| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 101 === Researchers make a long time study on finding the distinction between trust and distrust, and the majority of studies suggest that they are the same construct. But in recent years, there are studies have begun to verify that the trust and distrust are different constructs, and they can coexist. According to literatures, we adopt the IS success model and the signal theory as bases to propose a model that tests how the construct of trust and distrust of customer influence the purchase intention and price premium in the shopping website. In the study, a total of 1068 questionnaires were collected, and 987 were valid ones. This study then runs the structured formula model analysis and verifies the suitability of models and samples, and verifies the relationship among the variables. The result shows that information quality and service quality have significant positive effect on trust. Information quality and system quality has significant negative effect on distrust. Reputation, structured assurance and third-party assurance has significant positive impact on trust and distrust. Trust has significantly positive effect on purchase intention and price premiums. Distrust has significant negative impact purchase on intention. Our research indicates that trust and distrust are two separate concepts, and they have different influences on buyers’ purchase intention. Therefore, our research shows that the designers and managers of website should make some fine-tuning to the website in order to increase the trust on the shopping sites and reduce the distrust.
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