Influence of Disconfirmations of Information Richness and Information Transparency on Online Shopping Intention

• Main Author: 呂科毅
• Other Authors: Shin, Ying-Wei
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/c97pa7

碩士 === 國立彰化師範大學 === 資訊管理學系 === 107 === With the flourishing of e-commerce, "online shopping" has become one of the main consumption patterns of people nowadays. Although online shopping has many advantages which make it easier and faster for consumers to purchase, some scholars point out that the information provided by shopping websites does not always meet the information needs of online consumers. Based on the theory of "Expectancy disconfirmation ", this study intends to explore whether "information richness disconfirmation " and "information transparency disconfirmation " will affect consumers' willingness to shop online through their trust and satisfaction with the websites, and also explore whether the electronic word-of-mouth can adjust the relationship between "information richness disconfirmation", "information transparency disconfirmation" and trust. Questionnaire survey is utilized to collect data for this research. The questionnaires were distributed through the social media platforms, including Facebook and PTT. The total number of valid received questionnaires is 223. Through Smart PLS 2.0 analysis tool, the reliability and validity of the questionnaires and the path coefficient were analyzed to test the hypothesis of this study. The result of this study shows that information richness disconfirmation and information transparency disconfirmation of the shopping websites will positively affect the consumers' trust and satisfaction, and thus positively affect their willingness to purchase. However, the electronic word-of-mouth has no effect of adjustment either between information richness disconfirmation and trust, or between the information transparency disconfirmation and trust.