| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 103 === This study was to explore relationships among country-of-origin image, perceived risk, trust and purchasing intention on cross-national internet transaction platform. The focus of the investigation is that whether the country of origin online shopping platform will affect the consumer's perception of risk and trust and then influence their purchase intention.
This study is based on 350 paper questionnaires ,with 342 recovery and 296 valid questionnaires. Descriptive statistics, reliability analysis, correlation analysis, and regression analysis are used to help data analysis. Effective response rate was 84.6%, with SPSS statistical tool. The results showed:
1. The country-of-origin image on cross-national internet transaction platform has a positive impact on the perceived risk.
2. Perceived risk has a negative impact on trust.
3. Trust has a positive impact on the purchasing intention.
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