| Summary: | 碩士 === 國立屏東商業技術學院 === 企業電子化研究所 === 100 === With the rapid development of internet and prevalence in online shopping, online store has become a great marketing channel for businesses and many portals also provide a platform for business to set up an online store. Thus, under the strong competition between online stores, how to build the trust of online consumer and increase their purchase intention had always been an important research issue. Nonetheless most prior studies regarding online store focus on the effect of online stores website quality and perceived risk on consumers’ trust and only few studies discuss the effect of online shopping portals for store and store ratings on consumers’ trust and purchase intention.This study develops a research framework based on literature review, which aims to explore whether online shopping portals for store, online store ratings, third-party assurance, and store awareness affect consumers’ trust towards online store. This study consider online store ratings,third-party assurance, online store awareness and perceived quality as antecedents of trust to explore whether they would affect consumers’ purchase intention.The target population of this study is the online consumer. This study took Yahoo Mall website as the online shopping portals for store.Third-party assurance (trust marks and no trust marks), online store ratings (high score and low score) and online store awareness (high and low) are manipulated in a 2×2×2 factorial experiment. The data are analyzed with statistical tests including independent sample t test and three-way ANOVA. This study is based on an internet-based survey used with data collection and totally 517 samples are
availed. The result shows that: (1) Online shopping portals for store positively affects consumer trust toward portal. (2) Consumer trust toward portal positively affects consumer trust toward online store.(3) Online store ratings positively affects consumer trust toward online store. (4) Third-party assurance positively affects consumer trust toward online store. (5) Online store awareness positively
affects consumer trust toward online store. (6) Perceived quality positively affects consumer trust toward online store. (7) Consumer trust toward portal positively affects purchase intention. (8)Consumer trust toward online store positively affects purchase intention. Finally, the study according to the research results proposes management implications and future research suggestions.
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