The Relationship Commitment-Trust Factor Influence on the Buyer Behavior of Virtual Community

• Main Authors: HO Yuan-cheng, 何元正
• Other Authors: 吳武明
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/19121819998409402591

碩士 === 亞洲大學 === 資訊工程學系碩士班 === 97 === This study develops a model to predict internet users behavior and the factors of commitment and trust in web_ group buying. The main purpose is to investigate the relationship commitment-trust factor influence on the buyer behavior of virtual community,and try to use relationship commitment-trust theory application in group buying web site. The conclusions of this study were as follows: (1). relationship benefits, relationship termination costs, shared value and trust positive impact on relationship commitment; (2). shared value and communication positive impact on trust; (3). relationship commitment positive impact on acquiescence and cooperation; (4). trust impact on cooperation, functional conflict and uncertainty, the direction of uncertainty is negtive. The relationship commitment has not significantly affected on the propensity to leave. The model of commitment and trust model was successfully applied in super virtual community. The implications for academics and practical application were also discussed in this paper. The model of relationship commitment-trust was successfully applied in group buying web site.