| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === DeLone and McLean IS success model suggests that Information, System and Service quality are measures of User satisfaction, while Attitude toward the site proposed by Chen and Wells (1999) is underlined by the three content dimensions--Informativeness, Organization and Entertainment. The three content dimensions are tested in this study whether they can represent Information quality of IS success and some System and Service measures, such as Usability and Trust are tested if they are Attitude toward the e-commerce Web sites antecedents. The proposed model is tested by Taiwanese and Thai university students evaluating florist e-commerce Web sites. The model and all the hypotheses in this part were supported in Taiwan data, but some hypotheses were rejected in Thai data.
Furthermore, the moderating effects of National identity, Uncertainty avoidance and Attitude toward the online shopping on the relationships of IS success measures and Attitude toward the site are also tested. The results from the two data were completely different. It was found that that in Taiwan data, National identity, Uncertainty avoidance and Attitude toward the online shopping moderated the effect of IS quality constructs on User satisfaction but not on Attitude toward the site. However, in Thailand data, the moderating effect of National identity, Uncertainty avoidance and Attitude toward the online shopping was found on Attitude toward the site, not on User satisfaction.
The research findings and implications for practitioners are discussed at the end of this thesis.
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