不確定性與信任對線上消費者購買意願之影響

Understanding Uncertainty and Trust in Online Shoppers' Purchase Intensions

10.6188/JEB.2010.12(3).05

喻奉天(Vincent F. Yu)；蘇國瑋(Chris K.W. Su)；許孟祥(Meng-Hsiang Hsu)；王昭文(Jau-Wen Wang)；林盈君(Ying-Chun Lin)

網路購物 ； 不確定性 ； 信任 ； 科技授受模式 ； 購買意願 ； on-line shopping ； uncertainty ； trust ； Technology Acceptance Model TAM ； purchase intentions

電子商務學報

12卷3期（2010 / 09 / 01）

431 - 455

繁體中文

網路購物的人口隨著網路的普及而增加，但仍有一些線上消費者覺得網路交易存在很多不確定性因素，因而降低了對網路賣家的信任，進而影響其再次購買的意願。故本研究提出一整合性架構，探討消費者所認知的線上交易不確定性來源及其對網路賣家的信任，並結合科技接受理論來探討影響消費者網路購物之再購買意願。本研究採用問卷調查法蒐集資料，以結構方程模式進行資料分析。研究結果顯示，信任會透過知覺有用性對購買意願產生間接影響，知覺有用性與知覺易用性則會直接影響購買意願；在不確定性方面，知覺關係不確定性會降低信任程度，知覺環境不確定性則是透過知覺關係不確定性對信任產生負面影響。希望經由本研究結果提供網路商店經營者對線上消費者再購意願的影響因素有所瞭解，藉以改善經營方式，讓舊有客戶有購買意願後進而持續在該網路商店消費，以增加商業利潤。

Since the internet is popular, B2C (Business to Consumer) has received considerable attention and increases in online shopping population. Some online shoppers perceive that online transaction has many uncertainties, so trust in e-vendor is influenced. Accordingly, the repurchase intention of on-line shoppers is lower. Therefore, this paper propose an integrated model to explore the source of perceived uncertainty and combine Technology Acceptance Model (TAM) to investigate the effect of trust and uncertainty on online shoppers' repurchase intention. Data was collected through questionnaires and then analyzed using Structure Equation Model (SEM). The results indicate that trust will affect purchase intentions through perceived usefulness; perceived usefulness and perceived ease of use will affect purchase intentions directly. About uncertainties, perceived relationship uncertainty will reduce trust directly, but perceived environmental uncertainty decrease trust indirectly through perceived relationship unce rtainty. The results of this study may help managers of e-vendor manage their websites more effectively and increase members' repurchase intentions to obtain more business profit.

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