不同國家對電子商務網站建立信任的因素研究-以台灣及中國為例

Abstract

本研究意圖瞭解不同國家使用電子商務網站的情況為何，以及其在面對電子商務網站時，建立信任的因素探討；並且探討此差異情況對於跨國電子商務經營時的影響。本研究採用質性研究之訪談方法，以國內某所大學的中國籍交換學生以及其校內大學部與研究所的台灣學生做為研究對象，探討中國籍與台灣籍的學生族群成員使用電子商務的情況，以及在面對一個電子商務網站的建立信任過程中，會受到哪些因素的影響，並進一步探討其原因。 研究結果發現，中國籍與台灣籍學生族群成員不管是使用電子商務的情況以及面對電子商務網站時建立信任因素上皆具有差異，這些差異也間接影響各族群使用跨國電子商務網站時的考量。本研究也對於各族群成員造成此差異的原因進行探討，分析可能的差異來源為何。本研究結論部分提供了實務面的研究貢獻，做為電子商務商家進入跨國市場時參考。

Building consumer trust is important for new or unknown Internet businesses extend their customer to reach globally. This study explores the question: Are there some differences of building consumer trust in different countries? Should website designers take into account the cultural characteristics of prospective customers to increase trust? This study intended to understand the perceptions when using the Internet store websites, and to explore the factors of E-commerce trust, knowing the perceptions of E-commerce trust of students in different countries. This research carries out a qualitative case study of students in Taiwan and China. The empirical results indicate that there exist different factors of promoting customer to use Internet store websites and the perceptions associated with E-commerce trust in different countries. We further analyze the cultural differences that might be relevant to the results. We conclude with the theoretical implications on the areas of e-commerce management literature, and practical implications on how the Taiwan Internet store sellers can more effectively manage the strategies of designing Internet store websites in China. These findings highlight the need to consider cultural differences when identifying the mix of web strategies to employ in Internet store websites