| Summary: | 碩士 === 國立中正大學 === 資訊管理學系 === 92 === A business-to-consumer (B2C) Web site not only provides information about products and services but also acts as platform of online transactions. Whether the excellence of Web qualities, such as aesthetics of Web appearance, completeness of Web content, sufficiency of function, technical adequacy, and so forth, can meet the demand of users will affect users’ perception of a Web site, and will be the crucial factor for the users to assess if the Web retailer is trustworthy and the Web site is useful and then to influence their intention to use the Web site. It is assumed that when an experienced online shopper is satisfied with the products and/or services provided by a Web site and is familiar with the usage of the Web site, he or she may form a habit of using the Web site and unwilling to switch to another.
This study will attempt to combine two diverse viewpoints of consumer’s rational assessments, usefulness and trust, and non-rational assessment, habit, on choosing a B2C Web site, and to conduct an empirical analysis to understand which factors will affect the consumer’s intended use of a B2C Web site. Furthermore, by taking Web quality and habit as external variables, their effects on trust and perceived usefulness will be explored. Data were obtained through survey. A total of 344 useful responses were retrieved. The study used structural equation modeling to analyze the samples. The findings of this paper are as follows:
1. Perceived usefulness, trust, and habit have positively effect on the intended use of a B2C Web site.
2. Habit has positively effect on perceived usefulness and trust and it indirectly impacts the intended use of a B2C Web site. Furthermore, trust also has positively effect on perceived usefulness.
3. Of the four dimensions of Web quality, content quality, specific content, and technical adequacy have positively effect on trust, but only technical adequacy has positively effect on perceived usefulness.
4. For experienced online shoppers, habit, the non-rational factor, affects behavioral intention more than trust and perceived usefulness, the rational factors, do.
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