题名

消費者網站購物購買行為前置因素之研究：以轉換成本為調節變數

并列篇名

The Study of the Antecedents of Purchase Behavior for Customer Online Shopping: The Moderating Effect of Switching Cost

作者

袁劍雲(Chien-Yun Yuan)；邱天佑(Tien-You Chiu)；關來成(Lai-Cheng Kuan)

关键词

網路購物 ； 知覺隱私 ； 知覺安全 ； 關係品質 ； 轉換成本 ； Online Shopping ； Perceived Privacy ； Perceived Security ； Relationship Quality ； Switching Cost

期刊名称

顧客滿意學刊

卷期/出版年月

9卷1期（2013 / 03 / 01）

页次

1 - 22

内容语文

繁體中文
中文摘要

本研究以認知—情感—行為模型為基礎，企圖結合科技接受模式（知覺易用性、知覺有用性）、知覺隱私、知覺安全、關係品質（滿意、信任、承諾）建構消費者對網路購買行為之模式。研究結果發現除了知覺易用性對信任、滿意對承諾與承諾對持續購買意圖之假說未獲得支持，其餘假說皆獲得支持。也證實滿意及信任是影響買賣雙方之間高關係程度的重要變數。此外，以轉換成本為調節變數，發現網站購物轉換成本，對消費者之滿意與持續購買意圖之間關係未產生調節作用。最後，本研究根據研究結果提供網路購物業者了解消費者購物行為趨勢，作為制定行銷策略之參考。
英文摘要

This study attempts to combine Technology Acceptance Model (perceived ease of use, and perceived usefulness), perceived privacy, perceived security, relationship quality (satisfaction, trust, commitment) based on Cognition-Affect-Behavior (C-A-B) model from the perspective of business to consumer to construct the model about online consumer purchase behavior. The study found that in addition to perceived ease of use for trust, satisfaction for commitment and commitment for intention of continue repurchase is not supported, the remaining hypotheses are supported. The study also confirmed that satisfaction and trust are the important variables with relationship between buyers and sellers. In addition to switching cost for the moderating variable and found that the switching cost of online shopping, the relationship between consumer satisfaction and intention of continue repurchase is not a regulatory role. Finally, the study also provides some suggestions for shopping site operators to understand the tendency of the consumer behavior to set up the business strategy.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 廖洧杰、陶幼慧(2017)。響應式網站設計成熟期間之轉換障礙影響－事前實證與事後回顧。Electronic Commerce Studies，15(3)，395-426。
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