| Summary: | 碩士 === 輔仁大學 === 資訊管理學系 === 95 === Trust is a key value in the success of e-commerce (EC), but the question of how to build and increase consumers’ trust still remains ambiguous and unsolved. Therefore, the antecedents of trust are the prime concern to the EC success. Since there is no study attempted to investigate ethics as the antecedent of online trust and this motivates the study. The research model includes online shopping ethical performance, consumers’ perception, trusting beliefs and trusting intentions. The relationships among the above constructs are also moderated by two sets of consumer characteristics.
This study used a lab experiment by manipulating web site’s ethical performance, namely privacy, accuracy, property, accessibility and business ethics to collect data for validating the proposed model. Two different web sites (named Shop.com) were designed for the experiment.
Invited subjects participated in the experiment and resulted in 238 usable data for the statistical analysis. The analysis methods for testing the measurement instruments include descriptive analysis, factor analysis, reliability analysis and validity analysis. This study used the technique of structural equation modeling (SEM) and moderation regression analysis (MRA) to analyze the relationships among online shopping web site’s ethical performance, consumers’ perception, trusting beliefs and trusting intentions.
The findings from the data analysis include the following:
1. Online shopping web site’s ethical performance is positively related to the site’s perceived ethical performance.
2. Online shopping web site’s ethical performance is positively related to consumer trusting beliefs.
3. Online shopping web site’s ethical performance is positively related to consumer trusting intentions.
4. Trusting beliefs is positively related to trusting intentions.
5. Consumer characteristics such as education moderates the relationship between online shopping web site’s ethical performance and the site’s perceived ethical performance.
Overall, the study provides new perspectives for web vendors by giving a better understanding of the relationship between online shopping’s ethics and trust, and suggests web vendors to enhance their web site ethical performance therefore they could gain their consumer trust.
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