| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 90 === Abstract
Recently, business opportunities on the Internet aroused attention popularly, and many firms entered into Internet market sequentially. Therefore, consumers on the Internet could not accept completely the form of Internet shopping, and fear to trade on the net. Even if Internet market exists much superiority, it cannot bring high profits for Internet conductors. Hence, this research tries to establish a model of Internet relationship based on the concepts of flow theory and relationship marketing. We hope to examine how the attitude changes in the context of a two-stage longitudinal field of study and test how the legitimate concepts and experience on the web store influence consumers’ acceptance of the web store. Finally, this research applies to the concepts of triangular fuzzy numbers to inference and predict consumers’ acceptance.
In this study, we adopted by Internet survey to collect the data from consumers who have been purchased goods from the web store. After analyzing, we find:（1）Consumers’ attitude about web stores doesn’t have obvious change as time goes by. It means the whole impressions that consumers perceived are easy to fall into a pattern, after accepting the web stores.（2）The legitimate concepts of the web store play a key role on the Internet market. When legitimacy that consumers perceived is not enough, the utility that the web stores provides is still hard to make consumers spend money online. Legitimate enterprise image and reputation not only reduce the risk consumers perceive, also strengthen consumers’ confidence and entry into the first step of relationship developing.（3）The Users will feel more joyful, because of vivid web interface and better interaction, and this experience is more easy to make them to accept the way of online shopping.
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