A Study on the Factors of Consumers’ Online Purchase Intention - The Moderating Effect of Source Credibility

• Main Authors: Chia-Hui Chang, 張加繪
• Other Authors: Ru-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5jb2ek

碩士 === 中原大學 === 企業管理研究所 === 105 === 　　With the development of online shopping getting faster and faster, the frequency of online purchases and the number of online shopping consumers keep increasing, which shows that the money spent on the online market will only get higher with time. In terms of online clothes shopping, as the consumers cannot see the real products, they can only judge the products from the photos provided by the sellers. Therefore, how well the models in the photos can attract the attentions of consumers will affect their purchase intention. 　　The purpose of this study is to explore the impacts that the characteristics of consumers and the experiences of online shopping have on purchase intention of the consumers, with the source credibility being added as an interference factor. This study illustrates the characteristics of consumers who purchase clothes online, the experiences of online shopping the source credibility, the negative messages, and the literatures of purchase intention. Furthermore, the source credibility was divided into the degrees of high and low for the design of experiments. This study adopted the 2x3 factorial experiment design. 　　In conclusion, the trustworthiness of source credibility has an effect on the consumers, whereas the expertness and the attractiveness do not. Therefore, the vendors should focus on seeking models of high trustworthiness, so as to achieve the greatest benefits.