查詢結果分析
相關文獻
- 購物網站之隱私權政策、聲譽與信任對消費者購物意圖影響之研究
- 線上口碑對消費者購買意圖之影響--網路論壇的實驗研究
- 資訊人員人際信任、衝突與知識分享關係之研究
- 管理者投資專案選擇行為與股價反應--聲譽模式觀點
- 臺灣地區創業投資公司投資行為之研究--以「聲譽模式」為分析架構
- 服務失誤、服務補救、與購買意圖之研究
- Cookies and Privacy Policies for Internet
- 聲譽與會計選擇
- 以價值鏈為基礎建立專業服務組織聲譽之價值傳送系統
- What Constitutes and Adequate Privacy Policy?--Review of the U.S. DMA's Privacy Policy by Applying the EU Directive Criteria
頁籤選單縮合
題名 | 購物網站之隱私權政策、聲譽與信任對消費者購物意圖影響之研究=The Impact of Electronic Shopping Site's Privacy Policy, Reputation, and Trust on Customers' Purchase Intentions |
---|---|
作者 | 王又鵬; 吳佳純; Wang, Yu-peng; Wu, Chia-chun; |
期刊 | 交大管理學報 |
出版日期 | 20010400 |
卷期 | 21:1 2001.04[民90.04] |
頁次 | 頁161-179 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 隱私權政策; 聲譽; 認知性信任; 情感性信任; 購買意圖; Privacy policy; Reputation; Cognitive trust; Effective trust; Customers' purchase intentions; |
中文摘要 | 隨著電子商務的風靡,於是衍生了相關的議題,其中包括了網路購物,本研究的目的在提供網路購物議題新的探討方向,並設法瞭解信任如何影響消費者的購買意圖。本研究之研究要點如下:(1)完整而深入的整理國内外有關前述問題的研究和實證發現;(2)根據參考文獻的發現歸納,提出一個完整的理論架構,以求網站的隱私權政策、聲譽與信任(認知性信任、情感性信任)對消費者網路購買意圖之間的變數關係,並進一步獲得瞭解,此外,此理論架構有三大類變數:自變數、應變數、和中介變數,自變數有網站隱私權政策、網站聲譽;中介變數有認知性信任及情感性信任;應變數為消費者的網路購買意圖;(3)以2(有隱私權政策/無隱私權政策)2﹡(高聲譽/低聲譽)的實驗設計來蒐集原始資料,以驗證此一理論架構。分析結果顯示,不同水準的隱私權政策與聲譽分別顯著地影響認知性信任及情感性信任,另外就認知性信任與情感性信任對購物意圖的影響上,則是認知性信任對購物意圖的影響大於情感性信任的影響,因此建議從事網路行銷時應從消費者的心理層面著手,透過網站的聲譽、隱私權政策使消費者產生信任感,以提高網路購物的意圖。 |
英文摘要 | As EC growing, many issues are discussed about Internet shopping. This research proposes a new approach on Internet shopping to try to understand how trust can affect customers' purchase intentions. This research is to accomplish as follows: (1) Several Internet shopping theoretical and empirical literatures are surveyed. (2) A conceptual framework which consists of three components, namely, independent variable (privacy policy and reputation), intervening variable (cognitive and affective trust) and dependent variable (customers' purchase intentions) would be proposed; (3) The 2(have/have none privacy policy)*2(high/low reputation) laboratory experiments are employed to collect primary data to validate the proposed conceptual framework. The two levels privacy policy and reputation can significantly influence cognitive and affective trust. Moreover, the effect of cognitive trust and purchase intentions is more than that of affective trust. Therefore, we suggest that electronic shopping sites' managers should consider customers' mentality in order to improve purchase intentions. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。