Common Causes of Trust, Satisfaction and TAM in Online Shopping: An Integrated Model

整合網購信任、滿意度要因與TAM的線上購物意願模式

10.6220/joq.2013.20(5).01

湯玲郎(Ling-Lang Tang)；阮氏紅幸(T. H. Hanh Nguyen)

信任 ； 滿意度 ； 科技接受模式 ； 電子化服務品質 ； 資訊品質 ； Trust ； Satisfaction ； TAM ； e-Service quality ； Information quality

品質學報

20卷5期（2013 / 10 / 31）

483 - 501

英文

網路購物的成功來自於兩項重要的墊腳石：信任與滿意度，但兩者的關係至今仍混淆不清。本研究提出信任與滿意度的共通點，再採用科技接受模式所建構的綜合模型進行研究。而研究框架亦包含資訊品質、系統品質，以及服務品質對網路購物顧客的購買意願之影響。本研究設計一書籍訂購情境，以越南籍和臺灣籍學生為主要樣本，進行電子郵件及街頭抽樣問卷調查以驗證提出的架構。研究結果顯示：信任與滿意度顯著影響網路購買行為，電子化服務的品質是影響兩者共同因素，而資訊品質則是電子服務品質最重要構面。

Trust and satisfaction are two stepping stones for success in online business. However, the relationship between these two important concepts is still clouded in confusion. This study proposes that trust and satisfaction share common factors. Trust and satisfaction are studied using an integrated model with technology acceptance model (TAM). The ways in which information quality, systems quality and service quality affecting online customer's intention are also explained in this framework. We gathered data using an email survey questionnaire and hand in survey questionnaire. Most of the respondents were students from Vietnam and Taiwan. We tested our proposed framework using a book-ordering scenario. The result shows that trust and satisfaction significantly affect online shopping behavior. e-service quality is a common factor affecting both trust and satisfaction. The most important dimension of e-service quality is information quality.

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