線上購物行為之前因以產品複雜為干擾變數

• Main Authors: Jhen-ying Chen, 陳貞縈
• Other Authors: Yen-ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/80581316809851085532

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === The convenience of e-commerce has changed consumers '' shopping behavior. People rely on the Web to search for product information, or bloggers to use, share, and get adequate information before doing a shopping decision. In addition to network technology’s usefulness and ease of use, businesses must also be trustworthy to the consumer. Therefore this paper combines Technology Acceptance Model (TAM) and product complexity to investigate the effect of trust on online shoppers’ purchase intentions and decision behavior. This study used questionnaire as survey instrument to conduct the empirical study. A sample of 208 effective questionnaires were collected. We use regression analysis to prove the hypotheses. The results of the statistical analyses show that: (1) Perceived usefulness of online shopping platform is significantly related to trust. (2) Perceived ease of use of online shopping platform is significantly related to trust. (3) Trust is significantly related to purchase intention. (4) Product complexity moderates the relationship between perceived usefulness and perceived ease of use. The results of this study may help managers of e-commerce websites manage their websites more effectively and increase customers’ purchase intentions, improve customer confidence in the business, and successfully operate the online shopping platform.