Exploring the continuance intention factors of online surrogate purchasing services from the perspectives of trust

• Main Authors: Wu, Yi-Sian, 吳宜嫺
• Other Authors: 施穎偉
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/86544473401836842398

碩士 === 國立彰化師範大學 === 資訊管理學系所 === 104 === The increase of the popularity for online shopping and the availability of product information enhance the demand of international orders. However, international delivery is not always provided by sellers. Alternatively, surrogate purchasing services through online platforms were developed. Our study aims to investigate the roles of services offered by online surrogate purchasers. We asked the correlation between consumers’ trust to surrogate purchasers and the quality of services. Further, we asked the correlation between the possibility of customer retention and consumers’ trust to surrogate purchasers by applying the trust propensity as an adjusting variable for the antecedents of trust and trust in surrogate purchasers. Based on literature review, our framework was constructed to analyze the intentions of customer retention for online surrogate service. Our study used online questionnaires to collect data, and a total of 271 valid samples were collected. This model is based on role performance and eTransqual, and the results were analyzed and summarized via statistical methods. Results of data analysis: communication, satisfaction with delivery and website quality has a significant impact on the trust in surrogate purchasers. Trust in surrogate purchasers also has a significant impact on continuance intention. Satisfaction with ordering (process) assistance is not significant on the trust in surrogate purchasers. Trust propensity adjustment effects are mostly not significant.