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研究生: 馮金容
研究生(外文): Phung Kim Dung
論文名稱(外文): Examining the Factors Associated with Consumer’s    Trust in the Context of Business-to-Consumer E-Commerce
指導教授: 蕭銘雄
指導教授(外文): Ming-Hsiung Hsiao
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理研究所
論文出版年: 2008
畢業學年度: 96
語文別: 英文
論文頁數: 87
外文關鍵詞: Purchase IntentionConsumer’s TrustPerceived SizePerceived ReputationWebsite QualitySystem QualityInformation QualityService Quality
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  • 點閱:11
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In recent years, the emergence of electronic commerce has provided another access for consumer to purchase products. Some researches have pointed out that there are difficulties as well as a number of factors that impede companies to run business on web. One of those factors that were stressed in the literature is consumer’s trust. In other words, consumers may refuse to purchase products or services from specific online companies due to the low level of trust in that company. Therefore, the main purpose of this study is to examine the influence of antecedents on consumer’s trust in online companies. Specifically, this study examine the relationship between perceptions about the company (including perceived size and perceived reputation) as well as perceptions about the web site quality (including system quality, information quality, and service quality) on consumer’s trust in online company, and then on purchase intention. In this study, in order to examine proposed model, I conducted a survey by delivering and sending email questionnaires to 330 Vietnamese and Taiwanese students in the Shu-Te University. After eliminating poor quality responses, I was left 292 effective samples.  The results indicated that consumer’s trust in online company can significantly affect purchase intention. Perceived size, system quality, information quality, and service quality are significant antecedents of consumer’s trust. Finally, this study found no support for the hypothesized effect of perceived reputation on consumer’s trust in online company.
ABSTRACT  i
Acknowledgment  i
Table of Contents  i
List of Tables  ii
List of Figures  ii
Chapter 1  Introduction  1
Chapter 2  Literature Review  1
2.1. Consumer’s Trust  1
2.1.1. Trust  1
2.1.2. Consumer’s Trust in Online Company.  1
2.2. Purchase and Intention to Purchase  1
2.3. Perceptions about the Company.  1
2.3.1. Perceived Size  1
2.3.2. Perceived Reputation  1
2.4. Perceptions about the Website Quality  1
2.4.1. System Quality  1
2.4.2. Information Quality  1
2.4.3. Service Quality  1
Chapter 3  Research Design and Methodology  1
3.1. Research Framework  1
3.2. Research Hypotheses  1
3.3. Operational Measurement for the Research Constructs  1
3.3.1. Perceptions about the Company  1
3.3.2. Perceptions about the Website Quality  1
3.3.3. Consumer’s Trust in Online Company  41
3.3.4. Purchase Intention  41
3.4. Sampling Process  42
3.5. Research Methodology  43
Chapter 4  Data Analysis and Result  45
4.1. Descriptive Analysis of Sample Demographics  45
4.2. Reliability Analysis of the Major Variables  46
4.3. Factor Analysis  47
4.4. Regression Analysis  51
4.4.1. Linear Regression Analysis for Consumer Purchase Intention  52
4.4.2. Linear Regression Analysis for Consumer’s Trust in an Online Company              52
4.5. ANOVA Test  55
4.6. t-test  56
Chapter 5  Conclusion and Suggestion  58
5.1. Research Conclusions  58
5.2. Contributions and Implications  62
5.2.1. Contributions for Research  62
5.2.2. Managerial Implications  63
5.3. Research Limitations  65
5.4. Future Research Suggestions  67
References  70
Appendix 1: Research Questionnaire  84
Autobiography  87
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