a model to assess website trust and the antecedents

• Main Authors: hung yu-chang, 洪煜昌
• Other Authors: 林孟彥
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/93230486816667540169

碩士 === 國立臺灣科技大學 === 企業管理系 === 90 === There are many literatures contend that “trust” is the key for e-business to succeed. However, there are very little empirical research exists on issues relating to “trust” on the Internet. Because of this reason, the primary objective of this study is to investigate factors influencing consumer trust on the web. The purposes of this research include: identifying a range of factors that may influence consumer trust on the web; how consumer develop trust on the web by using these factors; whether trust is the key factor for e-business. The research proceeded in a series of three interrelated phases: in the first phase, a list of the critical factors for web site trust was generated through a review of the literature. In the second phase, a questionnaire was developed for gathering the necessary empirical data. Questionnaires were put on the web site for Internet users to fill in. The period of gathering data is a month, and 314 usable questionnaires were obtained. SPSS package was employed to analyses the data. Lastly, browsing through the web sites the questionnaires obtained in an attempt to explain the research findings. All hypotheses were supported except “TTP”. The research findings contend that trust is the key for Internet browsers becoming Internet purchasers. In addition, the research also identified a conceptual model to explain how consumer assessing the trustworthiness of particular web site. The managerial implications of the research findings were discussed and suggestions for further research were proposed.