| Summary: | 碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 92 === In recent years, the emergence of electronic commerce has provided another access for consumers to purchase products. Although there may be much evidence to claim that on-line retailing is a superstar, some other researches have pointed out that there are difficulties for companies to do business on web (in other words, consumers may refuse to use web stores).
According to NetValue 2002, over 4 million people in Taiwan visited on-line stores at least once. Among on-line stores, book is one of the seven most-purchased items (FIND, 2003). This can show the importance of on-line bookstores among a variety of on-line shops. Although on-line bookstores are such popular stores but still, the sales are much less than brick-and-mortar bookstores. On the other hand, books are standardized products, the price offer by different bookstores will not varied a lot, therefore our research won’t be easily affect by the factor of price. These are the main reasons why we choose on-line bookstores as our research target.
Generally speaking, when purchasing through on-line stores, customers are involved in a greater degree of uncertainty. That is why consumers make on-line purchasing decision almost solely on the basis of trust. Because the lack of trust, many people not prefer purchasing through virtual channels, so the sales performance of on-line bookstores are not as good as brick-and-mortar ones.
The main purpose of this study is to examine factors of security (Transaction Security, Personal Security, and Third-party Certification), interaction (Interaction between Customers and Interaction between Customers and Enterprises), and navigation functionality (Perceived Usefulness and Perceived Ease of use) influence the trust in on-line bookstore, and the moderating effects of individual trust propensity. The major findings of this study are as follows:
1. All of the factors of security, interaction, and navigation functionality have significantly positive effect on trust in on-line bookstores
2. Among all the factors, “Perceived Usefulness” has the utmost important influence on trust in on-line bookstores.
3. The perception of “non-Chinese origin on-line bookstores” on security, interaction, navigation functionality, and trust in on-line bookstores are significantly higher than those in “Chinese origin on-line bookstores”.
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