| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 97 === This study aims to investigate customer purchase behaviors in the contexts of e-commerce from the perspectives of transaction cost economics. In technology aspects, the advantages and drawbacks of a website’s design, the protection of personal privacy and transaction security are major concerns for customers to process an e-commerce behavior. These factors may be argued to reduce information asymmetries between the parties of the transaction and therefore mitigate transaction cost.
Specifically, we addressed website design factors and e-WOM (e-word-of-mouth), in this study, to examine if the two can reduce transaction costs when a purchase happens to an e-commerce environment. Survey via internet questionnaires, we collected the data and ran a regression for further analysis. The results suggested that the greater the user interface of the website design is and the more positive role e-WOM plays in, the lower the transaction costs consumers perceive are in e-commerce contexts. We also found that the lower transaction costs perceived by customers, the more likely the consumers are to purchase in the contexts of e-commerce. These findings can help a firm define key factors to build customer loyalty and retain customers by in a brick-and-click or click-only environment.
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