影响线上拍卖网站购买意愿因素之研究astudyof-中华科技大学.pdfVIP

Journal of China University of Science and Technology Vol.54-2013.01 影響線上拍賣網站購買意願因素之研究 A Study of Influence Factors for Purchase Intention on the Online Auction Site 1 1 陳照森 ChauShen Chen 白翊玄 Yi-Syuan Bai 1 中華科技大學資訊管理系 Department of Information Management, China University of Science and Technology 摘 要 近年來網路的使用率逐漸提升，使消費者嘗試網路購物，使得網路成為僅次 於傳統實體通路外的銷售重要管道。了解影響線上拍賣消費者購買意願因素就相 當重要。本研究提出一個模型來探討「網站信任」、「賣方信任」、「知覺價值」對 於線上拍賣消費者購買意願之影響。透過實體問卷收集有線上拍賣經驗的樣本資 料，使用Visual PLS 進行分析，來驗證本研究模型與相關假設。本研究分析結果 發現「認知風險」對於購買意願會產生負向顯著影響，「網站信任」對購買意願 具有正向顯著的影響不成立之外，「賣方信任」、「知覺價值」對於購買意願皆為 正向顯著影響。 關鍵字：購買意願、隱私顧慮、認知風險、聲譽、知覺價值 Abstract Utilization of the network gradually enhanced in recent years, enabling consumers to try online shopping, makes the online traditional is more and more important. For understanding the impact of online auction consumer purchase intention factors, this study proposes a model to explore the website trust, seller trust, perceived value to the purchase intention of online auction consumer. This research uses questionnaires to investigate consumers’ usage attitude and purchase intention. The structural equation modeling (SEM) technique will be managed to confirm the proposed model. The results are expected to provide solid recommendations to related vendors. This study found that perceived risk negative affects purchase intention and the website trust affects the 103 影響線上拍賣網站購買意願因素之研究 purchase intention insignificantly. Perceived value and seller trust have positive sign