資訊管理學報
吳亞馨;朱素玥;方文昌;
頁: 123-152
日期: 2008/01
摘要: 93年12月，各大媒體爭相報導雅虎優良賣家「橘子媽媽」賣假貨的訊息，此事件引起社會軒然大波，網路詐騙案件層出不窮，網路購物的信任議題也一再地被討論。過去研究顯示，消費者在與購物網站交易前會先建立對該購物網站的信任，並且會評估其資訊科技，即科技接受模式(TAM)中，網路的知覺有用與知覺易用。故本研究目的首先配合台灣網路購物特性，提出結合信任理論與科技接受模式之延伸性模式；其次，檢測消費者對購物網站的信任前因；最後，探討購物網站如何提高消費者之使用意願。本研究以321位大專生為研究對象，採問卷調查方法，並以結構方程模式進行分析。研究結果顯示，(1)本文提出之模式具合理配適度，此模式很成功地結合了TAM與信任理論，可用以解釋台灣網路購物者對新科技的採用行為；(2)在台灣的網路購物環境中，信任的前因包含「計算基礎」、「熟悉基礎」，以及「制度基礎」的信任；(3)網路購物者對網站系統的使用會受到對購物網站信任的影響，且藉由增加與網路購物者的溝通，可以提高消費者的信任程度，以及消費者對購物網站的知覺易用與知覺有用的評估，並進一步提昇對該網站的使用意願。本文最後亦針對重要結論分析管理意涵，並提出建議與後續研究課題。
關鍵字: 信任;科技接受模式;計算基礎信任;熟悉基礎信任;制度基礎信任;
Abstract: Several researchers have identified that customers have to build the trust in shopping websites and evaluate its information technology before trading. The findings can be interpreted in terms of the perceived usefulness and perceived ease-of-use of the website as depicted in the technology acceptance model (TAM). Accordingly, along with the first objective of this research is to integrate trust theory and TAM into the extended model in Taiwan. The second objective of the research is to find factors which affect antecedents of trust by customers. Finally, to examine how customer's intended use can be raised by an e-vendor. We conducted a questionnaire consisting of 321 undergraduate students, and analysis the data using SEM to test the hypotheses. Results from this study suggest that; (1) the Extended TAM proposed in this study has acceptable goodness-of-fit, representing the successful combination of the TAM and trust theory, and it can interpret clearly the e-buyer's adoptable behavior toward new IT, (2) the antecedents of trust for E-vender's website in Taiwan embrace calculative-based trust, familiarity-based trust and institution-based trust, (3) customer trust toward e-vender affects their intended use. Furthermore, the evaluation of customer trust, perceived ease-of-use and perceived usefulness of the website can be promoted by enhancing the interaction with e-buyers and e-venders.
Keywords: Trust;technology acceptance model;calculative-based trust;familiarity-based trust;institution-based trust;
瀏覽次數: 13902 下載次數: 560
引用 導入Endnote
頁: 123-152
日期: 2008/01
摘要: 93年12月，各大媒體爭相報導雅虎優良賣家「橘子媽媽」賣假貨的訊息，此事件引起社會軒然大波，網路詐騙案件層出不窮，網路購物的信任議題也一再地被討論。過去研究顯示，消費者在與購物網站交易前會先建立對該購物網站的信任，並且會評估其資訊科技，即科技接受模式(TAM)中，網路的知覺有用與知覺易用。故本研究目的首先配合台灣網路購物特性，提出結合信任理論與科技接受模式之延伸性模式；其次，檢測消費者對購物網站的信任前因；最後，探討購物網站如何提高消費者之使用意願。本研究以321位大專生為研究對象，採問卷調查方法，並以結構方程模式進行分析。研究結果顯示，(1)本文提出之模式具合理配適度，此模式很成功地結合了TAM與信任理論，可用以解釋台灣網路購物者對新科技的採用行為；(2)在台灣的網路購物環境中，信任的前因包含「計算基礎」、「熟悉基礎」，以及「制度基礎」的信任；(3)網路購物者對網站系統的使用會受到對購物網站信任的影響，且藉由增加與網路購物者的溝通，可以提高消費者的信任程度，以及消費者對購物網站的知覺易用與知覺有用的評估，並進一步提昇對該網站的使用意願。本文最後亦針對重要結論分析管理意涵，並提出建議與後續研究課題。
關鍵字: 信任;科技接受模式;計算基礎信任;熟悉基礎信任;制度基礎信任;
An Empirical Study of Trust and TAM-An Example of Online Shopping
Abstract: Several researchers have identified that customers have to build the trust in shopping websites and evaluate its information technology before trading. The findings can be interpreted in terms of the perceived usefulness and perceived ease-of-use of the website as depicted in the technology acceptance model (TAM). Accordingly, along with the first objective of this research is to integrate trust theory and TAM into the extended model in Taiwan. The second objective of the research is to find factors which affect antecedents of trust by customers. Finally, to examine how customer's intended use can be raised by an e-vendor. We conducted a questionnaire consisting of 321 undergraduate students, and analysis the data using SEM to test the hypotheses. Results from this study suggest that; (1) the Extended TAM proposed in this study has acceptable goodness-of-fit, representing the successful combination of the TAM and trust theory, and it can interpret clearly the e-buyer's adoptable behavior toward new IT, (2) the antecedents of trust for E-vender's website in Taiwan embrace calculative-based trust, familiarity-based trust and institution-based trust, (3) customer trust toward e-vender affects their intended use. Furthermore, the evaluation of customer trust, perceived ease-of-use and perceived usefulness of the website can be promoted by enhancing the interaction with e-buyers and e-venders.
Keywords: Trust;technology acceptance model;calculative-based trust;familiarity-based trust;institution-based trust;
瀏覽次數: 13902 下載次數: 560
引用 導入Endnote