A study based on Technology acceptance model of investigating the influence of Trust theory, Information involvement and Perceived risk on shopping cultural and creative products online

• Main Authors: WANG CHEN SHUO, 汪宸妁
• Other Authors: Wang, Tzong-Song
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/93537001964868100028

碩士 === 大仁科技大學 === 文化創意產業研究所 === 101 === The study aims to investigate the significant and positive influence of Internet Shopping platform Information involvement and perceived risk on the cultural and creative products consumers’ perceived usefulness, perceived ease of use, their using attitude and behavioral intention. The research adopts the collecting data and questionnaire method. The subjects are the users of Facebook, who have the experience of online shopping. 389 copies of the online questionnaire are completed, with 336 valid copies retrieved. The result of reliability analysis shows that α of every sector is between.79~.91,which reveals the reliability of the questionnaire is pretty good. The results are as follows:（一）In the three sectors of perceived risk, perceived usefulness, behavioral intention, the male is more obvious and higher than the female while the unmarried is more obvious and higher than the married. （二）In the two sectors of trust and involvement, remote areas are more obvious and higher than urban areas,. The sector of perceived risk, urban areas are more obvious and higher than remote areas. （三）Trust, perceived usefulness and behavioral intention have significant correlation and possess predictive power.（四）Involvement, perceived usefulness and perceived ease of use have significant correlation and possess predictive power.（五）Perceived risk, perceived usefulness and perceived ease of use have significant correlation and possess predictive power.（六）Perceived ease of use, perceived usefulness, and behavioral intention have significant correlation and possess predictive power.（七）Perceived usefulness, using attitude and behavioral intention have significant correlation and possess predictive power.（八）They can be proven by the path relation of Technology Acceptance Model.