| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === The study aims to investigate consumers’ trust about the agent in the shopping websites, the second is to compare the different shopping websites which the difference of consumers’ trust about agent. And the study has six hypotheses.
In the study, it use the classification of the trust which addressed by Lewicki & Bunker (1995). It is divided into calculus-based trust, knowledge-based trust, and identification-based trust. And the questionnaire of this study is developed from this classification, and selected three shopping website (Yahoo! Shopping, ihergo and PTT Buy Together) as the cases in this study. There are 400 valid questionnaires, and Yahoo! Shopping has138 questionnaires; ihergo has 83 and PTT Buy Together has 179.
Based on the results of the survey analysis, we found:
1.The trusts of the main types of case studies are all calculated based trust, and the results have reached statistically significant.
2.In the calculus-based trust, PTT Buy Together of the highest and the result has reached statistically significant.
3.In the knowledge-based trust, the result was not significant, there are no significant difference between three cases.
4.In the identification -based trust, PTT Buy Together of the highest, second is ihergo and third is Yahoo! Shopping
|
|---|
