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作者:阮人和
作者(英文):JEN-HO JUAN
論文名稱:購物網站資訊來源對消費者的影響:以信任與不確定雙面刃觀點
論文名稱(英文):The Influence of shopping website Information source on Consumers: From the Double-edged Perspective of Trust and Uncertainty
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:劉明德
張旭華
阮金祥
口試委員(英文):Ming-Te Liu
Xu-Hua Zhang
Jinshyang Roan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610732503
出版年(民國):109
畢業學年度:109
語文別:中文
論文頁數:118
關鍵詞:媒體影響群體影響個體影響不確定規避賣家不確定再購買意圖轉換意圖
關鍵詞(英文):Media InfluenceGroup InfluenceIndividual InfluenceUncertainty AversionSeller UncertaintyRepurchase IntentionSwitch Intention
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網際網路無遠弗屆創造電子商務蓬勃發展,改變過去傳統面對面交易行為,而買家與賣家從未謀面下的買賣交易,信任則顯得格外重要。
因此本研究探討購物網站資訊來源對買家的影響,本研究以刺激-有機體-回應理論為主體架構,著眼於資訊來源形成買家對賣家間信任及不確定性的影響,進而對再購買意圖與轉換意圖的影響。
本研究結果證實:(1)媒體影響與群體影響對信任有顯著的正向影響;(2)個體影響對信任賣家與信任資訊有顯著正向影響;(3)不確定規避分別對產品不確定性與賣家不確定性有顯著正向影響;(4)信任對再購買意圖有顯著正向影響;(5)資訊不確定對再購買意圖有顯著負向影響及對轉換意圖有顯著正向影響。
With the rapid development of Internet, e-commerce has changed the traditional face-to-face transaction behavior in the past. However, trust is particularly important when buyers and sellers have never met each other.
Based on the Stimulus-Organism-Response theory, this study focuses on the influence of information sources on the trust and uncertainty between buyers and sellers, and then on repurchase intention and switching intention.
The results show that: (1) Media influence and Group influence have a significant positive impact on trust; (2) Individual influence has a significant positive impact on trust information; (3) Uncertainty Aversion has a significant positive impact on product uncertainty and seller uncertainty respectively; (4) Trust has a significant positive impact on Repurchase Intention; (5) Information Uncertainty has a significant negative impact on Repurchase Intention It has a significant positive effect on the Switch Intention.
第一章 緒論 11
第二章 文獻探討 16
第三章 研究方法 29
第四章 資料分析 38
第五章 結論與建議 11
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