| Summary: | 碩士 === 國立政治大學 === 資訊管理研究所 === 99 === The e-commerce environment has developed rapidly with the fast growth of Internet. However, by reviewing the market status of e-commerce, there were still 54.9% of Internet shops which couldn’t make the profit and loss balance even the internet shopping was growing constantly. The environment was so competitive that the profit margin of product reduced and the rate of making profits slowed down. Therefore, the Institute for Information Industry advised internet shops to enhance their internet security of websites if they wanted to stand out from the competitive environment.
Consumers are not willing to purchase the products or services due to the lack of trust in the security of the website and credibility of the internet shops. For this reason, the key to gain the consumers is how to make them trust the internet shops.
Past researches indicated that the consumer’s trusting beliefs can be enhanced by improving the structural assurance of the website. In addition, these trusting beliefs were positively related to the trusting attitude toward the website. Therefore, we identified the constructs of the trusting beliefs which could be affected by Cialdini’s Influence Model from literature review. We used this model to design the structural assurances of the website as experimental variables to probe the differences of consumer’s trusting beliefs under the model’s principles. Furthermore, we understand the effect of structural assurance by analyzing how the constructs of trusting beliefs affected consumers’ trusting attitude when consumers visit the Internet shop at the first time.
This research manipulated the principles of Cialdini’s Influence Model to design the structural assurance of website and simulated the situation of internet shopping via laboratory experimentation. The research result was shown as below:
1. The structural assurances designed by Cialdini’s Influence Model were positively related to the trusting beliefs of consumers except the “Liking” principle.
2. The constructs of consumer’s trusting beliefs were related to the trusting attitude toward the website positively and respectively.
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