Influences of Signals and Past Experiences on Trust and Behavior Intention - A Case of Virtual Transaction Community

• Main Authors: Pei-yin Tsai, 蔡佩吟
• Other Authors: Fu-Mei Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/04492799476435465343

碩士 === 靜宜大學 === 企業管理研究所 === 95 === In recent years, the virtual transaction community has constantly attracted large number of participants, resulting in rapid growth of the community, and has become an important community in the internet world. Since trust is the essential factor of managing websites successfully, it is extremely important to understand how to build trust within the virtual community. However, information asymmetry exists in the network, making user hard to distinguish differences between trustworthy and untrustworthy. Through the appearance of signal mechanism, the problem of insufficient information can be alleviated. Moreover, scholars point out that accumulated experiences of users will influence their judgments. This research focused on virtual transaction community and based on the theory of reasoned action to study the relationships among signals (brand image, web site investment, privacy), past experiences, trust and follow-up behavior intention (stickiness) in the virtual community of information asymmetry. Internet questionnaires method was employed to collect data in this study. A total of 322 valid questionnaires were received. Then, hypotheses of this study were tested by using LISREL model. Empirical results show that brand image, web site investment, privacy and past experiences all have a significant positive influence on trust building in the virtual transaction community. Moreover, after trust has been built, it will have a positive influence on subsequent stickiness.