者線上購買意圖的影響，並對台灣和大陸兩岸的消費者進行比較性研究。研究設計與方法：本研究採用實驗設計方法，以線上問卷方式分別對兩岸消費者進行調查，有效樣本台灣115份與大陸150，共計265份。實驗先針對標的產品選擇、品牌名稱、產品屬性和效價評論進行4次前測，正式階段則對受測者隨機分配到4組不同組合情境之一，在閱讀不同情境之產品評論後進行問卷作答。本研究採用ANCOVA與PLS-SEM進行假說檢定分析。研究結果：研究發現，對產品的正面態度和負面態度會顯著影響對產品的不信任；對產品的不信任會顯著影響購買意圖。此外，台灣消費者對產品的不信任比大陸消費者高；大陸消費者則在負面態度對不信任的正向影響大於台灣的消費者。研究限制：本研究採實驗設計，因外部變數可控而有較好的內部效度，但相對要推論到母體的外部效度易受到威脅；另外，在回收樣本數較小且不夠廣泛下，研究結果可能產生偏差。實務意涵：本研究建議企業制定策略時要因地制宜，應該建立一完善的顧客互動機制，降低消費者對產品的不信任感，並建立快速的反應機制，在遭遇顧客投訴或負面資訊時能夠及時處理，減少顧客的負面情緒。線上與店面購物最大差異在於對實體商品直接接觸與體驗，業者應理解負評遠大於正評的影響性，並重視客觀評價機制的重要性，才能使電商更往正向發展。價值：從二元態度的角度來理解消費者，可更加接近真實世界，準確地預測和洞察消費者的行為。驗證與比較兩岸消費者在線上購物時，對產品評論的感知與行為方式是存在差異性。

Purpose - This research explores the effects of distrust on consumers' online shopping intention with a dualistic attitude, and conduct a comparative study on cross-strait consumers. Design/methodology/approach - This research deploys a controlled experiment to analyze the on-line questionnaires retrieved from consumers on both sides of Taiwan Strait. A total of 265 valid questionnaires were recovered, 115 from Taiwan and 150 from China. We firstly conducted 4 pilot tests, primarily on the selection of the subject products, brand names, attributes of the product, and valence reviews. Later in the large-scale survey, participants were randomly assigned to one of the four experimental scenarios. They read through products reviews under different scenarios and then answered the questionnaire. The hypotheses were tested using ANCOVA and PLS-SEM. Findings - The results show that the positive/negative attitude towards product significantly affects the distrusting beliefs; distrusting beliefs in turn significantly affect the purchase intention. In addition, the distrust of Taiwanese consumers is higher than that of Mainland Chinese; the positive effects of the Mainland Chinese consumers' negative attitude on distrust is higher than that of Taiwanese consumers. Research limitations/implications - This experimental design is expected to have better internal validity because the external variables are controllable. However, it might constitute a threat to external validity, the validity of applying the conclusions outside the context of this study. Besides, the small number of recovered samples and the limited coverage might result in biased research results. Practical implications/Social implications - This research suggests that companies should formulate strategies by adapting to local conditions. By building a complete customer interaction mechanism, firms are able to ease consumers' distrusting beliefs ; by establishing a speedy response mechanism, firms are allowed to promptly cope with customer complaints or related negative information, decreasing the level of customer dissatisfaction. The major factor that distinguishes shopping at stores from online shopping is the direct contact with physical products. Companies should understand that negative reviews have stronger influence than positive ones do, and highly value the importance of objective evaluation systems in order to realize more prosperous e-commerce. Originality/value - By understanding consumers from a dualistic attitude perspective, we might come closer to reality, and be able to more accurately predict and penetrate consumer behaviour. Through verifying and comparing the online shopping behaviour of consumers on two sides of the Taiwan Strait, we see their differences in perceptions and patterns regarding product reviews.

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