The Study of Taiwanese Online Sellers' Ethics and Online Buyers' Trust in Electronic Commerce

台灣電子商務的網路賣方道德感與網路買方信任感之研究

10.29705/EAR.200912.0003

陳昱彣(Yu-Wen Chen)；林佳慧(Chia-Hui Lin)

電子商務 ； 網路商店 ； 網路行銷 ； 網路道德感 ； 網路信任感 ； E-commerce ； E-business ； Online Marketing ； Online Ethics ； Online Trust

東亞論壇

466期（2009 / 12 / 01）

23 - 41

英文

由於網際網路的快速發展，電子商務已經轉變成一種新的網路上行銷產品的方式。許多人喜歡在網路上購物是因為它的便利性。可是當消費者在網路購物時，一些問題可能會出現，例如：會擔心個人的資料如何被使用、這個購物網站是否安全、這個購物網站是否能被信任。這篇主題主要在探討台灣電子商務的網路賣方道德感與網路買方信任感之研究。這是一件值得關心的議題。因此，擁有良好的道德感與信任感對於網路消費者和網路銷售者之間是極重要的。 網路購物信任感問卷被使用來測量李客特五點量表。共發出230份問卷給7間機構與2間學校，有效回收問卷217份，有效回收率為94.34%。SPSS統計軟體被使用去分析獨立樣本t 考驗、多元迴歸分析、皮爾森相關係數與敘述性統計分析。 結果發現被認知的網路安全性、網路隱私權、網路購物經驗和第三方認證標誌與網路消費者的信任是正面的關係，被認知的網路風險與網路消費者的信任是負面的關係。除此之外，台灣男性網路消費者與女性網路消費者對於網路消費者的信任是沒有差別的，台灣單身網路消費者與已婚網路消費者對於網路消費者的信任也是沒有差別的。

Due to Internet's rapid development, electronic commerce becomes a new way for businesses to market products online. Many people like shopping online because of the convenience. However, when consumers shop online, some concerns emerge, such as worries of how personal data will be used, how secure the online site is, and whether or not the Website should be trusted. This paper studies Taiwanese online sellers' ethics and online buyers' trust in electronic commerce. Trust in Internet shopping was measured on the five-point Likert rating scale. 230 questionnaires were delivered to seven companies and two schools in Taiwan, in which 217 effective questionnaires were returned (94.34% response rate). SPSS statistical software was used. The results reveal that perceived online security, perceived online privacy, Internet experience, and third-party assurance seal are positively associated with online consumer trust, and perceived risk is negatively associated with online consumer trust. In addition, there is no difference between male and female online shoppers on the issue of online consumer trust, nor is there a difference between single and married online consumers issue.

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