| Summary: | 碩士 === 東海大學 === 國際經營與貿易學系 === 106 === Electronic commerce (E-commerce) has evolved for years and has developed numerous online buyers in the global market. Not only does the e-commerce platform in Taiwan have the large number, but also has active users. Online transactions present security risks to the users, including personal information leakage, bad debt, Internet virus or trading fraud. These make trust in online shopping become especially important for e-commerce. Establishing a trustworthy online shopping environment not only will reduce consumer’s perception of risk and perception of uncertainty in transactions, but also further increase consumer’s buying intentions. On that account, a certification provided by a credible third-party organization is one way to establish trust. Whether or not a third-party seal displayed on a vendor’s website can increase customer trust, or further increasing their buying intention is a meaningful topic to discuss.
This study used quantitative rearch to review the relationship among third party seal, customer trust and buying intention. A total of 1,055 valid samples were collected and the validity rate was 100%. Results showed that there is a positive relationship among third party seal, customer trust and buying intention.
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