The Study for the Relation within The Trust of Internet Shopping, Perceived Risk and Consumer Satisfaction
游雅勛、劉莉玲
E-mail: 9806336@mail.dyu.edu.tw
ABSTRACT
Internet Shopping is a modern business operation which combines the commercial activities such as purchasing, sales, products marketing, and service through the Internet, and so that, the demands from the business organizations and consumers are satisfied.
At present, Internet shopping has become a new trend among consumers. However, the safety risk of Internet shopping is still the problem that consumers concern. This study aims to clarify how the cognition of the sense of trust toward the Internet shopping affects consumers’ satisfactions. The following issues are to be studied in this study:
1. The cognition of the sense of trust toward the Internet shopping have a positive impact upon the consumers’ satisfactions.
2. In this study, the Internet shopping have a positive impact were carried out by means of random sampling.
A total of 520 questionnaires were issued and 490 responses were recovered. There were 420 valid responses after excluding 70 invalid responses which were incomplete, repeatedly answered, and irrational selections. In this study, the regression analysis was applied to study the relationships between the variances. Via statistical analysis, it was found that “The trust propensity、The characteristics of trustees、The trustworthiness” have a positive impact upon the consumers’ satisfactions.
Keywords : The Trust of Internet Shopping、Perceived Risk、Consumer Satisfaction Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．．iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．v 內容目錄 ．．．．．．．．．．．．．．．．．．．．．vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．．ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景和動機．．．．．．．．．．．． 1 第二節 研究目的與問題．．．．．．．．．．．． 3 第三節 研究範圍與對象．．．．．．．．．．．． 5 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 網路購物信任感認知．．．．．．．．．． 6 第二節 知覺風險．．．．．．．．．．．．．．．14 第三節 顧客滿意度．．．．．．．．．．．．．．18 第四節 網路購物信任感認知和顧客滿意度之關係．22
第五節 人口統計變數．．．．．．．．．．．．．23 第三章 研究方法．．．．．．．．．．．．．．．．．25 第一節 研究架構．．．．．．．．．．．．．．．25 第二節 操作型定義與衡量工具．．．．．．．．．25 第三節 研究假設．．．．．．．．．．．．．．．29 第四節 樣本與資料收集．．．．．．．．．．．．31 第五節 資料分析方法．．．．．．．．．．．．．32 第四章 研究結果與分析．．．．．．．．．．．．．．36 第一節 描述性統計分析．．．．．．．．．．．．36 第二節 因素分析．．．．．．．．．．．．．．．38 第三節 信度分析．．．．．．．．．．．．．．．42
第四節 相關分析．．．．．．．．．．．．．．．43 第五節 迴歸分析．．．．．．．．．．．．．．．48
第五章 結論與建議．．．．．．．．．．．．．．．．53 第一節 研究結論．．．．．．．．．．．．．．．53 第二節 管理實務與建議．．．．．．．．．．．．54 第三節 研究限制．．．．．．．．．．．．．．．55 參考文獻 ．．．．．．．．．．．．．．．．．．．．．57 附錄 網路購物信任感認知對顧客滿意度影響調查問卷76 REFERENCES
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