The Trust of Internet Information Search on Purchase Intention-A Case of Homestay

• Main Authors: Yu-Hsi Li, 黎育熙
• Other Authors: Wen-Hua Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/5pjj6w

碩士 === 國立臺北科技大學 === 工業工程與管理系EMBA班 === 98 === As a tread, the progress of Internet development has leaded an expansion and improvement of Internet , it has become an important tool for the public to search information and sources. In this study, homestay for example, the main purpose is to explore consumers use of Internet to search websites, blogs, online forums and online auctions, etc., so we can observe the relationship between the trust and purchasing intention on confidence use of Internet search. The related data are collected by on-line questionnaires for this study. Total of 197 valid samples have been received, and then analyzed by descriptive statistics, factor Analysis, reliability test, validity test, Pearson correlation and stepwise multiple regression to verify all of hypotheses in this case. The results demonstrate that: After manipulating Internet search for information, (1) consumer has positive repercussion and build trust towards the websites. (2) consumer has positive repercussion and build trust towards the Blogs. (3) consumer has positive repercussion and build trust towards the Internet Forums. (4) consumer has positive repercussion and build trust towards online auctions. From the analysis of results and to conclude this study, these results will help accommodation industry and other students as a reference in the future. These data can also enhance the Internet marketing and future marketing activities.