| Summary: | 碩士 === 雲林科技大學 === 企業管理系碩士班 === 96 === Nowadays, consumers purchase product or service on website grow minutely. Despite a decade since that has passed since the inception of B2C e-commerce, the uncertainty and the lack of trust of the online environment still makes many consumers fear to engage in online exchange relationships with sellers. Transaction uncertainty that would essentially increase transaction cost and how to affect consumers’ purchase intention.
We use experiment design to treat the conceptual framework of this study. There are two pretests and one formal experimental. We want to use incomplete information, consumers’ cheated experience and perceive price unfairness perception to measure opportunism behavior perception. In addition, analyze seller reputation and product of unique features how to interaction opportunism behavior perception and consumers’ purchase intention.
According the analysis, we found that incomplete information of product, consumers’ cheated experience and perceive price unfairness significant affect opportunism behavior perception. And this perception will affect consumers’ purchase intention. After all, according to the conclusion mentions that we advance some management implications for online sellers and future studies.
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