The Impact of Web Assurance Seal on Online Consumers’ Behavior

• Main Authors: Huei-Jyun Li, 李蕙君
• Other Authors: Cheng-Tsung Lu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/psp4w6

碩士 === 國立臺中科技大學 === 會計資訊系碩士班 === 104 === Development of e-commerce, our consumption patterns from the original physical store to become into a virtual web store transactions, trading patterns change brought us convenient living and shopping environment. But consumers concerns about for the security of information networks and product quality. In this study, web assurance impact of consumer behavior is an important management issue not only to explore the web assurance of independent third-party, but also to explore the impact of CPA web assurance seal on online consumers'' product evaluations. In this study, web assurance seal divided into three types: web assurance seals of the professional career and technical personnel （CPA web assurance seal）, web assurance seals of the domestic professional certificate authority （SOSA）,and web assurance seals of the foreign professional certification authority （McAfee-Hacker safe）. Further explore different web assurance seal of the degree of impact on consumers’ behavior. Empirical results indicate that: （1） web assurance seals can reduce perceived risk and enhance perceived quality, and thus enhance the consumer''s purchase intention. （2） In this study, carried out for three types of web assurance seal to measure perceived quality, perceived risk and purchase intent, this category is also the theoretical framework and a measure of innovation research. In Taiwan, the development CPA web assurance seal of services mature is not yet, empirical results show that CPA web assurance seal can reduce the perceived risk and enhance perceived quality, thereby enhancing consumer purchase intention, CPA web assurance seal is the most trusted by consumer''s, and the Best of the web assurance seal.