| Summary: | 碩士 === 國立臺灣大學 === 資訊管理研究所 === 91 === The rise of Internet brings the quickly development of the electronic commerce. Though the electronic commerce faced once recession, the future of EC is still an interesting issue. There are some barriers in the development of the electronic commerce. According to an Internet survey, security and creditability problems are the important reason of customers not to use Internet shopping. This study focus on Internet shopping environment, try to investigate the impacts of perceived risk on perceived quality and perceived value.
Follow the research of service quality, the perceived value has been widely discussed in recent years, it has better result of explaining the consumer behavior intentions. This study integrated the involvement and perceived risk into the model of service quality and perceived value, and conducted empirical research based on customers of Internet shopping.
Through the analysis of LISREL, the research model fitness is verified, and the effect of involvement and perceived risk in the integrated perceived value model are significant.
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