| Summary: | 碩士 === 南台科技大學 === 工業管理研究所 === 100 === The main objective of this study is to examine the influence of credit risk management mechanisms, such as seller authentication, credit rating, escrow service, and appeal mechanism, on Internet shopping intention of Taiwan consumers. Secondly, to examine the influence of other potential determinants, such as demographics, trust propensity, website reputation, and seller quality, on Internet shopping intention of consumers in Taiwan. The research model was tested using a survey of some 301 users of Yahoo! Auctions Taiwan. The results supported the positive effects of credit rating, escrow service, trust propensity, website reputation, and seller quality on Internet shopping intention, with the exception of seller authentication and appeal mechanism. Females were found to be significantly more likely to shop online rather than males, with a significant difference in Internet shopping intention between age groups, education levels, and seniority groups. No significant difference between , occupation groups, income levels was found.
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