The Influence of Website Trust and Seller Trust on Purchasing Intention of Online Purchasing Consumers

• Main Authors: CHEN, HSUEN-MENG, 陳學盟
• Other Authors: TSAI, MING-CHUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/20663706717807605473

碩士 === 中華大學 === 企業管理學系 === 105 === Digital wave struck, the Internet has gradually become a part of everyone's life, online shopping service gradually replaces traditional entity channel, and becomes the consumer's preferred channel. Therefore, It is important to explore the influence of Internet shopping on purchasing intention. This study is based on literature review, reference from Gefen, karahanna and straub (2003)、Lee and Rao (2007)、Ba & Pavlou (2002)、Petrick (2002)、Zeithaml (1988)、Parasuraman & Grewal (2000), the purpose of this study is to investigate the influence of online shopping on consumers' purchase intention. The questionnaire survey method was adopted, then collect the entity questionnaire, for consumers who have participated in the online shopping platform as the research object, a total of 350 questionnaires were issued and 212 valid questionnaires were recovered, the model was validated by SPSS regression analysis. The research results show that the Website Trust on purchase intention have positive effect; Website Trust has significant influence on perceived value; perceived risk has a significant impact on Website Trust; reputation and communication have significant effects on perceived value, trust the seller, however, perceived value and seller trust have no significant influence on purchase intention; privacy concerns have no significant influence on Website Trust.