The Study of Online Purchase Intention among Virtual Communities: the Effects of Trust, Product Involvement and Cognitive Risks

• Main Authors: Ming-huang Shieh, 謝明晃
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/83259536004070700076

碩士 === 國立屏東商業技術學院 === 資訊管理系 === 93 === This research discuss how the effects of trust, product involvement and cognitive risks affect online purchase intentions using statistical tools such as structural equation model (SEM) analysis, canonical correlation analysis(CANCORR), linear relation structure analysis and one-way multivariate analysis of variance. Research data are collected from related online members of three well-known virtual communities by online questionnaire. The results show that the research model has well statistical fitness in the structural equation model. Additionally, trust and product involvement have positive effects to online buying behaviors and cognitive risks have negative effects to online purchase intentions. No strong evidence to support the hypothesis of trust having any effects to cognitive risks. Results of the canonical correlation analysis show that the cognitive trust of members cognitive have positive relations to purchase intentions; Results of linear relation structure show that the effects of member response and others trust have positive effects to purchase intention and the effects of credibility of others have not significant impact to purchase intentions, respectively. Finally, results of MANOVA show that there are no obvious differences among trust, cognitive risk and product intention whatever education and age levels are; however, there are significant differences among trust, cognitive risk and product intention in subjects’ habitation area.