The Antecedents of E-Commerce Purchase Behaviors

電子商務購買行為前置變數之研究

10.6220/joq.2016.23(1).03

袁國榮(Kuo-Jung Yuan)；劉大魁(Dah-Kwei Liou)；張書豪(Shu-Hao Chang)；張東曜(Tung-Yao Chang)

知覺隱私保護 ； 知覺安全保護 ； 信任 ； 知覺風險 ； 電子商務 ； perceived privacy protection (PPP) ； perceived security protection (PSP) ； trust ； perceived risk ； e-commerce

品質學報

23卷1期（2016 / 02 / 28）

43 - 59

英文

如何提升消費者網路購物行為是購物網站經營業者主要的焦點，本研究以電子商務購買行為的前置變數為出發點，透過知覺隱私保護與知覺安全保護，探討消費者網路購物之影響因子，並以能力、善意、誠實為信任模組，同時考量知覺風險，藉以建構其關係模式。經由413份問卷並採用結構方程模式進行驗證，得知知覺隱私保護與知覺安全保護皆會正向影響影響能力、善意與誠實。此外，知覺隱私保護會負向影響知覺風險，而在信任模組內，善意與誠實皆會透過購買意圖正向影響購買行為，知覺風險則會透過購買意圖負向影響購買行為。本研究試圖發展電子商務購買行為模式，以提供實務上之建議。

The primary focus of online shopping website vendors is to increase consumers' online purchase behaviors. Through perceived privacy protection (PPP) and perceived security protection (PSP), this study identifies the antecedents of e-commerce purchase behaviors to investigate the factors that influence consumers' online purchases. In addition, we included ability, benevolence, and integrity in the trust model to construct a relational model for perceived risk. Using structural equation modeling (SEM) to test 413 valid questionnaires, the results indicated that both PPP and PSP positively influence ability, benevolence, and integrity, respectively. Furthermore, PPP negatively influenced perceived risk. In the trust model, both benevolence and integrity positively influenced purchase through purchase intentions, and perceived risk negatively influenced purchase through purchase intentions. This study developed a model for e-commerce purchase behavior to provide practical suggestions.

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