The Consumers’ Trust of E-Commerce and Consumers’ Purchasing Willingness — Taking an Agricultural Web Store as an example
碩士 === 淡江大學 === 資訊管理學系 === 91 === Even the E-commerce environment is getting completed in Taiwan , the related web stores still don’t earn the entire trust of the consumers. In this article, we constructed a trust scale model of customers’ purchase willingness about E-commerce based on the model fro...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/24702285218762299248 |
| Summary: | 碩士 === 淡江大學 === 資訊管理學系 === 91 === Even the E-commerce environment is getting completed in Taiwan , the related web stores still don’t earn the entire trust of the consumers. In this article, we constructed a trust scale model of customers’ purchase willingness about E-commerce based on the model from Bhattacherjee. In order to verify the validity of this model, we executed an on-line survey from the members of an agricultural web store and conducted the path analysis to get a structural equation model. After analyzing these data, we found that the customers’ purchasing experience on the web can influence the degree of their trust. Consumers who are familiar with the trading procedure as well as the characteristics of products of the web store get high confidence to the store. Besides, the consumers’ high familiarity and confidence on the store will get strong purchasing willingness.
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