| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 107 === Recently, online purchasing has been rapidly developed, and more and more customers are willing to purchase product on online-transaction platforms. The developed of variety online-transaction platforms has become quite mature and shopping has become a trend through internet. In order to know the customers thoughts, the online-transaction platforms operators need to build shopping website that make customers deserve trust, thereby affecting customers’ purchase intention. Therefore, this research uses consumer electronics as an example to explore the factors affecting customers’ trust and purchase intention on online-transaction platforms.
The purpose of this research is to investigate the factors what affects customers trust on online-transaction platforms and affects the purchasing intention. This research is based on reference about three topics: word-of-mouth、familiarity、purchase experience those three topics affected platforms trust. Finally, all the factor come out the customers purchasing intention. In the end, we adopted quantitative research and had an empirical study by using the questionnaires. It got the positive conclusions and gave some suggestions.
This research will help the online-transaction platforms operators know well the customers considers before they purchase consumer electronic products on the platforms, and then online-transaction platforms operators can be able to dominate the e-commerce market among lot of competitors. Especially, this research is about consumer electronics with higher price. It’s not easy to establish the customers’ identity and have purchase intention. Overall, the research conclusion is to help the online-transaction platforms operators manage their websites effectively.
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