Applying the Technology Acceptance Model to Investigate the Effect of Website Quality and Trust on Repurchase Intention in Online Shopping

• Main Authors: Hsin-Yi Ho, 何欣憶
• Other Authors: Chuen-Sheng Cheng
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/54154629268930202781

碩士 === 元智大學 === 工業工程與管理學系 === 105 === With the increasing global popularity of the internet, online shopping is likely to become a major contributor to the world economy. For online retailers, attracting customers to repurchase products from their websites is therefore important. However, there is a need to better understand customers’ behavior in the use of websites. This study has developed and empirically tested a conceptual model with two dimensions of the technology acceptance model (TAM), looking at website quality and customer trust and their impact on customer satisfaction and repurchase intentions. This study uses a questionnaire survey method for collecting data. The software tool SPSS and AMOS 23 are employed to help analyze the collected data, including descriptive statistics analysis, reliability analysis and validity analysis. Structural equation modeling (SEM) is employed to test the hypotheses. Overall for the survey totally 430 questionnaires were collected, 412 valid questionnaires of online shoppers and valid rates is 95.8%. Based on the proposed conceptual framework of the linkages between constructs, all hypotheses relationships appeared to be statistically significant.