本研究係提出一個能夠讓企業經營的購物網站值得消費者信任之管理模式，以期幫助業者在提昇網站信任方面，有具體的目標和施力點。該模式包括兩個主要的部分：(1)網站值得信任的構成因素和(2)促成網站值得信任的管理措施。有關前者部分，本研究建構網站信任的架構和各因素重要性的排序，並轉成量表和對量表的驗證。後者在探討促成業者建立網站信任的顯著影響因素，以及業者和消費者在此方面表現的認知差距之分析。此外本研究也實際將量表分別應用在網站信任對個人資訊揭露意願的影響，和購物經驗對網站信任之影響的驗證。
在研究的流程上，首先以消費者為導向，探討網站值得信任的架構和重要組成。接著由業者評量自己的網站在此方面的表現，同時也指出影響該表現的各因素之強烈程度。然後，再回到消費者本身，進一步逐一評量該網站的實際情況，以作為本研究探討業者與消費者之間認知落差的情形。
本研究結果指出，網站值得消費者信任的主要因素可分為能力、正直和關係三個維度，十三個總指標，和五十三個細目指標。對業者的實證結果顯示，會顯著地促成網站業者在「網站信任」有較佳表現的因素，並不是感知的利益或感知的外在壓力，而是該網站是否一切準備就緒，尤其是在教育訓練與管理結構的支持、資訊科技資源、以及線上認證的配合等方面。另外，商業經營模式也是促成的重要因素，尤其是業者對網站的重要程度越高，又懂得虛擬社群的經營，那麼將更助於網站信任的展現。
在本研究中並指出線上業者和消費者在認知上落差之所在和其主要原因。為有效管理網站和促使網站值得信任，業者需真正地以消費者為導向，建立和妥善運用所需的資源和能力(如：教育訓練和管理結構的支持、資訊科技資源)，以提升消費者的信任。
此外，本研究確認了網站信任對提供個人資訊意願的正向影響，以及線上購物經驗對網站信任的助益。最後，本研究並對各階段成果說明策略意涵，也結合顧客關係管理觀念，提供業者信任管理的參考模式和網站信任的自我檢核參考表，期望有助於業者對網站信任，有較綜合性的瞭解和經營上的幫助。 / This paper presents an EC-trust management model based on a series of empirical studies, in order to help website managers to develop or enhance their website trustworthiness. This model consists of (1) the website trust/trustworthiness structure and its components, and (2) the managerial measures to support the development or enhancement of the trustworthiness. The latter also includes (1) the organizational readiness and business model for the trustworthiness, (2) the gap analysis that helps finding out the differences in the trustworthiness perceptions between website managers and consumers, and (3) the potential trust accumulation via the continuously better online experiences.
The paper conducts a four-phase research. At first, the website trustworthiness structure and its evaluation form are constructed and validated. Then, out of 476 shopping websites, 100 managers use the form to evaluate their website trustworthiness, and also fill in the questionnaire that measures their perceptions of the factors (e.g. organizational readiness and business model) influencing their website trustworthiness performances. In the third phase, 128 consumers are asked to use the same form to perceive and evaluate those websites’ trustworthiness performance, in order to measure the correlations and the gaps between the managers’ and consumers’ perceptions. Besides, the effect of trust on the willingness of personal information disclosure is also tested in this phase. Finally, in the fourth phase, this research adopts a multiple case study strategy to find out the reasons for the significant gaps identified in the third phase, and, practically, works with a case company to find out the effect of the online-shopping experience on trust in the website.
The result shows that the website trustworthiness involves three latent factors (i.e., competence, integrity, and relation), which consist of 13 elements, and a total of 53 detailed items. The website trust/trustworthiness performance is significantly affected by their website readiness (i.e., E & T and managerial structure, IT resources, financial resources, and seal-program preparation), the perceived website importance, as well as the perceived community importance. Meanwhile, the results also show that the gaps of perceptions between website managers and consumers do exist. Therefore, to effectively enhance their website trustworthiness, they should be really consumer-oriented and improve their performance according to the gap analysis.
Besides, there are another two exciting findings in this paper. The effect of trust on the willingness of personal-information disclosure is validated. The significant effect of shopping experiences on trust suggests that the website managers should promote customers’ online experiences to enhance their trust in the websites.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0087356504 |
| Creators | 邱顯貴, Chiu, Hsien-Kuei |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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