| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 99 === This study is to use perceived privacy and perceived security as the antecedents to study consumer’s the strength of purchase intention to shopping website is influenced by trust and perceived risk, and use attitude as moderator to trust, perceived risk and purchase intention to study the moderating effect of the significant and positive consumer’s attitude on shopping website. This study inllustrate the context of consumer shopping on line with the research of Mayer, Davis and Schoorman (1995) that divided trust into three constructs-Ability, Benevolence and Integrity, to obtain findings and apply it to relative issues of e-commerce. Finally, to verify consumer’s purcahse intention to influence the level of actual purchase behavior.
This study utilizes questionnaire methods to collect samples from the Northern, Central, Southern and Eastern regions of Taiwan, and the data were analyzed by using structural equation modeling. The empirical and analytical results indicate that the most of hypotheses are supported. It proves that the proposed model of this research can predict adequately consumer’s attitude and provide shopping website practician references.
The important findings of this study are as follows: (1) In the context of e-commerce, purchase intention is a very important antecedent to actual purchase behavior; (2) Benevolence is a very important antecedent for purchase intention; (3) When the consumer’s attitude to Internet store is stronger, the significant and positive effect of consumer perceive benevolence and integrity on purchase intention are stronger; (4) When the consumer’s attitude to Internet store is stronger, it can reduce the negative effect of purchase intention caused by perceived risk to Internet store; (5) The three constructs-ability, benevolence and integrity instead of a single construct of trust can be explained, and it proposed clearer way for future research.
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