| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 102 === This thesis aims to investigate the effect of product information and after-sale service on consumers’ online buying intention by design of different information and service attributes between auction websites and official purchasing websites. The analysis focuses on perceived transaction cost, consumer trust, and purchase and revisit intention, with consumer trust as the mediator. The experimental design is based on different attributes between auction websites and official purchasing websites, such as website design, information and services. Internet questionnaires were distributed in an online shopping forum, with 330 samples collected. The subjects are primarily students who shop online frequently. Data analysis shows that: 1. Searching and executing cost would not impact on purchase intention and revisit intention. 2. The relationships between monitoring cost and purchase intention, revisit intention are mediated by consumer trust. Finally, the research conclusion is as follows: Consumers usually consider information on a website, especially monitoring cost, to be external cues for evaluating product quality. Therefore, website designs contribute to building a professional brand image and retaining consumers.
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