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• Main Authors: Yai-Pei Hsu, 徐雅培
• Other Authors: Dauw-Song Zhu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/53517881109658893551

碩士 === 國立東華大學 === 企業管理學系 === 93 === The major purpose of this study is to discuss the perceived effectiveness of four IT-enabled institutional mechanisms how to affect buyers’ trust and perceived risk from e-retailers. Furthermore, we discuss the relationship among buyers’ trust, perceived risk and purchase intention from the e-retailers. The sample of this study included 463 buyers in Yahoo! Taiwan shopping1 through online questionnaire, and then 405 valid questionnaires were collected. Main statistical method is Structural Equation Modeling. Depending on the analysis of real evidences, this study results to four main implications: 1. According to the fit test of Structural Equation Modeling, it is pointed out that the whole theory model of this study completes the standard of the fit test and stable whether the control variables are added or not. Moreover, it evidences that this model can be supported. To sum up, the results show the indeed influential relationship among the ten concepts. 2. With the support of empirical evidence, we find that the perceived effectiveness of four institutional-based trust mechanisms we use can engender buyers’ trust from e-retailers. 3. Furthermore, we also find that the perceived effectiveness of third-party assurance seal and pay methods guarantees in Taiwan can reduce buyers’ perceive risk from e-retailers. 4. Finally, we find that the relationship between trust and perceived risk from e-retailers is negative. The relationship between trust and purchase intention from e-retailers is positive. The relationship between perceived risk and purchase intention from e-retailers is negative.