Trust and Trust transfer between network sellers and online shopping platforms-The moderating effect of Power dependent

• Main Authors: Chueh-Yi Lee, 李珏儀
• Other Authors: Jyh-Jong Wu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/48q7vt

碩士 === 國立聯合大學 === 經營管理學系碩士班 === 103 === This study focused on the case of online shopping platform among trust transfer, and comprehend reasons why network sellers transferred their trust to online shopping platform. The study first discussed embeddedness relational and attachment theory relationship on trust and the addition of power dependence post, attachment theory relationship on trust. Finally discuss online shopping platform between trust for trust transfer and relationship performance as well as co-creation Impact. The study collected information by questionnaire, study for the network seller discussion Internet sellers online shopping platform related issues. Among questionnaires that were retrieved, 308 of them were valid, and data collected from questionnaires were analyzed with statistical software including SPSS 22.0 and AMOS 20.0. The results of the study showed that embeddedness relationship positively influenced the trust of Internet sellers to online shopping platform, dependence relationship positively influenced the trust of network sellers to online shopping platform, dependence relationship because of the addition of power-dependent effect on trust, and the trust of network sellers to online shopping platform positively influenced its trust transfer. Moreover, the study also verified that trust had positive influence on the performance relationship of the two in the Electronic Commerce industry.