Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23325
標題: 消費者信任對拍賣網站購買意願影響之研究-網站品牌形象、網站技術能力與個人信任傾向之應用
A Study of the Influences of Consumer Trust on Online Auction Purchase Intention-An Application of Website Brand Image、Website Technical Ability and Interpersonal Trust.
作者: 呂諒如
Lyu, Liang-Ru
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-3006200921272900
網路拍賣
信任
購買意願
品牌形象
促銷
出版社: 行銷學系所
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摘要: 近年來,台灣線上購物的活絡度正持續展現強勁的成長力道,其中以網路拍賣而言,因便利性提高,以及部份產品售價相對於實體通路較為低價,再加上商品的品項多樣化,遂吸引眾多消費者轉向網路進行消費購買行為,網路拍賣的參與人數愈來愈多。但另一方面,拍賣網站發生的詐欺事件也有愈來愈猖獗之趨勢,拍賣網站的買方對於賣方資料及商品品質的了解有限,交易過程充斥許多不確定的因素,縱使消費者在購買前會蒐集該商品的資訊,但商品品質的好壞卻必須等到消費者收到商品及使用後才能得知 (Kulkarni, 2000),信任的建立因而受到限制。所以交易雙方的信任程度高低即成為交易是否能完成的重要因素。本研究整理過去文獻,以網站品牌形象、網站技術能力、個人信任傾向、信任賣方、促銷及購買意願,作為探討消費者信任對拍賣網站購買意願影響的構念。 加總上述構念即為本研究的理論模型架構,探討拍賣網站的品牌形象對於信任賣方影響;拍賣網站的技術能力對於信任賣方的影響;個人信任傾向對於信任賣方的影響;拍賣網站的消費者對於賣方信任的高低程度所影響的購買意願為何以及拍賣網站的消費者對於賣方使用促銷手法而影響的購買意願為何。 在本研究結構方程式模型分析結果中,拍賣網站品牌形象對於消費者信任拍賣網站上的賣方有正向影響;拍賣網站的技術能力對消費者信任拍賣網站上的賣家有正向影響;消費者個人信任傾向對於信任拍賣網站上的賣家有正向影響;消費者信任拍賣網站上的賣家對於購買意願有正向影響;促銷對購買意願有正向影響。
URI: http://hdl.handle.net/11455/23325
其他識別: U0005-3006200921272900
Appears in Collections:行銷學系所

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