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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 蕭崑杉(Kun-Sun Shiao) | |
dc.contributor.author | Ku-Yuan Lee | en |
dc.contributor.author | 李固遠 | zh_TW |
dc.date.accessioned | 2021-06-08T00:56:54Z | - |
dc.date.copyright | 2015-03-13 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-02-10 | |
dc.identifier.citation | 中文參考文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18258 | - |
dc.description.abstract | 隨著網路服務的日新月異,電子商務在我國經濟的重要性日益增加,網路購物已成我國消費者生活中的重要選項。消費者網路信任是電子商務成敗的重要樞紐,然而目前相關研究仍缺乏一個兼顧理論和實務的理解方式。本研究兼採東西方信任理論之長,具體提出我國消費者網路信任模式,以解決過往理論和實務上對我國消費者網路信任理解不足之憾。本研究揉合華人關係主義和西方個人主義的信任理論脈絡,並結合網路口碑等當代網路購物的重要現象,以消費者個人考量的計算基礎和熟悉基礎,消費者關係網絡內的朋友/同儕和網友之信任轉移,以及消費者關係網絡外的制度基礎來共同建構我國消費者網路信任模式。本研究採用調查研究方法,共蒐集1151個有效樣本進行多元迴歸分析和結構方程模式分析。結果發現本研究所提出之我國消費者網路信任模式可以很適切地描述我國消費者網路信任的建構方式,並較過往僅考量個人主義脈絡的模式更具解釋能力。這樣的結果非但克服了過往研究中缺乏在地信任理論脈絡的缺陷,更透過網友信任轉移的概念為網路口碑等現象找到合適的理論定位,彌補了過往僅將實體經濟的消費者信任延伸至網路購物之不足。本研究之主要發現有以下四點:
1. 我國消費者網路信任建構應揉合關係主義和個人主義之觀點 2. 朋友/同儕和網友的信任轉移應被納入網路信任模式之中 3. 制度基礎為我國消費者網路信任的重要根基 4. 個人考量的信任基礎仍在網路信任建構中產生一定作用 綜合以上發現,本研究主張關係主義的信任理論脈絡在理解我國消費者網路信任當中不可或缺,且未來或應將人際關係網絡拓展為社群關係網絡,才能更為貼近當代的網路購物現象。此外,本研究建議未來在網路購物的行銷策略上應當更加充分地利用團體的力量吸引消費者,以更為有效地提升消費者的網路信任和黏著程度。 | zh_TW |
dc.description.abstract | As the increasing demand of internet services, online shopping has become a main option in our life. Consumer trust, in particular, is the key factor in online shopping. However, not much research in Taiwan addressed both theoretical and practical aspects of consumer trust. This research integrated the theories of relationalism and individualism, as well as word of mouth, to establish a theoretical model of consumer trust in online shopping. A total of 1151 consumers completed a questionnaire based on our model. Multiple regression analysis and structural equation modeling were employed to verify the structural relationships and four main results were found. First, our model was fit, and better than the past model constructed only from the individualism perspective. Second, the trust transference from friends/peers and netizens should be included among the trust model. In addition, the institution-based trust was the most important foundation of online trust. Finally, the calculative-based trust and the knowledge-based trust were still the bases of our model. Therefore, we suggested that the relationalism perspective should be included in the model to understand the consumer trust in online shopping. It is implied that interpersonal networks should be extended to community networks in order to aptly describe word of mouth and other contemporary online shopping phenomenon. As observed from our model, consumer trust in online shopping are found to be greatly enhanced with the power of community. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T00:56:54Z (GMT). No. of bitstreams: 1 ntu-104-D98630005-1.pdf: 2294330 bytes, checksum: 615d41db333cb7b6b85d8064f991d5c1 (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景 1 第二節 問題意識 4 壹、問題意識一:關係主義信任建構之濫觴 4 貳、問題意識二:實體信任延伸論之潛在不足 5 第三節 研究目的 7 第四節 名詞解釋 9 第二章 文獻探討 10 第一節 從信任到消費者信任 10 第二節 消費者網路信任 13 第三節 再探我國消費者網路信任的建構機制 17 第四節 我國消費者網路信任模式 20 壹、網路信任的關係轉移機制 20 貳、網路信任的直接影響因素 21 參、揉合關係主義與個人主義的我國消費者網路信任模式 23 第三章 研究方法 27 第一節 研究設計 27 壹、量表設計 27 貳、抽樣設計 28 參、驗證分析設計 29 第二節 問卷設計 31 壹、關係主義觀點下新增之信任基礎 31 貳、個人主義信任觀點下之信任基礎與網路信任 37 參、統計控制和共同方法變異之控制 39 第三節 研究分析說明與量表前測結果 42 第四章 研究結果 47 第一節 樣本基本統計資料 47 第二節 量表信度與效度分析結果 53 壹、我國消費者網路信任模式相關量表之信度分析 53 貳、我國消費者網路信任模式相關量表之探索式因素分析 56 第三節 量表驗證式因素分析結果 64 第四節 迴歸分析結果 71 壹、第一階段迴歸分析結果 73 貳、第二階段迴歸分析結果 76 第五節 結構方程模式分析結果 82 壹、我國消費者網路信任模式之整體模式分析結果 83 貳、我國消費者網路信任模式之衡量式分析結果 85 參、我國消費者網路信任模式之結構式分析結果 89 第五章 結論與討論 90 第一節 研究結論 90 壹、我國消費者網路信任建構應揉合關係主義和個人主義之觀點 90 貳、朋友/同儕和網友的信任轉移應被納入網路信任模式之中 91 參、制度基礎為我國消費者網路信任的重要根基 93 肆、個人考量的信任基礎仍在網路信任建構中產生一定作用 94 第二節 研究討論與未來方向 96 壹、關係主義的脈絡在信任理論中不可或缺 96 貳、人際關係網絡的概念或應擴大為社群關係網絡 96 參、善用團體的力量創造消費者的網路信任與黏著度 98 參考文獻 101 附錄一 正式調查問卷(A卷) 106 附錄二 正式調查問卷(B卷) 111 附錄三 正式調查問卷(C卷) 116 附錄四 正式調查問卷(D卷) 121 | |
dc.language.iso | zh-TW | |
dc.title | 我國消費者網路信任模式建構之研究 | zh_TW |
dc.title | The Trust Model for Consumers’ Online Shopping in Taiwan | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-1 | |
dc.description.degree | 博士 | |
dc.contributor.oralexamcommittee | 蔡建雄,方珍玲,王俊豪,蔡必焜,邱湧忠 | |
dc.subject.keyword | 信任,網路購物,關係主義,網路口碑,同儕影響,個人主義, | zh_TW |
dc.subject.keyword | trust,online shopping,relationalism,word of mouth,peer influence,individualism, | en |
dc.relation.page | 125 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2015-02-11 | |
dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
dc.contributor.author-dept | 生物產業傳播暨發展學研究所 | zh_TW |
顯示於系所單位: | 生物產業傳播暨發展學系 |
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