信任之影響因素探討李碩育、翁淑緣

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信任之影響因素探討李碩育、翁淑緣

摘要

網際網路的普及化，讓資訊傳播變得更迅速，商業活動也更為方便。網路為人們帶來便利卻也來信任的問題。許多專家學者研究線上信任的本質與問題，但是在情境與信任的概念卻有相當多的差異。因此，本研究探討線上環境中兩種不同概念的信任的影響因素。本研究針對經常使用網路的族群做研究對象，以認知型信任與情感型信任與其影響因素為研究架構。865 份有效樣本的分析結果發現，在線上環境中的認知型信任與情感型信任的影響因素彼此不同；在不同的網站類型中兩種信任的影響因素也有所差異，而且信任的程度也因為網站類型而不同。

關鍵詞 : 信任 (trust) 、熟悉度(familiarity) 、認知型信任 (cognition-based trust)、情感型信任(affect-based trust) 目錄

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 第一節研究背景與動機．．．．．．．．．．．．．．．1 第二節研究目的．．．．．．．．．．．．．．．．．．4 第三節研究範圍與對象．．．．．．．．．．．．．．．5 第四節研究流程與論文架構．．．．．．．．．．．．．5 第二章文獻探討．．．．．．．．．．．．．．．．．．8 第一節「信任」之定義．．．．．．．．．．．．．．．8 第二節影響「線上信任」之因素．．．．．．．．．．．20 第三節商務網站與BBS．．．．．．．．．．．．．．． 27 第三章研究方法．．．．．．．．．．．．．．．．．．28 第一節研究架構．．．．．．．．．．．．．．．．．．28 第二節研究變項的操作定義．．．．．．．．．．．．．29 第三節研究假說之建立．．．．．．．．．．．．．．．30 第四節問卷設計．．．．．．．．．．．．．．．．．． 35 第五節資料蒐集．．．．．．．．．．．．．．．．．．37 第六節研究假說之建立．．．．．．．．．．．．．．． 37 第四章資料分析與結果．．．．．．．．．．．．．．． 39 第一節描述性統計分析．．．．．．．．．．．．．．．39 第二節樣本資料及各變項特性分析．．．．．．．．．．46 第三節研究變項之相關分析．．．．．．．．．．．．． 48 第五章研究結論與討論．．．．．．．．．．．．．．．57 第一節研究結論．．．．．．．．．．．．．．．．．． 57 第二節未來研究建議．．．．．．．．．．．．．．．．62 第三節研究限制．．．．．．．．．．．．．．．．．． 63 參考文獻．．．．．．．．．．．．．．．．．．．．． 64 附錄研究問卷．．．．．．．．．．．．．．．．．．． 84 參考文獻

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信任之影響因素探討 李碩育、翁淑緣