Influences of Net Purchasing Trust Quality on Consumers’ Behavior

• Main Authors: CHEN,CHIU-LING, 陳秋伶
• Other Authors: Dr. Lin,Shu-Cheng Ph.D. , Dr.Chiu,Chiu-Wei Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/64866744535751731058

碩士 === 崇右技術學院 === 經營管理研究所 === 105 === ABSTRACT Title: Influences of Net Purchasing Trust Quality on Consumers’ Behavior Pages:79 School: Chungyu Institute of Technology Department: Graduate Institute of Business Administration Time: November, 2016 Degree: Master Student: Chiu-ling Chen Advisor: Dr. Shu-Cheng Lin Ph.D. Dr.Chiu-Wei Chiu Ph.D. Further studies still remain inconsistent aspects about how trust quality of website and brand affect consumer’s behavior. By using 2 kinds of trust qualities in net purchasing: website and brand trust qualities, this study seeks to investigate how they affect 5 contents of consumer’s behavior: Involvement, Purchase motivation, Perceived risk, Price sensitivity, Customer satisfaction and Customer loyalty. Totally 300 questionnaires were sent and 268 were received (89.3%), results indicate that: I. Both trust qualities positively affect all 5 contents of consumer’s behavior. II. Other than brand trust quality, website trust quality shows higher effectiveness on all 5 contents of consumer’s behavior. Practically, this study illustrates that website trust if more important than brand trust, and should prior consider by website operators. Meanwhile, they should continuously stimulate consumers by interaction and promotion tools, in order to make consumers to get used in using their website. Academically, this study indicate the importance of website trust quality, and could be references for further studies. Keywords: Trust Quality of Website, Trust Quality of Brand, Involvement, Purchase motivation, Perceived risk, Customer satisfaction, Customer loyalty