網站服務品質、認知風險與購買意圖之網路書店實證研究

Abstract

本研究的主要目的有二：一是採用理性行動理論觀點，建構消費者網路購買意圖影響因素的理論模型；另一是以297個實驗樣本為例，驗證消費者所感受到的「網站服務品質」、「認知風險」會對其網路「使用態度」與「購買意圖」產生影響。 在資料分析方法中，衡量模式以驗證性因素分析來評估模式的信度與建構效度，以線性結構關係模式驗證研究架構合理性及研究假說。而實證研究方面，研究的結果指出，「網站服候品質」會正向影響消費者網路「使用態度」與「購買意圖」。而「認知風險」對消費者網路「購買意圖」有負向影響，但是，消費者感受到的「認知風險」對其網路「使用態度」的影響，卻未獲得統計上的顯著支持。The purposes of this research are (1) applying the theory of reasoned action (TRA) to develop a theoretical model for consumer purchase intention on the Internet shopping and (2) involving 297 samples to test this model and examining of the relationship between customer belief on the Internet (attitude toward Internet shopping and purchase intention). Confirmatory factor analysis was performed to examine the reliability and validity of the measurement model, and the linear structured relationships (LISREL) model technique was used to evaluate the proposed model and consumer attitude and purchase intention with Internet shopping. Perceived risk negative influences relative service quality and consumer purchase intention, but has no effect on consumer attitude.