| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 103 === Experience is one of the most popular research topic and its effects on the consumers have been confirmed by numerous research. However, with the development and popularization of Internet, experience can be spread through Internet as Interpersonal virtual experience. Besides, through Internet, consumers can search for information, share their comments and evaluation. Moreover, scholars point out that accumulated trust of B2C (Business to Customer) online shopping will influence consumer judgments. Therefore, the purpose of this research is to explore the effect of attributes of interpersonal virtual experience, trust on consumer’s purchasing intention, and then to explain the relationship between interpersonal virtual experience and trust.
By Internet survey, the researching data were collected from the users on the electronic stores. Through publishing questionnaires on internet, a total of 400 copies of questionnaires were delivered by mail, and the rate of valid retrieval is 100%. The result of the study has show that: (1) There is a positive relationship between interpersonal virtual experience and purchasing intention. (2) There is positive relationship between trust and purchasing intention. (3) There is no relationship between interpersonal virtual experience and trust.
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